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Boosting Conversions by 71%: How NZ Health Group Transformed Digital ROI
Client: New Zealand Health Group (NZHG)
Industry: Healthcare
Location: New Zealand
Agency: authentic digital
About the Client
New Zealand Health Group (NZHG) is the largest integrated provider of health and community services across New Zealand. With over 30,000 Kiwis supported through services such as home care, rehabilitation, health staffing, and medical alarms, NZHG operates multiple healthcare brands including Geneva Healthcare, Healthcare New Zealand, Private Care NZ, and Freedom Medical Alarms.
Despite strong brand recognition, NZHG’s digital strategy had gaps in reach, conversion, and ad spend efficiency. The organization sought an expert partner to improve SEO, SEM, and overall digital performance.
The Challenges
Upon auditing NZHG’s digital ecosystem, several key issues were identified:
| Problem | Description |
| ❌ Fragmented Digital Accounts | Multiple subsidiary brands with inconsistent PPC and SEO execution. |
| ❌ Poor ROI from Google Ads | Campaigns lacked strategic structure, resulting in inefficient budget utilization. |
| ❌ Low Search Visibility | Many strategic keywords for core services were underperforming or missing from the top SERPs. |
| ❌ Technical SEO Gaps | Issues with page speed, broken links, lack of structured data, and weak internal linking affected crawlability and user experience. |
| ❌ Limited Retargeting | Missed opportunities to re-engage high-intent users via display and remarketing campaigns. |
Our Integrated Digital Strategy
To address NZHG’s multi-brand digital landscape, Authentic Digital implemented a comprehensive full-funnel strategy that combines organic and paid growth levers.
Strategic SEO Optimization
- Performed comprehensive SEO audits for all group brands
- Improved indexability and crawl health through site structure cleanups
- Introduced keyword-rich content plans for service areas (e.g., vocational rehabilitation, home care services)
- Built high-quality backlinks from New Zealand health blogs and service directories
- Implemented schema markups (Organization, Services, Review) for rich search result visibility
Targeted SEM Re-Structure
- Rebuilt Google Ads accounts from scratch with campaign segmentation by brand, service, and intent
- Introduced device and demographic bidding strategies
- Developed conversion-focused retargeting funnels
- Used audience exclusions and lookalikes to refine targeting and reduce waste
Content Marketing
- Created informative blog content tailored to New Zealanders’ healthcare-related questions
- Developed pillar content for key services to serve as SEO hubs
- Collaborated with NZHG’s internal team to align tone and branding across websites
📈 Timeline Snapshot
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Month 1SEO audit, Google Ads analysis, stakeholder planning workshop.
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Month 2–3Website optimization, content creation, PPC re-structuring.
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Month 4Launch of retargeting campaigns and blog rollout.
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Month 5Backlink outreach and performance tracking setup.
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Month 6Reporting, fine-tuning campaigns, and local SEO optimization.
Transformative Results
“I enjoy working with the authentic digital team because they care and deliver results… Getting our vocational rehabilitation service ranked on Page 1 within one week was our best record so far.”
— Mike Nguyen, Senior Marketing Executive, NZHG
| KPI | Before | After (6 Months) | % Change |
| Organic Traffic (across brands) | Low | +85% increase | +85% |
| Google Ads Conversion Rate | ~2.4% | 4.1% | +70% |
| Strategic Keywords on Page 1 | 10 | 60+ | +500% |
| Cost Per Conversion | High | Reduced by 40% | -40% |
| Goal Completions | Baseline | +71.05% | +71.05% |
Notable Wins
- Achieved Page 1 rankings for critical health service terms across four NZHG brands
- Substantial uplift in Google Ads ROI through restructured account setup
- Strengthened internal collaboration between digital and marketing teams
- Built a scalable digital foundation to support NZHG’s growing healthcare footprint
Takeaway for Healthcare Brands
This case study underscores the impact of a structured, collaborative SEO + SEM approach in healthcare. By aligning technical excellence with a clear content strategy and precise paid advertising, organizations like NZHG can dominate search visibility and drive real business outcomes.
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