Case Study: 1,200+ Leads for a Niche Canadian Mental Health Service with a Targeted Google Ads Strategy

This client is a specialized mental health provider in Canada, with its patient services occupying a niche market in clinical care. With no existing digital marketing presence, they needed a way to establish online visibility and start generating qualified leads. Their services catered to a sensitive and targeted audience, requiring thoughtful messaging and a performance-focused approach that would deliver measurable results without overextending their lean internal resources.

 

Background & Challenge

The client had never run Google Ads, had no SEO strategy in place, and lacked organic search visibility. They operated with limited staff capacity and needed any marketing investment to quickly demonstrate a return. Given the highly specific nature of their services, broad targeting wouldn’t be effective; they needed to reach a precise audience in specific geographic regions. Without a strong website funnel or digital content strategy, they were effectively invisible to potential clients searching online.

What They Wanted — and How We Got Them There

  • Their Goal

    Our goal was to help the client build a sustainable lead generation flow through digital channels. Specifically, we aimed to generate qualified leads within a limited budget, establish local search visibility, and build long-term organic traffic to reduce reliance on paid media over time. We also needed to ensure that all activities remained lightweight and manageable given the client’s operational bandwidth.

  • Our Solution

    We developed a streamlined growth strategy that combined a tightly controlled Google Ads campaign with foundational SEO work. For paid media, we launched a focused search campaign on a \$23 per day budget, targeting high-intent, location-specific keywords directly related to the client’s niche services. To maximize the limited budget, we targeted a broad range of relevant service areas including family support, addiction counseling, and trauma therapy, allowing us to capture a wider pool of search intent within the client’s clinical scope. After an initial learning period, we further optimized the campaign by narrowing geographic targeting based on postal codes where ad performance was strongest. This allowed us to prioritize the communities that showed the highest conversion potential. We continuously refined ad copy and keyword bids to maximize performance and reduce waste. On the SEO side, we implemented technical essentials including proper meta tags, structured data, and a clear page hierarchy. We optimized existing service pages for niche keywords and published weekly blog content to build topical authority and long-tail visibility. We also enhanced their Google Business Profile and implemented local SEO tactics to boost presence in regional search results.

Results That Moved the Needle

1,200
Qualified Sign Ups

Since launch, the strategy has generated over 1,200 qualified sign-ups through the website. Website traffic has grown steadily month over month, and lead generation has remained consistent without increasing ad spend. The client now benefits from a reliable acquisition funnel that drives results across both paid and organic channels. With minimal resources and a modest budget, they’ve built a sustainable foundation for digital growth, proving that even small teams can achieve significant results with the right strategy and execution.

Results

4,000 Clicks
1,250 Inquiries
120,000 impression
$3.50 per lead

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