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Full Digital Presence + Google Ads for a Gastroenterology Practice

Endoscopia del Mayab — gastroenterology practice digital presence

14.6%

Conversion Rate

52+ ★★★★★

Google Reviews

25-31% outside metro

Regional Reach

Built the complete digital presence for Endoscopia del Mayab, a gastroenterology practice in Mérida, Mexico — from website design and development to Google Ads management, GA4/GTM analytics, and local SEO strategy. The colonoscopy procedure page achieved a 14.6% conversion rate. Patients now convert from across the entire Yucatán state, with 25-31% coming from outside the Mérida metro area.

The Challenge

Dr. Omar Quiroz runs a solo gastroenterology practice competing against corporate lab chains (Salud Digna, Chopo) with massive marketing budgets. He needed a digital presence that could compete on trust and transparency rather than ad spend — and he needed it to actually drive patient bookings, not just look good.

The challenge was end-to-end: no website, no analytics, no ad campaigns, no SEO, no review strategy. Everything had to be built from zero with a strategy that could sustain itself without requiring a full-time marketing hire.

What I Delivered

  • Complete website redesign and rebuild (Next.js 15, Tailwind CSS 4, Vercel)
  • Centralized TypeScript data architecture — all pricing, doctor credentials, clinic info, and SEO metadata single-sourced in `lib/` modules
  • Google Ads setup and management across 4 procedure-specific campaigns with CPC caps, call conversion tracking, and negative keyword strategy
  • GA4/GTM implementation: 6 custom events, 5 custom dimensions, full conversion import into Google Ads
  • 6 custom Report Editor dashboards in Google Ads
  • SEO strategy including keyword cannibalization diagnosis, 301 redirect planning, and content gap analysis
  • 5-persona content framework (El Buscador Local, El Comparador de Precios, El Paciente Directo, El Paciente Referido, El Investigador) driving all page structure decisions
  • Google Business Profile optimization with review acquisition workflow and 52+ five-star reviews
  • Transparent pricing strategy as competitive moat vs. corporate chains
Endoscopia del Mayab homepage with doctor credentials, trust signals, and primary CTAs
The homepage leads with the doctor's credentials and transparent pricing — a deliberate competitive strategy against corporate chains that hide costs until the visit.
Colonoscopy procedure landing page driving a 14.6% conversion rate
The colonoscopy page achieved a 14.6% conversion rate. Structure follows a conversion psychology framework: fear-based medical content in crawlable headings, transparent pricing, and a direct booking CTA.
Google Ads dashboard showing four procedure-specific campaign performance
Four procedure-specific Google Ads campaigns with geo-targeting, call conversion tracking, and CPC caps — managed end-to-end from setup through optimization.
GA4 event tracking with the custom event taxonomy and dimensions
Six custom GA4 events and five custom dimensions tracking the full patient journey from search to booking — feeding conversion data back to Google Ads for bid optimization.

The AI Workflow

Claude was the primary tool for everything — site architecture specs, component code generation, SEO metadata systems, ad copy, GBP review reply drafting, analytics debugging, competitive keyword analysis, and strategic decision-making. Built a spec-first workflow: comprehensive implementation specs with prioritized prompt batches (P0-P3) handed to Claude Code for execution.

Used Claude to diagnose keyword cannibalization from Google Search Console data exports, identify the root cause (homepage H1 competing with a procedure page), and produce the fix. Also used AI-driven competitive analysis to identify uncontested ad campaign opportunities for niche procedures (argón plasma, dilatación esofágica) that corporate competitors weren't bidding on.

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