Case study 05 · Mental Wellness · US
Modern Minds: Scaling high-intent leads for a mental wellness brand
from ~13
126+
Conversions per month
from $165
$13.50
Cost per conversion
01
Client
Modern Minds · Mental Wellness · US. Channel: Google Ads.
02
Challenge
The account was producing around 13 conversions a month at roughly $165 each: expensive, and too few to grow on.
03
Diagnosis
Each problem fed the next. Broad match without negatives pulled in searches that didn’t match the service, which hurt relevance, lowered Quality Score and pushed costs up.
Broad match dependence
Weak keyword research
No negative keyword strategy
Low Quality Scores
Weak intent alignment
04
Strategy
Restructure the account around search intent, write ad copy that moves from need to solution to a clear call to action, and raise Quality Score by tightening the match between keyword, ad and page.
05
Execution
Campaign and setup structure:
Rebuild
- Account restructuring
- Search intent mapping
- Conversion tracking
Relevance
- Need → Solution → CTA ad copy
- Quality Score optimization
Campaigns
- Search
- Performance Max
- Display
06
Results
Conversions per month
≈10× higher is better
Cost per conversion
−92% lower is better
Monthly conversions grew from about 13 to 126+, and cost per conversion fell from $165 to $13.50.
07
Key takeaway
Quality Score wasn’t the real problem. Intent was. Once keywords, ads and the conversion path lined up, cost per conversion fell by more than 90%.
Let’s find where your revenue is leaking.
Tell me about your account, your site and your goals. I’ll tell you honestly where I think the opportunity is.