The ramp is working

Wins to lead with

• Reagan Covolesky admitted. Admit Tracked cleanly through Salesforce from first touch to Admitted, the first admit the rebuilt tracking caught end to end.
• Chase Clay admitted (update since this morning). Admit The ad lead we tracked through the funnel all week (Needs Travel/Detox, then Scheduled for Admission, now Admitted) closed today. That makes two tracked paid admits this stretch.
• General Rehab went from zero to live. It produced no conversions all of last week. This week it logged 6 conversions and its first qualified-lead passback to Google (June 13).
• Mental Health is live and generating call volume. Launched June 9, it produced 6 tracked call leads in its first week. These are early top-of-funnel calls; the quality read comes as the campaign matures.
• The qualified-lead and admit signals are flowing back into Google. Qualified-lead signals fired this week, including off the new General Rehab campaign. The offline conversion loop we built is feeding the bidding model real outcomes.

Week over week, the numbers turned

What we did this week (the work)

Roughly 200 account changes logged June 11 through 15. Almost all of it is signal-quality work:

• ~198 negative keywords loaded across General Rehab and the new Mental Health campaign (180 at the campaign level, 18 at the ad-group level). This is the bulk negative load from the audit: competitor facility names, sober living and halfway house, medication research, and informational junk.
• Mental Health campaign launched June 9 with its own landing page and neuroscience framing, no addiction language, and its own negative set from day one.
• Budget raised to begin the planned second-half-of-month ramp.
• Continued brand separation. Brand terms are now consolidated in the Branded campaign instead of bleeding into the general campaigns at inflated CPCs.

The non-brand pipeline is starting to fill

The rebuilt campaigns are new, so the job right now is getting clean non-brand leads into the funnel and tracked end to end. That is starting to happen.

• Gabriel Rivera is the first qualified lead from the new General Rehab campaign, tracked into Salesforce and currently active at Follow Ups.
• Chase Clay admitted today, after moving through the funnel all week.
• Tracking is following these leads all the way through Salesforce, so as the new campaigns scale we will see the full path from search to admit, not just the top of the funnel.

The conversion loop is automatic and running

The Salesforce-to-Google connection we built is not a one-time push. It runs on its own and keeps the bidding model fed with real outcomes.

• It syncs every 6 hours, automatically. Each run reads your Salesforce opportunities from the last two weeks and sends them to Google Ads. No manual step on our end or yours.
• It is running reliably. The last run was this morning and it has completed successfully every cycle over the past several days. The qualified-lead and admit conversions you see in the account posted on their own, within hours of the Salesforce stage changing.
• Two signals go back for every tracked lead. Every Google Ads opportunity sends a qualified-lead signal as soon as it exists in Salesforce, and any opportunity that reaches Admitted or Alumni sends an admit signal carrying its revenue.
• It cannot double-count. Re-running is safe by design, so the numbers stay clean.

The bigger picture: total lead flow, not just paid

Stepping outside Google Ads, here is total inbound lead volume from Salesforce, your system of record, across every channel. Two things stand out.

First, paid search is a minority of your lead flow. Across recent weeks, paid search accounts for roughly 15 to 25 percent of total inbound leads. The other 75 to 85 percent comes from non-paid sources: organic search, your Google Business Profile, direct, and web. Google Ads has never been the majority of the volume.

Second, total leads are down across the board, and the drop is in those non-paid channels.

Salesforce leads, all sources, by week. The week of June 15 is still in progress and is left off. Non-paid is total minus paid search.

Where we go from here (agreed on the call)

• Hold the ramp toward roughly $4,000/day for the balance of the month. June 15 already hit $3,000 with General Rehab absorbing budget. We back-weight spend while the search-term cleanup improves quality, then ramp as confidence grows.
• Continue daily negative keyword and search-term cleanup. Still about 90 percent of the work right now: competitor names, sober living, halfway house, and Medicaid/Medicare signals filtered out daily.
• Keep feeding the qualified-lead and admit signals back. Every Salesforce stage move now teaches the bidding model. The more admits we close, the smarter the spend gets.
• Move to Maximize Conversions bidding in about two to three weeks. We stay on manual CPC through the reset. Once 15 to 30 qualified conversions accumulate, we switch to automated bidding, then layer in a Target CPA guardrail after that. Manual now is deliberate, not permanent.
• Address the non-paid side. The SEO and website work with RVK (Zachary Blevins) is kicking off, which targets the organic, GMB, and direct channels where the volume is actually down.
• Expanded reporting. With the CMO seat open, we will broaden this report to cover organic, Google Business Profile, and overall channel mix, so the whole lead picture is visible in one place, not just paid.
• July 1 is the first real monthly read. The changes made this month need a few weeks to compound, so the first full month-over-month picture comes at the start of July.