Turning a Messy Account into a $290k Revenue Pipeline
PROJECT SUMMARY
When Maze Men’s Health partnered with Pronto Marketing, their Google Ads account was suffering from a common medical marketing ailment: it was generating clicks, but not the right kind of patients. The account was cluttered with broad targeting that wasted budget on low-intent inquiries, obscuring the true performance of their marketing investment.
Pronto executed a comprehensive “cleanup and restructure” strategy, filtering out the noise to focus exclusively on high-value patient intent. In just six months (July–December 2025), this revitalized strategy generated 116 highly qualified leads from a $41,180 ad spend.
By prioritizing lead quality over volume, the campaign delivered an estimated $290,000 in estimated pipeline revenue, achieving a 7x Return on Ad Spend (ROAS).
Leads
Revenue
Ad Spend
Company Background
Maze Men’s Health is a specialized health and wellness clinic focused on providing comprehensive care for men’s reproductive and sexual health. With locations across multiple U.S. markets, Maze offers diagnosis and treatment for conditions including low testosterone (Low T/TRT), erectile dysfunction (ED), Peyronie’s disease, vasectomy services, and male fertility issues.
An Overgrown Account in a Regulated Advertising Environment
As Maze Men’s Health continued to expand its service offerings and locations, its Google Ads account had grown increasingly complex. Over time, the account accumulated 49+ active campaigns, many of which overlapped in targeting, messaging, and budget allocation. This fragmentation made it difficult to control performance, identify what was truly driving results, and scale spend efficiently.
Compounding the issue, Maze operates in a highly regulated healthcare category, where Google Ads policies restrict certain medical terminology, ad copy phrasing, and landing page claims. As a result, several campaigns experienced limited delivery, disapprovals, or inconsistent visibility, further reducing the account’s effectiveness.
Key challenges included:
- Excessive campaign volume, leading to diluted budgets and internal competition between campaigns.
- Inconsistent delivery, driven by healthcare advertising restrictions and policy enforcement.
- Limited visibility into performance, making optimization and reporting more difficult.
- Difficulty scaling high-performing services, due to fragmented structure and unclear prioritization.
Maze needed a Google Ads strategy that could cut through complexity, comply with healthcare policies, and focus investment on the highest-intent patient searches—all while creating a structure that could be managed and scaled long term.
Simplifying the Account to Focus on High-Intent Search
Pronto rebuilt Maze Men’s Health’s Google Ads account with a singular goal: reduce complexity while increasing visibility and control in a regulated healthcare environment. Instead of attempting incremental optimizations within a bloated structure, the team implemented a full account restructure centered on Maze’s highest-value services and patient intent.
The solution focused on consolidation, compliance, and clarity.
Account Restructure & Campaign Consolidation
Pronto reduced the account from 49+ campaigns down to just four core Search campaigns, each aligned to a primary service category. This eliminated internal competition, concentrated budget where demand was strongest, and made performance easier to monitor and optimize.
Key actions included:
- Consolidating overlapping campaigns into service-line–focused Search campaigns
- Pausing non-essential campaign types to prioritize high-intent traffic
- Aligning keyword themes tightly with Maze’s core treatments
Policy-Aware Keyword & Ad Strategy
Because Maze Men’s Health operates in a regulated healthcare category, Google Ads policy compliance was a critical factor in campaign performance. Prior to the restructure, certain keywords and ad variations were prone to limited delivery or disapproval, which contributed to inconsistent visibility across campaigns.
Pronto addressed this by refining keyword selection and ad messaging to balance search intent, compliance, and delivery stability. The focus shifted toward keywords that clearly reflected treatment intent while avoiding language that commonly triggers policy restrictions.
Key actions included:
- Auditing and removing keywords with a history of disapprovals or limited delivery
- Refining match types to improve control over search intent and reduce policy risk
- Writing compliant ad copy that emphasized clinical credibility and patient support without making restricted claims
- Aligning ads more closely with corresponding service pages to reinforce relevance and approval consistency
This policy-aware approach helped stabilize ad delivery, improve campaign consistency, and ensure that Maze’s ads remained visible for high-intent searches despite the constraints of healthcare advertising.
Improved Targeting & Negative Keyword Control
To further improve traffic quality and reduce wasted spend, Pronto refined targeting and implemented a more disciplined negative keyword strategy across all campaigns. With the account consolidated, it became easier to identify irrelevant search patterns and prevent ads from appearing on low-intent or non-treatment queries.
Targeting was aligned more closely with Maze’s clinic locations and service availability, ensuring ads were shown to users most likely to convert. At the same time, negative keywords were expanded and actively managed to filter out informational, research-only, and unrelated searches.
Key actions included:
- Tightening geographic targeting to focus on markets served by Maze clinics
- Adding and refining negative keywords to reduce irrelevant impressions
- Excluding low-intent search themes that did not align with treatment services
- Using search term insights to continuously improve traffic quality
This approach helped improve efficiency by ensuring that ad spend was focused on qualified, high-intent users, supporting more consistent performance and stronger overall campaign control.
Simplified Optimization & Reporting
With the account consolidated into a small number of service-focused campaigns, Pronto was able to simplify ongoing optimization and reporting while maintaining a high level of control. Each campaign was structured with 12 tightly focused ad groups aligned to specific service types, allowing performance to be analyzed and optimized at a granular level without unnecessary complexity.
Keyword coverage was refined to approximately 313 carefully selected keywords, replacing scattered broad targeting with a more intentional, treatment-focused approach. To further protect efficiency, nearly 400 negative keywords were implemented to prevent wasted spend from irrelevant or low-intent searches.
Ad messaging was also streamlined, with 23 optimized ads written to reflect service-specific intent while remaining compliant with healthcare advertising policies. Targeting was restricted to 3 primary locations based on Maze’s service area coverage, ensuring impressions and clicks came from markets the clinic could actively serve.
This structured approach made reporting clearer and more actionable, enabling faster optimization decisions and more confident budget adjustments. With fewer variables and stronger alignment between intent, messaging, and location, Maze now benefits from a Google Ads program that is easier to manage and built for consistent performance.
From Chaos to Efficiency: A 7x Return on Ad Spend
By stripping away the complexity of the original 49+ campaigns and focusing strictly on high-intent search terms, the campaign shifted from a strategy of “buying traffic” to one of “buying revenue.”
$290,000 in Estimated Pipeline Value
The restructure generated 116 highly qualified leads over the six-month period. While the raw volume of clicks decreased compared to the previous broad approach, the value of the traffic skyrocketed. With an average first-year patient value of $2,500, these leads generated an estimated $290,000 in pipeline revenue.
A 700% Projected ROAS
With a total ad spend of $41,180, the campaign achieved a 7 : 1 Return on Ad Spend. This efficiency highlights that in specialized medicine, digital advertising profitability comes from precision filtering, not mass volume.
Strategic Control Restored
Beyond the financials, the operational health of the account was restored.
- Streamlined Structure: The account was consolidated from 49+ fragmented campaigns into a manageable, scalable core structure.
- Consistent Delivery: Policy-compliant ad copy ensured that ads stayed live and visible, rather than being flagged by Google’s medical restrictions.
- Crystal-Clear Reporting: Maze Men’s Health now has clear visibility into which specific services (e.g., Vasectomy vs. TRT) are driving revenue, allowing for confident budget decisions moving forward.
Data Context: How We Calculated Patient Value
To estimate the $290k pipeline, we applied a conservative average first-year value
of $2,500 per patient. This figure is a weighted baseline based on standard US
market rates for men’s health services:
- Recurring Care: Testosterone Replacement Therapy (TRT) typically ranges
from $2,100–$3,000 annually in management fees and lab work. - Surgical Procedures: While standard vasectomies average $1,000,
specialized microscopic reversals often range from $6,000 to $15,000.
By using a conservative $2,500 baseline, we ensure our projections account for a
mix of standard and premium cases without inflating the results.
The Bottom Line: By cleaning up the account and focusing on the “true number” of qualified patients, Maze Men’s Health secured a predictable, high-value revenue stream at a sustainable cost.
Scalable Growth and Operational Clarity
By shifting from “buying clicks” to “buying revenue,” the campaign transformed a chaotic ad account into a predictable investment. The restructure delivered a 7x Return on Ad Spend, generating $290,000 in pipeline revenue from just 116 qualified leads.
This efficiency did more than drive profit; it supported business expansion. The steady stream of high-intent patients was instrumental in launching the clinic’s new Purchase, NY location. Furthermore, by filtering out low-quality traffic, the intake team was relieved of administrative burden, allowing them to focus purely on closing high-ticket procedures. Maze Men’s Health now operates a lean, compliant engine built for scale.
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