Google Ads Case Study: Optimization for a California Mental Health Practice

Project Overview

Mental Health Ads LLC optimized a Google Ads campaign for a multi-clinician mental health practice in California.

The objective was to improve lead quality, reduce wasted spend, and scale patient inquiries across the group of therapists while keeping costs manageable.

The Challenge

The practice faced several marketing challenges:

• Inconsistent Campaign Results: Existing campaigns delivered very few conversions.

• High Cost Per Lead: Manual bidding and poorly targeted keywords led to expensive inquiries.

• Scaling for Multiple Clinicians: The practice needed more consistent leads without increasing budget inefficiency.

Strategy & Execution

The campaign optimization focused on targeting high-intent patients and maximizing conversions.

1. Comprehensive Account Audit

Identified non-performing keywords and removed them, reallocating budget to high-intent searches likely to convert.

2. Ad Copy Overhaul

Rewrote ads to emphasize unique services and specialties, improving Click-Through Rate (CTR) and aligning messaging with patient needs.

3. Bidding Strategy Pivot

Shifted from manual bidding to conversion-focused automated bidding (Target CPA) to maximize inquiry volume once sufficient conversion data was collected.

4. Negative Keyword Scrubbing

Removed irrelevant searches to ensure the $1,650 monthly budget targeted only patients actively seeking therapy services.

Campaign Results (Last 30 Days vs. Previous)

• Averaged more than one new inquiry per day for the multi-clinician practice

• Cost per lead reduced by $125, increasing ROI and efficiency

Outcome

The optimization created a reliable, cost-effective lead generation system for the mental health practice:

• Consistent daily flow of qualified patient inquiries

• Lowered customer acquisition cost for the group of therapists

• Full calendars for multiple clinicians

• Optimized budget allocation with measurable, data-driven results

Key Technical Skills Applied

• Google Ads Account Audit & Optimization

• Automated Bidding Strategy (Target CPA)

• Negative Keyword Management

• Ad Copywriting for Mental Health Services

• Multi-Therapist Lead Generation