Every figure below is Google-attributed: a lead whose ad click is captured in Salesforce, so nothing here depends on estimates or platform modeling. Spend rose 13% month over month. Qualified leads rose 145%, and the leads reaching VOB on Queue rose 62%. That is the shape we want: cost up a little, VOB on Queue pipeline up a lot.
| Metric | June | July | Change |
|---|---|---|---|
| Spend | $74,698 | $84,569 | +13% |
| Qualified Google-attributed leads | 29 | 71 | +145% |
| Cost per qualified lead | $2,576 | $1,191 | −54% |
| Leads reaching VOB on Queue | 26 | 42 | +62% |
| Cost per VOB on Queue lead | $2,873 | $2,013 | −30% |
Qualified = the lead converts to an opportunity in your Salesforce. VOB on Queue = your team begins the insurance benefits check, the stage that predicts admission at 3x the rate of leads that never reach it.
The bidding changes went in mid-July. Splitting the month at the 14th shows what they did: VOB on Queue entries went from 1.0 to 1.6 per day, and the cost of each one fell 27%.
| Window | Spend/day | VOB on Queue entries | Per day | Cost per VOB on Queue lead |
|---|---|---|---|---|
| July 1-14 (before the bidding change) | $2,464 | 14 | 1.0 | $2,464 |
| July 15-31 | $2,946 | 28 | 1.6 | $1,788 |
July finished with 12 Google-attributed admits, and 7 of them landed after the 15th. Every fresh-lead admit in the second half came from an ad click dated after the bidding change, with 0 to 7 days from click to admission. The same acceleration we flagged on the July 28 call carried through the end of the month, including one more that arrived after that call.
| Patient | Ad click | Admitted | Click to admit |
|---|---|---|---|
| Micah S. | July 15 | July 22 | 7 days |
| Terrence H. | July 20 | July 23 | 3 days |
| Ashonda W. | July 26 | July 26 | same day |
| Kristi B. | July 27 | July 27 | same day |
| Scott W. | July 29 | July 31 | 2 days |
And July is not done producing: 60 of July's Google-attributed leads are still active in your pipeline, and five of them have already moved into the stages that sit right before admission.
| Lead | Arrived | Current stage |
|---|---|---|
| William G. | July 29 | VOB In Progress |
| Jasmina G. | July 23 | Priority Follow Ups |
| Stephen F. | July 25 | Priority Follow Ups |
| Bobby W. | July 28 | Priority Follow Ups |
| Emmanuel J. | July 31 | Needs Travel/Detox |
Click-to-admit historically runs 1 to 3 weeks, so July's admit count keeps growing through August, the same way 3 admits on July 21 became 12 by month close. Per today's call, Emmanuel is out for pre-authorization and Jasmina is being actively worked through her medical review.
The VOB on Queue signal we turned on in observation mode on July 28 collected volume for a week, and July confirmed the density: 42 Google-attributed leads reached VOB on Queue, well above what bidding needs to learn. So this morning we made the switch we have been building toward since June.
We are rolling this out one campaign at a time, on purpose. General Rehab goes first because it has the deepest data. Mental Health stays on the qualified-lead signal that just produced its admit cluster and follows in the next week or so, per today's call. Teen is still building its baseline and is not ready for this step yet.
| Decision | The plan |
|---|---|
| August budget | Hold at $85K, the same discipline that landed July at $84.6K. Ramp conversation on next week's call, with General Rehab first in line for any increase. |
| The goal: 20 admits | 20 Google-attributed admits a month is the target. The most direct path is weighting spend toward General Rehab, your best producer, and we will balance that against the Mental Health and Teen mix as the ramp decisions come. |
| Marijuana research study | New, separate campaign at $5K for one month, on top of the $85K and outside the management fee. Localized to your county and the neighboring counties, using only the approved research ad copy, with its own landing page and search terms aimed at people struggling with marijuana use rather than study-seekers. Landing page goes to Doc for approval, live by Friday. Leads flow through your existing CTM and Salesforce funnel with campaign attribution intact, so no separate phone number is needed, and Connor's screening keeps routing clean. |
| Teen timing | Hold the bigger push about two weeks until kids are back in school, when demand picks up. The head start still pays off: the campaign's negatives and baseline are already built, so the ramp lands on a tuned campaign. |
Small sample, three days, and on reduced spend while budgets ramp back up. But the early shape matches where July was heading:
Two of those leads are sitting in VOB on Queue as of this morning, which makes them among the first through VOB on Queue under the new setup: from here, every one of them teaches General Rehab's bidding who to go find next.