FH Health provides in-clinic COVID-19 testing services for its customers. In partnership with its agency Epitaph Group, they aimed to get customers to book RT-PCR tests and come into one of its many locations in Toronto, Canada. Trend data showed there was a decline in search demand and activity during the mid summer months due to travelers not requiring test results as often as earlier in the year, and people who required tests for work having already done so for the season. To address this decline in search demand and activity, they needed to determine how to maximize more monthly Google Ads conversions if they increased CPA by just 15%.