Advantage TMS·2026
Generating 19.75% More Leads for TMS Therapy Through Strategic Healthcare Advertising
$86.20
Cost Per Conversion (vs. $522.73 at launch)
17.92%
Conversion Rate
19.75%
More Leads vs. Last Year
Advantage TMS, a transcranial magnetic stimulation therapy clinic in Clearwater, Florida, needed a smarter way to reach patients who were actually ready to seek treatment. TMS therapy isn't widely known, which makes advertising it a real challenge. Most people searching for depression treatment think of medication or traditional therapy first. We built a paid search system from the ground up that brought in more qualified leads while keeping costs under control.
Challenge
Healthcare advertising is expensive by nature, and mental health-related searches are among the priciest clicks on Google. From launch, we were facing CPCs between $16 and $17. Advantage TMS couldn't afford to waste budget on irrelevant traffic or pay $500+ per lead the way larger networks do. They needed qualified patient contacts each week, people genuinely ready to seek treatment, without runaway spending.
Solution
We started by building a dedicated landing page for paid traffic, giving us a cleaner way to track performance and optimize for conversions rather than just clicks. We separated brand and non-branded terms into distinct campaigns, with the non-branded side targeting high-intent searches around location, service, and cost. Ad extensions were written specifically for TMS therapy with no generic healthcare language. We also kept all bidding manual rather than handing control to Google's automated system, which let us stay precise with every dollar spent. When performance dipped in summer, we expanded geographic targeting and adjusted max CPCs rather than waiting it out, which brought conversion rates back up quickly.
Results
The numbers tell the story. Conversion rates grew from 7.88% at launch to 17.92% by October, a 222% increase. Cost per conversion dropped from $522.73 down to $86.20. Year over year, we delivered 19.75% more qualified leads for Advantage TMS, with 337 total conversions generated and an average cost per click of $15.24.
Campaign Structure
We organized the account into two distinct campaign types from the start. The branded campaign captured people already searching for Advantage TMS by name, while the non-branded campaign went after high-intent searches from people who didn't yet know the clinic existed. Within the non-branded campaign, we grouped keywords by theme: location-based terms (Clearwater, Tampa), service-specific queries (TMS therapy, TMS for depression), and cost-related searches (TMS cost). Keeping these separate gave us clean performance data at every level and made it easy to put budget where it was actually working.
Healthcare Advertising Compliance
Advertising mental health services on Google comes with real restrictions. Sensitive healthcare categories require additional certification, and ad copy has to stay within tight guidelines around treatment claims. We made sure every ad, landing page, and targeting decision met Google's requirements for healthcare advertisers from day one. That meant no overpromising on outcomes, careful language around depression treatment, and staying current as platform policies updated. Getting compliance right up front kept the campaigns running without interruption, which matters a lot when consistency is what drives results.
Technologies & Tools
Google AdsSocial Media
