Elation Health Paid Search Case Study: $210K Won ARR and 3x Demo Growth with Google Ads and Bing Ads
All-Time High Won ARR in a Single Month
Demo Volume Growth Since Program Launch
Qualified Leads Generated Since Mid-2025
YoY Lead-to-Demo Rate Improvement
Starting in mid-2025, LLG built and managed a full-funnel paid search (SEM) program for Elation Health across Google Ads and Microsoft Bing Ads. The work spanned everything from initial campaign architecture and conversion tracking setup through specialty expansion, Bing channel buildout, and continuous optimization. Over the course of the engagement, LLG managed more than $3.5 million in combined paid search spend, generated 3,400 qualified leads, grew demos from 18 to 56 per month, doubled the year-over-year lead-to-demo rate, and helped drive a record $210,000 in won ARR in a single month.
The results below reflect what is possible when search engine marketing strategy is built around a specific buyer, tracked all the way to closed revenue, and managed with the operational discipline that paid search at this scale requires.
About Elation Health
Elation Health is a clinical-first EHR (electronic health record) platform built specifically for independent primary care physicians. The company holds an estimated 80% share of the Direct Primary Care (DPC) market and serves a growing base of fee-for-service practices across the United States.
Elation’s buyer is the independent practice owner: a physician running a small practice with 3 to 15 providers who has chosen to operate outside of large health systems and is making their own technology decisions. This is a fundamentally different buyer than the enterprise hospital procurement teams that most healthcare IT and health tech vendors target, and they require a fundamentally different paid search strategy.
Healthcare SaaS and health IT companies face specific challenges in paid search. Generic EHR keywords attract hospital buyers, enterprise procurement teams, and students. CPCs are high. The search intent signals that matter for independent physicians are narrow and specific. Reaching the right buyer efficiently requires deep industry knowledge, not just platform expertise.
LLG has worked with healthcare technology and digital health clients across the B2B SaaS space. For more on our approach to healthcare marketing, visit our Healthcare Marketing Agency page. For broader context on paid search strategy for SaaS companies, see our B2B SaaS Marketing page and our guide to Google Ads for B2B SaaS.
The Challenge
What Elation Needed
When Elation brought Llama Lead Gen on in 2025, the program had campaigns in place but lacked the structural depth and attribution clarity needed to confidently scale spend or tie media investment to downstream revenue.
The core problems:
Conversion tracking had gaps that made optimization unreliable and prevented accurate reporting on cost per demo or cost per won logo. Campaign structure was not differentiated enough to filter out non-ICP traffic, resulting in leads that looked qualified on paper but did not convert to demos at the rate the program needed. There was no Microsoft Bing presence at all, leaving a meaningful portion of physician search volume uncaptured on a platform where independent practitioners actively search. And there was no closed-loop attribution connecting paid search spend to Salesforce won ARR, making it impossible to report true business impact to marketing and sales leadership.
Why Healthcare SaaS Paid Search Is Hard to Get Right
Independent physicians do not search the way enterprise buyers do. They use terms like “how to start your own clinic,” “EHR for small primary care practice,” and “direct primary care EHR.” They are practice owners first and technology buyers second. Messaging that speaks to hospital administrators, billing departments, or large group practices does not resonate with this audience, and keywords that attract those buyers waste budget without producing usable pipeline.
This is an area where industry-specific expertise matters. A generic PPC management approach built for software or e-commerce does not translate directly to healthcare SaaS lead generation. The buyer intent signals, the keyword exclusion logic, the landing page messaging, and the lead qualification criteria all need to be built around the specific language and behavior of the independent physician buyer.
Our Approach
LLG rebuilt the Elation paid search program from the ground up, starting with tracking infrastructure and campaign architecture, then scaling through specialty expansion and Bing channel development. The full-engagement approach reflects LLG’s B2B lead generation methodology: build the foundation right, connect spend to revenue, then scale what works.
Tracking Infrastructure and Closed-Loop Attribution
Before any campaign optimization could happen, LLG conducted a full audit of Google Ads conversion actions, GA4 event tracking, and Google Tag Manager setup in collaboration with Elation’s internal team and web manager.
Conversion tracking was rebuilt to eliminate double-counting, fix misfires, and ensure that every meaningful conversion event was captured accurately. Key conversion events tracked and optimized toward include Demo Request form submissions, Calendly-scheduled demo appointments, Sample Chart page completions (the Checklist campaign anchor page), and Request Pricing form submissions.
Attribution runs on two complementary systems. Salesforce captures first-touch attribution, tying the original paid search click to every lead, qualified demo, and closed-won deal. This is the system of record for revenue reporting to Elation’s marketing and sales leadership. GA4 provides multi-touch visibility across the full buyer journey, showing how campaigns contribute across multiple sessions before a physician converts.
This dual-attribution setup is what allows the program to be managed against won ARR, not just leads or cost-per-click. It is also what makes it possible to report confidently to executive stakeholders on the actual business return from paid search investment.
Campaign Architecture Built Around Physician Buyer Intent
LLG manages a multi-campaign structure across Google Ads organized by search intent and funnel stage. Each campaign has a defined role, a matched keyword set, and landing page alignment specific to that intent.
- Brand (Corebrand and EHR): Captures physicians actively searching for Elation by name. Branded terms including "elation health," "elation emr," and "elation ehr" achieve Quality Scores of 10 out of 10 with average CPCs between $0.74 and $0.81. These are the most cost-efficient conversions in the program and the clearest signal of purchase intent.
- Checklists and New Practice: Reaches physicians in the earliest stage of the journey, those starting or opening a practice who are searching for guidance like "starting a medical practice checklist" or "how to start your own clinic." This campaign has historically been the highest-volume driver in the account and generated 300 leads in the first five months of 2026 alone.
- Practices and EHR Search: Targets physicians actively evaluating EHR platforms. "EHR for small primary care practice" is the single highest-click keyword in the account, generating 17,197 clicks year-to-date with a 55.04% click-through rate. The Practices campaign delivers the best non-brand won rate at 35%.
- Tier 1 Specialties: Separate campaigns for Family Medicine, Internal Medicine, Primary Care, Geriatrics, and Women's Health allow for specialty-specific ad copy and landing page alignment. The Tier 1 Primary Care campaign generated 21,242 clicks with a 43.35% CTR and 701.9% click growth period over period.
- AI Scribe: Captures physicians searching for AI-powered clinical documentation tools. This campaign serves as the foundation for Elation's Agentic Billing product launch and has delivered 500% improvement in demo rate month over month as the AI EHR category has grown in physician awareness. The intersection of health IT and AI is an increasingly competitive search landscape, and this campaign positions Elation at the forefront of that conversation.
- Billing: Targets physicians searching for medical billing software and revenue cycle management tools, connecting them to Elation's billing solutions. Relevant to the growing digital health practice management category.
- Competitor: Intercepts physicians actively comparing Elation to alternatives, managed with exact match to capture evaluation-stage buyers without wasting spend on broad competitor terms.
- EHR Reviews: Mid-funnel campaign for physicians researching and comparing EHR platforms. This is the top-performing campaign on Bing with a 66.67% won rate.
- DemandGen (Brand Awareness and Retargeting): Upper-funnel campaigns that build familiarity and bring prior site visitors back into the conversion path. The retargeting component ensures that physicians who engaged with Elation content but did not convert on the first session are reached again with relevant messaging.
Microsoft Bing Ads Buildout
LLG launched and manages a dedicated Microsoft Bing Ads program mirroring the Google campaign structure. Campaigns include Brand, EHR Reviews, Practices, Tier 1 Primary Care, Checklists, and Family Medicine.
Independent physicians use multiple search engines. Bing’s user base skews toward an older, professional demographic that overlaps closely with the independent practice owner profile. Healthcare SaaS companies that ignore Bing leave real pipeline on the table.
To accelerate the platform’s algorithm learning from day one, Google Ads conversion data was imported into Bing. Without this step, the Bing automated bidding system would have optimized blind for months in a low-volume healthcare search environment. Importing proven conversion data collapses that learning curve significantly.
Bing has become a real contributor to pipeline. As of January through May 2026, the Bing EHR Reviews campaign is running at a 66.67% won rate, the highest won rate of any campaign across both platforms.
Landing Page Strategy and CRO
LLG’s scope includes CRO recommendations covering messaging, UX, CTAs, and layout. Implementation is handled by Elation’s internal web team. Two priority landing pages identified for ongoing optimization:
-
discover.elationhealth.com/sample-chart-primary-care/
is tied to the Checklist campaign and has historically been the highest-converting landing page in the program. -
discover.elationhealth.com/ebook-new-practice-checklist/
serves the new practice audience as a top-of-funnel entry point.
Microsoft Clarity heat mapping was integrated to monitor user behavior and identify friction points, including a logo-click bounce pattern that informed above-the-fold layout recommendations.
Budget Management and Media Planning
LLG manages a detailed monthly media plan tracking allocation and actual spend at the campaign level across both Google and Bing. For context on how to think about budgeting at this scale, see our resource on B2B ad budget allocation.
LLG has managed more than $3.5 million in combined paid search spend across Google Ads and Microsoft Bing Ads since program launch, with spend scaling steadily alongside performance as the account matured.
The Results
Program Overview Since Mid-2025
Since LLG took over the program in mid-2025, Elation Health has generated over 3,400 qualified leads across Google Ads and Bing Ads combined. Demos grew from 18 per month at program launch to a peak of 56 per month in February 2026. Won ARR scaled from $34,704 in March 2025 to $210,000 in April 2026. The trajectory is consistent and sustained, not the product of a single anomalous month.
All-Time High: $210,000 Won ARR in April 2026
In April 2026, the Elation sales team closed an 11-provider practice, pushing total won ARR to $210,000 for the month, the highest single-month won ARR in the history of the program. Lead-to-demo rate came in at 22% for April, more than double the year-over-year baseline. The $210K result speaks for itself.
Won ARR Monthly Trajectory
Since program launch in mid-2025, won ARR has grown consistently, climbing from roughly $35K in the program’s early months to a new all-time high of $210,000 in a single month by April 2026, a jump of over 5x. The growth curve has been steady rather than a one-off spike, with multiple months in 2026 landing well above any month recorded in 2025.
Google Ads YTD Performance (January 1 through May 22, 2026)
Total spend: $1,146,941. Clicks: 532,690. Impressions: 19.58 million. CTR: 2.72%. Average CPC: $2.15. Cost per conversion: $979 (down 52.1% from the prior period). Total conversions: 1,170.
Monthly breakdown:
| January | $242K spend, 22,765 clicks, 7.18% CTR, $10.63 CPC |
| February | $226K spend, 20,766 clicks, 7.5% CTR, $10.90 CPC |
| March | $236K spend, 24,083 clicks, 7.06% CTR, $9.78 CPC |
| April | $239K spend, 123,317 clicks, 2.41% CTR, $1.94 CPC (reflecting DemandGen expansion) |
| May through the 22nd | $199K spend, 332,024 clicks, 2.52% CTR, $0.60 CPC |
Lead Pipeline YTD (January through May 22, 2026)
Google Ads: 938 leads, 208 demos, 22.17% lead-to-demo rate, 40 won logos, 19.23% won rate.
Bing Ads: 123 leads, 14 demos, 11.38% lead-to-demo rate, 3 won logos, 21.43% won rate, $35,554 won MRR.
Combined: 1,061 leads, 222 demos, 43 won logos.
Demo Growth: 18 to 56 Per Month (3x)
Monthly demo volume from the dashboard:
| January 2025 | 13 | January 2026 | 39 |
| February 2025 | 20 | February 2026 | 56 (peak) |
| March 2025 | 20 | March 2026 | 45 |
| April 2025 | 15 | April 2026 | 37 |
| May 2025 | 8 | May 2026 (partial) | 22 |
| June 2025 | 14 | ||
| July 2025 | 20 | ||
| August 2025 | 21 | ||
| September 2025 | 22 | ||
| October 2025 | 24 | ||
| November 2025 | 23 | ||
| December 2025 | 35 |
The growth reflects both higher lead volume and improved lead quality. Non-brand demos grew alongside brand demos, confirming the program was reaching net-new physicians who had no prior Elation awareness.
Lead-to-Demo Rate: 2x Year-Over-Year Improvement
L2D ran at 11% to 13% in early 2025 and reached a range of 20% to 33% in 2026. February 2026 hit 33.48%, the all-time high for the program. Year-to-date 2026, L2D is 22.17% on Google and 11.38% on Bing.
For context: B2B SaaS lead-to-demo benchmarks typically range from 5% to 15%. The program is running at 1.5x to 4x the industry benchmark depending on the month.
Lead Quality: 36% Qualified, 7% Disqualified
Of all YTD leads, 36% are Qualified (demo scheduled or completed). The disqualification rate is 7%, meaning 93% of leads are reaching the Elation sales team in a workable state. Pipeline breakdown: 36% Qualified. 27.3% Marketing Nurture. 17.4% Closed Lost. 11.8% Working (Attempted). 6.6% Disqualified.
A 7% DQ rate is notably low for healthcare SaaS paid search, where generic targeting routinely produces DQ rates of 20% to 40%. The low rate reflects the precision of a campaign structure built specifically for the independent physician buyer.
Campaign-Level Performance (Google Ads YTD 2026)
Brand Corebrand: 207 leads, 99 demos, 47.83% L2D, 22 won logos, 22.22% won rate.
Practices: 126 leads, 20 demos, 15.87% L2D, 7 won logos, 35% won rate. Best non-brand won rate in the account.
Checklists: 300 leads, 8 demos, 2.67% L2D, 1 won logo. Highest lead volume. L2D improvement through landing page optimization is an active priority.
Competitor: 30 leads, 7 demos, 23.33% L2D, 2 won logos, 28.57% won rate.
AI Scribe: 36 leads, 6 demos, 16.67% L2D. Demo rate improved 950% month over month.
EHR Reviews: 20 leads, 5 demos, 25% L2D.
Bing Ads Campaign Performance (YTD 2026)
EHR Reviews: 20 leads, 3 demos, 15% L2D, 2 won logos, 66.67% won rate, $26,347 won MRR. Highest won rate of any campaign across both platforms.
Brand Corebrand: 10 leads, 4 demos, 40% demo rate.
Checklists: 49 leads. Optimization in progress.
Total Bing won MRR: $35,554.
Keyword Efficiency: Quality Score as a Cost Lever
Branded keywords consistently achieve a 10 out of 10 Quality Score, driving some of the most cost-efficient conversions in the account. Top non-brand intent terms, covering searches like starting a practice or evaluating EHR platforms, drive the highest click volume in the program, with one term generating over 17,000 clicks and a 55% click-through rate, reflecting strong demand from the independent physician audience beyond existing brand awareness.
The account’s blended cost per conversion of $979 (down 52.1% from the prior period) reflects compounding Quality Score improvements, negative keyword discipline, and campaign structure work over the full engagement.
Geographic Performance
Conversion volume skews toward high-density independent practice markets in the South and Southeast, along with strong performance in California and the Northeast. This geographic data continues to inform ongoing budget allocation and regional campaign planning.
Physician Demographics
The bulk of conversion volume comes from physicians in their prime practice-ownership years, roughly mid-career, with a meaningful share also coming from younger physicians in the process of opening new practices, the core audience for the Checklist campaign.
The 35-to-54 cohort aligns with independent practice owners in their primary earning and growth years. The 25-to-34 cohort likely represents physicians in the process of opening new practices, the core Checklist campaign audience.
Day-of-Week Performance
Monday generates the highest demo rate at 30% (45 demos from 150 leads). Thursday follows at 28.78% (40 demos from 139 leads). This data drives ad scheduling and bid adjustments to concentrate spend on the days when physician purchase intent is measurably highest.
Organic Context: The Broader Elation Digital Presence
The paid search program operates alongside Elation’s organic and content presence. As of April through May 2026, organic sessions were running at 74,431 per month, total site sessions across all channels at 292,361 (up 28.7% month over month), and the site’s Domain Authority was 39 with 225,180 backlinks across 1,276 referring domains.
Keyword rankings for May 2026: 538 keywords in positions 1 to 3 (up 30 month over month), 1,656 in positions 4 to 10 (up 107). “Top-rated medical billing software” moved from position 50 to position 1. “EHR for small practices” ranks at position 12 with 140 monthly searches.
A strong organic presence reduces reliance on any single paid channel and improves paid search efficiency by building brand recognition that shortens the time from first paid click to demo conversion.
Key Learnings
These are observations grounded in what the data actually showed over the course of this engagement. They are not generic paid search advice.
Buyer specificity is the primary efficiency lever in healthcare SaaS paid search
Generic EHR keywords attract the wrong buyers at high CPCs. Building every campaign around the specific language and intent of the independent primary care physician reduced DQ rates, improved L2D, and concentrated spend on the traffic that actually converts to revenue.
Demo conversion is where healthcare SaaS wins and loses
A lead that does not become a demo is a sunk cost. Every structural decision in this program, from campaign architecture to landing page strategy to bidding, was oriented toward demo completions tracked in Salesforce, not raw lead volume.
Tracking infrastructure is a prerequisite for confident scale
The conversion tracking audit was the first major deliverable of the engagement. Without clean conversion data flowing accurately from GA4 through GTM and into Google Ads, optimization is guesswork and budget decisions are made on unreliable signal. With it, every budget adjustment and bid change is grounded in what is actually driving demos and won ARR.
Microsoft Bing Ads is underutilized in healthcare SaaS and the results bear that out
The EHR Reviews campaign on Bing is running at a 66.67% won rate, the highest won rate of any campaign across both platforms. Physicians searching on Bing are often further along in the decision process and less saturated with competitor advertising than the same searches on Google.
Quality Score compounds over time
Brand keywords at $0.74 to $0.81 CPC versus non-brand at $3 to $56 CPC is not luck. It is the result of sustained investment in relevance-based account structure, negative keyword management, and landing page alignment. The 52% improvement in blended cost per conversion over the engagement is the compounded result of that discipline.
Scale requires operational systems, not just strategy
This program manages more than 15 active campaigns across two platforms, a detailed monthly media plan, weekly reporting cadences with Elation’s marketing and sales leadership, and continuous negative keyword and bid work. The $210K won ARR month is the downstream output of that operational infrastructure.
If Your Healthcare or SaaS Company Is Experiencing Similar Challenges
The challenges Elation faced in mid-2025 are common across healthcare technology, digital health, and health IT companies running paid search:
Conversion tracking that does not accurately reflect demo and revenue outcomes. Campaign structures that generate lead volume without producing qualified pipeline. No presence on Microsoft Bing despite meaningful physician and healthcare professional search volume on that platform. Media spend that cannot be connected to won ARR or closed-won opportunities in the CRM.
If any of that sounds familiar and you want to understand what a structured approach to SEM, Google Ads, and Bing Ads looks like for a healthcare SaaS or B2B technology company, the conversation starts at llamaleadgen.com/talk-to-a-llama.
For more on our paid search and PPC work, visit our Google Ads platform page, our Microsoft Bing Ads page, and our PPC Management services page.
For context on how we approach healthcare and health tech marketing specifically, see our Healthcare Marketing industry page.
For the broader SaaS paid search and lead generation context, our Google Ads for B2B SaaS guide and our B2B lead generation service page are good starting points.
Services Delivered On This Engagement
- Google Ads Strategy, Build, and Management
- Microsoft Bing Ads Strategy, Build, and Management
- Full Account Audit and Conversion Tracking Rebuild (Google Ads, GA4, GTM)
- CRO Recommendations (Landing Page Messaging, UX, CTA, Layout)
- Monthly Budget Management and Detailed Media Planning
- Salesforce and Google Ads Attribution Alignment
- Weekly Performance Reporting and Calls with Elation Marketing and Sales Leadership
- Keyword Strategy and Ongoing Negative Keyword Management
- A/B Testing across Ad Copy, Bidding Strategy, Audiences, and Landing Pages
- Tier 1 and Tier 2 Specialty Campaign Expansion
- Demand Generation Campaigns (Brand Awareness and Retargeting)
- Microsoft Clarity Heat Mapping Integration
- Google Ads Conversion Import to Bing for Algorithm Training
- Campaign Buildout Supporting AI Scribe and Agentic Billing Product Launch Preparation
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About LLG
Llama Lead Gen (LLG) is a B2B paid search and performance marketing agency. We manage Google Ads, Microsoft Bing Ads, and full-funnel SEM programs for healthcare technology companies, B2B SaaS businesses, and digital health brands. Our work connects paid media investment to actual revenue outcomes, tracked through CRM attribution and reported against the metrics that matter to growth-stage and scaling companies: demos booked, pipeline generated, and won ARR.
The Elation Health engagement is one example of what that looks like in practice. Our work spans Google Ads, Microsoft Bing Ads, PPC management, B2B lead generation, retargeting, and healthcare marketing, with additional context available across our B2B SaaS industry page.
