Behavioral Health PPC Case Study – How We Increased Verified Leads and Google Ads Efficiency

Client Overview

A behavioral health treatment center partnered with our team to strengthen campaign efficiency and connect ad spend more directly to verified admissions results. While overall lead volume was stable, a significant share of spend went toward low-intent or unverified inquiries, and tracking limitations made it difficult to connect ad spend directly to admissions-qualified calls.

Challenge

The account was driving traffic, but not VOBs. Previous campaigns were optimized for engagement metrics rather than verifiable outcomes, and Search campaigns consumed most of the budget without consistent quality returns. The client needed a structure that prioritized verified insurance from policies they accepted and admissions-ready leads over general inquiries.

Strategy

We restructured the account to align spend with measurable results and verified outcomes:

Updated bidding strategy across all tracked actions (calls, forms, and VOBs)
Budget started at $40k per month, now at $70k
Increased campaign-level budgets to stabilize delivery under the new optimization model
Shifted a portion of spend to higher-performing campaigns to improve conversion consistency
Implemented weekly performance reviews focused on VOB rate, lead quality, and cost efficiency

Results

VOB rate increased from approximately 13% to over 20% within two months 
Verified leads grew steadily without raising total spend
Lead quality improved, with more calls tied to genuine treatment intent
The optimized campaign became the top source of admissions-ready inquiries

Takeaway

By optimizing for verified outcomes instead of raw lead volume, the account became leaner, more predictable, and far more efficient. Focused budget allocation, improved tracking, and data-driven bidding created a steady flow of high-quality leads, giving the treatment center a scalable, cost-stable foundation for continued admissions growth.