Case Study: Google Ads Setup + Management for Wellness & Co.
One thing I love is seeing so many people start, grow, and run successful small businesses. In the years following my graduation from Virginia Tech I lost touch with a lot of my former classmates, as is fairly normal when everyone charts their own path and moves around the country.
This summer, I had the absolute joy of reconnecting with my friend Dr. Kendra O’Hora, who owns a therapeutic and educational practice based in Bel Air, Maryland, called Wellness & Co. The mission at Wellness & Co. is to provide top-notch wellness services from a place of passion and purpose. Their team of qualified and compassionate therapists meets the needs of couples both local to Hanford County, Maryland, and virtually all across the country.
When Dr. O’Hora contacted me, she just had a few basic questions about Google Ads. Her practice had grown and she wanted to optimize their marketing strategy. I was able to give her a few pointers and best practices, and a few weeks after we chatted she reached back out to hire me as their Google Ads marketing specialist to create and manage campaigns for their practice.
After answering a few questions for me and giving me access to previous ad campaigns, I created a brand new setup in the dashboard. The goal was to reach couples and mothers in the local area, since a national campaign is beyond the budget and scope of this particular project. I used copy from the website along with fresh, updated pictures and began to run the campaign.
Along the way, there were definitely some changes and updates to optimize our ads. I usually begin with a Smart Campaign to run initial tests and gather data before creating custom ad sets, keywords, and bidding. After I had enough information I set up a standard campaign with the purpose of driving traffic to a custom ‘Start Here’ page that was focused on getting visitors to the next step: setting up an appointment.
The experiment took a few months but by January, we were rolling in high gear. While our custom holiday campaign was not as successful as we hoped, the standard ads geared toward our ideal clients took off, especially after the new year. During my last phone call with Amanda, a relationship coach at the practice, she shared that most of their new phone calls and clients indicated that they came from Google Ads.
Talk about a success story! I am thrilled that the ad campaign is seeing such success because that translates beyond cost-per-click and conversion rates: it means that real people are getting real help from a small business that serves people with passion, integrity, and care. It’s never just about the ad copy or creative, or the monthly budget - it’s about making a difference for one person, one business, and everyone they can reach. And that’s exactly what happened!