01
One campaign per service line
Psychiatry, adult therapy, testing and the practice name each got their own campaign and their own budget, so the money follows the service that is actually booking rather than a blended average.
Case study · Group therapy practice · Ashburn, Virginia
Triple the conversion rate. A third off the cost per lead.
Think Happy Live Healthy runs psychiatry, adult therapy and testing across one practice. We rebuilt how the account finds and counts the people who actually book, and compared the 90 days before we started with the last 90 days.
+123%
More enquiries in the window
205 to 457
−33%
Lower cost per enquiry
$70.56 to $47.20
3.0×
Conversion rate against clicks
6.64% to 19.71%
−25%
Fewer clicks bought
3,087 to 2,319
Before and after
We stopped buying the most clicks and started buying the right ones.
The click count fell by a quarter while the enquiries more than doubled. Which is the whole story: fewer, better qualified visits, and a site that turns them into conversations.
Before
14 January to 13 April 2026
After
8 July to 5 October 2026
The curve
Twenty four enquiries in a month became one hundred and ninety two.
Twelve full months, from the practice's own account. September is marked because we deliberately held spend on one service line while its enquiry path was checked, then the budget went back to work.
Enquiries per month
Full months only. October 2026 is five days old and is not shown.24
40
41
57
64
78
67
121
149
188
192
106
Oct 25NovDecJanFebMarAprMayJunJulAugSep 26
After the rebuild
Deliberate hold while a path was checked
Before
What we changed
Three decisions, in order of how much they moved the numbers.
02
Count what a booking is worth
An enquiry is only real when it is counted the same way every time. Calls and form submissions are reported as enquiries, so a week of no data cannot be mistaken for a week of no demand.
03
Move budget to what converts
Budget moved out of broad volume and into the lines with the lowest cost per enquiry, which is why the click count fell by a quarter while enquiries more than doubled.
| Campaign | Spend | Clicks | Enquiries | Cost per enquiry |
|---|---|---|---|---|
| Psychiatry | $11,141 | 916 | 161 | $69 |
| Practice name | $3,970 | 736 | 184 | $22 |
| Adult therapy | $4,604 | 491 | 84 | $55 |
| Testing | $1,855 | 176 | 28 | $66 |
| Total | $21,570 | 2,319 | 457 | $47 |
Where these numbers come from
- The practice's own Google Ads account, read on 5 October 2026. Nothing here is modelled or estimated.
- Before window: 14 January to 13 April 2026, 90 days, immediately before we took the account over.
- After window: 8 July to 5 October 2026, 90 days, the most recent complete window.
- An enquiry is a counted conversion in the account: a form submission or a tracked call.
What we would say plainly
- The budget grew by half. More of a good thing still costs more, and cost per enquiry is the number that matters, not spend.
- September is not hidden. One service line was held while its enquiry path was checked, which is why that month sits below August.
- The practice owns its account, its campaigns and its data, as every client does here.
Want the same read on your own practice?
We will look at your market, your numbers and your cost per enquiry, and come to the call with a projection built on your data rather than on averages.
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