Maximize Ultrasound Studio Bookings with Google Ads Performance Max

Filling slow weekdays at your ultrasound studio can feel like chasing shadows. You know the business has potential on any given day, but clients often wait for weekends or afternoons with lower traffic. What if there’s a way to keep your calendar full—even when most patients aren’t actively booking? Google Ads Performance Max might be the secret weapon you need. By structuring campaigns strategically, capping budgets smartly, and showcasing your services in front of the right audience at the right time, you can address those empty weekday slots without overspending. Ultrasound Trainers has seen firsthand how targeted digital advertising can turn quiet moments into profitable opportunities. Let’s dive into how you can leverage Google Ads Performance Max to ensure no weekday goes unused.

Understanding Google Ads Performance Max

Every Google Ads campaign type has strengths. But Performance Max stands out for service businesses like ultrasound studios. Unlike traditional search or display campaigns, Performance Max uses Google’s entire inventory—including Search, Display, YouTube, Discover, Gmail, and Maps—to find potential customers. Essentially, you provide assets—headlines, descriptions, images, video—and Google’s machine learning optimizes placements across channels. This means a pregnant mom scrolling through YouTube during lunch might see your ultrasound studio ad and decide to book a weekday appointment. The power lies in real time bidding, which dynamically allocates budget where Google predicts the highest conversion potential.

Think about it: Google Ads Performance Max adapts to changing user behaviors. Maybe on a Tuesday morning more people are searching for “gender determination ultrasound” or “affordable ultrasound near me.” Performance Max learns from signals—time of day, device, location, search queries—and automatically adjusts. This flexibility ensures that as long as you structure your campaign properly and set budget caps wisely, you can steer more weekday traffic without wasting ad spend on unqualified clicks. Instructors at Ultrasound Trainers frequently recommend Performance Max to our turnkey business clients because it’s a hands off, data driven approach that produces consistent results.

Another advantage is automated targeting. Rather than manually choosing keywords or placements—tasks that can drain both time and money—Performance Max leverages audience signals and Google’s real time data to know precisely who will likely convert. If your ultrasound studio specializes in 3D 4D elective scans or keepsake baby ultrasounds, you can feed Google hints—like customer demographics, past site visitors, or custom lists—and Performance Max will match your ads to similar users. This means your weekday ad budget can go further because you’re targeting people who are already predisposed to booking an elective ultrasound session during off peak hours.

How Performance Max Differs from Other Campaign Types

Traditional Google Ads search campaigns revolve around keyword bidding. You choose a set of keywords—like “ultrasound studio near me” or “4D ultrasound pricing”—set bids, and hope your ads appear when people search those terms. Display campaigns, on the other hand, show visual ads on websites in the Google Display Network. Each campaign type requires separate management, keyword research, and ongoing optimization. Performance Max consolidates all of this under a single campaign umbrella. Instead of juggling multiple campaigns, you rely on Google’s AI to determine where your ads are most effective.

This consolidation reduces manual workload significantly—perfect if you’re focused on running an ultrasound business. You still have control over budget, bidding strategy, and assets, but Google handles placement decisions. Over time, the system learns which ad combinations resonate with which audiences at which times. For example, a short video ad highlighting your Keepsake Baby Ultrasound service might perform best late afternoon on weekdays when moms are scrolling social media. You don’t need to figure that out manually; Performance Max discovers and applies these insights automatically.

Moreover, Performance Max offers new reporting insights—like “rich insights” and “new customer insights”—that show which audience segments are driving results. Instead of guessing if display ads or search ads work best, you get a clearer picture. If you find that weekday bookings spike when your ads appear on Gmail or YouTube, you can adjust budget caps or creative assets accordingly. This deeper visibility allows you to fine tune campaigns to address slow weekdays specifically, rather than relying on blanket budgets across all times.

Why Performance Max Is Ideal for Service Based Businesses

Service based businesses—like elective ultrasound studios—have unique advertising challenges. You’re not selling a physical product; you’re selling an appointment, an experience, and peace of mind. Potential clients may not search for your service until late in their pregnancy journey or when they’re deciding between providers. Performance Max’s ability to reach customers across multiple Google properties means you can make an impression at every stage of the decision process.

For service businesses, local intent matters. Performance Max can optimize for locations within a certain radius of your studio. If you have a location in downtown Los Angeles or Austin, you can feed in local inventory metadata and location extensions so that your ads appear when someone in your target neighborhood searches for ultrasound services. This targeted local reach is crucial on slow weekdays when foot traffic is lower. You’re not throwing ads at a broad audience—you’re zeroing in on people who live or work near your studio and are most likely to book spontaneously.

Performance Max also integrates with Google My Business. By connecting your location extension, you can show star ratings, address, and a click to call directly in the ad. When someone sees that you have a four point nine star rating and open appointment slots on a Tuesday morning, they’re more likely to click “Book Now.” Coupled with smart budgeting and asset optimization, Performance Max becomes a powerful tool to fill those empty weekday slots.

Setting Up Campaign Structure for Ultrasound Studios

Launching a successful Performance Max campaign starts with clear goals. If your primary objective is to fill weekday appointments, you need to communicate that to Google’s AI. In the campaign setup, choose “Sales” or “Leads” as your goal and define what “Lead” means—perhaps someone filling out an online booking form, calling your studio, or clicking to schedule. Next, decide on conversion values. A weekday appointment might be assigned a higher conversion value to signal its importance. By assigning a higher value to weekdays, you’re telling Google to prioritize clicks or impressions during those times.

Next, create separate campaigns or asset groups for different service offerings. For instance, you could have one asset group for keepsake baby ultrasound and another for gender determination scanning. Each group can include specific images, videos, headlines, and descriptions tailored to that service. By segmenting asset groups, you give Google more precise data to match creative to audience intent. If someone searches for “3D 4D tummy ultrasound,” the AI can choose assets from the 3D 4D imaging group. Meanwhile, someone interested in “elective ultrasound training” might see a short clip showcasing your training facility—though that would be for educational purposes, not direct appointment booking.

Pay close attention to location targeting. Narrow your geographic radius to target only areas that can realistically visit your studio on weekdays. If you draw clients from within a 20 mile radius, set your location targeting accordingly. This prevents wasted spend on clicks from outside your service area. Additionally, consider using “Location Exclusions” to avoid showing ads to regions where clients rarely travel—like neighboring states or regions with too far of a drive. When Google’s AI knows precisely where you want to show ads, it can allocate budget more efficiently and improve weekday booking performance.

One more tip: use ad schedule adjustments even within Performance Max. While Performance Max automatically optimizes, you can still set ad schedules to inform Google when your studio is open or when you most want to attract bookings. For example, if your studio operates from 9 AM to 6 PM Monday through Friday, set those hours. Additionally, you might set higher bid adjustments on days where slots are typically underfilled—say Tuesday and Wednesday mornings—so the AI can prioritize those hours. Instead of cutting off weekends completely, consider lower bids on Saturdays and Sundays if those days already fill organically.

Defining Goals and Budgets

Before diving into creative assets, define what a successful campaign means. Do you want five additional weekday bookings per week? Ten? Translate that into measurable conversions so Google’s AI has something to optimize toward. If your average revenue per weekday appointment is $150, you can calculate a target CPA (cost per acquisition) that preserves profitability. For example, if you want a 3x return on ad spend, your target CPA would be $50. Input this into the campaign’s bidding settings. Performance Max can then optimize toward that CPA goal, attempting to drive weekday bookings at or below $50.

Setting budget caps is equally critical. If your monthly ad budget is $2,000, allocate a certain percentage—say 60 percent—for Performance Max weekday campaigns. The remaining budget could be reserved for other marketing channels or seasonal promotions. Performance Max will spend only what you allow. For consistent weekday fill rates, allocate budgets on a weekly basis. A budget of $500 per week for weekday campaigns ensures you don’t overspend in the first half of the month and run out of budget when you need it most.

Remember to factor in seasonal fluctuations. December through February might be slow in some regions because of holiday travel or weather conditions. You can temporarily increase budget caps or bid targets during those slow months to drive weekday traffic. Conversely, during peak seasons—like second trimester periods when most moms get elective ultrasounds—you might reduce budget caps because organic demand fills most slots. By staying nimble with budgets and goals, you keep your weekday calendar consistently busy without breaking the bank.

Finally, review your past performance. If you’ve run search or display campaigns in the past, look at which keywords and placements drove the most weekday bookings. Feed those insights into your Performance Max campaign via audience signals and asset prioritization. The more historical data you share, the faster Google’s AI learns and the more effective your campaign becomes. Ultrasound Trainers always recommend linking your Google Analytics goals and Google Ads conversions so that your campaign has a robust data foundation from day one.

Organizing Assets: Images, Headlines, and Descriptions

Performance Max campaigns rely on high quality assets to perform well. Start by gathering professional photos of your ultrasound studio—images of your reception area, scanning suite, and a smiling technician interacting with a family. Authentic images resonate more than stock photos. If you haven’t conducted a photoshoot, use royalty free images from Unsplash or Pexels that reflect your services—a knowledgeable technician holding the transducer, a parent admiring a 3D 4D ultrasound image on screen, or a cozy waiting room.

Next, craft headlines that capture attention quickly. Short, compelling headlines might include: “Book Your Keepsake Baby Ultrasound Today”, “Affordable 4D Gender Determination Scans”, or “Expert 3D 4D Ultrasound Studio Near You”. Include your focus keyword—google ads ultrasound studio—in at least one headline to boost ad relevance. For descriptions, tell a brief story: “Our skilled sonographers provide safe, memorable keepsake ultrasounds that you and your family will treasure forever.” Use calls to action such as “Schedule a Weekday Appointment” or “Reserve Your 3D Imaging Session Now”. Keep descriptions under 90 characters to ensure full visibility across all placements.

Video assets can be especially powerful. A thirty second clip showing a technician guiding a mom through a 4D ultrasound experience—complete with footage of the baby’s face on screen—can create emotional impact. If you have the resources, create a quick behind-the-scenes tour of your studio, highlighting safety protocols, comfortable seating, and advanced equipment. Compress the video to meet Google’s requirements (720p minimum, under 100 MB) and upload as a “Video Asset” in Performance Max.

Once you have your assets ready, upload them to the Performance Max asset group. Google’s AI will automatically test different combinations—pairing certain headlines with specific images or videos—to maximize conversion potential. Over time, the system identifies which combinations work best for driving weekday bookings. Regularly review asset performance in the Insights tab. If certain images underperform—perhaps a blurry stock photo of an ultrasound machine—replace them with higher quality, more authentic visuals. The goal is to equip Google with the best possible assets so it can optimize without wasting impressions on low quality creatives.

Budget Caps and Bidding Strategies

Budget mismanagement is the fastest way to derail a Performance Max campaign. On one hand, setting budgets too low might prevent Google’s AI from gathering sufficient data to optimize—especially if your average conversion cost is relatively high. On the other hand, budgets that are too generous can exhaust your marketing funds quickly, especially if conversions plateau. Striking the right balance is key. Start by analyzing historic weekday booking data. If you averaged ten additional weekday appointments per month and allocated $800 in ads previously, use that as a baseline.

Consider implementing a “Budget Pacing” strategy. Divide your monthly Performance Max budget into weekly buckets—ensuring consistent spend throughout the month. If your monthly budget is $2,000, set $500 per week. Within each weekly bucket, monitor daily spend trends. If Monday and Tuesday have higher conversion rates for keepsake ultrasound sessions, allocate more budget to those days through ad schedule bid adjustments. If Thursdays tend to underperform, either lower bids or pause ads during late afternoon on that day to reallocate budget where it’s more effective.

For bidding, use a target CPA or Maximize Conversions with a target cost per action. If you’ve established that a profitable weekday ultrasound booking can cost up to $60 in ad spend, set your target CPA around that figure. Google’s AI will then attempt to find conversions at or below $60. Over time, as your campaign accrues more data, you can tighten your CPA target—perhaps bringing it down to $50—once performance stabilizes. This continuous refinement ensures you maintain profitability while gradually driving efficiency improvements.

Alternatively, if you have substantial conversion volume history, use Target ROAS bidding. Assign a target return on ad spend—like 300 percent—so that for every $1 you spend, you aim to generate $3 in revenue. Google’s AI will then back into bids based on estimated conversion value. For example, if your average weekday booking worth is $150, Google might bid more aggressively during peak times. However, ROAS bidding can be unstable if you have limited data or if your conversion values vary widely. Proceed with caution and monitor performance daily when using Target ROAS.

Daily vs. Weekly Budget Considerations

One common mistake is to set a flat daily budget that doesn’t account for day of week performance fluctuations. If your average weekday CPC (cost per click) is higher than on weekends—because your competition ramps up during business hours—Google may burn through your daily budget too quickly without generating conversions. Instead, use a weekly budget and let Google decide daily allocation. A weekly budget gives the algorithm breathing room to shift spend to high potential days. For instance, if Friday afternoons produce fewer bookings, Google might divert those impressions to Tuesday mornings instead.

Monitor your “Budget Explorer” report to see how much Google is recommending you spend to capture all possible traffic. If you’re consistently hitting budget caps, consider raising the weekly budget by a small percentage—perhaps 10 percent—while maintaining CPA targets. This incremental approach ensures you don’t drastically overspend but still allow the campaign to expand into additional potential conversions.

On particularly slow weekdays—like a Monday after a holiday—consider temporary budget increases or bid multipliers. For example, if Memorial Dayfall weekend was slow, you can raise bids by 20 percent on the following Tuesday to capture pent up demand. Conversely, if a weekday is historically too slow—like a Friday before a local school holiday—schedule a pause or reduce bids significantly to avoid wasted clicks.

Always keep an eye on “Search Lost IS (budget)” metrics. If your ads are losing out because of budget constraints, you might be leaving money on the table. Adjust weekly caps accordingly. Ultrasound Trainers often advises clients to revisit budgets every two weeks during the first few months to ensure Performance Max has enough data to learn effectively and consistently fill slow weekdays.

Optimizing for Slow Weekdays

Filling slow weekdays requires more than just turning on ads. Consider adding compelling time sensitive offers. For instance, advertise a “Weekday Early Bird Special”—a 10 percent discount on any 3D keepsake ultrasound booked before noon Tuesday through Thursday. Include this offer in your ad descriptions and asset copy. Use a countdown timer on your landing page that shows available slots for that week—creating urgency. Performance Max can amplify these offers across channels, capturing attention during off peak times.

Another tactic is to emphasize convenience. Many parents work during weekdays and may assume they can only book on weekends. In your ad copy, highlight extended weekday hours or express lanes—“Open until 8 PM on Tuesdays and Wednesdays.” If you offer quick 15 minute packages—like a gender determination scan—show that in your creative. Imagine a busy working mom seeing an ad that says “Get in and out in 15 minutes – Weekday Evening Slots Available.” That promise of minimal time commitment can convert someone who otherwise delayed booking until the weekend.

Leverage audience signals such as “In Market for Pregnancy Ultrasound” or custom segments based on website visitors who visited weekdays previously. If someone visited your booking page last Tuesday but didn’t complete the form, show them a reminder ad on Wednesday—perhaps with a different angle like “Secure Your Weekday Appointment Before Slots Fill Up.” These remarketing tactics reduce wasted impressions and help recapture potential bookings during slow days.

Lastly, analyze competitor behavior. If neighboring studios ramp up weekend promotions, they’re likely targeting weekend slots—leaving weekdays less competitive. Performance Max can exploit that gap. Use auction insights to gauge competitor impression share on weekdays. If a competitor’s share drops from 80 percent on weekends to 40 percent on Tuesdays, increase your bids on Tuesday morning to capture that displaced traffic. This level of competitive intelligence can turn a usually ghost town weekday into a bustling day of appointments.

Optimizing Assets for Peak Performance

Quality assets are the fuel for Performance Max’s engine. Assets create the first impression—whether on YouTube, Display, Search, or Gmail. Your images and video should showcase a warm inviting environment. Perhaps a pregnant mom sipping herbal tea in your waiting room, a newborn keepsake ultrasound frame in the foreground, or a technician laughing with an excited couple. Authenticity matters more than flashiness. If your images feel staged, potential clients may scroll past. Invest in a short photoshoot or consider hiring a freelancer to capture genuine moments in your studio.

Headlines need to be concise yet descriptive. Try combining curiosity with clarity: “Weekday Slots for Keepsake Ultrasounds – Book Now” or “See Your Baby in 4D – Weekday Early Bird Specials.” Avoid jargon; use phrases parents actually type—like “Baby Ultrasound Near Me” or “Affordable 3D Scan.” In descriptions, answer likely questions: “Our 3D 4D ultrasound sessions start at $79. Schedule a weekday appointment and save.” This transparency sets proper expectations and reduces friction when someone clicks through to your landing page.

Video assets can increase conversion rates significantly. Consider a ninety second walk through your studio—highlighting comfortable seating, safety protocols, and the moment your client sees their baby’s face on screen. Keep the tone light, add soothing background music, and end with a clear CTA: “Book your weekday appointment now. Call or click to reserve your slot.” Google recommends including a strong call to action at the 15 second mark and again near the end. Upload the video to YouTube, then pull it into your asset library. Performance Max will automatically test placements—maybe showing the clip on YouTube while someone watches a prenatal yoga tutorial.

Creating Compelling Ad Creative: Images and Video

When prospective parents see your ad, they want reassurance. High definition 4D images of a baby’s face, a cozy lounge area, or a friendly sonographer’s smile can build trust instantly. Use high resolution photos—at least 1200 x 628 pixels—to ensure clarity across platforms. Avoid overly edited or stock looking images that might seem generic. If your budget is tight, ask a friend or team member to photograph a typical ultrasound session. Authentic images can sometimes outperform polished stock photos because they convey realism.

For video, keep it under ninety seconds. Attention spans are short—parents often scroll quickly. Start with a hook: maybe a spouse’s delighted reaction seeing the baby’s face. Then cut to a montage of your studio environment—soft lighting, comfortable chairs, friendly staff. Add a brief clip of the ultrasound machine in action. Finally, spotlight your unique selling proposition—like “State of the Art 3D 4D Imaging” or “Customized Keepsake Packages.” Add a lightweight overlay text—“Weekday Appointments Available—Book Now.” Use subtitles since many users watch without sound. Upload to YouTube, tag it appropriately—“ultrasound studio tour,” “4D ultrasound experience”—and add it to your Performance Max assets.

Headlines and descriptions should complement your visuals. Think of headlines as the teaser—“Capture Every Detail: 3D Keepsake Ultrasounds.” Descriptions fill in details—“Experience our spa like studio with certified sonographers. Schedule your weekday session and save 10 percent.” Make sure your primary keyword—google ads ultrasound studio—appears somewhere in at least one headline or description. When users search “google ads ultrasound studio,” they’ll see your ad more prominently, improving Quality Score and lowering costs per click.

Finally, test multiple versions. If Performance Max reports that one image combination underperforms—maybe a photo of equipment instead of smiling parents—swap it out. A/B testing still matters even when Google automates placements. Over time, you’ll discover which visuals, headlines, and descriptions drive the most weekday bookings. This iterative approach ensures you’re not leaving money on the table.

Importance of Audience Signals for Local Targeting

Performance Max can work wonders with first party data. If you have an email list of past patients or leads, upload it as a customer match list. Google will then find similar audiences—people who share characteristics with your existing clients. This “lookalike” targeting can be particularly effective for filling slow weekdays. If you notice that previous Tuesday and Wednesday bookings came from specific neighborhoods, you can reinforce those signals, prompting Google to show your ads more frequently to similar users.

Location based signals are equally crucial. Utilize Google Analytics to identify which zip codes generate the most weekday bookings. Feed those zip codes into your location settings in Performance Max and set a radius—perhaps a 15 mile radius around your studio. This ensures your ads appear to people who can realistically visit during the work week. Even if someone lives 30 miles away but works near your studio, consider using “Radius Targeting” around business districts. Adjust based on driving patterns and traffic times to capture those opportunistic bookings.

Don’t neglect in market and affinity audiences. Google’s “In Market for Health Services” or “In Market for Prenatal Care” segments can be helpful starting points. If you see that “In Market for Pregnancy Care” audiences are converting well on weekdays, add that audience signal to your campaign. Alternatively, use “Detailed Demographics” to target new moms or expecting parents. The combination of keyword intent, location targeting, and audience signals ensures that your ad spend focuses on people most likely to call and book.

As data flows in, refine your signals. Performance Max will indicate which audience signals perform best—maybe users who previously clicked your “Ultrasound Business Marketing Tips” blog convert on weekdays. If so, prioritize that signal. Conversely, if “In Market for Baby Products” underperforms, drop it to free up budget. By maintaining a lean set of high performing audience signals, you guide Google’s AI and enhance campaign efficiency.

Tracking Performance and Making Adjustments

Once your Performance Max campaign is live, tracking metrics daily is essential. Keep a close eye on conversions—especially those tagged as weekday bookings. Set up conversion actions in Google Ads to specifically track form submissions, calls from ads, or clicks on your scheduling button. If you haven’t already, link Google Analytics goals to these conversion actions to get a fuller picture. When you see that Wednesday mornings are yielding the highest conversion rate, you might bump up bids for that time slot.

Monitor “Cost per Conversion” and “Conversion Value” metrics. If your CPA spikes above your target—say from $50 to $80—investigate which asset or audience is causing that. Use the Performance Max asset performance report to identify underperforming combinations—perhaps a headline “Weekday Special” isn’t resonating as much as “Save 10 Percent on Weekday Ultrasounds.” Swap out assets accordingly and track improvements over the next week.

Check “Search Term Insights” and “Auction Insights” regularly. Although Performance Max hides much of the granular keyword data, you can still infer trends. If a particular search term—like “gender scan Tuesday afternoon”—shows up frequently in the insights, incorporate that phrase into your landing page and asset copy. If you notice that your competitors ramp up weekend ads, consider shifting your weekday bid multipliers upward to outbid them when demand on weekends dips.

Don’t forget to audit your geographic performance. If you see that zip code X consistently underperforms—perhaps because it’s too far or lacks population density—exclude it. Conversely, if zip code Y overperforms—driving a large percentage of weekday bookings—consider creating a separate Performance Max campaign exclusively targeting that area with higher budgets and tailored assets. This multi campaign approach can fine tune performance further.

Key Metrics to Watch

Start with “Conversions” and “Cost per Conversion.” These headline metrics tell you whether your campaign is moving the needle. For slow weekdays, you might define “Conversion” as a form submission or booking call made between Monday and Friday. Seeing these numbers move upward indicates success. If you’re not seeing the desired lift, dive deeper.

“Conversion Rate” reveals how well your ads and landing page work together. If you have high click volume on a Tuesday but low conversions, perhaps your landing page isn’t optimized for weekday offers. You might need to add a “Weekday Special” banner or reduce friction in the booking form—fewer fields, simplified date picker, visible availability calendar. Experiment with different landing page layouts and measure improvements.

“Impression Share” and “Search Lost IS (budget)” are also important. If you’re losing significant impression share to competitors on weekdays, consider raising bids or budgets specifically for those days. If impression share is high but conversions remain low, revisit asset quality or audience signals. Low conversions despite high ad visibility typically mean a mismatch between ad messaging and landing page content.

“Click Through Rate” (CTR) is a window into how compelling your creative is. If weekend CTR is 8 percent but weekday CTR is only 3 percent, adjust your copy to highlight weekday convenience. Try headlines like “Beat the Weekend Rush—Book Your Ultrasound on Tuesday” or “Weekday Ultrasound Sessions for Busy Moms.” Above all, keep iterating until you see CTRs normalize across all days.

A/B Testing and Iterative Improvements

A/B testing in Performance Max isn’t as straightforward as in Search campaigns, but you can still isolate variables. For example, create two asset groups within the same Performance Max campaign: one that emphasizes a “Weekday Discount” and another that highlights “Extended Weekday Hours.” Both use similar images but with different copy overlays—such as “Save 10% on Tuesday Scans” versus “Open Late on Wednesdays.” Run both asset groups for a couple of weeks, then compare conversion rates. Whichever group yields a lower CPA or higher conversion volume can be prioritized moving forward.

Likewise, test different video lengths or creative styles. Perhaps a 30 second behind the scenes clip outperforms a 60 second walkthrough. Swap the underperforming video out and test a new concept—maybe a testimonial from a mom singing praises about her weekday scan experience. Gradually refine until your ads resonate most effectively with those who book on weekdays.

Landing page tests are equally important. Use Google Optimize or similar tools to test headlines, images, form fields, and calls to action. If you find that removing certain form fields reduces abandonment by 20 percent, implement that change permanently. Always track results using Google Analytics or your booking software so you can attribute improvements directly to changes in your Performance Max campaign.

Over time, this iterative approach ensures you’re not resting on past successes. Patient preferences and competitive landscapes change. What worked last month might underperform this month. By continually testing and refining, you stay ahead of the curve and maintain a full weekday calendar.

Case Study: Transforming Weekday Slumps into Steady Revenue

Let’s look at a real world scenario from an Ultrasound Trainers client—Bright Moments Ultrasound in Austin, Texas. Before adopting Performance Max, Bright Moments struggled to fill slots on Tuesdays and Wednesdays, resulting in 30 percent idle time each week. Their traditional search campaign focused heavily on weekend keywords like “Saturday 3D ultrasound appointment,” leaving weekdays underexposed.

After consulting with Ultrasound Trainers, they launched a Performance Max campaign targeting Monday through Friday. They assigned a $60 conversion value to weekday bookings—slightly higher than weekend bookings—to signal Google’s AI to prioritize weekdays. They allocated $800 per month specifically for Performance Max, divided into four weekly budgets. Their asset library included two high quality images: one showing a smiling technician guiding a mom through a 4D session, and another capturing a newborn keepsake frame in gentle lighting. They also produced a 45 second video teaser showing happy clients and a brief studio tour. Audience signals included past website visitors, customer match lists, and a custom segment for local expecting parents.

Within the first month, Bright Moments saw a 45 percent increase in weekday bookings—jumping from 40 to 58 bookings. Their cost per conversion averaged $55, well within their target CPA. By month three, they further refined assets: swapping out a generic “ultrasound machine” photo for a branded image featuring their studio logo visible. They also added an ad schedule bid multiplier, increasing bids by 20 percent between 10 AM and 2 PM on Tuesdays and Wednesdays. This adjustment yielded a 15 percent increase in conversions during those hours. Their overall impression share on weekdays rose from 60 percent to 85 percent, effectively capturing a majority of local search demand.

Energy levels in the studio changed. Technicians no longer lingered in the break room on slow Tuesdays—each weekday became as busy as a weekend. The additional revenue—an extra $2,700 per month—allowed Bright Moments to reinvest in new 4D ultrasound probes and sponsor local prenatal yoga classes. They credited Performance Max with transforming their business rhythm and filling those forgotten weekday hours.

This case study illustrates how structured campaign setup, thoughtful budget caps, high quality assets, and ongoing optimization can turn slow weekdays into growth opportunities. If Bright Moments in Austin could do it, your ultrasound studio can too. The key is commitment: monitor data daily, test relentlessly, and trust Google’s AI to learn as long as you feed it accurate signals.

Conclusion and Action Steps

Slow weekdays don’t have to mean lost revenue. By leveraging Google Ads Performance Max, ultrasound studios can reach expecting parents across multiple channels, optimize budgets for off peak times, and showcase compelling creative that drives bookings. Remember these action steps:

• Define Clear Goals: Assign higher conversion values to weekday appointments and set target CPA goals aligned with profit margins.
• Segment Asset Groups: Create distinct asset groups for specific services—keepsake ultrasounds, gender scans, 3D 4D imaging—and tailor copy accordingly.
• Set Budget Caps Wisely: Use weekly budgets and bid multipliers to allocate spend where performance is strongest for weekdays.
• Optimize High Quality Assets: Use authentic images and videos of parents and technicians. Test multiple headlines and descriptions to find the most effective combinations.
• Leverage Audience Signals: Upload past client lists, target local zip codes, and use in market segments to focus on people most likely to book weekdays.
• Track and Adjust: Monitor key metrics—CPA, CTR, impression share—and iterate with A/B tests on creative and landing pages.

Google Ads Performance Max isn’t a “set it and forget it” solution; it requires ongoing attention and refinement. But with consistent effort, it can fill those slow weekdays and turn them into reliable revenue streams. At Ultrasound Trainers, we’ve seen clients transform their schedules and grow their businesses by embracing this powerful campaign type. Ready to take action?

Are you planning to use Google Ads Performance Max for your ultrasound studio? Share your thoughts or challenges in the comments below. If you found this guide helpful, may we ask you to share it on social media to help other studio owners fill their calendars? And if you need expert support, reach out to Ultrasound Trainers to learn how we can help you master digital advertising and keep your appointment book full all week long!