Halfway through July, the month has already beaten June

1. Week by week

The lead rows keep climbing: 76 is the most Google-attributed leads any week has produced, beating the record set the week before, and the $208 cost per lead is the best of any week including the prior setup's final week. Form leads held at 18 for the second straight week, so the channel shift toward the new landing pages is holding, not spiking.

Qualified came in at 13 against the prior week's 19. Two things worth knowing before reading that as a slide: 13 is still the second-best week the account has had, and the 19 leaned heavily on a single outlier day (Monday July 6 produced 6 qualified by itself). The month-level read in section 2 is the cleaner signal, and it is unambiguous. One in four leads still turns qualified, so lead quality is holding as volume grows.

Tables regenerate from the live click records each week, so small historical shifts can appear as attribution backfills; the prior-setup column's qualified count now reads 9 where it previously read 8.

2. July at the halfway mark (July 1 to 14)

$32,702 spend, 31 Google-attributed qualified opportunities, $1,055 each, and 4 Google-attributed admissions so far this month (section 6 has the roster and the maturation picture). June as a whole ran $2,668 per Google-attributed qualified, so July is running at 40% of June's cost per qualified while spend paces right at the $75K plan. Halfway through the month, July has already produced more Google-attributed qualified opportunities than June did in 30 days.

This is also General Rehab's scheduled two-week efficiency read, the checkpoint we set in the July plan. Verdict: it passes. $1,219 per qualified is in the same range as Mental Health and nowhere near the roughly $3,000-plus per genuinely non-brand qualified we estimated for the old account, so General Rehab keeps its budget. It is also the most budget-constrained campaign we have: last week it lost 69% of its eligible impressions purely to budget caps (Mental Health sits at a 30% impression share, General Rehab at 26%). The efficiency is happening at small scale, and budget is the binding constraint, which matters for the adolescent conversation below.

New Google-attributed qualified leads since the last report (July 8 to 14)

Every campaign is resolved from Google's own click record. Most of this cohort is a few days old, which is why most stages still read Missing Info and most insurance is not on file yet ("not on file yet" means the Salesforce insurance field is still blank; it fills in as verification runs); last week's cohort looked the same at this age. Starting next week this roster adds a calls-versus-forms column for each lead, requested on today's call. The Missing Info stall Josh is reviewing (carried on the watch list) is the pipeline question that matters most for this group.

3. What people searched (last 30 days)

Standing section. Top searches by clicks per campaign, plus the searches sitting behind qualified leads. These double as raw material for blog posts and site copy.

Mental Health (5,876 distinct searches)

Same statewide geography as last week: Orlando, Tampa, Gainesville all inside the top searches, not just the coast. "Facility near me" phrasing continues to dominate over symptom or diagnosis searches.

General Rehab (4,066 distinct searches)

Two cleanup items here. Competitor names are still slipping through ("dolphin pointe rehab", plus another "edgewater rehab" click at $222); we are extending the competitor negative list this week. And "pornography addiction help", the campaign's top click-getter this period, got its answer on today's call: it becomes a negative. Admitting for it typically needs other treatable conditions alongside it, a self-pay track, and outpatient capacity that is not there right now, and there is plenty of other demand to absorb the spend. The negative goes in today. We are also adding screens for physical and medical rehab searches after a couple of those callers slipped through this week (generic "rehab" wording makes a few of these unavoidable, but the obvious ones get excluded).

Branded (58 distinct searches)

The searches behind qualified leads (June 15 onward, where captured)

Call tracking captures the matched term on a subset of leads, so this is the visible portion, not the whole picture. The concentration holds: treatment-center phrasing produces the qualified leads, and General Rehab's "addiction treatment center" has quietly become the second-most productive search in the account.

4. The adolescent campaign: approved and launching

The adolescent campaign was approved on today's call. Here is the demand evidence behind the decision, all of it from traffic we were not even targeting on purpose:

The decision: $10K per month of dedicated budget on top of the $75K plan, with room to step up once it proves out. The proven campaigns keep their full funding; the adolescent test is additive.

The ramp is deliberate. Rather than force $10K out the door in July's remaining two weeks, we launch now and spend roughly $2,500 to $3,500 this month while we clean the campaign's search terms, with the full budget flowing from August. A new campaign needs two to four weeks of learning before it runs efficiently, so launching this week has it mature before school-year referral season picks up in mid to late August. Adolescent search language is also easier to refine than adult rehab language (the searches contain explicit markers like "teen" and "adolescent"), so this campaign should age quickly.

And it goes beyond Florida. Adolescent becomes the account's first out-of-state strategy. Residential adolescent treatment is scarce across much of the country, families in states like Illinois often cannot find an in-state provider, and the providers who do advertise are already asking parents to send their child out of state. That means states we would never bid in for adult treatment still carry real adolescent demand. We are sending Doc and Natalia a shortlist of recommended launch states.

5. The insurance picture on Google Ads leads

July's verified payers so far, across 31 Google-attributed qualified: BCBS - FL (4), Aetna - FL (3), United Healthcare (3), and one each of BCBS - SC, Oscar, Ambetter, and TriCare East, with 17 whose insurance is not on file yet. TriCare East is a first for the rebuilt account, a military family plan arriving through General Rehab. The payer-quality picture from last week's report stands: BCBS and United admit at the top of the commercial pack, Oscar converts but at a lower rate, and Ambetter effectively does not admit (this month's Ambetter lead was the July 3 refer-out, consistent with that history).

6. Google-attributed admissions since we started

17 Google-attributed admissions since June 1, with 7 patients in care right now. Two patients completed treatment and discharged this week (Penny Campbell on July 8 after her detox stay, John Williams on July 13).

No new click-verified admissions landed this week, and it is worth being direct about what that is and is not. July's 31 qualified leads are between one and thirteen days old; the June cohort's admissions typically arrived two to three weeks after the lead, as verifications and travel completed. So this is the maturation window doing what it always does, not a conversion problem, but it stays at the top of the watch list until the July cohort starts admitting, and the Mental Health cohort specifically (18 of July's 31) has still not produced its first admission. That is the number we most want to see move by next week's call.

7. Bidding: Mental Health graduated this morning

The bidding progression we mapped in June has three steps: manual bidding (done), Maximize Conversions optimizing to any lead, and optimizing to qualified opportunities (the goal). The gate on step three has always been conversion volume, and the account just reached it. Over the last 30 days, Google recorded 48 qualified-lead conversions: 24 on Mental Health, 14 on Branded, 11 on General Rehab.

Mental Health clears the learning-volume bar on its own, so it switched first, this morning: its primary conversion goal moved from all leads to qualified opportunities. To be precise about what changed, it stays on Maximize Conversions; what changed is what the algorithm is told to chase. General Rehab is borderline at 11, and it is performing well, so rather than rush the switch and risk disrupting a campaign that is working, it gets another week or so of volume first. Branded stays on manual bidding by design; it is demand capture, not demand generation.

What to expect after the switch: a possible one-to-two-week wobble while the algorithm relearns (which can just as easily show up as an immediate improvement), then bidding that actively prefers the callers and form-fillers who look like your qualified opportunities. Section 1's cost-per-qualified trend is the scoreboard for whether it worked.

8. Call volume and answer rates

Standing section. Phone calls only, since a form cannot go unanswered; form leads get their own row. "Missed" counts both no-answers and callers who hung up before pickup.

The form-lead row is the story this week: 35 Google-attributed form leads in 13 days, already nearly double June's full-month total and seven times April's. The new landing pages have turned forms from a rounding error into a real intake channel. Call answer rates held steady, with Google Ads calls still answered slightly better than the account overall; the roughly 12% account-wide miss rate remains the benchmark for the call-handling review. July's Google Ads call pace is also up in absolute terms: 184 calls in 13 days versus 259 in all of June. The facility's own call reporting corroborates that this growth is new demand rather than familiar callers: in their tracking, 77 of last week's 119 calls were first-time contacts, up from 68 of 117 the week before.

Method note: all four months in this table were recomputed this week under one identical definition (inbound phone calls, Google Ads tracking sources by name), so a few cells differ by a handful of calls from last week's table, which was assembled the same way but from a slightly different source list. Trends are unchanged.

9. What we're watching this week