We rebuilt a stalled therapy practice's booking flow
How we turned Stillmere's Google Ads around from a stalled low — rebuilding structure and targeting to more than double booked sessions over five straight quarters — on a flat fee.
The partner
Stillmere is a Canadian therapy and psychology practice. Sessions are booked one inquiry at a time, so the account lives on a steady flow of qualified inquiries. By late 2024 it had stalled — inquiries had slid to a low, and it needed rebuilding into a dependable source of bookings again.
Goals
- Turn a stalled account back into a steady source of booked sessions.
- Rebuild the structure so budget follows real intent, not guesswork.
- Capture high-intent therapy and counselling search.
- Measure every inquiry, so bidding optimizes to real bookings.
- Do it on a flat fee as volume recovers.
Strategy
The account didn't need more budget — it needed rebuilding. We restructured around intent, tightened targeting to the therapy queries that actually book, and measured every inquiry so bidding optimized to real sessions — then compounded it quarter over quarter off the low.
- 01
Diagnosed the stall
A live teardown showed budget drifting off the queries that produced booked sessions.
- 02
Rebuilt the structure
We restructured around high-intent therapy search and cut the terms that were draining spend.
- 03
Fixed the measurement
Every inquiry was tracked as a conversion so bidding optimized toward real bookings, not clicks.
- 04
Compounded off the low
A weekly loop grew booked sessions quarter over quarter for five straight quarters.
- 05
Held the recovery
Steady optimization kept the rebuild on track — a durable climb, not a one-quarter bounce.
Results
From the stalled low, booked sessions grew for five straight quarters to more than double — a rebuilt, dependable booking flow rather than a one-off bounce.
Booking recovery
Booked sessions per quarter · % change vs the stalled lowThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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