Case on contextual advertising for bioidentical pellets

A potential client contacted me about a large clinic in Kyiv specializing in bioidentical pellets.

After the first meeting on Zoom, I learned that another specialist had already launched Google ads and worked on them. However, the client was not satisfied with the results in terms of cost per click and number of leads.
At the same time, the specialist could not offer a better solution.

My main tasks:
Create and set up a successful advertising campaign in Google Ads.
Achieve the set goal in terms of cost per click.
Generate a minimum of 200 leads per month.

In this case, I had to start from scratch as the previous freelancer did not provide access to the old campaigns.
I had to test various hypotheses with keywords and types of campaigns.

After 2 months, I managed to outperform the previous specialist by 7 times.

Leads: 250 through forms + 89 calls.
Average cost per lead: 120 UAH.
Advertising expenses: over 30,000 UAH.

In conclusion:
There are no super secret secrets among specialists, whether in Google or Facebook.
It's just a lot of hours testing hypotheses, creative ideas, website tests, and searching for the connection that will lead to the desired result.