25% More Conversions. $521 Less Spent. Smarter Google Ads Optimization
Lavender Psychotherapy is a Canada-based mental health practice that works with a dedicated team of 13 therapists, including qualified and learning professionals.
Lavender Psychotherapy is a place for compassion, kindness and empathy. They offer a wide range of therapy services, including support for trauma, relationship challenges, anxiety, life transitions and much more. Lavender recognized its compassionate approach to mental wellness and it was growing and glowing; however, it had yet to translate to its digital presence, limiting their reach to those who needed support.
This is when Lavender partnered with Psychotherapy Growth to relaunch themselves digitally with a stronger approach.
The Big Challenge
Lavender partnered with us to improve Google Ads performance by increasing qualified conversions while reducing wasted ad spend. Instead of increasing the budget, we focused on campaign optimization, keyword refinement, bidding improvements, and ongoing performance analysis. The result was a significant improvement in efficiency, generating more conversions with a lower advertising spend.
Lavender wanted to maximize the return from Google Ads. The account was active but had opportunities to improve campaign structure, keyword targeting, bidding strategy, and budget allocation. Our goal was to attract higher-intent users and increase conversions while improving the efficiency of every advertising dollar.
Business Goals
• Increase qualified conversions.
• Improve overall account efficiency.
• Reduce wasted ad spend.
• Optimize campaign structure.
• Improve conversion rate.
• Focus on high-intent audiences.
• Generate better results without increasing budget.
OUR STRATEGY
Step-By-Step Approach
Phase 1: Initial Account Analysis
We completed a full audit of the account and found inefficient budget allocation, irrelevant search traffic, underperforming keywords, opportunities to improve ad copy, and bidding strategies that were not fully aligned with conversion goals. Rather than increasing spend, we focused on improving efficiency.
Phase 2: Optimization Strategy
Campaigns were restructured for better budget allocation and clearer objectives. We optimized high-intent keywords, added negative keywords, reviewed search terms regularly, created improved ad copy with stronger calls-to-action, refined bidding using conversion data, shifted budget toward top-performing campaigns, and performed continuous weekly optimization.
Phase 3: Performance Analysis
Although clicks decreased, traffic quality improved substantially. The campaigns attracted more qualified users who were more likely to convert.
Key achievements:
• 25% increase in conversions (35 vs. 28)
• 26% reduction in ad spend
• Higher conversion efficiency
• Better budget utilization
• Higher-quality traffic
Results That Speak for Themselves
The optimization strategy enabled Lavender to generate more conversions without increasing the advertising budget. By focusing on quality instead of volume, the account became a more efficient acquisition channel capable of delivering sustainable growth.
This case study demonstrates that strategic optimization delivers stronger business outcomes than simply increasing budget. With
$521 less in advertising spend, Lavender generated 7 additional conversions through better campaign structure, keyword targeting,
bidding strategy, and continuous optimization.
