FirstLine Urgent Care
SERVICES: SEO, Google Ads, Website Design & Development
About
FirstLine Urgent Care is a modern, physician-owned urgent care clinic in Champaign, Illinois, founded by Dr. Kurt Bloomstrand, a board-certified emergency medicine physician, and his wife, Sarah Bloomstrand, ER RN, BSN. After years of working in emergency care, Dr. Kurt and Sarah saw a clear need in their community for faster, more accessible urgent medical services and a trusted alternative to the ER for non-life-threatening concerns. Together, they built FirstLine from the ground up on a simple principle: local families deserve fast, compassionate, clinically excellent care delivered by experienced providers who actually live and work in the community.
FirstLine offers walk-in care for illnesses and injuries, on-site X-ray and lab testing, STD testing, sports and DOT physicals, occupational health services, and pediatric care, all with transparent self-pay pricing and acceptance of major insurance plans. In the Champaign-Urbana market, urgent cares are commonly known as "convenient cares," and FirstLine leaned into that identity: a convenient, trustworthy alternative to crowded ERs and impersonal chain clinics.
The Challenge
FirstLine Urgent Care came to Patient Care Marketing Pros as a true startup with no existing digital presence, no website, no Google Business Profile, and no advertising history. They were preparing to open their first location on January 6, 2026, in a competitive Champaign market already served by multiple established urgent care and "convenient care" facilities. The Bloomstrands had a clear vision for their brand and the kind of care they wanted to deliver, but they needed a full digital foundation built from scratch and needed it to perform from day one.
The Strategy We Implemented
To address the goals set by FirstLine Urgent Care, we built a full digital foundation from the ground up, including a custom website, local SEO strategy, Google Business Profile optimization, and high-intent Google Ads campaigns. This helped FirstLine enter the Champaign market with immediate visibility, a strong patient-facing brand, and a patient acquisition system designed to generate leads from the first day their doors opened.
Search Engine Optimization (SEO): We built their entire SEO presence from the ground up, starting with in-depth keyword research tailored to the Champaign-Urbana market. Service pages were created for all key offerings and a consistent content publishing schedule was established to build authority in local health searches. We also set up the full analytics and tracking stack at launch and optimized their Google Business Profile to support local visibility.
Website Design & Development: Patient Care Marketing Pros designed and developed a completely custom website for FirstLine Urgent Care, built to reflect the clinic's brand identity. The site launched on January 6, 2026, in time for the clinic's opening. It includes dedicated service pages, a self-pay pricing page, patient-facing content highlighting physician ownership and community ties, and online appointment booking integration. The site was built with performance, speed, and mobile optimization as top priorities.
Google Ads Search Campaigns: We launched Google Ads campaigns targeting high-intent searches in Champaign, IL and surrounding areas from the very first day the clinic opened. Campaigns were built around the clinic's core service lines with ad copy tailored to highlight FirstLine's key differentiators, including physician ownership, transparent pricing, and same-day care.
The Results
- Grew from 8 patients per day in January 2026 to 23 patients per day by March 2026, approaching their Year 1 goal in just three months
- Achieved a Google Ads CPA of under $6.00, well below typical urgent care benchmarks
- Google Ads conversion rate reached 25%+
- Generated 163 to 185 patient leads per month via Google Ads and organic search within the first quarter
- Ranked #1 organically for branded search terms within weeks of launch
- Ranking in the top 2 positions for "urgent care near me" in Champaign, IL
- Ranking in the Google Map Pack for top local urgent care keywords
- 98.9% phone answer rate, meaning nearly every lead generated is being captured by the front desk