Google Ads Strategy & Results:
Humantold is a New York–based mental health practice offering psychotherapy, psychiatry, and wellness services including individual, couples, family therapy, and medication management. With a team of 100+ therapists and specialists, Humantold provides personalized, human-centered care tailored to diverse communities and complex mental health needs. The brand focuses on making therapy accessible, relatable, and aligned with real-life challenges in a fast-paced city like New York.
Objectives
- Increase qualified therapy bookings (calls + form submissions)
- Scale lead volume across multiple service lines
- Improve cost per acquisition (CPA) efficiency
- Capture high-intent mental health search demand
Strategy Implemented
1. High-Intent Search Campaign Structure
Ensured ads aligned closely with user intent and specific treatment needs by segmenting campaigns by core services:
- Anxiety
- Mental Health Services
- Medication Management
- Nutrition Counseling
2. Performance Max for Scale
Used Performance Max campaigns to expand reach across Google’s ecosystem:
- Captured incremental demand beyond search
- Supported remarketing and broader audience targeting
3. Conversion-Focused Approach
Optimized for bookings and calls as primary KPIs:
- Leveraged strong CTAs (Get matched, book consultation)
- Focused on simplifying the intake process to reduce friction
4. Trust-Based Messaging
Mental health is a high-trust category, so campaigns emphasized Humantold’s positioning as a human-first therapy provider:
- Compassionate care
- Licensed professionals
- Personalized therapy matching
Results Achieved (Jan 1 – Apr 19, 2026)
Overall Account Performance
- Impressions: 453,907
- Clicks: 32,649
- Total Conversions: 2,511
- Phone Calls Generated: 209
- Total Ad Spend: $259,778
- Average CPC: $7.96
- CTR: 7.19%
- Cost per Conversion: $103.42
Campaign Highlights
- NYSHIP Search Campaign (Top Performer): 922+ conversions, 10.72% CTR. (Strong engagement and conversion efficiency – Primary driver of high-quality leads)
- Anxiety Campaign: 12.40% CTR (very high intent), 144+ conversions. (Demonstrates strong demand for specialized therapy services)
- Medication Management (Performance Max): Lower CPC ($3.48), 112+ conversions. (Efficient acquisition through automated targeting)
- Subway Performance Max Campaign: 2,783 conversions. (Strong reach and cost efficiency – Key scaling engine across broader audiences)
Key Insights
- Search Campaigns Drive Highest Intent Leads: Users searching for specific conditions (anxiety, therapy, etc.) convert at higher rates due to immediate need.
- Mental Health Marketing Requires Trust & Clarity: Messaging that emphasizes empathy, expertise, and ease of access significantly improves conversion rates.
- Service Segmentation Improves Performance: Breaking campaigns into individual services allowed better budget allocation and higher relevance.
- Performance Max Enables Scalable Growth: PMax campaigns played a crucial role in expanding reach while maintaining cost efficiency.
Conclusion
Humantold successfully turned Google Ads into a scalable patient acquisition channel, generating over 2,500 conversions and 200+ calls in under 4 months. By combining high-intent search campaigns, Performance Max for expansion, and trust-driven messaging, the brand achieved strong growth in a highly sensitive and competitive industry. This case study highlights how Google Ads can effectively drive consistent, high-quality leads for mental health providers, especially when campaigns are structured around user intent and human-centered communication.
