Optimum Mental Health Services Google Ads Case Study

Project Overview

Optimum Mental Health Services was already running Google Ads, but the account needed a clearer strategy, better tracking, and stronger control over campaign performance.

The clinic wanted more patient inquiries, better visibility, and a more reliable advertising system. At the same time, the account needed careful handling because some treatment areas involved healthcare advertising restrictions and sensitive prescription-related wording.

Power Web Solutions reviewed the full Google Ads journey and helped rebuild the strategy around conversion quality, patient search intent, campaign structure, and landing page performance.

This was not just a one-time campaign setup. It was an ongoing optimization process involving Google Ads, keyword research, landing page improvements, conversion tracking review, and regular performance analysis.

The Challenge

Before optimization, the account had several areas that needed improvement.

Campaigns were not clearly separated by search intent. Some keywords were too broad or low intent. Irrelevant search terms were using budget. Conversion tracking needed to be reviewed and verified. Performance Max was active, but the account needed cleaner conversion signals to help Google optimize more effectively.

The clinic also had a healthcare advertising challenge.

Services connected to Spravato and esketamine required extra care because healthcare and prescription-related advertising policies can affect ad approval, visibility, and campaign stability. The strategy needed to balance performance with policy awareness.

Our Strategy

Power Web Solutions approached the account step by step.

First, we reviewed access, tracking, campaign structure, keywords, and performance data. Then we identified the main causes of unstable performance. After that, we rebuilt the strategy around patient intent, priority services, and meaningful conversion actions.

The focus was clear:

Improve traffic quality.
Track actions that matter.
Reduce wasted ad spend.
Strengthen landing pages so visitors could take the next step easily.

What We Worked On

1. Google Ads Account Audit

Power Web Solutions reviewed the existing campaigns to identify the main performance blockers.

The audit covered campaign structure, bidding strategy, keyword targeting, conversion tracking, irrelevant search terms, and campaign type selection.

This gave the clinic a clear foundation for improving the account.

2. Conversion Tracking Review

For healthcare campaigns, clean tracking is essential.

Power Web Solutions reviewed tracking for phone calls, contact forms, and other key actions. We also discussed Google Forwarding Number tracking to better understand call activity from ad visitors.

The goal was to focus on conversions that actually represented patient inquiry activity.

3. Campaign Structure Improvement

Instead of using one broad approach, Power Web Solutions helped separate campaigns by intent and purpose.

The improved structure included:

Performance Max for broader visibility and general reach
Search campaigns for high-intent mental health searches
A dedicated campaign for specialized treatment-related searches

This made it easier to understand what each campaign was responsible for and how the budget should be managed.

4. Keyword Research and Search Intent

Power Web Solutions researched keywords around psychiatric care, medication management, depression treatment, treatment-resistant depression, Spravato, esketamine, and related high-intent search terms.

We also considered how patients search differently from clinicians. For example, some patients may search for “ketamine” even when they are looking for information related to esketamine-based depression treatment.

The keyword strategy was built with search intent, patient behavior, and healthcare advertising policy in mind.

5. Healthcare Advertising Policy Support

Healthcare advertising requires careful wording and planning.

Power Web Solutions reviewed ad language, landing page wording, restricted terms, and certification-related considerations. Since Spravato was an important service area for the clinic, policy awareness was an important part of the campaign strategy.

This helped the campaign move toward a more stable and compliant setup.

6. Landing Page and Website Optimization

Google Ads performance does not depend only on the ads.

Once visitors click, the landing page needs to make the next step clear. Power Web Solutions reviewed the landing page experience and recommended improvements such as stronger calls to action, clearer phone visibility, mobile-friendly spacing, and better service page structure.

For Spravato-related traffic, the clinic needed a more focused landing page experience that clearly addressed treatment-resistant depression and guided visitors toward inquiry or booking.

7. Mobile Conversion Improvements

Campaign data showed that many conversions were coming from mobile users.

Because of that, Power Web Solutions recommended mobile-focused improvements such as clearer call buttons, better spacing, easier navigation, and stronger mobile calls to action.

These changes helped reduce friction for people searching from their phones.

8. Continuous Optimization

The account was monitored and adjusted over time.

Power Web Solutions reviewed conversion volume, CPA, keyword performance, branded and non-branded search behavior, budget allocation, and daily campaign fluctuations.

The strategy was adjusted based on real performance data, not assumptions.

Performance Snapshot

Internal campaign reviews showed meaningful improvement after the account was restructured and optimized.

One review period showed:

20 leads in 10 days
Cost per conversion reduced from $48.08 to $30.52
CPA improvement of 36.5%
208 clicks
7.33% overall conversion rate
Search campaign conversion rate above 11%
Performance Max generated the highest lead volume during that period

Another internal update showed a strong single-day result:

7 conversions in one day
6 direct calls
1 dial-to-call conversion
Daily spend of $93.81
Average CPC of $3.75

Later reviews showed that Performance Max was performing strongly, while the dedicated Spravato campaign still required testing and refinement.

Overall, the account moved from uncertainty to a more structured, measurable, and data-driven Google Ads system.

Key Lessons From the Campaign

Tracking comes first

Without proper tracking, Google Ads cannot optimize effectively. Calls, forms, and booking-related actions need to be measured correctly.

Campaigns need a clear purpose

Performance Max, Search, and specialized campaigns should not all do the same job. Each campaign needs a clear role.

Healthcare keywords require caution

Mental health and prescription-related campaigns need careful management to reduce policy risks and avoid wasted spend.

Landing pages affect ad performance

Ads can bring traffic, but the landing page must convert that traffic. Clear messaging, mobile usability, and visible calls to action are essential.

Mobile experience matters

Many mental health searches happen on mobile devices. A weak mobile experience can reduce conversion opportunities.

Ongoing optimization is required

Google Ads performance changes over time. Keywords, bidding, budget, creative, and landing pages need regular review.

Result

The Google Ads account moved into a more stable and strategic position.

Optimum Mental Health Services gained stronger conversion tracking, better campaign structure, improved keyword targeting, clearer budget control, and better landing page alignment.

Most importantly, the Google Ads strategy became connected to the full patient journey.

The work was not only about running ads. It was about aligning search intent, healthcare policy awareness, website experience, and conversion tracking into one system.

Services Used

Google Ads Audit
PPC Campaign Restructuring
Performance Max Optimization
Search Campaign Optimization
Keyword Research
Negative Keyword Review
Healthcare Ads Policy Review
Conversion Tracking Setup
Phone Call Tracking Review
Landing Page Optimization
Mobile UX Recommendations
Monthly Performance Review

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