Google Ads Strategy & Results:
Bleuler Psychotherapy Center is a New York–based mental health provider offering comprehensive services including psychotherapy, psychiatry, addiction treatment, and counseling for individuals across all age groups. With a strong presence in Queens, the organization focuses on accessible, compassionate, and culturally responsive care, including support for anxiety, depression, substance use, and life transitions.
Objectives
- Increase qualified patient inquiries (calls + form submissions)
- Improve cost per conversion (CPA) efficiency
- Scale lead generation across multiple service lines
- Capture high-intent searches for mental health and addiction services
Strategy Implemented
1. Service-Based Search Campaign Structure
Ensured strong alignment between user intent and ad messaging by segmenting campaigns by key service areas:
- Mental Health Services
- Anxiety
- Substance Use & Gambling
- Careers (recruitment support)
2. High-Intent Keyword Targeting
Captured users actively seeking immediate care focusing on queries such as:
- “therapy near me”
- “mental health clinic NYC”
- “addiction treatment Queens”
3. Conversion-Focused Optimization
Optimized the process for ease of intake and accessibility:
- Prioritized calls and form submissions as primary KPIs
- Used “Maximize Conversions” bidding strategy
- Optimized landing pages for conversion rate
4. Trust & Accessibility Messaging
Because healthcare decisions rely heavily on trust, campaigns emphasized:
- Insurance acceptance (Medicaid/Medicare)
- Affordable care options (sliding scale)
- Compassionate, patient-centered approach
Results Achieved (Jan 1 – Apr 19, 2026)
Overall Account Performance
- Impressions: 128,250
- Clicks: 7,389
- Total Conversions: 892
- Phone Calls Generated: 1,181
- Total Ad Spend: $24,739
- Average CPC: $3.35
- CTR: 5.76%
- Cost per Conversion: $27.70
Campaign Highlights
- Zima Media | Search Campaign (Top Performer): 413+ conversions, 507 phone calls, 13.04% conversion rate. (Primary driver of patient inquiries)
- Substance Use & Gambling Campaign: 204+ conversions, Strong 13.75% conversion rate. (High-intent audience seeking urgent care)
- General Mental Health Campaign: 3,173 clicks. (Consistent conversion performance and strong volume contributor across services)
Key Insights
- Search Campaigns Are Critical for Healthcare Lead Gen: Users searching for therapy or addiction services typically have immediate intent, resulting in high conversion rates.
- Phone Calls Dominate in Mental Health Services: With over 1,100 calls generated, direct communication remains the preferred action for patients seeking care.
- Service Segmentation Improves Efficiency: Breaking campaigns by condition (anxiety, addiction, etc.) increased relevance and reduced wasted spend.
- Accessibility Messaging Drives Conversions: Highlighting affordability and insurance acceptance significantly improves trust and inquiry rates.
Conclusion
Bleuler Psychotherapy Center successfully leveraged Google Ads to create a highly efficient patient acquisition system, generating nearly 900 conversions and over 1,100 calls in under 4 months. By combining high-intent search campaigns, service-specific targeting, and trust-focused messaging, the organization achieved scalable growth while maintaining a low cost per conversion. This case study demonstrates how Google Ads can be a powerful channel for mental health providers, especially when campaigns are structured around user intent and accessibility.
