We run healthcare paid media as a closed loop. Every dollar is traced from the click to the call to the admit your CRM confirms, and every admit feeds back to teach the platform what the right caller looks like. The result is spend measured in admissions, at a return you can take to your board.
A few years ago, your campaign manager held the levers inside the ads platform: pick the keyword, set the bid, match the phrases, win the click. That layer is gone. Smart bidding runs the auction now, and most campaigns respond in one of two losing ways. They fight the machine with manual bids and keyword lists it no longer answers to, or they surrender to it and let the platform decide what a call is worth. Either way, the dollars disappear with nothing behind them.
The control moved outside the platform, into the data and the workflows that feed it. We wire every campaign from the click to the call to the admit, pass the outcomes back hashed and stripped of anything protected, and assign each conversion its true value: an admit is worth more than a qualified call, and a qualified call is worth more than a ring. Month over month, that feedback teaches the machine to find the right caller before your ad is ever served. That wiring is the control now. It’s also why the work pays for itself.
Whoever teaches the machine best wins the auction.
Smart bidding optimizes toward whatever it’s told a conversion is. Fed nothing but form fills and phone rings, it hunts the cheapest of both, and the budget drifts toward the callers least likely to ever admit.
Paid media is often the largest number on the marketing budget, and the report behind it is clicks, impressions, and cost per lead. The category builds that report, agencies like ours included, because there’s always a green number in it somewhere. A board wouldn’t accept it from any other line item this size.
Job seekers, researchers, families outside your payer mix. Without standing negative-match discipline and pages built to qualify, a real share of every month’s spend buys traffic no admissions team could convert.
Click, call, and CRM outcomes joined end to end, with admits passed back to the platforms hashed and stripped of PHI. The loop every other deliverable depends on.
Accounts structured around your service lines, locations, and payer mix, so budget flows where the unit economics actually work.
Conversion values set from your revenue model, an admit above a qualified call above a ring, with target ROAS the platform can optimize toward.
The bottom-funnel searches where the decision happens, managed with the negative-keyword discipline healthcare spend demands.
Meta, LinkedIn, Reddit, YouTube, and programmatic for the audiences who aren’t searching yet, sequenced to feed the searches that convert.
Ad copy, assets, audiences, and bid strategies tested on a standing cadence, with losers cut and winners scaled.
Pages built to qualify the caller before intake picks up, with the depth, proof, and routing that turn a paid click into a call worth taking.
Inherited accounts audited for wasted spend and broken tracking, then rebuilt without torching the learning history that still works.
Tracking comes first. Campaigns run on the data they’re fed, so we wire the feed before a dollar of media moves.
Media runs where your patients actually are. Proof runs in the systems you already own. We manage both ends and reconcile them against each other every week.
Tracking and passback run on HIPAA-aligned infrastructure with a BAA signed before anything moves. Outcomes return to the ad platforms hashed, with no protected health information anywhere in the loop.
Google won’t run addiction treatment ads without it. We shepherd certification and recertification end to end. Tedious, necessary, handled.
Paid media is often the largest line on the marketing budget, and the reporting meets that bar: dollars out against admits in, reconciled in your systems, defensible to a CFO or a board.
The strategists who plan your spend are the ones managing it. No white label, no handoff, one standard.
A read on where your spend leaks between the click and the admit, what your tracking actually captures, and what to fix first.
No payer fit, and no negative match in place. Spend with no path to an admit.
The fix is structural. Negative-match the searches that can’t admit, rebuild the campaign around payer-fit intent, and route the recovered spend to the searches your intake team can convert.
See full sample report