Mobility equipment is rarely bought on impulse and almost never bought blind. The purchaser is often an older adult, or an adult child researching on a parent’s behalf, and the decision carries weight: independence, dignity, safety and a significant amount of money. Price comparison happens, but reassurance matters more. The category is also crowded with national retailers and marketplaces bidding on the same generic terms, which makes buying broad traffic an expensive way to reach the wrong people. The commercial reality is that this product is sold in a conversation — usually a phone call, often a home trial — so a campaign that optimises to web sessions optimises to the wrong thing.
We structured the account around what the customer is actually trying to resolve: scooters, power wheelchairs, hire rather than purchase, and second-hand options for buyers who cannot justify new. Each has its own ad group and its own landing experience, because someone hiring for six weeks after surgery and someone buying for daily long-term use are not the same customer and should not be sent the same page. Ad copy leads with the things that reduce hesitation — home trials, an extensive range, speaking to an expert — rather than discount language, which in this category reads as pressure. Calls are tracked as the primary conversion, and Google Business Profile is managed alongside the ads because a customer deciding whether to trust a supplier will look at the profile before they ring.
Google Ads search structured by need — scooters, power wheelchairs, hire, second-hand and brand · Performance Max as a separate, comparable channel · dynamic ad group for long-tail coverage · call tracking as the primary conversion · Google Business Profile management · need-based landing experiences.
Performance Max runs alongside the governed search account to extend reach across surfaces, with search kept structurally separate so intent-led performance stays legible rather than being absorbed into a single opaque figure. Search-term analysis is clustered to find the specific need language customers use — conditions, mobility limitations, hire durations — which then informs both negatives and new ad groups. Optimisation targets calls and direction requests, so the model is trained on the outcomes that precede a sale.
A guided needs assessment on the site that helps a visitor narrow to the right equipment category before they call, so the conversation starts further along — with a firm boundary at anything clinical, which belongs with an occupational therapist rather than a website.