The client
Two psychology professionals with specialties of high search intent: one of them specialized in Neurofeedback and Biofeedback and the other specialized in Online EMDR Therapy.
Both share the same business profile: private practice, per-session fees and a patient lifetime value far higher than in most service sectors. A patient who starts a therapeutic process doesn’t come for a single session. They come for months.
What sets them apart is the type of search they capture and the market they reach. The first works with in-person patients, while the second treats in a 100% online format, which removes the geographic barrier and opens the market to the entire mainland.
The challenge
The private psychology sector has a structural acquisition problem: most professionals rely almost exclusively on word of mouth. That creates peaks and troughs, uncertainty in the calendar and growth that can’t be planned.
The challenge was to build a predictable acquisition channel, with a cost per acquisition that made financial sense against the real value of a patient, and to do so in limited-volume specialties where every click counts.
The additional constraint: paid social platforms generate very little direct conversion in mental health. Patients don’t respond to an Instagram ad before they’ve decided to seek help. They respond to Google once they already have.
How we did it
Both accounts are 100% Search. No display. No social. The investment goes exactly where the intent is.
Each account is structured by user intent level, with specific keywords that filter out irrelevant traffic from the start. The goal isn’t to maximize clicks. It’s to maximize qualified leads.
Laura Pages: Neurofeedback and Biofeedback
Neurofeedback and biofeedback are specialties with limited search volume but exceptional purchase intent. Anyone searching for these therapies on Google has already done their research, already knows the specialty and has already decided they want to try it. There’s no need to convince them. You just need to be there.
The account is structured into three Search campaigns that target three different levels of intent: the user searching for biofeedback in general terms, the one already in the transactional decision phase, and the one searching specifically for neurofeedback.
| Metric | Value |
| Total investment (CRO campaigns) | 693,88 € |
| Total leads | 18 |
| Cost per lead (CPL) | 38,55 € |
| Total clicks | 729 |
| Average CTR | 7,7% |
| Average CPC | 0,95 € |
| Patients closed per month | 3–4 |
The figure that best sums up the account’s efficiency is the 7.7% average CTR. In psychology and health campaigns, the sector average is around 2–4%. Tripling it shows the ads connect precisely with user intent: what the patient searches for and what the ad promises are one and the same.
The neurofeedback campaign best reflects that logic: with just 31,87 € of investment it generates a ROAS of 6.27x and a CTR of 8.5%. Low volume, maximum performance. The user who arrives through that campaign has already decided.
Online EMDR Therapy
EMDR is a therapy with its own and growing search community. Mental health awareness has risen in Spain and more and more people are actively searching for validated therapies for trauma and PTSD.
The account is structured into two complementary Search campaigns: one that captures the user who already knows EMDR and is looking for a specialist, and one that captures the user who identifies their problem (trauma, PTSD, anxiety) but doesn’t yet know the specific therapy.
| Metric | Value |
| Total investment (CRO campaigns) | 590,76 € |
| Total leads | 34 |
| Cost per lead (CPL) | 17,38 € |
| Total clicks | 462 |
| Average CTR | 5,1% |
| Average CPC | 1,27 € |
| Overall ROAS | 3,89x |
| Patients closed per month | 5–6 |
A CPL of 17,38 € in mental health is extraordinarily efficient. To put it in context: a first assessment session at 60–80 € comfortably covers the acquisition cost. A patient who begins a therapeutic process lasting several months multiplies that return significantly.
The EMDR campaign is the engine of the account: 23 conversions, ROAS of 4.24x, CTR of 5.4%. The Trauma and PTSD campaign complements it by capturing a different profile: 11 additional conversions at a CPC of 1,23 €.
Results
With 1.284,64 € a month split across both accounts, the model generates 52 leads and closes between 8 and 10 new patients consistently.
| Investment | Leads | CPL | Patients/month | |
| Laura Pages (Neurofeedback / Biofeedback) | 693,88 € | 18 | 38,55 € | 3–4 |
| Online EMDR Therapy psychologist | 590,76 € | 34 | 17,38 € | 5–6 |
| COMBINED TOTAL | 1.284,64 € | 52 | 24,70 € | 8–10 |
Why it works: the four keys to the model
01. Search, not display or social
Both accounts are 100% Search. In psychology, paid social generates awareness but very little direct conversion. Patients respond to Google once they’ve decided to seek help. The investment goes exactly there.
02. Segmentation by intent, not by volume
The campaigns are structured by user intent level with specific keywords that filter out irrelevant traffic from the start. The result: high CTR, low CPC and a sustainable CPL month after month.
03. Patient lifetime value changes everything
When a new patient begins therapy, they don’t come for a single session. They come for a process. A CPL of 17–38 € for a client who can generate hundreds of euros over months completely changes the return calculation.
04. Month-after-month consistency
The most valuable result isn’t the CPL. It’s predictability. Laura Pages knows that 3 to 4 new patients will come in this month. The Online EMDR Therapy psychologist knows 5 to 6 will. That lets them plan their calendar, manage their time and grow without uncertainty.
In psychology, patients have already made the hardest decision by the time they reach Google. Our job is to be there with the right message. Cronuts Digital has built a structure that does exactly that, month after month, with no surprises.
