The Client
Advanced Ultrasound Systems is a medical and veterinary ultrasound dealer and repair center in Tulsa, Oklahoma, and our Google Ads for medical equipment produced 220+ calls and form leads from buyers across the US and Canada.
The company sells new and demo ultrasound systems from brands such as Dramiński, Fujifilm and Honda, and repairs ultrasound machines and probes of any make. Its buyers are clinics, hospitals, veterinarians and livestock practices: few in number, and each sale is worth thousands of dollars.
2 leads in December 2025. 220+ since, at about $94 each.
The Challenge
Google Ads for a specialist equipment dealer is a narrow, expensive market:
- Tiny buyer pool. Few people search for a wireless veterinary scanner or a specific Fujifilm model, and every one of them matters.
- Students and job seekers. "Ultrasound" and "sonography" searches bring students, technicians and patients, not buyers.
- Many product lines, one budget. Sales, repair, probe repair and training compete for the same dollars unless they are split.
- Long B2B decisions. Buyers compare specs and call before they commit, so the account has to count real calls and forms, not page visits.
What We Built
1. One Search campaign per product line
We replaced the old catch-all campaigns with ten Search campaigns, each with its own keywords, ads and product landing page:
- Dramiński BLUE, airScan and iLens, the veterinary scanners
- Fujifilm ARIETTA 50, 65 and 850
- Honda ultrasound
- Ultrasound repair and probe repair
- Service training
Most campaigns pair responsive search ads with a dynamic search ad that matches searches to the right product page.
2. Tracking that counts real leads
We added calls from the website and contact-form submissions as conversions, alongside calls from the ads and the product inquiry forms. Phone-number taps, page visits and directions are not counted as leads.
3. Lead forms, calls and images on the ads
The campaigns carry Google lead form assets, call assets and image assets, so a buyer can call or send an inquiry right from the search results. Sitelinks, callouts and structured snippets are set at the account level.
4. US and Canada targeting with bidding by goal
The product campaigns target the United States and Canada. Campaigns with conversion history bid with Maximize Conversions; new lines start on Maximize Clicks to gather data first.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed through our proprietary Ad Campaign Concierge™ system: search-term mining and negative keywords, budgets moved toward the product lines producing leads, and new lines launched as the client adds inventory.
The Results
The numbers below are from Advanced Ultrasound Systems' Google Ads account, for the campaigns we built, December 2025 to early October 2026.
- 220+ real leads from $21K+ in ad spend, about $94 a lead
- 140+ form submissions and 80+ phone calls
- The veterinary lines led: the three Dramiński campaigns produced 150+ leads on $9K+ of spend, about $58 a lead
- Repair campaigns added about 50 leads from shops and clinics with broken machines and probes
- Leads nearly tripled: under 30 in the first three months, over 75 in July to September 2026
A Budget That Grew With the Leads
As the product-line campaigns proved themselves, the client added new lines (Fujifilm ARIETTA in June and July 2026) and raised the budget from about $1,000 a month to nearly $4,000.
Key Takeaways
- Split by product line. Separate campaigns let each line earn its own budget, and in this account the veterinary scanners earned the most.
- Count calls and forms, not visits. B2B buyers call and inquire; the account counts exactly that.
- Put the form in the ad. Google lead forms let a busy clinic manager ask for a quote without visiting the site.
- Scale with proof. The budget grew only as leads grew.
Frequently Asked Questions
How much does a B2B lead cost for a medical equipment dealer on Google Ads?
For Advanced Ultrasound Systems, $21K+ in ad spend from December 2025 to early October 2026 produced 220+ real leads (phone calls and form submissions), about $94 a lead. The three veterinary product-line campaigns ran at about $58 a lead.
Should an equipment dealer run one campaign or one per product line?
One per product line. We built ten Search campaigns, each with its own keywords, ads and landing page: three for Dramiński veterinary scanners, three for Fujifilm ARIETTA systems, one for Honda, two for repair and one for service training. Each line gets its own budget, so the budget follows the lines that produce leads.
Do medical equipment buyers call or fill out a form?
Both. Of the 220+ leads, 140+ were form submissions (website forms and Google lead forms) and 80+ were phone calls, about 60 from the website and about 20 straight from the ads.
How fast can you scale a B2B equipment account?
As fast as the leads justify it. The budget started at about $1,000 a month in February to April 2026 and grew to about $3,700 to $3,900 a month by August and September 2026, while leads in the latest three months nearly tripled against the first three.
About This Campaign
Medical and veterinary ultrasound equipment lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: B2B: Medical & Veterinary Ultrasound Equipment Platforms: Google Ads (Search) Location: Tulsa, Oklahoma (campaigns target the US and Canada) Campaigns Built: December 2025 (still running today)
Leads are phone calls from the ads, calls from the website, website contact and product inquiry forms, and Google lead form submissions from the campaigns we built. Contact-page visits, phone-number taps, directions and other engagements are excluded. Figures are rounded down and cover December 2025 to October 3, 2026. All amounts are in US dollars.