Four emergency rooms, one brand, and 5× the search visibility for Immediate Care Centers of Texas.
Immediate Care Centers of Texas runs freestanding emergency and urgent care centers in Frisco, Castle Hills, McKinney and Lufkin. Each location had its own brand, website and ad account. We brought them together under one name and one website, then grew each market with paid search.
- Client
- Immediate Care Centers of Texas
- Practice
- Emergency and urgent care
- Locations
- Frisco, Castle Hills, McKinney, Lufkin
- Scope
- Four locations, one network
- What we did
- Branding, Website, Google Ads, Local SEO
The numbers
- 5×
- Search visibility across the network
- +575%
- Click-through activity at Castle Hills ER
- +700%
- Ad impressions at McKinney and Lufkin
Results reported for 2024.
What was in the way
A separate brand, website and ad account for each location.
Spend split across accounts, with messages that did not match.
No single way to measure calls, walk-ins and visits across the network.
What we did
Branding
One brand for the whole network, carried onto signage, print and social, so every location reads as part of the same group.
Website
One central site, iccotx.com, with a page for each location, clear insurance and visit information, and direct calls to action for walk-ins and emergencies.
Google Ads
Geo-targeted Search and Lead Gen campaigns for each location, on searches like ER near me, tuned toward calls, walk-ins and location inquiries.
- A/B tests and negative keywords, reviewed continuously
- Real-time bid adjustments
- Ad copy for each location, with hours and the promise of care without the wait
Local SEO and content
Service and condition pages, FAQs, on-page and technical fixes, backlinks, and a Google Business Profile for each location kept current with posts, photos and review prompts.
The results
Paid search became the network’s most reliable source of patient inquiries. After the consolidation, search visibility grew 5×, organic traffic grew about 4×, and non-branded visitors rose 350%. Social campaigns widened the reach: on Facebook, 6× the video views and 280% more unique reach; on Instagram, 4× the video views and 210% more reach.
Castle Hills ER
+575% click-through activity and 6× the engagement
Frisco ER
+420% impressions and 5× the clicks
McKinney and Lufkin
+700% impressions and 8× the ad visibility
“Reporting is clear, attribution makes sense, and budgets are actively optimized. The result is a sustained rise in qualified inquiries and a stronger reputation. We trust their counsel and consider them an extension of our team.”
