Case story · Behavioral health · Anonymized
One channel in. A growth system out.
A five-brand behavioral-health network with a seven-figure media budget — every dollar of it in Google Ads, split across five separate accounts that compete with each other. As their agency of record, we make five moves. A prospect should see each one and know exactly what changed.
Move 01 · Consolidate
Stop bidding against yourself.
Five brands, five ad accounts, one metro area — which means the network's own brands regularly bid on the same searches and drive each other's prices up. Move one is a single command center: shared negative keywords, one owner per search, territories divided by geography and clinical need.
Five example searches. Amber dots are brands paying for the same click — hover a row to see what changes.
Move 02 · Re-signal
Teach the machine what a patient is.
Google optimizes toward whatever you count. Today the network counts clicks and calls — so the algorithm hunts for cheap clicks and dead-end calls. Move two closes the loop: call tracking and the admissions system feed verified admissions back into the bidding, and the machine starts hunting for patients instead.
Before: Google hears about the click and nothing after it. After: every verified admission travels back and re-trains the bidding.
Stop asking what a click costs. Start asking what an admission is worth.
Move 03 · Rebalance
Put the budget where decisions happen.
Choosing treatment is a considered, family-level decision — and today 100% of the budget waits at the very last step of it, in the search auction. Search still anchors the plan. But part of the budget moves upstream to where trust is actually built: film, social, maps, and the network's own assets.
The same budget, re-deployed. Hover a stream to see why it earns its share.
Move 04 · Match
Say the right thing to the right person.
Five very different people arrive at this network's doors, and today they all see roughly the same ad. Every audience gets its own message, its own channel, and lands at the right front door the first time.
Who they are
What we say
Where it runs
Which door
Five audiences, from the network's real intake patterns. Select one to see its lane.
Move 05 · Compound
Let the system compound.
Bought attention expires the moment you stop paying. So each quarter, part of the budget builds things the network keeps — a film library, remarketing pools, search rankings, referral relationships. The design goal: every quarter, admissions depend a little less on the auction.
Share of new-patient contact designed to come from each ·
A designed trajectory, not a promise — the point is the direction: what the network owns grows, what it rents shrinks.
Your brand
Is your whole budget waiting at the last click?
If everything you spend lives in one channel — and your own brands might even be bidding against each other — we should talk. The five moves work anywhere considered decisions are made.