Scaling a 60-Branch Medical Lab Network Across Google, Meta, and Snapchat
23 months. 7.2M+ SAR in documented managed spend. A Google Ads account rebuilt around patient intent, a Meta engine producing 73,000+ patient conversations, and a Snapchat channel built from absolute zero.
The Challenge
Delta is one of Saudi Arabia's growing diagnostic lab networks, with branches across multiple cities. Patients search at the moment of need — "blood test near me", specific test names, packages — so winning search visibility is the difference between a booked test and a lost patient.
When I joined, the Google Ads account had room to grow on three fronts: cost per conversion was high, the brand was absent from a large share of relevant searches, and budget was frequently running out before demand did. Paid social was underused as an acquisition channel, and Snapchat — one of the most-used platforms in KSA — wasn't running at all.
The mandate: capture the demand that already existed, then build the channels nobody had switched on yet.
Google Ads: Owning Search Demand
What I did
Restructured the account around intent. Rebuilt campaigns by test category, package, and location — growing to roughly 90 campaigns so every major search intent had a dedicated budget and message.
Prioritized exact-match coverage. Focused on high-intent test and package keywords, where searchers are closest to booking.
Reduced budget-limited losses. Reallocated spend from low-yield campaigns to those capped by budget, so demand was no longer turned away mid-day.
Introduced Performance Max. Rolled out 13 PMax campaigns to extend reach across Google's inventory for proven offers.
Continuously optimized toward conversions. Refined bidding, keywords, and ad copy month over month against one number: cost per booked conversion.
Results, January – July 2026
| Month | Spend (SAR) | Conversions | Cost / Conversion |
|---|---|---|---|
| January | 528,346 | 6,725 | 78.56 |
| February | 569,021 | 8,751 | 65.02 |
| March | 473,906 | 8,822 | 53.72 |
| April | 617,211 | 28,670 | 21.53 |
| May | 609,719 | 52,609 | 11.59 |
| June | 607,974 | 45,237 | 13.44 |
| July | 630,436 | 79,733 | 7.91 |
| Total | 4,036,612 | 230,548 | 17.51 |
Over seven months: 37.7M impressions, 1.2M clicks, and 230,000+ conversions. Conversion rate rose from 4.0% to 41.4%.
Search visibility
| Metric | Start | End | Change |
|---|---|---|---|
| Search impression share | 25.8% | 42.1% (peak 51.2%) | +63% |
| Exact-match impression share | 39.1% | 63.7% | +63% |
| Impression share lost to budget | 41.7% | 28.7% | −31% |
In the first nine days of August 2026, campaigns ran at an ACoS of 5.44% against more than 2.9M SAR in reported sales. Monthly Google budget was approved at 600,000 SAR — a reflection of the confidence the channel had earned.
Meta: Turning Social Into Patient Conversations
Meta was used as a direct-response channel for bookings, with messaging campaigns routing patients straight into conversations with the booking team.
Monthly Meta investment grew from about 38,700 SAR (the month before I joined) to ~120,000 SAR by July 2026 — while holding conversation costs efficient. Second-year investment was +80% over the first.
Standout campaign
A campaign for a specialized prenatal test package generated 12,424 conversations at 14 SAR each from 12.7M impressions — proof that a well-targeted niche offer can scale on social.
Snapchat: Building a Channel From Zero
Snapchat reaches a huge share of Saudi audiences — but it had no presence in the marketing mix at all.
Snapchat went from nothing to a 1.87M SAR channel in seven months through structured testing and scaling — not a one-off spike.
Business Context
During this engagement, the company reported growth from 50 to 60+ branches and from monthly sales of around 7M SAR to over 15M SAR. Paid media was one of several growth drivers alongside branch expansion and operations — and the digital channels scaled with the business throughout.
Verified by the Employer
Delta Medical Laboratories issued an official experience certificate confirming my full-time role managing their advertising campaigns from October 2024 to August 2026.
In it, the company describes me as diligent and dedicated, with excellent practical abilities, credits me with contributing to the development of their ad accounts and campaign management, and notes my innovative ideas and the respect I earned from managers and colleagues.
What This Project Demonstrates
Search share is a growth lever, not a vanity metric.
Capturing more of existing demand delivered more bookings than chasing new audiences.
Efficiency and scale can grow together.
Conversions rose nearly 12x while spend rose 19% — because structure and targeting improved, not just budget.
Each platform has a job.
Google captured intent, Meta drove conversations, and Snapchat extended reach into audiences the others missed.
New channels are built, not switched on.
Snapchat went from nothing to a 1.87M SAR channel in seven months through structured testing and scaling.
Running a multi-branch healthcare or service business in the GCC?
I help brands capture search demand and turn paid media into booked customers.