Case Study: Scaling Mental Health Counseling Appointments with Google Ads
Client Overview
A mental health counseling service sought to increase patient appointments through Google Ads while maintaining cost efficiency. Their primary goal was to generate a steady flow of high-quality leads and booked sessions within a limited budget.
Campaign Objective
Drive potential patients to book appointments online.
Maintain a cost per appointment below $20.
Improve visibility and reach for mental health services.
Challenges
High Competition in the Mental Health Space
Many providers bid on similar keywords, driving up costs.
Conversion Hesitation
Users often take longer to commit to booking an appointment compared to other service-based businesses.
Budget Constraints
With a budget of $1,900, we needed to maximize every dollar spent.
Strategy & Execution
1. Keyword Research & Targeting
I conducted in-depth research to identify high-intent keywords that potential patients were actively searching for. The focus was on:
✅ Service-Specific Keywords – “Online therapy near me,” “counseling for anxiety,” “licensed therapist near me.”
✅ Pain-Point Keywords – “Struggling with depression help,” “how to manage stress and anxiety,” “best therapist for PTSD.”
✅ Local Targeting Keywords – To ensure ads were shown to users within a specific radius of the client’s practice.
I also leveraged negative keywords to filter out irrelevant searches and reduce wasted ad spend.
2. Ad Copy Optimization
To stand out in a competitive space, I crafted compelling ad copy that:
✔ Addressed users’ pain points directly.
✔ Highlighted the service’s unique benefits (e.g., insurance acceptance, virtual sessions).
✔ Included strong call-to-action (CTA) phrases like “Book Your Session Today” and “Talk to a Licensed Therapist Now.”
✔ Used responsive search ads to test multiple headlines and descriptions, optimizing for the best-performing combinations.
3. Landing Page Improvements
A well-optimized landing page is crucial for increasing conversions. I ensured that:
🔹 The landing page was mobile-friendly (since 70% of traffic came from mobile devices).
🔹 The booking form was short, simple, and easy to fill.
🔹 Clear testimonials and trust signals (e.g., “Over 500 successful therapy sessions”) were displayed to increase credibility.
🔹 A click-to-call feature was added for users who preferred immediate phone consultations.
4. Smart Bidding & Budget Allocation
To maximize conversions, I implemented:
📌 Maximize Conversions Bidding – Focused on getting the highest number of bookings within the budget.
📌 Dayparting Strategy – Ads were scheduled during peak hours when users were most likely to search for therapy services.
📌 Geo-Targeting – The campaign targeted users within a 25-mile radius of the practice to ensure leads were local and likely to convert.
5. Continuous Optimization & Performance Monitoring
Throughout the campaign, I monitored key metrics and made data-driven adjustments:
Paused underperforming keywords and reallocated the budget to high-converting ones.
A/B tested different ad copies and landing page elements.
Used retargeting ads to bring back users who visited the site but didn’t book an appointment.
| Metric | Performance |
|---|---|
|
Ad Spend |
$1,900 |
|
Total Clicks |
2,780 |
|
Total Impressions |
83,200 |
|
Booked Appointments |
114 |
|
Conversion Rate |
2.28%
|
|
Cost Per Appointment |
$16.67
|
🚀 Key Wins:
✔ 114 Booked Appointments – A significant increase in client acquisition.
✔ Cost Per Appointment at $16.67 – Well below the $20 target, ensuring cost-effective lead generation.
✔ Strong Ad Engagement – 2,780 clicks, indicating well-optimized ad copy and targeting.
This campaign successfully demonstrated how a strategic Google Ads approach can drive cost-effective lead generation for mental health services. By combining data-driven targeting, compelling ad copy, landing page improvements, and continuous optimization, we achieved high-quality bookings while keeping acquisition costs low.
If you’re looking to scale your mental health practice with Google Ads, I can help you achieve similar or even better results. Let’s discuss how I can customize a strategy tailored to your needs.
📩 Get in touch today!