Industry: Healthcare
Platforms: Facebook/Meta Ads, Google Ads
Timeframe: 60 Days
The Challenge
A healthcare company that matches patients with licensed speech-language pathologists needed a more reliable way to generate new patient appointments for virtual speech therapy.
The service gives families and adults access to licensed speech-language pathologists from home, making it easier to begin building communication skills without the friction of traditional in-person care.
Paton Digital built a paid acquisition strategy across Google and Meta designed to reach people actively searching for speech therapy while also creating demand among prospective patients and parents who may not yet have been ready to search for a provider.
The Strategy
Google Ads was used to capture high-intent demand from people actively researching speech therapy and related services. Campaigns were divided between branded and non-branded search, allowing us to prioritize prospects already demonstrating clear intent while maintaining control over acquisition costs.
Meta was used to reach prospective patients and parents earlier in the decision-making process. Rather than optimizing for clicks or general engagement, campaigns focused on generating actual appointment-related conversions.
This combination allowed Google to capture existing demand while Meta expanded the potential patient pool and introduced the virtual speech therapy offering to new audiences.
The Results
FAcross the Google Ads account, the campaigns generated 29 conversions from $5,073.77 in spend, resulting in an overall $174.96 cost per conversion.
Non-brand Search was the strongest source of high-intent volume, generating 24 conversions at $115.66 per conversion. Search campaigns overall converted traffic at approximately 4.85%, demonstrating strong intent among people actively looking for speech therapy services.
Meta added another important source of patient acquisition. A dedicated appointment campaign generated 29 appointment conversions from $3,846.81 in spend, at approximately $132.65 per result.
The Meta campaign also generated:
- 1,122 link clicks
- 837 landing page views
- $3.43 average CPC
- $4.60 cost per landing page view
- More than 88,000 impressions
Combined, the paid media strategy generated 58 tracked conversion actions from approximately $8,921 in advertising spend, giving the company a more diversified patient acquisition system across both search and paid social.
Why It Worked
Speech therapy is a considered healthcare decision. Patients and parents often need to evaluate providers, understand how virtual therapy works, and feel confident that the clinician will be a good fit.
The strategy reflected that decision-making process.
Google focused budget on people already searching for help, while Meta created additional opportunities to reach families and individuals before they had chosen a provider.
Instead of treating every click as equal, the campaigns were built around the action that mattered most: moving prospective patients toward starting care with a licensed speech-language pathologist.
Key Results
- 58 combined tracked conversions
- Approximately $8.9K in total paid media spend
- 29 Meta appointment conversions
- $132.65 Meta cost per appointment conversion
- 29 Google Ads conversions
- 24 non-brand Search conversions
- $115.66 cost per conversion on non-brand Search
- 4.85% Search conversion rate
The Impact
Paton Digital helped turn Google and Meta into complementary patient acquisition channels for a virtual speech therapy healthcare provider.
By combining high-intent search with appointment-focused paid social, the company was able to consistently reach people looking for speech therapy, connect them with licensed speech-language pathologists, and create a repeatable path from advertising to patient acquisition.
If you’re ready to transform your paid media from a cost center into a revenue generator, let’s talk.
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