Eight months, measured in your own lead system

Every month under $12k beat every month over $19k.

$60
Best month
February, on $8,866
$155
Worst month
June, on $22,438
$12k
Where it turns
about $400 a day
1,339
Real patients
unique, not repeat contacts
under $12k a month over $19k a month $50 $100 $150 $0 $10k $20k $30k What the campaign spent that month Cost per lead Jan $66 Feb $60 Mar $88 Apr $105 May $139 Jun $155 Jul $77 Aug $81
WhatConverts unique leads, campaign 23419200228 No Google conversion data used Jan and Feb carry New Year demand

Where these numbers come from

Every number here is from WhatConverts. Nothing from Google.

100%your own lead system

Lead counts, cost per lead and conversion rate on the previous slide are all taken straight from your WhatConverts account, for this campaign, counting unique leads only. Not one figure comes from Google's conversion tracking.

SourceWhatConverts account 81543The system your team already works in every day
ScopeCampaign 23419200228Core Cities therapy, January to August 2026
CountedUnique leads onlyRepeat contacts from the same patient are excluded
Check it yourselfEvery figure is in your dashboardNothing here needs you to trust Google, or us
Google's own count for March and April exceeded the leads WhatConverts holds, so we stopped using it

The mechanism

No cost target, so budget bought width.

20 Jul87% budget
27 Jul81% budget
10 Aug70% rank
24 Aug77% rank

Grey is impressions we missed on money. Red is impressions we missed on relevance.

Impression shareHeld at 10% every weekMore budget bought no more of the market
Cost per click fell$5.88 → $5.64It should rise when you buy more of the same searches
2,180 new searches39% of spend since 17 AugTerms the account had never seen
Bidding todayMaximise Conversions, no target“Spend it all” with no price limit

Monday

Three changes. One campaign.

The two that matter

Put a price on it

  • Target CPA$85. August already delivered $81. This is the lever that stops budget widening the net.
  • Budget$350 a day. The zone that produced $60 to $81 a lead.

One list to add

Negative keywords

  • Rivals24 names. Geode, LifeStance, Thriveworks, BetterHelp, Headway, Psychology Today, Metrocare, Therapath and the rest.
  • Outside Texas32 places. Baton Rouge, New Orleans, Phoenix, Denver, Nashville, Miami and other cities we do not serve.
San Antonio stays · it is a served city
What good looks like$60 to $85 a leadJudged on WhatConverts unique leads, read at day 30
What we are not doingNo new campaigns. No restructure.Nothing to cross-contaminate
The trade to acceptThis campaign has a ceilingMore spend buys worse leads, not more of them
The negatives save about $114 a month and remove 39 unservable enquiries a year Prepared by Will Arnett · Digital Will Ads · 30 August 2026