A Delhi-based sleep therapy brand needed a paid search channel that reached people actively shopping for CPAP machines — and booked them into demos. Six months of disciplined Google Ads delivered 950+ conversions at a ₹23.67 average CPC.
About the client
A Delhi-based healthcare company specialising in CPAP machines and sleep therapy solutions partnered with Crezeal to generate qualified leads through Google Ads.
The company supplies premium CPAP devices from ResMed and Philips — including the ResMed AirSense 10, AirSense 11, AirMini AutoSet and Philips DreamStation Auto CPAP. Backed by a medically qualified team led by a Certified CCSH Expert, it offers 100% authentic products with manufacturer warranty, expert setup and ongoing therapy support.
Despite strong product quality and genuine medical expertise, the business needed a reliable paid search channel to reach people in Delhi NCR who were actively searching for CPAP machines and sleep therapy solutions online. The goal was consistent, high-quality consultation and demo bookings through a dedicated landing page — efficiently, and at scale.
The challenge
Running Google Ads for medical devices in India brings a specific mix of problems: audience sensitivity, a long purchase journey, and a category where careless bidding burns budget fast.
CPAP machines are high-consideration buys. People consult a doctor first, research products extensively, and need several touchpoints before converting — so keyword targeting and landing page alignment had to catch them at the right moment in the funnel.
Demand sat across four specific locations — Delhi city, Delhi union territory, Gurugram and Noida. Anything outside that footprint was spend the business could not service.
CPAP and sleep therapy keywords attract large medical equipment retailers, e-commerce platforms and hospital chains — all of which push CPCs up without disciplined bidding.
For a product that needs expert setup and consultation, clicks were not the goal. The campaign had to bring in people genuinely ready to book a demo or request a consultation, not traffic that looked good in a report.
A single dedicated page had to build trust (100% authentic products, CCSH-certified team, ResMed warranty), answer objections through FAQs and testimonials, and convert first-time visitors who had never heard of the brand before clicking.
Precision over reach. Every element — keywords, geography, ad copy, landing page — had to point at the same narrow slice of buyers, or the budget would not hold up over six months.
The strategy
We designed and ran a focused Google Ads programme built around intent-led keyword targeting, disciplined geo-targeting, conversion-optimised creative, and continuous performance work across the full six-month window.
Campaigns were built around high-intent purchase and comparison keywords — buyers actively searching for CPAP machines, ResMed devices, sleep apnea solutions and CPAP therapy in Delhi NCR. Branded terms (ResMed, Philips DreamStation), product-specific searches and problem-aware queries like "sleep apnea machine Delhi" were split into tight ad groups for maximum relevance and quality score.
Targeting was restricted to Delhi city, Delhi union territory, Gurugram and Noida — the full addressable Delhi NCR market and nothing beyond it. This covered every serviceable customer without paying for impressions outside the delivery zone.
Ad copy mirrored the landing page's core value propositions: "2 Year ResMed India Warranty", "100% Authentic", "Expert Setup", "Book a Free Demo" and "Chat on WhatsApp". Multiple variations ran against each other to find the messaging combinations that drove the strongest CTR and conversion rate.
The dedicated CPAP landing page was optimised to match ad messaging end to end. It led with a free quote and consultation form, followed by a ResMed and Philips product carousel, trust signals (warranty, authenticity, secure payment), customer testimonials, and a WhatsApp CTA for people who wanted to talk immediately.
Bidding was managed for CPA efficiency, holding average CPC at ₹23.67 while conversion volume scaled. Negative keyword lists filtered irrelevant traffic, and performance reviews moved budget toward the ad groups and search terms that were actually producing bookings.
The results
Over six months from January to June, the campaign recorded 63,900 impressions and 6,830 clicks at an average CPC of just ₹23.67 — high click volume at efficient cost in a medical device category where CPCs routinely run far higher.
Most importantly, it generated 950+ conversions: free demo bookings and consultation enquiries from high-intent buyers across Delhi NCR. The conversion curve tells the real story — low and steady through the early months, accelerating noticeably from around April, and hitting its sharpest climb in June as optimisation compounded.
The geographic strategy held up too. Delhi city and Delhi union territory carried the majority of reach, while Gurugram and Noida added qualified coverage across the rest of the NCR zone.
| Location | Reach | Role in the mix |
|---|---|---|
| Delhi (union territory) | 37.1M | Primary volume driver |
| Delhi city | 35.1M | Primary volume driver |
| Gurugram | 9.64M | High-value secondary market |
| Noida | 6.95M | High-value secondary market |
63.9K impressions. 6.83K clicks. 950+ demo and consultation bookings. All at a ₹23.67 average CPC, in a category where a single click often costs several times that.
The proof
Pulled directly from Google Ads and the live landing page. Client-identifying details are masked in line with our confidentiality agreement — the metrics themselves are unedited.
Screenshots are reviewed before publishing and any confidential information — client name, domain, account IDs — is masked or removed. The underlying performance data is accurate.
What made this work
CPAP buyers are active researchers. Targeting purchase-intent and product-specific queries rather than broad health terms meant nearly every click came from someone already inside the buying journey.
Restricting campaigns to the four NCR locations the business actually serves meant budget went to reachable, serviceable customers instead of traffic outside the delivery zone.
Same products, same value propositions, same CTAs from click to conversion. That consistency lowered bounce rate and lifted lead quality, and the free demo offer gave hesitant buyers a low-commitment first step.
The conversion curve is what consistent campaign management looks like: slow and steady early, then accelerating as negative keywords, bid adjustments and creative learnings stack up into sharper performance by months five and six.
Crezeal builds Google Ads campaigns that reach the right buyers at the right moment.
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