Problem
A new addiction and mental health treatment center, located in a low-population area, faced a significant challenge—how to attract clients both locally and from outside the area, given that the center had no previous Google Ads history or brand recognition. The goal was to drive traffic and generate leads without the luxury of an established online presence.
Solution
To address this challenge, we implemented a Google Ads campaign focused on intent-based keywords, specifically targeting individuals searching for addiction and mental health treatment services. Since the center’s location limited local traffic, we expanded the geographic reach to a broader region. Ads were launched on April 5, 2024, with a strategy aimed at gathering crucial data to optimize performance over time.
Outcome
The initial cost per lead (CPL) in April was high at $178.50, which is typical for a brand-new campaign as the system collects data and we test different ad groups, keywords, and audiences. However, over the following months, consistent optimization, including refining keywords, adjusting bids, and testing creative elements, brought significant improvements. By June 2024, the CPL dropped to $61.19, and continued optimizations allowed it to remain in the high $50 range. Most notably, in October 2024, the CPL reached a new low of just $44.89.
Conclusion
This case study demonstrates that not having prior Google Ads experience should not deter new businesses from leveraging the platform. The first few months may involve higher costs as data is gathered, but with careful optimization, a Google Ads campaign can become highly profitable in a short amount of time. Early performance is not always an indicator of long-term success, as this campaign shows.
