ERICA LEON NUTRITION & ASSOCIATES
CASE STUDY
About Erica Leon Nutrition & Associates
Industry: Nutrition & Dietetics — Weight-Inclusive & Eating Disorder Care
Specialty: Non-diet, weight-inclusive dietitian practice specializing in eating disorders, intuitive eating, and healing relationships with food. Does not focus on weight loss or fad diets.
Size: Small boutique practice of 7 Registered Dietitian Nutritionists
Location: SNew York and Connecticut offices
Erica Leon Nutrition & Associates is a female-led boutique dietitian practice founded on the belief that lasting health has nothing to do with dieting. Operating out of New York and Connecticut, the practice brings together a team of seven Registered Dietitian Nutritionists who share a weight-inclusive, anti-diet philosophy grounded in the frameworks of Intuitive Eating and Health at Every Size.
The practice specializes in helping women, teens, families, and members of the 2SLGBTQIA+ community break free from chronic dieting, eating disorders, and disordered eating patterns — replacing restriction and guilt with a sustainable, compassionate relationship with food. Rather than chasing weight loss or fad-diet results, the Erica Leon Nutrition team focuses on long-term healing, body acceptance, and individualized nutritional care.
Services include nutrition therapy for eating disorders (anorexia, bulimia, binge eating disorder), intuitive and mindful eating counseling, medical nutrition therapy, teen and family nutrition, sports nutrition, and menopause nutrition — all delivered virtually and accepted by major insurance carriers including Aetna, Blue Cross Blue Shield, Cigna, and United Healthcare.
Key metrics since transitioning to Performance Max starting in July 2023
Increase in Monthly Clicks
Increase in Impressions
Reduction in Cost per click
The Challenge
Challenge: Self-managed Google Ads campaigns failing to reach a highly specific, values-aligned audience
Timeline: Approximately 1 year of self-managed Search and Smart Campaigns (September 2021 – mid-2023)
Objective: Connect with women seeking a non-diet, weight-inclusive approach to nutrition — actively filtering out quick-fix dieters and fad diet seekers
Erica Leon Nutrition had been running their own Google Ads — a mix of Search and Smart Campaigns — since September 2021. After nearly a year of ad spend, the practice was not seeing the results they needed. The problem wasn't traffic in the abstract; it was the wrong traffic.
Their ideal client is a woman who is ready to ditch diet culture, heal her relationship with food, and commit to a long-term, values-aligned approach to nutrition. That audience looks nothing like someone searching for a quick-fix diet or rapid weight loss program — and Google's standard campaign tools weren't equipped to tell the difference.
The practice needed to attract women genuinely aligned with intuitive eating and weight-inclusive care, while actively filtering out the far larger pool of diet-culture-driven searchers. The audience was specific, the mission was clear — but their campaigns weren't delivering either.
WHY REVKEY
Seeking greater expertise in Google Ads, Erica Leon Nutrition turned to RevKey. With a strong track record of building lead volume and helping clients find their ideal audiences — particularly in niche, values-driven service spaces — RevKey was uniquely positioned to solve what their self-managed campaigns could not.
The Key
When RevKey took over the account, the team quickly confirmed what the data was already showing: the standard Search campaign structure simply could not reach Erica Leon Nutrition's audience at meaningful scale. With such a niche client profile, the universe of people actively searching for weight-inclusive, non-diet nutrition counseling was too small and too diluted by overlapping diet-culture keywords to be reached effectively through traditional keyword targeting alone.
The solution required thinking beyond the conventional Search playbook. The team decided to transition to a Performance Max (PMAX) campaign — a campaign type that was still relatively new at the time and represented a significant strategic shift. PMAX gave RevKey the ability to reach users across all of Google's networks simultaneously, while still applying tightly refined audience signals to guide the algorithm toward the right people.
The strategy centered on four key pillars:
Audience signal refinement: Targeting women specifically, with an emphasis on higher-income demographics that more closely align with the practice's service model and insurance-based care.
Values-aligned messaging: Shifting ad copy and creative to speak directly to healing one's relationship with food — not weight loss — ensuring that the ads attracted intent-matched visitors from the first click.
Search term discipline: Refining the search term landscape to weed out users seeking quick-fix solutions, fad diets, or purely weight-loss-focused nutrition services.
Behavioral layering: Using audience signals that prioritized users whose digital behavior indicated readiness for a non-diet, intuitive eating approach, allowing PMAX's machine learning to continuously optimize toward the ideal client profile.
The PMAX campaign launched in July 2023. From there, the RevKey team monitored performance closely, steadily tightening signals and refining the targeting as the algorithm learned — getting closer and closer to the audience Erica Leon Nutrition had always known was out there.
72%
Clicks Increase
A dramatic rise in monthly clicks immediately following the transition to Performance Max in July 2023.
33%
CPC Reduction
More clicks for less spend — the campaign's efficiency improved dramatically, maximizing every dollar of ad budget.
75%
Impressions Increase
Significantly expanded reach across Google's networks, putting the practice in front of the right audience at scale.
The Results
The impact of the PMAX transition was both swift and substantial. Almost immediately after the campaign launched in July 2023, clicks, impressions, and monthly conversions surged. What had been a stagnant, underperforming account was transformed into an active lead-generation engine — one that was now attracting the specific audience Erica Leon Nutrition had built their practice to serve.
Time on site remained steady and consistent throughout the campaign — a telling signal. Users arriving through the ads were staying on the website and engaging with the content meaningfully, a reflection of the improved audience-to-message alignment. These weren't casual browsers; they were people who resonated with the practice's philosophy and were seriously considering booking.
Key Performance Metrics (Post-PMAX Launch, July 2023):
Clicks: Up 72%, demonstrating that the new campaign structure dramatically increased the volume of qualified users reaching the site.
Impressions: Up 75%, confirming that the practice was now visible to a far larger pool of relevant potential clients across Google's full network.
Cost Per Click (CPC): Down 33%, the same budget now driving significantly more traffic, improving the practice's overall return on ad spend.
Time on Site: Remained consistent, indicating that the quality of the audience, not just the quantity, was holding strong throughout the scaling process.
Monthly Conversions: Increased, more of the right people were taking the next step toward booking a discovery call or completing the intake form.
Of all these KPIs, impressions and clicks were the most critical to the campaign's stated objective. The core challenge had always been volume, getting enough of the right eyes on Erica Leon Nutrition's services to generate a consistent flow of aligned new clients. The PMAX campaign answered that challenge directly and measurably.
Long-Term Impact
As the campaign matures, Erica Leon Nutrition can expect a sustained, growing pipeline of new clients who genuinely align with their weight-inclusive, non-diet philosophy reducing intake mismatches and increasing the quality of every new client relationship. The 33% CPC reduction also means the practice can continue expanding their reach with greater cost efficiency, compounding the campaign's value over time. By combining precise audience targeting with values-aligned messaging, RevKey has positioned Erica Leon Nutrition for scalable, sustainable growth in a competitive and nuanced market.
“I strongly recommend RevKey. They take the time to understand my goals, guide me through each step, and always reply quickly. It's clear they are committed to helping me succeed.
I also want to recognize Justin Smith, my account representative. He is reliable, professional, and truly supportive. Right from the beginning, I could tell that RevKey values working with me, and I’ve seen a real increase in referrals for my services.”
Erica Leon, MS, RDN, CDN, CEDS | Founder, Erica Leon Nutrition & Associates
