Case Study
Therapy Partners
A psychology and mental health practice in Hong Kong needed Google Ads built correctly from the ground up — with separate campaigns for each service line and conversion tracking that actually worked. Traffic increased 20.3%, key events increased 14.4%, and every service now has its own purpose-built campaign reaching the right audience in one of Asia's most competitive healthcare markets.
About Therapy Partners
A Mental Health Practice in Hong Kong. A Google Ads Strategy Built to Match Its Complexity.
Therapy Partners is a psychology and mental health practice based in Hong Kong, offering a range of specialist services to individuals, couples, and those dealing with conditions including anxiety, trauma, and stress. Operating in one of Asia’s most densely competitive healthcare markets, where a person searching for mental health support is making a high-stakes, high-trust decision, the practice needed a Google Ads presence that was structured with precision — the right message reaching the right person at the right moment, for each distinct service they offer.
The Challenge
Mental Health Advertising Requires Precision. One Generic Campaign Was Not Enough.
Advertising a mental health practice is not like advertising a product. The person searching is often in a vulnerable state, making a considered decision about who they trust with something deeply personal. The search intent behind “couples therapist Hong Kong” is completely different from “anxiety treatment Hong Kong” — different emotional context, different stage of decision-making, different language that resonates. Running a single broad campaign across all services meant speaking to everyone in a way that connected with no one.
Layered on top of that was a conversion tracking setup that was not correctly configured — so even as the campaigns ran, there was no reliable data on which services were generating bookings, which keywords were driving genuine enquiries, and where the budget was actually working. Without that information, optimisation was guesswork. The brief required both problems to be solved simultaneously.
The Solution
A Dedicated Campaign Per Service. Conversion Tracking Built to Match.
We built the Google Ads account from the ground up with a clear structural principle: every service gets its own campaign. Individual therapy, couples therapy, anxiety support, trauma treatment — each with its own keyword set, its own ad copy written for the specific emotional context of that search, and its own conversion tracking to measure the actions that matter for that service.
In a market like Hong Kong where mental health services are competing for high-intent, high-sensitivity searches, this level of specificity is not a luxury — it is what the difference between a click and a booking looks like. The conversion tracking setup was implemented correctly across all campaigns, giving the algorithm clean signals to optimise against and giving the practice clear visibility on exactly which services were driving results. That data foundation is what enables every future optimisation decision to be grounded in reality rather than assumption.
The Result
20.3% More Traffic. 14.4% More Key Events. Every Service Running Its Own Campaign.
With a properly structured multi-service campaign architecture and correct conversion tracking in place, Therapy Partners saw traffic increase 20.3% and key events increase 14.4%. Every service line now has its own dedicated campaign reaching the right audience with the right message — and the practice has full visibility on which services are driving bookings and where the budget is delivering return.
For a mental health practice, that kind of precision matters beyond performance metrics. The right person finding the right service at the right moment is not just good advertising — it is the point. A well-built Google Ads account that connects someone searching for support with exactly the service that matches their need is doing exactly what it should.