boost your psychology practice: Google Ads Success Case Study
Over 1500+ appointments filled with strategically planned Google Ads.
This Queensland psychology practice’s primary goal was to grow their business through highly converting geographically targeted Google Ads. The priority for this company was to fill new practitioner appointment schedules. Bel. Digital has supported this goal delivering new patients each and every month for over two years.
8.95% CTR
8.95% of people who saw an ad, clicked on it
$50.45 CPA
Cost per lead had averaged $50.45
1500 leads
Generated 1500 leads in 28 months
9% Conv Rate
9% of people who clicked converted
about the psychology & counselling practice
This large family-owned psychology practice based in Brisbane focuses on building genuine, cooperative relationships with clients to affect change that a patient may not have achieved independently.
In 2022, the owner of this practice called seeking monthly Google Ads management to grow their business.
Each time the practice hires a new group of counsellors, they use Google Ads to fill their appointment diaries for a few months and then repeat the process for their next intake of new staff.
Following this process has facilitated steady growth over the past few years.
The problem
The Brisbane-based Psychology Company is set to grow exponentially, proportionate to the growing need for reliable and accessible mental health care services.
The practice employs a new group of counsellors a few times a year and would need to fill their appointment diaries accordingly.
While the clinic has a solid database of clients, they want to extend their quality professional help to more people who really need it.
They had an existing Google Ads account and had run several campaigns. However, without proper knowledge of effective bidding strategies and keyword targeting, previous campaigns were costly, and conversion rates were low.
The clinic was burning through money with little success to show. If they wanted to scale their business, their Google Ads account needed our help.
what Bel. Digital found
- Phone numbers on the website weren’t clickable which can lead to poor client experience and loss of opportunity. This also hinders conversion tracking.
- Previous campaigns included broad, massively generalised keywords that were never going to convert and a complete waste of resources
- Ad – Proper capitalization and poor ad strength. Some of the ads had low CTR as well.
- Conversions weren’t tracked accurately. There are gaps in information that would be crucial in understanding what works and what doesn’t.
- Incorrect bidding strategy leading to high costs and poor results.
- Some of the campaigns did not have Callout, Call, or Structured Snippets.
- Negative Keyword Lists – Negative keyword lists weren’t present in the account.
conversion tracking
Phone numbers made clickable to ensure conversions are measurable. Thoroughly reviewed and fixed theconversion tracking system.
market relevance
Created new campaigns and added industry-relevant audiences while excluding those that didn’t match the business’s demographic
keyword & match types
In-depth keyword review, paused general terms unlikely to convert. Changed the match type on many keywords and applied geo-targeting for locations served by this business
extensive negative keywords
Account wide extensive negative keyword lists were created & applied to relevant campaigns – including location-related NKWs and search term exclusions.
communication
Communication is key & a motivated client is even better. Being open to website changes means we’re kicking more goals.
campaign assets
Create comprehensive list of campaign assets including callout, sitelinks, and structured snippets
our solution
The psychology clinic’s Google Ads account was intentionally reviewed and audited by the Bel Digital team with the objective of identifying all the potential issues their previous campaigns had.
By making changes both on their website and campaign setup – such as revamping their conversion tracking systems, removing generalised keywords, and incorporating negative keyword lists relevant to their industry – we were able to achieve significant improvements in their Google Ads performance.
Focusing ads on local markets and being specific about who the business serves and excluding everyone else by applying geo-targeting techniques also influenced the new campaigns’ performance positively.
Continuous routine checks and innovative new campaigns further supported their business’s growth and scalability. Our goal going forward is to continue refining this psychology practice’s Google Ads campaigns so they keep generating more cost-effective conversions each and very month.
results
Over 21 months (July 2022 to Oct 2023), this psychology and counselling practice spent $21,388.53 on Google Ads, turning it into 544 leads, averaging $39.33 per lead.
Then again, 7 months (Jan 2024 to July 2024), this psychology and counselling practice spent $28,830.27 on Google Ads, turning it into 467 leads, averaging $61.02 per lead.
The client is savvy, knowing the direct relationship between the number of leads, the resulting counselling appointments, and correlating ad spend. And not to mention he pays my invoice within minutes of it having been sent.
This client doesn’t have the systems to measure client lifetime value or ROI accurately; his focus is on the practitioner appointment schedules being full.
After the initial support from Google Ads, word-of-mouth takes over, and their diaries stay full into the future.
PSYCHOLOGY COMPANY
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