GenesisCare offers advanced cancer treatment and diagnosis services using innovative technology and world-class doctors. They wanted local patients and doctors to be aware they could get rapid access to a wide range of world-class and innovative treatments. This was especially important during lockdown, as access to routine screening and cancer treatments was either not available or severely restricted. It is widely acknowledged that delays in cancer diagnosis and treatment can have a significant impact on the patient’s outcome, and therefore ensuring people knew that services were still available and how to access them was extremely important. Getting this message out to people who need cancer services via PPC is a challenge. Google’s policy on healthcare keywords prevents retargeting, so ensuring PPC efficiently drives enquiries in a long decision-making process isn’t easy. Tug used PPC to target people researching relevant symptoms or searching for treatments in the local area around each centre. Tug built out a complex account structure for each centre based on the treatments offered and USPs which led to dramatic improvements in enquiries and CPA.