HARLEY THERAPY
Discover how One PPC helped Harley Therapy increase online bookings by over 55% while reducing cost per conversion by 35%.
THE VET
Back Story & Challenge
Harley Therapy was founded with a mission to connect individuals with experienced and committed mental health professionals. Their vision centres around the belief in the human potential for growth, healing, and transformation.
Although Harley Therapy had previously worked with multiple agencies to manage their Google Ads, performance was inconsistent. The campaigns were bloated with synonym-heavy keyword structures, leading to poor organisation and a low return on ad spend.
Their primary goal was clear: drive as many online bookings as possible—not just leads—while bringing down the average cost per conversion. Phone calls and email enquiries were not counted; only confirmed online bookings were considered valid conversions.
During our initial in-depth analysis, we identified three key weaknesses/opportunities:
- Inconsistent performance across most campaigns.
- High cost per conversion compared to the average clinic booking value
- Varying campaign strategies, making optimisation and scalability difficult
Solution
Harley Therapy needed a digital partner with proven expertise in healthcare and counselling sectors. One PPC was selected based on our strategic framework, history of results, and ability to connect paid advertising to real business outcomes.
We approached the challenge with a strong emphasis on planning, testing, and collaboration. Every decision was underpinned by data—from keyword testing to landing page messaging.
Google Ads Restructure
We completely overhauled the existing campaign structure by assigning one campaign per service type, aligned with therapy specialisms (e.g. CBT, couples therapy, trauma therapy). Each campaign was broken down into tightly themed ad groups, allowing more precise ad copy and landing page targeting.
Through ongoing ad testing, we improved click-through rates (CTR), which boosted Quality Scores and lowered CPCs—helping reduce overall advertising costs.
Bidding Strategies
We deployed a mix of automated bidding strategies (target CPA, Max Conversions) and manual bidding with enhanced CPC to balance control and efficiency. Custom bidding rules were applied based on performance data to steadily optimise towards lower CPAs.
Landing Page Optimisation
We conducted A/B tests to determine the best messaging and design elements for landing pages. This allowed us to double down on what resonated with users and led to more bookings. The strongest performing layouts were later adopted across the site for brand consistency and higher conversion rates.
Conversion Tracking Setup
To ensure we captured all valuable activity, we used Google Tag Manager to tag and track form submissions, phone calls, and live chat bookings—ensuring only true online bookings were counted as conversions.
Microsoft Ads Rollout
Once we stabilised performance in Google Ads, we cloned the successful campaigns into Microsoft Ads (Bing), adjusting targeting and keywords. This expanded reach while maintaining CPA targets.
Types of Campaigns:
Google Search
Targeted high-intent searches with geo-specific ad copy and landing pages.
Competitor Targeting
Focused on competitor terms, using tailored messaging per location to win market share.
Microsoft Ads
We replicated and adapted this successful approach to Microsoft Bing Ads.
Display Ads
Targeted upper-funnel audiences with Display advertising to increase reach and strengthen brand awareness.
Results
Our structured and data-driven approach delivered a clear and measurable impact on Harley Therapy’s advertising performance:
Regular keyword expansion and bid management on Google with a mix of optimisation strategies
Introduced regular new ad creative on Google which focused on testing USP’s across each region.
Organised keywords into themed relevant groups with the most relevant landing pages to improve quality score.
Created and Optimised Location-Specific Landing Pages for Better Relevance
Implemented Regular A/B tests of adverts with landing pages using Campaign Experiments functionality.
Worked closely with the internal team of the business in development of co-ordinated marketing campaigns
Settings:
Bidding Strategies
Tested a variety of bidding strategies and campaign objectives, ranging from brand awareness to direct response, to maximise performance across the funnel.
Ad Scheduling
Created schedules with automated rules to display different ad creatives at specific times of day, ensuring the right messaging was shown at the most opportune moments.
Demographics
Applied audience layers based on age, gender, and parental status, with ongoing bid adjustments driven by performance.
Devices
We analysed performance across desktop, mobile, and tablet devices to identify where the most profitable conversions were occurring. Based on this data, we adjusted bids and tailored ad creatives to suit each device type maximising ROI across all platforms
Interest Targeting
Used audience layering for past website visitors, in-market, and similar segments to refine traffic quality and improve optimisation.
Locations
We optimised campaigns using detailed geographical targeting, allowing us to prioritise high-converting regions and balance lead volume with quality—ensuring budget was allocated where it drove the best results.
Ad Testing
Leveraged internal scripts and Google’s native tools for continuous A/B testing and cost-per-lead optimisation.
Landing Page Optimisation
We developed and tested location-specific landing pages to align closely with ad messaging and user intent. By improving page relevance, we significantly increased conversion rates across all regions.
Book FREE Consultation Now!
Schedule a free 15–30 minute call to help us understand your business and provide personalised recommendations