St Joseph — Qualifying Headline Test Strategy

📊 Current Search Campaign Performance (March 1-9)

$569.53

Search Spend

215

Clicks

1,789

Impressions

14.3

Conversions

$39.83

Cost per Conv

12.02%

CTR

The Search campaign is performing well with a 12% CTR and $39.83 CPA. However, the qualifying headline approach could help reduce unqualified clicks (people without diabetes, without insurance, or looking for coupon codes) and drive CPA even lower.

🎯 Qualifying Headline Strategy

The concept: Pin a qualifying question to Headline Position 1 so it always shows first. This filters out unqualified searchers BEFORE they click — saving ad spend and improving conversion rate.

Why it works:

Unqualified users see the qualifying question and self-select OUT of clicking
Qualified users see the question and think "Yes, that's me!" — increasing their intent
CTR may drop slightly, but conversion rate should increase significantly
Net result: fewer wasted clicks, lower CPA, same or more conversions

Important: Test with an Experiment

Do NOT replace the existing ad. Instead, create a new RSA in the same ad group with the qualifying headlines pinned to Position 1. Run both ads simultaneously for 2-3 weeks to compare. Google Ads Experiments or simple A/B ad rotation will work.

📝 Current Headlines (Existing Ad)

Here are the current headlines in the "Search | Website Form Submission" campaign. None are pinned — Google rotates them freely.

#	Current Headline	Character Count	Type
1	Get A CGM Today	15	CTA
2	No More Finger Pricking	23	Benefit
3	Dexcom G7 Real-Time CGM	23	Product
4	Take Quick Survey	17	CTA
5	Get Your CGM Today	18	CTA
6	See If You Qualify	18	Qualifier
7	St Joseph Medical	18	Brand
8	Real-Time Glucose Monitor	25	Product
9	Continuous Glucose Monitoring	28	Product
10	Best CGM System - Hassle Free	29	Benefit
11	Easy CGM Enrollment	19	Benefit
12	No More Pricked Fingers	23	Benefit
13	Little or No Cost	17	Benefit
14	Simplified Diabetes Management	30	Benefit
15	Libre 3 Plus Available Now	25	Product

🧪 Qualifying Headlines to Test (Pin to Position 1)

Each of these is designed to pre-qualify the searcher. Pick 2-3 to pin in a new RSA test ad. All are under 30 characters (Google RSA max).

Variant A — Insulin Qualifier PIN TO H1

Rationale: Directly asks if they use insulin, the primary CGM qualification criteria for Medicare

Headline	Chars	Pin Position
Do You Use Insulin Daily?	24	PIN 1

Variant B — Diabetes Type Qualifier PIN TO H1

Rationale: Specifically targets diabetes patients, filtering out general health searchers

Headline	Chars	Pin Position
Living With Diabetes?	21	PIN 1

Variant C — Medicare Qualifier PIN TO H1

Rationale: Filters for Medicare-eligible patients, which is the primary insurance path for CGM qualification

Headline	Chars	Pin Position
On Medicare or Medicaid?	23	PIN 1

Variant D — Need + Condition Qualifier PIN TO H1

Rationale: Combines the need (glucose monitoring) with the condition (diabetes) for double qualification

Headline	Chars	Pin Position
Need A Glucose Monitor?	23	PIN 1

Variant E — Frequency Qualifier PIN TO H1

Rationale: Targets people who check glucose frequently (heavy finger-stick users) — highest intent audience

Headline	Chars	Pin Position
Tired of Finger Sticks?	23	PIN 1

📱 Recommended Test Ad (Full RSA)

Here's the complete new RSA to create. Qualifying headlines pinned to Position 1, with strong supporting headlines in Positions 2-3.

RECOMMENDED TEST AD

Full RSA Headline Assignments:

Position	Headline	Chars	Pinned?
H1	Do You Use Insulin Daily?	24	PINNED
H1 (alt)	Living With Diabetes?	21	PINNED
H2	Get a Free CGM Today	19	PINNED
H2 (alt)	No More Finger Pricking	23	PINNED
H3	No Cost With Medicare	20	PINNED
H3 (alt)	Little or No Cost to You	23	PINNED
—	Dexcom G7 & Libre 3 Plus	25	Unpinned
—	We Handle the Paperwork	23	Unpinned
—	Ships Direct to Your Door	24	Unpinned
—	Real-Time Glucose Monitoring	28	Unpinned
—	2-Minute Qualification Check	28	Unpinned
—	St Joseph Medical	18	Unpinned
—	Easy CGM Enrollment	19	Unpinned
—	Hassle-Free Setup	17	Unpinned
—	Trusted By Thousands	20	Unpinned

Descriptions:

#	Description	Chars
D1	Stop pricking your fingers. Get a continuous glucose monitor shipped to your door at little or no cost.	89
D2	St Joseph Medical handles all insurance paperwork. Takes 2 minutes to see if you qualify for a free CGM.	89
D3	Medicare and most insurance accepted. We verify your coverage and ship your Dexcom G7 or Libre 3 Plus free.	90
D4	Thousands of patients trust St Joseph Medical for hassle-free CGM enrollment. Check your eligibility today.	90

📋 Implementation & Measurement Plan

Step-by-Step Implementation

Step 1: In the "Search | Website Form Submission" campaign → "Main Ad group", create a new RSA with the headlines and descriptions above
Step 2: Pin the qualifying headlines to Position 1 as shown (two variants pinned to H1)
Step 3: Pin benefit headlines to H2 and cost headlines to H3
Step 4: Set ad rotation to "Optimize" (let Google decide) or use 50/50 rotation for a fair test
Step 5: Run for minimum 14 days to gather statistically significant data
Step 6: Compare metrics: CTR, conversion rate, CPA, and total conversions

Success Metrics (What to Watch)

CTR: Expect a 1-3% drop in CTR (fewer unqualified clicks = good)
Conversion Rate: Should increase 15-30% (more qualified traffic)
CPA: Target a 10-20% decrease from current $39.83
Total Conversions: Should stay the same or increase despite fewer clicks
Kill criteria: If CPA increases by more than 20% after 2 weeks, pause the test ad

Google Ads Policy Note

Qualifying questions in headlines are allowed for healthcare/medical device ads as long as they don't reference specific medical conditions in a way that violates personalized advertising policies. "Do You Use Insulin Daily?" and "Living With Diabetes?" should be compliant, but monitor for any policy flags in the first 24-48 hours after the ad goes live. If flagged, fall back to "Need A Glucose Monitor?" which is condition-neutral.