More conversions from the same Google Search traffic, validated in a two-month
controlled test across 474 personalized experiences
COMPANY OVERVIEW
Cedars-Sinai, at a glance.
Cedars-Sinai is a nonprofit academic healthcare organization headquartered in Los Angeles, consistently ranked among the top medical centers in the United States. It runs a large hospital system, a research enterprise, and a health network that treats more than a million people every year.
FOUNDED
1902
INDUSTRY
Healthcare (Academic Medical Center)
EMPLOYEES
16,000+, including 3,000+ staff physicians
GEOGRAPHY
Los Angeles, California
use case
Landing page personalization for Google Search Ads
SCALE OF OPERATIONS
$4.66B
Annual revenue
1M+
Patients treated every year
3,000+
Staff physicians
919
Licensed beds at the flagship medical center
A pilot Google Search program for Specialized Women's Health and Pediatric Care at Tarzana. Keywords covered types of pregnancy care, from perinatology and maternal fetal medicine to high-risk pregnancy and NICU, combined with the localities searchers were in. Each search represented a different level of need and a different specialist.
In a Nutshell
People searched for a specialist. The page offered them a directory.
Cedars-Sinai launched new Google Search campaigns for women's health and pediatric care at Tarzana, reaching families looking for very specific help: a perinatologist, a high-risk pregnancy specialist, a NICU, an OB/GYN close to home. Every one of those clicks landed on the same standard page with a generic "Find a Doctor" button, and visitors often had to click through several pages to find what they had searched for. With Fibr, every search got a page that named the specialty and the location it was looking for. 474 experiences went live in 15 days with no engineering involved, and conversions rose about 20% in a two-month controlled test.
THE CHALLENGE
The campaigns were new, and the goal was clear: turn paid search traffic into booked appointments at the Tarzana clinic. Someone searching for a perinatologist near Glendale and someone looking for NICU care were both expecting to land on information about exactly that.
Instead, every ad pointed to the same standard landing page. The headline was general, the call to action was a generic "Find a Doctor," and there was no mention of the specialty or location in the search. Visitors who wanted one specific answer often had to move through several pages to find it, and many didn't.
The cost of mismatch
Conversions were the number that suffered. The team knew the campaigns had a conversion problem, but they had no way to serve the right information by location or by subject quickly enough to fix it. For a family facing a high-risk pregnancy, every extra click between the search and the right specialist is a reason to look somewhere else.
THE SOLUTION
One landing page, 474 ways to answer the search that reached it.
Fibr worked in three steps: reading what each search was really asking for, grouping that intent into cohorts the team could manage, and building a matched page for every combination of specialty and location.
STEP 1
The Analysis: the search was specific, the page was not
Fibr started with the Google Search traffic arriving on the Tarzana women's and pediatric care landing page, a single HubSpot page receiving every campaign. The searches were precise about two things: the kind of care and where the searcher was. The page addressed neither, so the most important information for each visitor sat one or more pages deep.
STEP 2
The Signals: type of care and location
Personalization was built on the two signals every search already carried. Keywords were grouped into eight cohorts that matched about 80% of the existing ad groups:
Perinatologist
Maternal Fetal Medicine
OB/OB-GYN
NICU
Women's Health
High Risk Pregnancy
OB/GYN (remaining keywords)
Miscellaneous (remaining keywords)
Each cohort was then matched with the locality in the search, so a visitor saw both the specialist they were looking for and the place they were looking in.
STEP 3
The Setup: 474 experiences, 15 days from brief to live
The page structure stayed the same. What changed was what it said: the headline, the supporting copy, and the call to action. "Find a Doctor" became specific, such as "Find a Perinatologist in Glendale" or a call to find a high-risk pregnancy specialist. Cedars-Sinai's marketing team reviewed every variant before launch, there was no engineering involvement, and all 474 experiences were live in 15 days. Sign-off was decisions, not corrections.
The New User Experience
The specialty and the location in the search followed the visitor from the first fold to the call to action. Instead of a directory to browse, they found the care they were looking for and a clear next step to reach it. Nothing in the search was lost on the page.
The results
The personalized pages ran against the original page in a controlled test over about two months, on the same Google Search traffic.
CONVERSION
↑ ~20%
More visitors from the same paid search traffic took the next step toward an appointment.
ENGAGEMENT
↑ Up
Scroll depth and on-page engagement rose, and bounce rates fell on the personalized pages.
EXPERIENCES LIVE
474
Matched experiences across eight care cohorts and their localities, from one landing page.
SPEED TO GO-LIVE
15 days
From brief to live, with marketing team review and no engineering tickets.
Cohort standouts
The uplift was positive across the program, and it was strongest in the campaigns that received the most sessions. With more traffic, those campaigns gave the personalized pages more chances to prove themselves, and the lift showed up there first.
KEY INSIGHTS
INSIGHT 01
In healthcare, the searcher already knows which specialist they need.
Someone searching for a perinatologist or maternal fetal medicine has usually been referred or has done the research. A page that opens with general women's health makes them start over. Answering in the visitor's own clinical language is what moved conversions about 20%.
INSIGHT 02
Find a Doctor" is a directory. "Find a Perinatologist in Glendale" is an answer.
The generic button asked visitors to do the searching again, one page at a time. Naming the specialist and the place in the call to action turned that search into a single click, without changing the structure of the page at all.
INSIGHT 03
The lift shows up first where the traffic is
Every cohort moved, but the campaigns with the most sessions moved the most. For a pilot, that points to a clear rollout order: start personalization where the volume is, prove it there, and then extend it to the long tail.
