Arizona-Based Healing Center
The traffic was there. The path forward wasn’t.
Conversion & Marketing Technology
Measurement & Attribution
Media Planning & Buying
Paid Search
Paid Social
SEO & Answer Engine Optimization
+74%
Tracked Conversions
-30%
Cost per Conversion
-78%
Cost per Click
+90%
New Users
+58%
Tracked Calls & Leads
+203%
Phone Calls After Implementation
The traffic was there. The path forward wasn’t.
An Arizona-based healing center came to SnuggleMud with a paid search program that was generating activity without enough control over intent, geography or lead quality. We began with a marketing audit, rebuilt the account around its highest-value treatment programs and optimized the landing-page experience. The initial implementation produced a sharp lift in conversions, calls and qualified traffic.
Challenge
The center’s Google Ads program was spending across treatment, insurance, mental health and DUI-related searches without enough separation between high-intent patients, low-intent research and legally irrelevant traffic from outside Arizona.
Manual bidding, broad search themes and diluted Performance Max signals made it difficult to optimize toward meaningful inquiries. The landing pages also needed to do more with the qualified traffic the account was already generating.
Approach
SnuggleMud began with a comprehensive marketing audit covering account structure, search terms, bidding, geography, conversion signals and landing-page performance. We restructured campaigns around the center’s priority treatment programs, added geographic exclusions, tightened negative keywords and moved key campaigns toward conversion-based bidding. We also developed landing-page CRO improvements with clearer treatment messaging, stronger calls to action and dedicated call-tracking numbers.
Outcome
The first implementation produced an immediate performance lift. Tracked conversions increased 74%, phone calls rose 203% and total tracked leads increased 58%. Cost per conversion declined 30%, while cost per click fell 78% as the account began reaching more relevant users at greater scale. New users increased 90%, giving the center a stronger pipeline of potential patients and a clearer foundation for improving admissions yield over time.
+74%
Tracked Conversions
-30%
Cost per Conversion
-78%
Cost per Click
+90%
New Users
+58%
Tracked Calls & Leads
+203%
Phone Calls After Implementation
During the same implementation period, impressions rose 946%, paid clicks rose 489%, sessions rose 64% and engaged sessions rose 19%. GA4 conversions increased 47% alongside a 22% increase in media investment.
The Work
7
Program Scope Areas
+203%
Increase in Phone Calls
-30%
Reduction in Cost per Conversion
Google Ads Audit & Restructuring
A comprehensive audit covered account structure, search terms, bidding, geography, conversion signals and landing-page performance before any changes were made.
Campaigns were then restructured around the center’s priority treatment programs, replacing broad search themes with clearer separation by intent.
Performance Max & Search Bidding Strategy
Diluted Performance Max signals were tightened so the campaign type reinforced qualified inquiries instead of competing with them.
Key search campaigns moved from manual bidding toward conversion-based bidding once conversion signals were clean enough to optimize against.
Geographic & Search-Term Controls
Geographic exclusions removed legally irrelevant traffic from outside Arizona, keeping spend focused on users who could actually become patients.
Tightened negative keywords separated high-intent treatment searches from low-intent research and unrelated insurance or DUI queries.
Call-Tracking Implementation
Dedicated call-tracking numbers were added to key landing pages, giving the center visibility into which campaigns were driving actual phone inquiries.
That tracking connected phone activity back to the account restructure, showing a 203% increase in phone calls after implementation.
Landing-Page CRO & Audience-Specific Planning
Landing pages were rebuilt with clearer treatment messaging and stronger calls to action, giving qualified traffic more reason to convert once it arrived.
Treatment and audience-specific landing-page planning matched each page to the program and patient type behind the search, rather than routing everyone to one generic page.
