How to get more leads as a therapist: +300% in 30 days.
Initial: julie needed me to review her Google ads account, decrease cost of a lead and get more quality leads.
+300%
leads amount · 30 days
-65%
cost per lead · 30 days
+300%
Leads
+305%
CTR
-65%
Cost per lead
data source: Google Ads · reported period - first 30 days
Work time: 1 month
Team: 3 people
Reported period: first month
×9
negative keywords
×7.63
Conversion rate click -> lead
Client's start point.
Julie Maul - individual counselor in Laguna Beach, CA.
Main focus of this specialist is relationship therapy and EMDR for PTSD/trauma. Julie tried to run Google ads herself, but it took a loot of time from her main business activity as a practitioner and caused a lot of stress and confusion.
about the client + our tasks
If you think "I've already tried everything" - take a look, you're not the only one, and there is always an opportunity to improve!
About the client
Get more qualified leads, avoid insurance-based leads and decrease CPL.
Goals and tasks
This account faced an issue of non-optimal structure, lack of relevance between keywords and ads and too much non-relevant impressions due to a small number of negative keywords.
Main metrics did not look good (2.11% CTR, 1.2% conversion rate, $117.67 CPL). The issue was irrelevant traffic, so we've first went into ad account restructuring.
30 days change.
Leads / month
point a → point b
Usually we take 6-8 weeks to report main metrics growth, but in this case we've seen significant improvement on all the metrics so our approach works.
metric
Cost per lead
3
point a
point b
change
12
×4
$117.67
$40.98
-65%
Page conversion rate
1.12%
10.53%
×9.4
Amount spent
$353.01
$491.76
×1,39
Negative keywords
30
275
×9
→
→
→
→
→
Что мы поняли до, как начать делать.
Mobile-first как ставка
Анализ показал: 86 % трафика рынка — мобильный, но ни один из 10 конкурентов не имеет адаптированной мобильной презентации. Решили делать первую mobile-first презентацию рынка.
strategy and approach
Перед запуском провели 12 кастдев-интервью с инвесторами Бали и проанализировали 10 застройщиков рынка. Из этого выросли три стратегических ставки.
— 01
«Лучший уровень среди застройщиков» — инвестор
УТП «1-я линия + 20 %»
Три языка — три воронки
— 02
— 03
Из всех преимуществ проекта вытащили три, которых нет у конкурентов: 1-я береговая линия, гарантированная доходность до 20 %, экологичный 3D-print. Эти три факта стали стержнем всех материалов.
Не делали единый «универсальный» сайт. Запустили три отдельные посадочные и три рекламных контура: ru/Яндекс, en/Google, zh/Baidu+WeChat — с разными лидмагнитами и pre-qualification.
Открывающий слайд презентации
3 рынка одновременно с 1-го месяца
What we've done to get more leads this-week-fast.
Ad account structure set up
1–2 days · account-level analysis
quick results
It's our standard workflow that allows to move the needle quickly.
01
We've asked for particular types of services that the client provides. Then set up structure within the Google ads account that allows to clearly represent each service type's performance and budget % it took.
Negative keywords research
Fast optimization, ads copywriting
02
03
3-4 days for initial launch
1 week
As far as the client's main problem was overspending on non-relevant traffic, we've added multiple negative keywords that prevent getting website visitors with no intent and/or visitors looking for insurance - Julie does not serve them so no point buying these users.
Previous account structure was all-in-one, meaning all the ads were allowed to be shown to all the keywords, which caused low click-through rate and conversion rate. Example: showing "Trained relationship counselor" for a search query like "emdr therapy". We've already had our structure set up properly, so we've used search queries as headlines, example: "EMDR for PTSD Laguna Beach" for query "emdr ptsd near me"
Further narrowing down
weeks 2-4
We've recommended Julie to set up dedicated website pages for not only particular services (relationships/anxiety/...), but as well pages for different wordings for the same service, like "couples counseling" and "relationship counseling" which is basically the same service named differently.
04
Визуальная разница в 3 точках воронки.
Главный экран лендинга
Заменили общий заголовок «Виллы на Бали» на формулу «1-я береговая линия + до 20 % годовых». Конверсия в скролл выросла на 41 %.
До / после
Главные экраны и креативы, которые поменяли поведение пользователя. У каждой пары — короткая подпись «что и зачем».
Форма заявки
Креатив для en-аудитории
Сократили с 7 полей до 3 + чипы pre-qualification (бюджет / срок / цель). Конверсия формы выросла в 1,8×.
Перешли от «Buy a villa in Bali» к «Pre-sale price list — only 12 villas left». CTR ×2,3, цена клика −38 %.
Что выросло за пределами лидов.
Расширение скоупа
Бизнес-эффект
Лиды — это половина истории. Ниже — что результат сделал с самим бизнесом клиента.
+2 сайта
Клиент заказал ещё два сайта — для строительной компании и второго ЖК. Скоуп вырос ×3 без новых тендеров.
Новая география
Найм отдела продаж
3 рынка
+1 продажник
Запустились на РФ, EU и Asia одновременно. До нас клиент не работал с азиатским сегментом.
Под новый поток лидов клиент нанял англоязычного менеджера и подключил 4 партнёров-агентов.
Время утверждения
За счёт системы «1 голос = 1 балл» цикл согласования макетов сократили на 40 %. Меньше совещаний — больше работы.
−40 %
What went wrong and how we've fixed it.
issue
issues and fixes
As far as this case study was our first one in the counseling sphere, we've made several structural inaccuracies that we've had to redo.
01
We've missed several keywords that were added to the initial campaign like "affordable therapy near me", overall cost of this mistake was around $12.
solution
We've reviewed the entire account once again to find other possible non-relevant keywords and headlines to pause/remove, found none more.
Команда проекта.
Анна Л.
Кто это сделал
На проекте работали шестеро: четверо — full-time, двое — на ключевых этапах. Стратег и проджект — на связи каждый день.
Strategy lead
Михаил С.
Елена К.
Project manager
Art director
Денис М.
Copywriter
Игорь В.
София Н.
Performance lead
Analyst
Суммарный опыт команды на проекте — 47 лет.
Thank you for all your hard work. It’s relieving now that I’m starting to get phone calls and contact form submissions again.
Julie Maul
Individual practitioner
+300% leads · 30 days
“
We are able to help only when:
You provide non-substance types of services;
are we a fit for you
We prefer to say that we are not able to help right away, than spend a month and then say it anyway.
You are ready for around 2 months of iterative optimization - sometimes it takes time to hit KPI's;
You are ready to change your website. As far as traffic actually converts into leads on your website, it's crucial to have a great landing page. We can help with it;
You are balancing on the edge of closing your business. Marketing is a social discipline, and it's impossible to predict the exact outcome of marketing activities. We don't want to take the last money out of your bank;
You work with substance therapy - it's heavily regulated, there are always legal updates on this matter and we'll move quite slow based on our experience which does not meet our work principles;
You aren't ready to share leads quality data and/or can't reach out to new leads quickly - it will drop the returns on ad spend significantly, so we are not ready to work like that;
Your business has a capacity to afford $900 monthly advertising budget;
You are ready to provide feedback on leads quality on time and keep in touch on a daily basis within the first month of work.
You expect the first-day burst in amount of leads - we work fast, but even our approach takes some time for visible improvement, estimated time is 2-3 weeks.
Similar businesses, similar work.
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If this case study os relevant - here are some more thay you might be interested in.
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What if my niche isn't on your list?
We need to assess your business and niche before we proceed to work. For example, we will not be able to help practices that work with substance usage.
Why a $900/month minimum on ads?
Based on current benchmarks, below this budget Google Ads doesn't have enough data to optimize, and our work can't show measurable lift. It's a floor for results, not a price filter.
How fast will I see results?
Most clients see meaningful lift in lead volume within 3 weeks. Stable cost per qualified lead typically settles between day 20 and day 40.
Do you work with insurance-based practices?
Yes — but the playbook is different. Tell us on the call so we set the right expectations and pre-qualification logic.
What if Google Ads isn't the actual problem?
That happens. Our audit covers the full funnel — ads, page, intake, sales. E.g. you may struggle with sales or retention (LTV). If your bottleneck is downstream, we'll say so before you sign anything.
questions and answers
Flat fee or revenue share?
Flat monthly fee, scoped to your account size. No percentage of revenue. No surprise charges.
How is this different from a Psychology Today listing?
Directories are limited in terms of effort you may put in. Google Ads has a larger leverage over your leads flow, it brings clients searching with intent — for the specific service you offer, in the area you serve, at the price you charge. Both have a place; they aren't the same tool.
Want the same for your practice?
Spend thirty minutes with me. I'll tell you what is the fastest fix in your funnel to see the change — and whether we're the right team to fix it
— Grigory, GKRM senior marketer
U.S. counseling-only lead generation.
Predictable qualified inquiries for thoughtful therapy practices.
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