Google Partner · Google Ads, SEO & AI search for healthcare practices since 2019 · US & CanadaGoogle Partner · Healthcare search
Case study · Mental health · Massachusetts
Boston Neurobehavioral Associates: 3,221 leads from Google Ads at about $24 each
BNBA runs more than ten mental health clinics across Massachusetts. When they came to us in late September 2024 they were paying referral platforms like Psychology Today about $75 for each new patient referral. They wanted their own steady flow of new patient inquiries instead.
Client
Boston Neurobehavioral Associates
Specialty
Psychiatry and therapy
Locations
10+ across Massachusetts
What we did
Google Ads and a landing page funnel
Period shown
Oct 2024 to Oct 2026
Google Ads goals for BNBA, October 2024 to October 2026.
The results
Two years of Google Ads for BNBA
3,221
Conversions tracked in Google Ads between October 2024 and October 2026
$24
Average cost per conversion, compared with about $75 per referral from directory sites
1,612
Phone call leads, plus 691 people who filled in an inquiry form
Where things stood
Paying a middleman for every new patient
Referral sites work, but they're expensive and you don't own any of it. BNBA was paying around $75 for every referral and had no system of its own for bringing new patients in. With more than ten locations, that adds up fast.
What they asked us for was simple. Build something they control that brings in calls and appointment requests across all their clinics, and do it for less than the referral sites charge.
What we did
Start with high-intent searches, then scale
Our first campaign went live on 7 October 2024. We kept it to Search at the start and only went after people who were clearly looking for help, searching for a psychiatrist or therapist, often near a specific town.
Every ad led to a landing page built for that service, with a phone number that's easy to tap and a short inquiry form. We tracked calls and form submissions separately so we always knew which searches were producing real inquiries.
Once there was enough conversion data, we added Performance Max to reach more people, and kept Search doing the heavy lifting for the highest-intent terms.
What happened
Their own source of new patients
Over the two years, the account recorded 3,221 conversions at an average of about $24 each. That includes 1,612 phone call leads and 691 inquiry forms. Compared with roughly $75 for a directory referral, that's about a third of the cost.
More than that, BNBA now owns the system. The campaigns, the landing pages and the data are theirs, and they're no longer relying on a third party to send them patients.
Paying too much for every new patient?
Tell us what you're paying referral sites or other channels today. We'll look at search demand in your area and tell you honestly whether Google Ads could do better.
Salman Mehmood
Founder, Inbound Attract