CASE STUDY:
MoleMap NZ & AU
How SME Growth Delivered Trans-Tasman Digital Advertising Success for New Zealand’s Leading Skin Cancer Detection Service
Industry: Healthcare - Skin Cancer Detection
Campaign Type: Search Advertising
Case Study Timeframe: 7 Years (July 2018 - June 2025)
The Challenge
MoleMap, a specialist skin cancer detection service, approached SME Growth with a clear objective: improve digital advertising efficiency while driving more bookings across both their New Zealand and Australian operations. While they were already established as the market leader in New Zealand, they faced several challenges:
Excessive cost per click and cost per conversion rates limiting campaign scalability
Inconsistent conversion rates across different digital channels
Need for stronger brand positioning in the Australian market
Website content that wasn't effectively educating and converting visitors
Requirement to maintain market leadership in NZ while aggressively growing in Australia
Our Approach
We implemented a comprehensive cross-market search advertising strategy:
Campaign Restructuring: Completely rebuilt the search campaigns with a focus on efficiency and conversion optimisation.
Website Collaboration: Worked closely with MoleMap's website partner to develop content that better educated visitors and encouraged bookings.
Market-Specific Strategies: Created tailored approaches for the established NZ market versus the growth-focused Australian market.
Conversion Rate Optimisation: Continuously refined ad messaging and landing page content to improve booking rates.
Long-term Partnership: Established an ongoing optimisation process to deliver consistent improvements year after year
The Results
Over seven years of partnership, our strategic approach delivered exceptional improvements across both markets:
NEW ZEALAND
AUSTRALIA
Strategic Insights
The remarkable improvements across both markets were driven by several key factors:
Market-Specific Approach: We recognised that the established NZ market required different strategies than the growth-focused Australian market, allowing us to optimise each appropriately.
Content-Driven Conversion: By collaborating on website content improvements, we created educational pathways that both informed visitors about skin cancer risks and encouraged preventative bookings.
Efficient Budget Allocation: Despite operating in the competitive healthcare sector, we consistently reduced cost per conversion while increasing booking volume, demonstrating exceptional return on investment.
Cross-Market Learning: Insights gained in the mature NZ market were strategically applied to accelerate growth in Australia, while innovations tested in Australia were implemented in NZ when proven successful.
Client Testimonial
SME Growth has consistently delivered strong results across both New Zealand and Australia. In New Zealand, they've helped us maintain our market leadership while driving greater efficiency. In Australia, their approach has been more growth-focused, helping us rapidly scale and establish a much stronger market presence. Their ability to tailor strategies to each market and continually optimise performance has made them a trusted and invaluable part of our marketing team.
Kirsten Harris, Marketing Manager
MoleMap
Ready to Transform Your Digital Advertising Results?
If, like MoleMap, your business could benefit from our strategic approach to digital advertising that focuses on measurable business outcomes, not just traffic, why not reach out to our team today.
