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

Content written by rehab paid ads expert Laura Yelnicker

Content written by rehab paid ads expert Laura Yelnicker

Laura Yelnicker is a highly experienced digital marketer with two decades of experience in the industry. Focusing on paid media, and specializing in Google Ads, she has a proven track record of helping businesses achieve their marketing objectives through effective and efficient digital marketing strategies.

laura

Laura Yelnicker

Paid Media Manager

Laura Yelnicker

Paid Media Manager