Outmaneuvered competitors spending 20x more. Scaled 9x. CPA down 68%.
$508 cost-per-call. Outspent nearly 2:1 by competitors. No call quality measurement. No mobile-first targeting in a category that lives on mobile. We rebuilt the entire approach.
Outspent 2:1. Crisis intent on mobile. Zero quality signal.
Boca Recovery Center. An addiction recovery facility in Florida, was running a $1.3M/year Google Ads account with a $508 cost-per-call. Competitors were investing $330K+ monthly, outspending Boca nearly 2:1.
Three structural gaps: no call quality measurement (every call was scored equally regardless of patient fit), no Salesforce integration for offline conversion tracking, and no mobile-first targeting. Even though addiction-related searches spike on mobile devices in moments of crisis.
More spend wouldn't fix it. The structure had to change.
Mobile-only crisis targeting. State-by-state insurance logic. Salesforce-integrated tracking.
We rebuilt the targeting around the crisis moment, the device, and the insurance economics. Then integrated Salesforce so the campaigns optimised for admissions, not just calls.
Granular campaign architecture so high-intent crisis searches got dedicated budget and bidding logic, not averaged together with research-stage searches.
Dedicated campaigns for mobile devices using call extensions and call-only ads. Captured the crisis search moment when intent and device aligned.
Allocated budget by state based on insurance generosity, concentrated spend where reimbursement economics were best.
Connected Google Ads to Salesforce so the optimisation target became patient admissions, not raw call volume. The campaigns started learning from the right outcome.
CPA down 68%. Spend up 9x. Conversions up 432%.
A 68% reduction in CPA. And the calls that did come in were higher quality, not lower.
From $20K to $180K monthly. Performance improved as spend scaled, not despite it.
Plus 72% increase in call volume. The structure was unlocking the demand that was always there.
