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Paid Ads Case Study

LIV Recovery Center

Evolving Digital Lead Generation for LIV Recovery Center

Client Overview

LIV Recovery Center is a behavioral health treatment provider partnering with Glasshouse, entering the digital marketing space for the first time. With no prior investment in online lead acquisition, their goal was to build a predictable, high-quality admissions pipeline using Google Ads.

LIV Recovery Center​ Challenge

Challenge

In Q3 2024, LIV Recovery needed to:

  • Establish a baseline for digital lead acquisition.
  • Capture high-intent bottom-of-funnel (BOF) leads efficiently.
  • Develop internal processes to handle digital inquiries.

With no historical marketing data and limited operational exposure to digital leads, our initial strategy needed to be cost-efficient, measurable, and operationally digestible.

LIV Recovery Center​ building digital pipeline

Strategy

Building a Digital Admissions Pipeline

We launched a BOF-focused Google Ads campaign targeting searchers with high conversion intent—calls from SERP extensions being the primary conversion. This enabled LIV to immediately engage motivated prospects while building internal competency in admissions outreach.

As LIV’s operations matured, we evolved the strategy to:

  • Shift traffic from the SERP to the website to pre-qualify leads.
  • Optimize for more valuable conversions, including insurance verification form fills.
  • Increase lead quality by collecting full PII and insurance data.
  • A/B test landing pages to enhance conversion rates across key actions.

The strategy aimed to achieve:

  • Capture BOF Leads: Efficiently target high-intent inquiries.
  • Establish Baseline: Define digital lead acquisition metrics.
  • Develop Processes: Handle digital inquiries effectively.
  • High-quality lead generation.
  • Predictable Admissions Pipeline (from no online lead acquisition and untapped digital marketing).

Key Performance Comparison

Metrics of Q3 2024 (Launch Phase)

Impressions
0 K
Average CPC
0 $
Total Cost
0 $
Cost per Conversion
0 $
Conversions
0 Calls

April 2025 (Refined Phase)

● Impressions: 9.63K or 28.89K (forecast for Q2 2025)
● Total Cost: $5.52K or $16.5K (forecast for Q2 2025)
● Conversions: 50 (11 Forms, 39 Site Calls)
● Cost per Conversion: $110.40
● Click-Through Rate: 4.75%
● Conversion Focus: SERP-initiated calls, On-site: forms + call tracking

Lead Conversion Optimization Funnel

High-Intent Searchers

SERP Engagement

Website Traffic

Valuable Conversions

A/B Testing

Data Collection

Execution

  • Phase 1:

focused on lead acquisition volume through call extensions directly from the Google SERP, driving 117 tracked calls with a $167 CPA. This was the Initial focus on lead volume through call extensions.

  • Phase 2: Emphasized lead quality, shifting toward:

Website visits with CRO-optimized landing pages.

Three-tiered conversion tracking: site calls, contact forms, and insurance verification forms.

A/B testing of headlines, copy, and form structure to optimize flow efficiency. This was a Shift towards lead quality and conversion optimization incorporating Website Visits, Conversion Tracking (implementing three-tiered conversion tracking), and A/B Testing (conducting A/B testing to optimize flow efficiency).

LIV Recovery Center​ lead generation

Outcome & Impact

Unveiling LIV's Digital Lead Generation Success

  1. Baseline Performance for Forecasting: LIV can now model acquisition cost, call volume, and form submission rates to project growth with confidence.
  2. Improved Lead Quality and Pre-qualification: By guiding users toward form-based conversions, the admissions team receives more detailed information per lead, improving downstream efficiency.
  3. Full Funnel Infrastructure: LIV’s team now operates with a digital lead intake structure that transitions prospects from click to contact to admissions, with greater insight and control.

Conclusion

In less than a year, LIV Recovery transitioned from zero digital presence to a fully optimized multi-stage lead generation system. Our campaign proved not only the viability of digital marketing in behavioral health but also the value of evolving from volume-first to quality-first acquisition models.

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