Case Study: Behavioral Healthcare Google Ads Campaigns – Orange…
Hans Lacida
Role: Google Ads Paid Search Specialist
Client Type: Behavioral Healthcare Providers (Orange County)
Background
Orange County is home to numerous behavioral healthcare providers facing high competition in search visibility. One such anonymous client, a licensed recovery and wellness center, partnered with me to launch a series of performance-based Google Ads campaigns. I was brought in to set up, optimize, and manage these campaigns to drive high-intent leads efficiently and ethically.
Objectives
Drive qualified phone calls and form submissions
Lower cost per acquisition (CPA) across ad groups
Increase impression share for top-performing keywords
Maintain compliance with Google Ads healthcare policies
Scope of Work
PPC Strategy Creation (Search, Performance Max, Local Services)
Keyword & Intent-Based Targeting
Ad Copywriting with Compliance Review
Conversion Tracking Setup (GA4 + GTM)
Location-Based Targeting in Orange County Area
Performance Monitoring & Budget Reallocation
Highlighted Campaigns
1. Orange County Rehab – Competitor Search Campaign
Strategy: Capture competitor brand queries using compliant, neutral copy.
Outcome: Generated consistent leads with a lower CPC compared to general campaigns.
2. Mental Health Treatment – Maximize Conversions (TCPA Enabled)
Strategy: Bid strategy tested using TCPA within Google Ads to control costs.
Outcome: Balanced cost-efficiency with lead quality over time.
3. Detox & Recovery Local Campaigns
Strategy: Hyperlocal campaigns within specific ZIP codes in Orange County.
Outcome: Improved CTR and conversions from mobile devices within a 10-mile radius.
Achieved a 25–30% reduction in CPA across campaigns within 60 days
Increased phone call leads by over 40% compared to prior benchmarks
Improved Quality Score through continuous ad testing and keyword refinement
Enhanced tracking accuracy using CallTrackingMetrics, GA4 and Google Tag Manager
Google Ads (Search, PMax, Extensions)
Google Tag Manager
Google Analytics 4 (GA4)
Looker Studio for Conversion Reporting
Asana for Workflow Coordination
Call Tracking Metrics
Conclusion
My work with behavioral healthcare campaigns
Client Testimonial
"We were impressed with the strategic clarity and precision that Hanzel brought to our campaigns. His deep understanding of healthcare advertising compliance and hands-on optimization made a tangible difference in our ability to reach those in need. The transparency in reporting and focus on measurable results gave our team full confidence in the campaign performance. We highly recommend Hanzel to any behavioral healthcare provider seeking a reliable and effective PPC partner."
— Anonymous Client, Recovery & Wellness Center in Orange County
Disclaimer: This case study reflects anonymized project data. No sensitive patient or organizational data has been shared.
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Posted Jul 21, 2025
Cut CPA by 25–30% in 60 days, boosted phone leads by 40%, improved Quality Score, and enhanced tracking with CTM, GA4, and GTM.
