MAKIN WELLNESS
CASE STUDY
About Makin Wellness
Industry: Mental Health Care, Female-Centered Online Therapy
Specialty: Accessible, insurance-friendly online therapy and counseling for individuals and families across Pennsylvania
Size: Large and growing practice with 32 providers
Location: Fully virtual, serving Pennsylvania statewide
Makin Wellness is a leading online provider of mental health care in Pennsylvania, built around a simple mission: make quality therapy easy to access and easy to afford. The practice is female-centered at its core and works with a wide range of insurance providers so that cost is never the barrier standing between someone and the support they need.
Since partnering with RevKey, Makin Wellness has grown from a rising regional practice into one of the largest online therapy providers in the state, scaling from 20 employees in 2021 to a peak of 47 in 2023, with a current team of 32 dedicated providers serving individuals and families across the communities they support. That growth did not happen by accident. It happened because Makin Wellness paired an ambitious hiring and expansion strategy with a Google Ads program built to keep pace with it.
Key metrics from a four-year Google Ads partnership
Conversion Rate Increase
Growth in Conversion Rate
Cost Per Acquisition Reduction
The Challenge
Challenge: Scaling Google Ads campaigns efficiently to match an aggressive, ongoing growth trajectory without sacrificing return on investment
Timeline: An active, evolving partnership spanning four years
Objective: Build a strong, scalable marketing foundation that could grow alongside the practice, expanding reach and generating a consistent pipeline of new clients
Makin Wellness had big plans. As a purely online mental health practice serving Pennsylvania, the team had already built a reputation for quality, affordable, accessible therapy, and they were determined to keep growing. But rapid growth creates a real marketing challenge: how do you keep scaling ad campaigns without watching your cost efficiency slip in the process?
That was the central problem Makin Wellness needed to solve. Their goals were aggressive by design, and the practice needed a marketing partner who could manage that growth strategically while protecting a strong return on ad spend every step of the way. As the client put it:
"Our expectation was to build a strong and scalable marketing foundation that could support Makin Wellness as the organization grew. We wanted to increase awareness of our services, expand our reach within the communities we serve, and create a consistent pipeline that would support the continued growth of the practice over time."
WHY REVKEY
Makin Wellness engaged RevKey for a combination of skill sets that are rarely found together: deep expertise in Google Ads paired with specific, hands-on experience in the mental health space. RevKey's track record of building lead volume and identifying a client's ideal audience made the agency uniquely qualified to help Makin Wellness scale with intention rather than simply spend more to grow more.
The Key
RevKey's approach started with the fundamentals. The team built a traditional search campaign grounded in thorough keyword and audience research, establishing a strong performance baseline before introducing anything new. From there, RevKey kept a close eye on emerging Google Ads technology, testing new formats and features and layering them into the account gradually as the data supported it.
That research-first mindset led RevKey to become an early adopter of two of Google's newer campaign innovations well ahead of the broader market:
Performance Max (PMAX): RevKey moved early to bring PMAX into the Makin Wellness account, using it to extend reach across Google's full network while continuously refining targeting signals to protect lead quality.
AI Max for Search: RevKey layered AI Max into the practice's traditional search campaigns, combining proven search best practices with newer AI-driven optimization to strengthen performance without abandoning what was already working.
Strategic budget allocation: As PMAX consistently proved its value, RevKey shifted a greater share of the budget toward it, weighting spend toward the channel driving the strongest results.
Continuous testing: Throughout the four-year partnership, RevKey kept experimenting with new formats and strategies, ensuring the account evolved alongside Google's platform and the practice's growing goals.
Results came quickly. Makin Wellness saw an early lift in traffic to its online booking platform, ZocDoc, a clear early signal that the strategy was connecting with the right audience. From there, performance continued to compound over the full four years of the partnership.
41%
Conversion Increase, Total conversions grew 41% over a two-year period as the account matured and PMAX adoption deepened.
36%
CPA Reduction, Cost per acquisition dropped 36%, allowing Makin Wellness to grow its client pipeline more efficiently.
2X
Conversion Rate, The overall conversion rate doubled over two years, a sign of increasingly relevant traffic and stronger audience targeting.
The Results
The numbers tell a clear story. Over the course of the partnership, RevKey helped Makin Wellness roughly double its revenue in two years, while the practice expanded its team of providers from 20 to 32 to keep up with growing demand. As the client shared:
"Over the past four years, Makin Wellness has experienced significant growth and transformation. We expanded from 20 employees in 2021 to a peak of 47 employees in 2023 as demand for mental health services increased. Today, our team includes 32 providers who continue to serve individuals and families across the communities we support."
Immediately, Makin Wellness was able to sustain an aggressive hiring pace, bringing on new providers rapidly to keep up with the leads coming through the funnel. Over the longer term, the practice saw a steady rise in booked appointments and consistently higher quality traffic arriving at the site.
Key Performance Metrics (Two-Year Measurement Period)
Total Conversions: Up 41%, driven largely by AI Max adoption in search and strategic PMAX budget allocation
Conversion Rate: Doubled, reflecting a sharper, more relevant audience match
Cost Per Acquisition: Down 36%, improving the overall efficiency of every marketing dollar spent
Time on Site: Held steady, indicating consistent engagement quality even as volume scaled
Click-Through Rate: Remained stable throughout the optimization process
PMAX Clicks: Declined slightly over time as CPC increased, a natural result of RevKey's strategy shifting toward higher quality, higher intent clicks rather than raw volume
Of all these metrics, RevKey and Makin Wellness agree that conversion rate stands out as the most important. Conversions, conversion rate, and CPA all work together, but conversion rate specifically measures how relevant the audience is and how effectively that traffic is being converted once it lands on the site. Doubling that number over two years is the clearest evidence that RevKey was not simply generating more traffic, but consistently better traffic.
Long-Term Impact
Four years into the partnership, Makin Wellness has the scalable marketing foundation it set out to build. The practice's provider team has grown from 20 to 32, its revenue has roughly doubled over a two-year span, and its Google Ads account continues to run more efficiently than ever thanks to a steadily declining CPA. By combining early adoption of PMAX and AI Max with disciplined, ongoing optimization, RevKey has positioned Makin Wellness to keep expanding its reach across Pennsylvania while maintaining the strong return on ad spend that aggressive growth demands.
“Our expectation was to build a strong and scalable marketing foundation that could support Makin Wellness as the organization grew. We wanted to increase awareness of our services, expand our reach within the communities we serve, and create a consistent pipeline that would support the continued growth of the practice over time.
Over the past four years, we’ve experienced significant growth and transformation. We expanded from 20 employees in 2021 to a peak of 47 employees in 2023 as demand for mental health services increased. Today, our team includes 32 providers who continue to serve individuals and families across the communities we support.”
Sara Makin, M.S.Ed., LPC, NCC | Founder & CEO of Makin Wellness
