How to get more leads as a therapist: +105% in 30 days.
Initial: kate needed me to review her Google ads account and uplift performance in terms of leads amount.
+105%
leads amount · 30 days
$10.06
cost per lead
+300%
impressions
+136%
clicks
+2822
search keywords
data source: Google Ads · reported period - first 30 days
Work time: 3+ years, still work together
Team: 3 people
Reported period: first month
×4,75
new ad groups
1 dept.
opened at month 3
Client's start point.
Modern Therapy Seattle - multi-service counseling agency in Seattle, WA.
Main focus of this agency is relationship therapy and sex-related therapy (including minorities). Kate tried several contractors on Google ads previously, as well tried to manage ads herself, but results were not as required and it took a loot of time from her main CEO/founder role.
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 with maximum cost per lead growth up to $20 per lead.
Goals and tasks
This account faced an issue of not being able to spend enough money while hitting KPIs.
All the metrics looked fine (6% CTR, 20% conversion rate, $8 CPL). As far as the issue was the volume, we've doubled down on keywords research.
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 started on the market's yearly upwards time, so results were clearly representative.
metric
Cost per lead
34
point a
point b
change
81
×2,05
$8.46
$10.06
+18.9 %
Page conversion rate
20 %
20,15 %
~same
Amount spent
$287.64
$814.86
×2,83
Negative keywords
~200
23K+
+11400%
→
→
→
→
→
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.
Keywords research
Fast optimization, further keywords research
02
03
3-4 days for initial launch
1-2 weeks
We've researched and came up with over 600 new relevant keywords for 10+ new ad groups. The main point of our approach is relevance - it allows to sustain a conversion rate even at a large scale. For example, even though "couples counseling" and "couples therapy" are related to exactly the same service, we divide them into different ad groups to show more relevant ads to users thus getting better performance.
As the number of ad impressions grew, we had to add new negative keywords quickly to avoid irrelevant budget spending. At the moment of writing this case study there is 23.568 negative keywords and phrases in the account - thus we avoid being shown on info-queries like "is therapy worth it", or competitors' names searches. Google always looks for ways to provide more clicks, so we keep a close eye on the quality and intent of traffic we acquire.
New department opening
May 2023
A few months later Kate was able to open the new department in nearby town, so we needed to quickly fill it with patients. Counselors there had a specific competences, so the department required a particular type of leads. We've repeated our process for this new office and packed it full-capacity within 1 month. But let's get back to the initial launch.
04
Analytics
week 3-4
As far as counseling sphere is highly-regulated, Modern Therapy Seattle uses a specific HIPAA-compliant CRM system that has no pre-built integration with Google. We've set up a compliant integration via third-party tool to provide optimization data back to Google ads - it requires conversions data so that the algorithm can learn and increase performance.
05
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 mis-evaluated the search volume for several types of therapy in the targeted area and put these services in one ad group.
02
issue
We've missed several clusters of relevant keywords in the initial launch. There were several ways to name the same service that we didn't find right away within the initial research.
solution
We've split the initial ad group into several new groups, wrote dedicated ads for each type of service and cross-added negative keywords to avoid overlapping.
solution
We've conducted additional keywords research and added dedicated ad groups quickly in the second month of work.
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.
I'm completely OK with spending more on ads, actually it's what I was looking for, but just couldn't get more leads. The predictable leads flow I have now is a great relief in terms of not being concerned with this part of my business.
Kate Ellis
CEO · Owner · Modern Therapy Seattle
+105% 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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