Problem:
Solid Performance, But Room for Greater Efficiency.
An addiction recovery center had already achieved positive performance metrics with its original digital advertising campaign aimed at individuals seeking addiction treatment in Arizona. The campaign demonstrated strong intent and early traction:
Conversions: 8
Conversion Rate: 9.52%
Cost: $173.73
Impressions: 2,905
While these results were encouraging, the team saw an opportunity to amplify engagement and reduce acquisition costs. The goal was to elevate performance from good to great.
Solution:
AI-Powered Analysis and Targeted Enhancements.
To identify areas for improvement, the team leveraged AI tools to conduct a comprehensive review of the original landing page. The AI-generated heatmap revealed key user interaction patterns—specifically, that users focused heavily on images and the phone number—indicating opportunities for better CTA placement and content emphasis.
AI-driven recommendations included:
Headline Optimization: The main headline was updated to “Transform Your Life: Compassionate Alcohol & Drug Rehab at ######### Recovery” to create a more emotionally compelling opening.
Stronger CTA Visibility: The phone number was paired with a prominent call-to-action (“Call Now for Help”), and CTA buttons were repositioned near high-attention areas highlighted by the heatmap.
Content Personalization: Copy was rewritten to emphasize personalized care, structured recovery plans (PHP & IOP), and local accessibility across Arizona.
Social Proof Integration: Recovery success stories from the homepage were strategically relocated to build trust and reinforce effectiveness.
These changes were grounded in AI insights and implemented to align with observed user behavior and engagement triggers.
Outcome
Increased Efficiency and Better Engagement.
Following these updates, the experimental campaign showed marked improvement:
Conversions: 12 (a 50% increase)
Conversion Rate: 18.18% (up from 9.52%)
Cost: $73.04 (down from $173.73)
Impressions: 2,999
Key Impacts:
Cost Per Conversion dropped by 76.6%, from ~$21.72 to ~$6.09.
Conversion rate nearly doubled, reflecting higher resonance with the updated messaging and UX design.
More leads generated with less spend, boosting ROI and proving the value of user behavior-informed content strategy.
Conclusion
This case demonstrates how small but strategic design, content, and layout changes—grounded in heatmap analysis and conversion data—can significantly enhance ad performance. By centering the user experience and emotionally resonant messaging, the center was able to lower costs while extending its reach to more people seeking addiction treatment.
