Problem

A psychiatric healthcare provider came to us with several challenges that were limiting their growth:

  • Their previous agency was reactive rather than proactive, keeping the account stable but stagnant.
  • Although the clinic offered general healthcare services, their primary focus was psychiatry, which was not being emphasized in their marketing.
  • They had recently introduced a new treatment, Transcranial Magnetic Stimulation (TMS), but struggled to get it in front of their target audience.
  • The client needed a strategic partner to reorient campaigns around psychiatry and TMS while improving overall account performance.

Solution

Our team developed a multi-pronged approach to restructure and optimize the account:

Campaign Restructuring

  • Shifted the focus to psychiatry and TMS by expanding keyword coverage, pausing non-relevant/non-performing keywords, and testing new ad copy.

Built a new, tightly targeted psychiatry campaign.

  • Retained but scaled back the Performance Max campaign, allowing room for the new search-focused strategy to prove results without losing existing conversions.

Conversion Tracking & Attribution

  • Redirected the landing page from a subdomain to improve cross-network conversion tracking.
  • Conducted a full audit of conversion tracking and implemented a better lead attribution method to more accurately measure performance.

Expectation Setting

  • Advised the client that narrowing campaign targeting and pulling back from Performance Max would likely increase cost per click (CPC) and cost per conversion (CPA).
  • Emphasized that higher conversion value from psychiatry and TMS would offset this, which the client agreed to.

case study driving growth for a psychiatric healthcare provider visual selection

Outcome

30-Day Results

Conversion Quality Improved: More relevant leads began coming in immediately.
Cost Efficiency: Cost per conversion rose by only 12% (less than expected).
Value Growth: Conversion value nearly doubled.
TMS Breakthrough: Click-through rate (CTR) increased 42.77%, with TMS going from 0 conversions to 6.

60-Day Results

Campaign Focus: Paused Performance Max completely, shifting to high-intent search campaigns.
Engagement Surge: CTR increased 72.40%, while impressions decreased due to more precise targeting.
Conversion Lift: Conversion rate grew 129.93%.
Cost Reduction: CPA decreased 56.23% (contrary to initial expectations).
Revenue Impact: Conversion value increased 221.74%.

Overall (First Two Months)

Investment: Spend increased by 42.46%.
Return: Conversions rose by 110.20%.
Value Delivered: Conversion value grew by an outstanding 340.91%.

case study driving growth for a psychiatric healthcare provider visual selection 1

Conclusion

By proactively restructuring campaigns, emphasizing psychiatry and TMS, and improving conversion tracking, we transformed a stagnant account into a growth engine. Within 60 days, the client saw not only improved conversion quality but also a dramatic increase in efficiency and revenue, validating the strategic shift away from reactive account management.