CASE STUDY
How we tripled an air ambulance service’s leads by pivoting its target market
CHALLENGE
Lifesupport Air Medical Services is a globally recognized leader in air medical patient transportation. Headquartered in Canada, and with bases around the world, Lifesupport’s website positioned the company as a global one that could bring patients from anywhere, to anywhere. The website, however, was generating few qualified leads. Our challenge was to increase the number of qualified leads.
SOLUTION
May 2023 - August 2025
We repositioned the brand from a global service to one specifically focused on serving Canadians, no matter where they were in the world. We leaned into the brand’s Canadian roots to build trust in travelers. In moments of medical crisis, Canadian patients and their loved ones could count on a Canadian company to bring them home safely and swiftly.
✔ Brand Messaging
Updated the brand messaging on Lifesupport’s website and social channels to position the company as THE medical repatriation company for Canada, rather than a broad, international provider.
✔ Paid Search
Built a Google Ads program from scratch. Using intent signals from key travel markets, we helped many Canadians searching for urgent medical transport get home safely to Canada.
✔ Local Web Content
To appear in search results for specific parts of Canada, added 18 evergreen geographic and regional pages highlighting Canadian cities, provinces and common travel routes.
✔ SEO & Content Marketing
Optimized all pages on the website to reflect Lifesupport’s Canadian focus, including local SEO keywords and technical fixes. Reinvigorated the blog with useful medical transport guides that demonstrated the brand’s medical authority among Canadians.
RESULTS
49%
Decrease in SEM cost-per-lead YoY from June 2024 to June 2025
2.2x
Improvement in SEM lead quality YoY from June 2024 to June 2025
325%
Increase in SEM leads from June 2024 to June 2025
190%
Increase in average monthly SEO leads from 2023 to 2025
2.6x
Improvement in SEO conversion rate YoY from 2023 to 2025
Increase in paid search lead volume and decrease in cost per lead on lifesupporttransport.com.
Source: Google Ads | June 2024 - June 2025