case study…
Anew Era - Discovery Behavioral Health
Optimizing paid search campaigns for the signals that truly mattered.
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the challenge
Anew Era (a brand under Discovery Behavioral Health) was working with fragmented tracking and third-party booking flows across 14 centers which meant their paid search campaigns were optimizing toward incomplete data — not actual admissions. To fix it, we restructured campaigns around high-intent search terms and better signals tied to real patient engagement, so performance in the platform actually reflected what was happening in the real world.
Client
Industry
Services
our approach
Rather than adding new data sources, we focused on improving what we already had — restructuring paid search campaigns around high-intent behaviors and conversion actions that better reflected real patient interest. This gave the algorithm more meaningful inputs to learn from, and optimization started moving toward outcomes that actually drove admissions.
After three months of strong performance and consistently exceeding conversion goals, we expanded the strategy. We shifted some budget into paid social to reach additional high-intent audiences and drive incremental conversions — creating a more connected, efficient path to patient acquisition.
Key tactics:
Campaign restructuring: Rebuilt campaign architecture to align with high-intent search behavior and correct conversion actions tied to patient admissions
Conversion realignment: Shifted optimization away from low-value actions to the metrics that directly impact qualified patient outcomes and core KPIs
Machine learning reset: Refined inputs to ensure bidding algorithm was learning from accurate, high-value signals rather than reinforcing misaligned optimization
Channel expansion through paid social: Introduced a strategic paid social investment to extend reach, capture incremental high-intent demand, and drive additional conversions
Efficiency through better inputs: Improved performance by strengthening the existing data foundation, creating a more accurate and effective optimization loop without added complexity
For Anew Era, the goal was not just to increase search activity, but to help the right people take the next step toward care. By rebuilding the paid search foundation around higher-quality signals, Anew Era strengthened patient acquisition performance and improved efficiency across campaigns. Once search performance stabilized, paid social was introduced to expand reach, engage high-intent audiences, and drive incremental conversions, creating a connected paid media strategy that reached more people at the moments that mattered most.
the impact
19%
increase in admissions
23%
increase in prospect viability
15%
decrease in cost per admission
✓ Prospect-to-admission rate improved by 29%
✓ Cost per converted TMS patient decreased by 10%
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