Client
Lost and Found Therapy
Platforms
Google Search Ads
Focus
New intake appointments
Impact
Increased intake appointments and website traffic
THE CHALLENGE
Lost and Found Therapy had two practitioners with low caseloads, sitting at around 30% capacity. Both therapists were still under supervision and hadn’t built up a full client roster.
The therapy group was getting customers through organic search, PsychologyToday, referrals, and Instagram, but their marketing wasn’t producing enough intake calls.
Each practitioner wanted to work with clients who matched their specialties and interests.
THE STRATEGY
To better understand what types of clients each practitioner was looking to serve, I created a short questionnaire. The questionnaire asked about their dream client, what they want their impact to be on clients’ lives, and questions about the modalities they use.
After the questionnaire was completed by both practitioners, I developed a Google Search Ads strategy for each.
Each strategy contained how I would segment out the practitioner’s campaigns. For example, one practitioner wanted to work closely with the LGBTQIA+ community. We targeted Washington state – where they were licensed to practice – and I created a comprehensive list of keywords targeting people searching for “LGBT-friendly therapists” “gender identity help therapy” and more.
The two practitioners had 3 ad groups each with unique themes, keywords, key messages, and targeting. All the ad copy was written based on the themes.
Before we ran the ads, I worked with the team to create mobile-friendly practitioner pages. These pages were wireframes and then rewritten and redesigned in Squarespace. The layout was designed to drive intake appointments.
THE IMPACT
Before $900 total was spent on the Google Search Ads, three intake appointments were booked. The customer lifetime value of a therapy client oftentimes well over $3,000 per year, making the campaign very successful.
Lost and Found Therapy also saw an overall increase in calls, form inquiries, and website traffic.
The best-performing ad group within the Google Search campaign had a 4% click-through rate, higher than industry average (3.17%). An good CTR means the ads are meeting expectation, but not necessarily performing better than competitors for website traffic (e.g., BetterHelp). Users may be looking for their queries and not clicking.
Across all campaigns for both practitioners, the average cost per click was $0.67, which beat industry average by almost $1.50. A low cost-per-click indicates budget is being spent effectively. More visitors are viewing a website for a lower cost. Users also think the ads are relevant to their search queries (what is typed into Google).
