Irish Resilience Clinic came to us as a clinic with a website. Two years later it’s an acquisition machine — 2,135+ leads, paid channels running profitably from day one, a site we host and optimise ourselves, and automations that get a new enquiry answered before a competitor has opened their inbox.
This is a full-service account. Not “we run the ads.” We run the growth.
And beyond what the dashboards show:
And this is still the tip of the iceberg. The account gets better every month because nobody’s protecting last month’s numbers.
Every figure below is pulled directly from Google Analytics, Google Ads and Meta Ads Manager. Screenshots throughout.
Irish Resilience Clinic is a psychology and therapy practice serving clients across Ireland. Their service is genuinely excellent — the constraint was never the quality of the work, it was that not enough of the right people knew the clinic existed, and the ones who did enquire weren’t always reached fast enough to convert.
That’s a distribution problem and a speed problem. Both are fixable.
Google Ads has been the backbone of the account since 2024. Over the full run, €32.1k in ad spend has produced 1,190 tracked conversions at €27.01 each, against €713k in tracked conversion value. That’s roughly a 22x return on the media.
The structure isn’t clever for the sake of it. It’s a tight set of intent-led search campaigns segmented by service line, with a Performance Max campaign running alongside to catch demand that search terms alone don’t cover. Budget moves toward whatever is producing qualified enquiries this month, not whatever produced them last quarter.
Over the same period the site has taken 32,000 users. Paid search brings in 20,000 of them — but the interesting number is the 6,600 from organic search and 4,100 direct. Those are people who found the clinic, remembered it, and came back. Paid media that only works while the card is being charged isn’t a growth channel, it’s a tax. This account builds brand demand as a by-product.
We opened the Meta channel on 27 June 2026. Most new channels are a write-off for the first month while you buy data. This one wasn’t — it returned 18.7x in its first 30 days.
Since launch it has delivered 115 leads at €19.66 each from €2,261 in spend, across 328,614 impressions. In the most recent 30-day window that’s 76 leads at €20.56.
What the cost-per-lead figure doesn’t show is the part that matters more: the leads are getting better. Each month we’ve tightened targeting, rewritten creative against what’s actually converting, and reworked the landing experience. Conversion rate is up, the enquiries coming through are a closer fit for the clinic’s services, and the people arriving have a clearer idea of what they’re booking before they ever speak to anyone. A €20 lead that books and stays is worth more than a €12 lead that ghosts.
Nobody enquiring about therapy fills in one form. They fill in three, and they book with whoever replies first. The gap between an enquiry landing and a human responding was the single most expensive thing in the funnel — and it cost nothing to fix.
We built automations that acknowledge every enquiry instantly, route it to the right person, and chase it if it goes cold. Same ad spend, same traffic, more booked appointments. That’s not a marketing win, it’s an operations win, and it’s the kind of thing an agency that only touches the ad account never finds.
Generating leads is the easy half. A clinic can be buried in enquiries and still grow slowly if the process between “interested” and “booked and looked after” leaks.
So we went through that process properly: how enquiries are handled and qualified, what gets said and when, how follow-up works when someone doesn’t reply first time, how a booking is confirmed and prepared for, and how the client is looked after once they’re in. Every step got documented, tightened, and where it made sense, automated — so it happens the same way every time regardless of who’s on duty or how busy the week is.
The compounding effect is significant. The same lead volume converts at a higher rate, clients have a smoother experience from first contact onward, and the team spends less of its day on admin that a system should be handling. It also means the ad spend can be pushed harder without the operation buckling underneath it — the constraint on growth stops being “can we handle more?”
We built and manage the site, and we host it on our own infrastructure rather than handing it to whatever shared hosting was cheapest that year.
That’s a deliberate choice with a direct commercial payoff. Fast servers mean fast pages. Fast pages mean fewer people leaving before the site loads, better Quality Scores in Google Ads (so the same budget buys more clicks), and a calmer first impression for someone who is often arriving at a mental health clinic’s website in a difficult moment. Every hundred milliseconds is a small percentage of people who stay instead of going back to the search results.
On top of that sits continuous conversion rate optimisation — testing layouts, forms, page copy, calls to action, and booking flows. The site today converts at a materially higher rate than the one we started with, on the same traffic.
Most of what gets called marketing strategy is someone’s taste, defended confidently. We built this account so that it doesn’t have to be.
We set up the entire tracking and analytics layer for the business, and we still manage and optimise it — because tracking is not a one-off installation, it’s a thing that quietly breaks every time a page, a form or a platform changes. Conversion tracking, event tracking, goals, channel attribution, and the dashboards the business actually reads all sit under the same roof.
Worth noting the timeline here: this stack went in during late 2025, so it’s the newest layer on the account and it holds a shorter run of data than the ad platforms do. That doesn’t blunt the point. Even over a comparatively short window the picture it produces is clear enough to run decisions from, and it gets sharper every month it collects.
Channels and entry pages. Custom events — form submissions, button clicks, outbound clicks, even copied phone numbers and email addresses, which are enquiries that never touch a form and go uncounted almost everywhere else. Funnels, so we can see exactly which step loses people. User journeys, so we can see the routes real visitors take rather than the one we designed. Retention. Errors, so a broken form is caught in hours instead of discovered in a monthly report.
And session replay — we watch how people genuinely use the site. Where they hesitate. What they scroll past. Which field they abandon halfway through. You cannot get that from a bar chart, and it consistently contradicts what everyone in the room assumed was happening.
The loop is the same every time: a number moves, we look at recorded behaviour and client feedback to work out why, form a hypothesis, change one thing, measure it. Opinions are allowed to start that process. They’re not allowed to finish it.
A few examples of what this surfaces that a standard setup never would:
The result is a business where the answer to “should we do this?” is usually already sitting in a dashboard.
We created the clinic’s Google Business Profile and have optimised it ever since. It now produces a steady, ongoing flow of enquiries that cost nothing per lead — no bid, no budget cap, no auction to lose.
Local search is where a lot of this demand actually starts. Someone searching for a service near them gets the map results before anything else, and the profile that shows up there with the right categories, real photographs, current information and a wall of genuine reviews gets the call. Most businesses claim their profile, fill in the address, and never touch it again — which is exactly why the gap is so easy to open.
What that meant in practice: getting the categories and service listings right so the profile surfaces for the searches that matter, writing the description and service detail properly, keeping hours and information accurate, adding photography, seeding the questions people actually ask, and posting to it consistently rather than treating it as a static listing. Review generation was built into the fulfilment process too, so it happens by default instead of whenever someone remembers to ask — and the reviews page is now one of the higher-traffic entry points on the site.
The economics are hard to argue with. These enquiries arrive with high intent from people who have already confirmed the clinic is near them and seen what previous clients said, and they arrive whether or not the ad accounts are switched on. It’s the closest thing to free money in the account, and it compounds — every review and every post makes the next month slightly better than the last.
We manage and grow the clinic’s social profiles, and we run CRO on the content itself — treating posts as an acquisition surface rather than a box to tick. Formats, hooks and posting patterns get tested the same way ad creative does.
Alongside that we identify, launch and scale new acquisition channels. When one saturates, another is already running. The clinic isn’t dependent on any single platform’s algorithm having a good week.
Somewhere in year two the client stopped asking for approval on things and started asking what else we could take off their plate. We now handle business management alongside the marketing — and yes, that includes effectively having free rein over the finances and a golden ticket to spend whatever it takes to grow the thing.
We’re aware that’s an unusual sentence to put in a case study. It’s also the point. That level of trust doesn’t come from a pitch deck; it comes from two years of the numbers going up every time we’re handed something new. Given the keys, we’ve kept driving in the same direction.
Two years in, the clinic has an acquisition system rather than a set of campaigns. Paid search and paid social both run profitably. The Business Profile and organic search bring in enquiries that cost nothing per lead. The site is fast because we host it, it converts better than it did because we test it, and every enquiry that lands gets answered before it goes cold.
None of that is finished. The Meta channel is six weeks old and still finding its ceiling. The analytics stack is still filling up with data that will answer questions we haven’t asked yet. The account gets better every month for the simple reason that nobody here is protecting last month’s numbers.
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