Ambrosia · July 1 post-call sync

June closed, July plan approved

Recap and next steps from today's call, for the Ambrosia team

The throughline: June was the transition month and it is now closed out. The first week burned roughly $19K on the old setup before the relaunch; the back half of the month, on the rebuilt campaigns, was the strongest stretch. Today we agreed the July plan: hold the budget at $75K across three campaigns and let budget follow performance. Mental Health leads and scales as the growth engine, General Rehab comes back on with an efficiency guardrail, Branded holds an efficient floor, and spend moves dynamically toward whatever is producing qualified opportunities most efficiently. July at full budget is the first clean read on the rebuilt account.

June in review

June spend closed at $74,311. The first six to seven days, roughly $19K, went to the old website and old campaigns before the relaunch, so early June says little about the rebuilt account.
The back half of the month was the strongest stretch. Week 4 (June 22 to 28) posted the highest admit count of the month (24), and cost per Google-attributed opportunity recovered to $1,789, better than May's $1,877.
Mental Health ramped hard once live: clicks went 64, then 75, then 448 across weeks 2 to 4. It is the growth engine going into July.

Honest caveats, same as we said on the call: early June is not a reliable baseline for the reasons above, and part of Week 4's headline efficiency is amplified by it being the lowest-spend week of the month. The clean read is July at full budget.

Quality is moving the right way

Mental Health search quality is improving. Fewer psychiatrist and medication-management queries, more treatment-specific intent, a direct result of the daily negative keyword work.
Call quality is up. The admissions team is reporting more commercial and employer-based plans (Blue Cross, for example) and less marketplace volume.
Census context from the call: census was 79 earlier in the week and sat at 76 at call time due to discharges, with some pre-weekend admissions still awaiting insurance authorization. The steering metric for paid stays admissions volume, not discharge churn, since detox length of stay can be as short as 24 hours.

The July plan, approved on the call: budget follows performance

Budget holds at $75,000. Three campaigns enabled; everything else stays paused, and the campaigns from the prior setup do not come back. There is no fixed split between them: budget moves dynamically toward whichever campaign is producing qualified opportunities most efficiently, week by week.

Campaign	Role in July
Mental Health	Lead campaign. Scale the proven ramp; it earns budget as long as it keeps producing efficiently.
General Rehab	Reactivated, on an efficiency watch with a two-week check.
Branded	Efficient demand-capture floor. Protected, not force-fed.

Mental Health is further along, by design. It has run continuously since June 9, while General Rehab was shut off when the budget was pulled back in the second half of June, so budget there was very limited. That head start shows: Mental Health is the better-performing campaign right now, so budget leans toward it.
The early July signal backs that up. Monday through Thursday this week, Mental Health spent $4,072, produced 14 leads, and put 2 Google-attributed qualified opportunities into Salesforce, roughly $2,000 per qualified opportunity. For context: across January to May the non-brand campaigns averaged roughly $1,700 to $2,400 per Google-attributed qualified opportunity, and those numbers still had branded traffic mixed in flattering them, while June's transition month ran over $4,000. Mental Health is already back at the old setup's best level with brand fully separated out, days into the month, with several of this week's 14 leads still working through the pipeline. Small numbers and a partial week, but the trend is pointing the right way.
Mental Health is close to a bidding upgrade. It currently optimizes toward leads; roughly ten more days of volume should clear the threshold to optimize toward qualified opportunities instead.
General Rehab turns back on now, and we are exploring a portfolio bid strategy so the two campaigns can pool their conversion signals rather than each learning alone. General Rehab restarts from scratch and carries an explicit guardrail: if its cost per qualified is still heavy at the two-week mark, budget shifts to Mental Health rather than letting it run inefficiently.
Out-of-state expansion is a priority, sequenced after cleanup. Lower CPCs and less competition than Florida make it a real unlock, but out-of-state starts from zero on negative keywords and search-term hygiene, so the campaigns already running get cleaned up and efficient first. Realistically a next-month move: improving efficiency is what earns the budget headroom that makes adding campaigns or geography make sense. Priority states are already identified.

The play in one sentence: lean budget into what is producing, keep feeding the qualified-opportunity signal back to Google, and drive as many qualified opportunities as possible, leading to downstream admits.

Landing pages: turning existing clicks into leads

We integrated our internal viewer-behavior tool into the landing pages we design (built in-house to avoid the HIPAA exposure of tools like Clarity or Hotjar). It records how real visitors actually use the page. The early findings on the Mental Health landing page showed visitors telling us exactly what they wanted:

52 dead clicks on one page in about two weeks: 36 on the condition cards, 16 on the insurance section. A dead click is a visitor clicking something that looks clickable and getting nothing, and the count is conservative.
Two high-intent questions with nowhere to go: "do you treat my condition?" and "do you take my insurance?"

Both changes are now live:

The condition cards now guide people to convert. Each card opens a focused view of that condition, how Ambrosia treats it and what care includes, then a clear "Verify my benefits" step with a tap-to-call option right there. Click a condition, see how we treat it, verify benefits, lead. The ask arrives the moment the visitor feels understood.
The insurance section now answers the biggest question. The "We Accept Most Insurance Plans" band is now a doorway to a form titled "Confirm that we work with your insurance", a low-commitment, reassuring action that captures the exact clicks people were already making. Identical fields to the existing form, flowing through the same CTM pipeline, zero new configuration.

This is always-on: the behavior tool keeps tracking clicks, scrolls, and intent on the page, and we are rolling the same improvements out across the other Ambrosia landing pages. Changes like these compound: more of the traffic already being paid for turns into calls and admissions.

Landing pages and the main website stay separate on purpose, but they should share consistent messaging. When the team has updated website copy or a messaging direction, send it over and the landing pages will mirror it.

The new weekly format, and how we plug into it

Ambrosia's Salesforce dashboard is being updated: Michelle is splitting internet traffic into PPC and SEO segments so both can be tracked daily in your own dashboard. Alongside it, the new weekly agenda starts in July. Most of it is admissions-focused, which is the right lens, and our job is to color in the paid picture inside it:

Weekly agenda block	What it tracks	What we bring to it
Census & occupancy	Census, occupancy %, admissions, discharges, and net census gain, each last week vs this week vs goal	The answer to "Did PPC contribute to net occupancy growth, and how much?", backed by click-ID attribution
Cost per PPC admission	Detox, Adolescent RES, Adult RES, and PHP: admits, spend, and cost per admit for each	This block is ours: admits by level of care and by campaign, plus whether CPA is improving week over week
Lead quality review	Source, total calls, qualified, admitted	The paid-source rows, with qualified and admitted tracked end to end
Call center conversion	Calls generated, answered, qualified, admissions, call-to-admit time; best and worst call of the week	How many of the calls generated came from paid, so call-center performance and lead quality read separately
Insurance mix recap	Calls and admits by carrier (BCBS, Cigna, Aetna, Optum, etc.), aimed at maximum profitable admissions	The payer mix of paid calls, tracking the shift toward commercial and employer plans

One honest note on timing: spend, calls, and qualified-opportunity numbers are available week to week, but paid leads are not same-day admits. Admit-side lines like cost per PPC admission need time to mature as leads move through the pipeline, so early weeks will have some gaps there, and they fill in as the month runs.

What "working" looks like in July

Headline metrics: cost per qualified opportunity and cost per admission, tracked week over week, trending the direction Week 4 pointed with spend up, not down. Improvement that only shows up when spend is cut does not count.
Qualified opportunity and admit volume trending up week over week.
Mental Health carrying its click and qualified-lead ramp through a full month.
General Rehab cost per qualified heading toward something sustainable, judged at the two-week check.

Honest framing: June is a small, messy sample and the late-month improvement is early. July at full budget is the first clean read on the rebuilt account, and July 31 is when we read the month against these criteria.

Next steps and owners

Start feeding the PPC lines in the new weekly format (Stephen). Spend, calls, and qualified opportunities each week; admit-side metrics fill in as leads mature through the pipeline.
Run General Rehab against its two-week efficiency check (Stephen). Reactivated now; budget shifts to Mental Health if cost per qualified stays heavy.
Keep leaning budget toward what is producing (Stephen). Mental Health first while it leads on cost per qualified opportunity, with the portfolio bid strategy under evaluation.
Sequence out-of-state (Stephen). Clean up and stabilize the running campaigns first; revisit expansion once efficiency has earned the budget headroom, likely a next-month move.
Share updated website copy or messaging direction (Ambrosia team). So the paid landing pages mirror the site's messaging.