The rebuilt campaigns showed up this week

1. June, week by week

The highlighted first column is the prior setup's final week, before we took over the account: spend was still flowing to the old campaigns and website through the transition. The two middle weeks are the rebuild finding its footing. From there the curve is the story: this week's $904 per Google-attributed qualified is less than half of any week in June, and it happened while spend nearly doubled week over week.

The lead rows are context; the qualified rows are the ones we manage to. Compare the first and last columns: nearly identical lead volume (64 vs 69) at similar cost per lead, but 8 became qualified then versus 19 now. One lead in eight turned qualified under the old mix; this week it is better than one in four. Same phone ringing, much more of the right people. Form leads are also growing fast as the new pages do their job: 1, 2, 4, 10, 18 across these five weeks.

For longer-range scale: in the 90 days before the takeover (March through May), the non-brand campaigns spent $310,878 and produced 185 Google-attributed qualified opportunities on paper. Once brand is separated out, we estimate the true cost per genuinely non-brand qualified was likely $3,000 or more. July's non-brand campaigns (Mental Health plus General Rehab) are at roughly $1,100 so far, with brand fully separated so nothing flatters the number.

How we get to that estimate: of the 185, we can see that 36 came through branded keywords that were running inside the non-brand campaigns (searches like "ambrosia rehab"). Another 19 have no keyword data at all. The remaining 130 matched non-brand keywords, but the actual search behind them is mostly invisible, and our earlier search-term audit found roughly 1,100 "Ambrosia" searches in 2025 matching non-brand keywords exactly this way ("ambrosia florida rehab" landing on a Florida rehab keyword). Branded searches also convert to qualified at a higher rate than non-brand, so brand's share of qualified runs above its share of clicks. Applying the brand rate we could directly measure to the invisible portion puts genuinely non-brand qualified at roughly 100 to 115 of the 185, or about $2,700 to $3,100 each.

2. July so far, in depth (July 1 to 7)

$16,927 spend, 18 Google-attributed qualified opportunities, $940 each. June as a whole ran $2,668 per Google-attributed qualified, so July is opening at roughly a third of June's cost per qualified. The first-week detail:

Every lead's campaign is resolved from Google's own click record, so nothing is unattributed. Mental Health is carrying the growth exactly as planned, and Monday July 6 alone produced 6 qualified. General Rehab's month so far includes the week's one admission (below); its scheduled efficiency read stays on for around July 15. One more number worth holding onto: both non-brand campaigns sit under 10% search impression share, so this efficiency is happening at small scale, with substantial room to add budget before the auction gets expensive.

Every Google-attributed qualified lead this month (July 1 to 7)

3. What people searched (last 30 days)

New standing section, requested on today's call. Top searches by clicks per campaign, plus the searches sitting behind this period's qualified leads. These double as raw material for blog posts and site copy.

Mental Health (5,934 distinct searches)

High-impression searches still on the table: "mental institution" (70 impressions; dated language, but it is how many families still search), "psychiatrist near me" (47), "inpatient mental health facilities near me" (28). The geography is statewide: Orlando, Tampa, Gainesville, Jacksonville all show up, not just the coast.

General Rehab (3,270 distinct searches)

Cleanup found here: a handful of expensive competitor-name clicks (one "recovery first" click cost $264, an "edgewater rehab" click $222) and some off-intent searches ("pet friendly rehab"). We are adding negatives for these this week; that is spend that moves back into real demand.

Branded (59 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 list is the visible portion, not the whole picture. The concentration is still informative: Mental Health's qualified leads come overwhelmingly through treatment-center phrasing rather than symptom or diagnosis searches.

4. The insurance picture on Google Ads leads

July's verified payers so far: BCBS (Florida and South Carolina), Aetna, United Healthcare, and one Ambetter, with 8 leads still in verification. Widening to the rebuilt campaigns' full run (June 15 onward, 33 Google-attributed qualified): Aetna - FL (4), BCBS - FL (3), Oscar (2), United Healthcare (2), Ambetter (2), and one each of Cigna, ChampVA, BCBS - GA, BCBS - NC, BCBS - Federal, BCBS - SC, and California Blue Shield, with 13 pending verification.

Worth being precise about payer quality within that mix, because not all commercial plans behave the same in your own book. Ambetter and Oscar are ACA marketplace plans rather than employer-group coverage, and your Salesforce history since January shows how differently they resolve:

Ambetter effectively does not admit: 1 of 22 since January, with 64% referred out. This week's Ambetter lead (Jul 3) was referred out, consistent with that history. Oscar sits in the middle: it is your second-largest payer by lead volume and admits at 22%, which converts, but at the bottom of the commercial pack. We checked whether paid search is what pulls Ambetter leads in: over the last 30 days, Ambetter-related searches appeared 14 times with zero clicks and zero spend, so these leads arrive through generic searches and there is no meaningful spend to cut there.

5. Google-attributed admissions since we started

17 Google-attributed admissions since June 1, and 9 of those patients are in care right now.

Some of these came from leads generated earlier that matured into admissions later; that same maturation curve now works in July's favor, since this week's 18 qualified convert over the coming weeks rather than instantly.

June, now closed

With the month final: June spend was $74.7K, it produced 28 Google-attributed qualified opportunities, 13 Google-attributed admissions occurred during the month, and 4 Google-attributed leads were referred out to other facilities. June mixed the transition, the rebuild, and admissions from earlier months' leads maturing, so we read it as a whole rather than campaign by campaign. July is the first month that is entirely the rebuilt account, which is why the sections above go deeper.

July's admission count so far: 4 in the first week (3 from older leads maturing, plus a same-day detox admission from a July 2 lead). The July lead cohort's own admissions will build over the next several weeks as verifications and travel complete.

6. Call volume and answer rates (new standing section)

Second addition requested on today's call: PPC call totals for context, plus how calls get answered. This table is phone calls only, since a form can't go unanswered; form leads are already counted in the qualified tables above. "Missed" counts both no-answers and callers who hung up before pickup.

Three reads. First, Google Ads calls get answered at a better rate than the account overall, and July is the best month yet. Second, the overall miss rate has held around 12% for four straight months, roughly 290 calls a month, which is the number the call-handling review is worth measuring against. Third, part of the call decline is a channel shift, not a demand decline: the new landing pages produce form leads at several times the old rate. July's first seven days already produced 19 Google-attributed form leads, more than April and May combined, on top of the ~420/month call pace. April and May also ran roughly $105K in monthly spend versus July's $75K, so the raw call counts aren't apples to apples either way.

Method note: the Google Ads rows use the call tracker's number-pool attribution, applied identically across all four months. We cross-checked it against click IDs for July and the two approaches agree within a handful of calls (85 of the 98 tracking-number calls carry a Google click ID, and only 10 click-ID calls sat under any other source), so the trend is measuring the same thing month to month.

7. What we're watching this week