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TMS Clinic Google Ads Case Study

TMS Clinic seeking more patients in Chicago. Key insights:

  • Performance max campaigns beat traditional search ads
  • Landing page experience resulted in more high quality leads
  • Call tracking helped enable 18 additional conversions per month
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Performance Max Campaigns Game Changer

Performance Max is a new campaign from Google Ads that allows you to run ads as display ads, Youtube ads in addition to regular search ads. We took this opportunity and uploaded as much high quality media, headlines that targetted our keywords surrounding TMS, anxiety, and depression treatment. 

Landing Page Changes

We noticed a number of issues with the landing page, which we addressed. Here are the top ones:

  1. Hero image wasn’t appropriate for people seeking TMS treatment (elderly couple walking with sunset in background)
  2. Landing pages didn’t properly explain what n-TMS (neuro-navigated TMS actually is), which is the brand’s defining unique selling point
  3. It didn’t lay out location details unique photos from the practice, phone number, or address

Among many other issues we noticed. Here is the actual landing page we designed that brought in leads at $42 per lead.

Filling Out Every Section of Google Ads (With Tact)

There are 3 key sections that need to be filled out very intentionally for P-Max campaigns to perform well:

  1. Assets: These include video testimonials, professional photos taken of clinic, photos of staff, and pictures of actual patients using the technology (with their permission of course)
  2. Sitelinks: Many inquiries for the TMS clinic were about payment plans, insurance verification process, and how n-TMS works – so we added those pages as sitelinks to the campaign.
  3. Google Headlines & Descriptions: This one sounds obvious but essential to get right. We pinned the fact that they accept most insurance plans to increase click through rate. In addition, we wrote headlines based on client testimonies using their own words

Other Issues We Addressed

  • Google flagging ads as a violation of their heath policies: Most of these were just the fact that Google doesn’t allow re-targeting for ethical reasons. These warnings were ignored as we cannot run re-targeting ads in sensitive spaces like mental health
  • Clickbait: Some ads were flagged for selling an outcome not based on evidence. We appealed the ads and got them live through some back-and-forth with Google
  • Phone Call Tracking: Some of the calls the clinic were receiving were from Google Ads but weren’t being recorded. We added call tracking so direct calls from Google Ads were added as conversion to the account
  • Routing Calls: We set up automations to route phone calls and inquiries to the correct clinic manager. These leads were also tagged by the location, referral source for better tracking of performance
  • Qualifying Leads: To ensure only quality leads got through, we built forms with qualifying questions and configured spam filters to avoid any poor leads getting into the CRM

Overall Results

We were able to improve their Google Ads performance by getting them 36 leads every two weeks at an average cost of $42 per lead. All of these leads have high interest in TMS treatment for various reasons varying from severe depression, anxiety, and OCD. 

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