Pixl Envy / Case 02 / Mental health care
More reported calls from the same media budget.
SeattleNTC needed demand generation for complex, sensitive treatments in a market with limited high-intent search volume, strict privacy constraints, and a patient journey shaped by physicians, insurance, and trust.
Client
SeattleNTC
Assignment
Increase qualified treatment inquiries without increasing the monthly media budget.
Original record
Published July 27, 2019; last modified on February 9, 2022.
Pixl Envy role
Paid-search strategy, campaign architecture, landing experience, and conversion pathway.
01
The constraint
The market did not behave like a simple lead funnel.
The preserved case record identifies four connected pressures: low search volume for the treatment itself, healthcare privacy and advertising constraints, insurance qualification requirements, and the emotional difficulty of asking for help.
Broad treatment terms produced limited demand. Patients also needed education, physician involvement, and an experience built with empathy. Remarketing was excluded from the intervention described in the archived record.
02
The intervention
Connect intent, education, and the shortest safe path to a conversation.
Pixl Envy built a Google Ads system across Search, Display, and Dynamic Search Ads, then connected it to a mobile-first landing experience with click-to-call and a desktop consultation pathway.
The work treated conversion as an experience problem as well as a media problem: explain an unfamiliar treatment, respect the subject, reduce friction, and make the next action clear.
03
Archived outcome
The budget held. The behavior changed.
- Monthly media budget
- $5,000
- No reported change
- Reported monthly calls
- 14 → 114
- 100 additional calls reported in the archived comparison; qualification unverified
- Reported average cost per call
- $357.14 → $41.30
- 88.44% reduction reported by the original case study
