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Two audiences, one site. And then 247 conversions at a CPA of €8.62.
At Terme di Torre Canne two worlds live side by side: people looking for a thermal treatment covered by Italy’s national health service, and people looking for relaxation, the park and the beach. First we put the site in order: a clear path instead of a heap of information. Then, over the 2025 season, we brought the right demand to it. Search and social campaigns generated 247 leads at €8.62 each, with the cost per lead falling 69% in five months.
WHO TERME DI TORRE CANNE ARE
One facility, many audiences.
One of the best-known thermal spas in Italy: a center offering treatments covered by the national health service and wellness programs, but also a complete experience made of an open-air thermal park, a Kneipp circuit, hydromassage pools, a swimming pool and a beach.
Then there is a strong informational side — pages on “what we treat”, a Magazine, educational content about conditions and treatments. A lot of substance, a lot of audiences: exactly the kind of richness that, online, risks turning into confusion.
THE STARTING POINT
“The information was there, but it did not guide anyone.”
The client said it themselves: “People who landed on the site kept asking us the same things: what you need for the health service cover, how it actually works, and where to start.” The knot was making two different intentions live in the same domain without one spoiling the other: the leisure side must not make the medical side look superficial, and the medical side must not chill the wellness experience.
On top of that, an area of high sensitivity: a doctor’s prescription is compulsory, and an incomplete one is not accepted for health service cover, with a financial cost for the person. One ambiguous sentence was enough to generate calls, complaints or people giving up.
WHAT WE DID
Architecture by intent, not by department.
We organized the experience around three entrances, because they are the three real questions people arrive with: “Treatments covered by the health service”, “Wellness & Beauty”, “Thermal Park and Beach”. That separated languages and expectations: in the health service part, clarity, requirements and therapies come first; in the wellness part, the programs; in the park part, the logic of the experience.
Then we put at the center the pages explaining “what we treat” and how the covered treatments work, with readable warnings instead of bureaucratic ones: preventive support, in practice. And we treated the Magazine and the newsletter as informational continuity, not as promos: in a seasonal business the decision ripens over weeks.
ADAM phases: Analyze + Design
WordPress
Architecture by intent
Booking UX
A PRINCIPLE
Care is also clarity.
In healthcare, trust is built on simple details: requirements, steps, what to expect. If we explain clearly what a correct health service prescription is and what happens when it is incomplete, we are already cutting stress and misunderstandings. And if, at the same time, we tell the park and wellness story without covering up the clinical side, people can choose their own experience without feeling judged: treatment, relaxation, or both.
Booking stays a human step as well, with a member of staff picking up the request, so the site has one precise job: to prepare the person properly before they send the request, so they arrive already oriented.
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THE SITE
WHAT WE DID ON THE SITE
Five moves, one clear path.
01
Three distinct paths
Health service, Wellness & Beauty, Park & Beach: each with its own language.
02
“What we treat” pages
Health service requirements and warnings explained readably, not bureaucratically.
03
Booking UX
Preparing the person before the form, so requests arrive already in context.
04
Magazine
Informational content to reach people who are not ready to book yet.
05
The newsletter as a bridge
Continuity from one season to the next, not hard promotion.
→ THE PRINCIPLE
Clarity is already conversion
Less hesitation before the form: in a service like this, explaining well is already selling.
THE 2025 SEASON
With the site in order, it was time to bring the right demand to it.
A clear site is the base, but on its own it is not enough: in the 2025 thermal season (April to August) the objective was to generate qualified leads and to do it efficiently, consolidating Terme di Torre Canne as the medical thermal reference point in Puglia.
We worked on the whole setup: a multilingual WordPress site (Italian and English) optimized for conversions, Google Ads campaigns structured around three intents — covered treatments, family spa and wellness, specialist services — and a social strategy on Meta and LinkedIn fed by the Magazine. All of it with data handled in full GDPR compliance, as external data processor.
ADAM phases: Amplify + Measure
Multilingual WordPress
Google Ads
Meta & LinkedIn Ads
GDPR
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THE NUMBERS
SEASON APR–AUG 2025
Real leads, at a falling cost.
Conversions
247
qualified leads generated over the thermal season.
Average CPA
8.62 €
cost per conversion, on a total investment of just €2,127.
Average CTR
13.88%
a very high click-through rate: the ads were speaking to the right people.
CPA down 69% in five months, from learning to optimization
18.14 €
April · start
5.66 €
August · at full speed
−69%
CPA
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METHOD
EFFICIENCY BUILT MONTH AFTER MONTH
Not “switch it on and hope”. Measure and correct.
What makes this campaign interesting is not a lucky start, it is the steady improvement. We structured the work in three phases: a cautious start in learning (April), scaling (July) and final optimization (August). By excluding off-topic terms and moving budget dynamically onto the most profitable clusters, the conversion rate grew from 1.55% in April to 11.18% in August.
Two insights made the difference. The first: the covered treatments ad group was the pillar, with 83% of conversions at a CPA of €8.46 — the medical positioning is the most fertile ground for conversion. The second: 56% of conversions came from generic searches (“spa”, “thermal mud”, “thermal treatments”), with no brand name in them. The campaign did not only collect people who already knew Terme di Torre Canne: it acquired new demand.
TOOLS & LEVERS
Google Ads
Meta Ads
LinkedIn Ads
Multilingual WordPress
Clusters by intent
Continuous optimization
GDPR