Case study / Evidence & context
More calls.
Lower call cost.
Read the five-month TMS practice case: tracked monthly calls rose from 96 to 167 while reported cost per call fell from $148 to $87.
Tracked calls are not completed consultations or treatments.
Reported call measures
- 96 → 167
- Tracked calls per month
- $148 → $87
- Cost per call · five-month period
Compare calls without mixing measures
Switch between total tracked calls, Google Ads calls and cost per call. The three measures answer different questions.
Inspect total tracked calls
96 to 167 tracked calls per month
Reported five-month period. Tracked calls are not the same as attended consultations.
Inspect Google Ads calls
Inspect Google Ads calls
58 to 109 Google Ads calls per month
This is the Google Ads call measure, not the total tracked-call measure.
Inspect acquisition cost
Inspect acquisition cost
$148 to $87 per call
The source reports a 41% reduction in cost per call. This does not establish cost per completed treatment.
A three-office TMS provider needed to reach consultation-ready patients rather than attract broad mental-health research traffic. TMS questions vary by clinical intent, office location and stage of evaluation.
Timeframe: Five-month period; source updated October 29, 2026
See the headline measures
- 74% - More tracked monthly calls
- 41% - Lower cost per call
- 58 → 109 - Google Ads calls per month
Understand the result in context
TMS questions vary by clinical intent, office location and stage of evaluation.
Highlights from the documented project include 74% (more tracked monthly calls) and 41% (lower cost per call). Monthly tracked calls increased from 96 to 167, while average cost per call declined from $148 to $87.
Know the provider’s starting point
A U.S. outpatient TMS provider with three offices; identity withheld. The organization operated in Illinois, USA.
Paid search needs to prioritize the care a practice actually offers, rather than treating every mental-health search as equally valuable.
See what needed to change
Broad mental-health advertising had attracted people researching symptoms or TMS generally. The practice needed calls from people seeking consultations while managing advertising claims and privacy-sensitive conversion tracking.
The practice’s broad keyword approach had not adequately distinguished prospective consultations from general symptom searches.
The core decision was how to improve the experience for people whose interest matched the actual services offered - and how to recognize the difference between a casual interaction and a meaningful next step.
Read what the agency changed
The agency split campaigns by office and high-intent service terms, excluded unrelated searches, reviewed clinical claims, created dedicated pages, corrected local profiles and used call attribution subject to a business associate agreement.
Office-level campaigns, negative keywords, clinical-claim review, service pages and call attribution were brought together.
Campaign organization, ad relevance and the phone or form path were managed as one acquisition flow.
Inspect the reported outcome
The reported results include total tracked calls increasing from 96 to 167 a month (+74%), Google Ads calls from 58 to 109 a month, and cost per call decreasing from $148 to $87 (-41%).
Monthly tracked calls increased from 96 to 167, while average cost per call declined from $148 to $87.
For leadership, these measures matter because they connect marketing activity to the specific outcome the engagement set out to improve. The next question is whether that progress can be sustained and repeated across the relevant services or locations.
See what changed in day-to-day work
The durable capability is a campaign structure that maps each service and office to a measurable contact route.
Office-level intent segmentation should be matched by call reporting that can tell which location received the conversation and why the person contacted it.
Search-term exclusions, location targeting and contact quality deserve a regular operational review alongside spend.
For psychiatry and TMS, distinguish educational traffic from consultation intent. Have a clinician approve treatment descriptions and check ad eligibility and privacy configuration before optimizing against patient-level outcomes.
Check the measure and the period
During five months, total tracked calls changed from 96 to 167 per month and Google Ads calls from 58 to 109. The cost-per-call figures moved from $148 to $87.
Campaign conversion events are not interchangeable with clinically appropriate inquiries or completed treatment.
Take the useful lesson
Separate educational search terms from booking intent and review the call experience along with advertising metrics.
Campaigns should be organized around legitimate treatment programs and measurable contact outcomes.
Apply the lesson to one high-priority service, campaign or location first. Record the existing path, improve the immediate point of friction and use an appropriate commercial measure to judge what changed.
Separate educational TMS searches from terms indicating interest in a treatment consultation.
Assign campaigns and phone routes to the corresponding practice office.
Review tracked call volume and cost per call without treating them as completed treatment.
Apply the question to your account
Explore what this approach could mean for your organization. Request a focused paid media discussion.
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