P.E.A.R.S. PSYCHOLOGICAL, EDUCATIONAL, & RELATED SERVICES
CASE STUDY
About PEARS
PEARS, Psychological, Educational, & Related Services PLLC focuses on the assessment of social, emotional, and behavioral disorders in children and adolescents, and offer adult ADHD and/or autism evaluations upon request. They are owned and operated by Dr. Heather Arduengo, a Licensed Psychologist (LP) currently serving McKinney, Texas and the surrounding areas.
Dr. Arduengo has worked and trained in a variety of settings, including several school districts within the DFW metroplex for over a decade. She has also worked in private practice and hospital settings, and she has served as an Adjunct Professor for the School Psychology program at Texas Woman’s University.
Dr. Arduengo has a wide range of experiences in working with children who have unique educational needs, including those with Autism, ADHD, depression, anxiety, and other emotional and/or behavioral challenges. Her specialty includes finding ways to help children reach their highest potential within the school setting. See below for a list of services she offers at PEARS:
ADHD Testing
Autism Testing
Dyslexia/Psychoeducation Evaluations
Neuropsychological Testing
Psychological Testing
Consultation Services
The Challenge
“As a new private practice owner, I wanted to find the best ways to reach out to the community. I worked in the school setting for 10+ years as a psychologist, so most of my professional contacts worked in the schools as well. I was able to market my services to various professionals within McKinney and surrounding areas, but I wanted to branch out even further. After doing some research, I felt it was important to strengthen my presence through my website and Google.”
- Dr. Heather Arduengo, Owner and Licensed Psychologist
When we first started working with PEARS, there was a lot of growth that needed to happen both organically and through the ads. Because PEARS was just starting out with a new brand and web presence, it was important for us to try and get in front of the people who were more likely to move forward with her services.
The main issue with our first strategy - AKA a search campaign - was that the budget for the campaign ($400) was not deemed competitive enough in the markets that we were trying to reach. We were being outbid by higher-paying advertisers and more well-known businesses in the area, which ultimately led to PEARS ads being pushed further down the search results.
We were uniquely qualified to help P.E.A.R.S.
We were positioned to help them specifically due to our expertise within the mental health and psychology fields along with the lived experience of knowing the Dallas area, we were able to help narrow down and expand her advertising targeting as needed.
When PEARS was looking to expand their testing services to adults, but was on the fence about how the service could be utilized in the ads, RevKey was able to help guide her through the benefits of adding the service specifically because of the expertise we had of the area like the target audiences that we could reach in the North Dallas area and the universities that surrounded her practice.
The Key
The primary solution that ReVKey came up with was to switch PEARS from a search campaign to a PMAX campaign. This was suggested for a number of reasons:
Dr. Arduengo was not comfortable raising the budget for ads until she was sure that there would be a return on her investment. Because the PMAX campaigns had proven to have low entry cost per click, we would be better able to utilize her budget.
We could get in front of users who were already visiting her largest competitors' websites, thus allowing us a foot in the door before users decided to work with the bigger brands.
By having the room in the budget (with a lower cost per click) we were able to reach more people who were aligned with PEARS's mission and brand, thus leading to users spending more time on her website when they visited from an ad.
Once we had decided to move over to the PMAX campaign, things moved pretty swiftly. We started the PMAX campaign in September 2023 and have been running it since. In that time, because Dr. Arduengo saw an uptick in her clients, she was able to work with a website designer that helped elevate her overall content and user experience.
In just one to two meetings with RevKey, I was given advice and guidance for immediate changes that I could make to my website, which would most likely result in higher rankings within Google. The suggestions that RevKey gave me resulted in increased time on my website as well as an increase in client inquiries. These results motivated me to continue working with RevKey to ensure that the positive outcomes were not temporary or short-lived.
Dr. Heather Arduengo
Owner and Licensed Psychologist
The Results
Cost-per-conversion gives you a better understanding of the potential return on investment.
Looking at data from 5 months in the search campaign versus the 5 months we have been running the PMAX campaign:
When PEARS started with RevKey, they were just starting their solo career and wanted more overall brand recognition and presence. While the search campaign was not able to achieve that, our pivot to the PMAX campaign and the optimizations that came with it proved to be the right solution for their initial issue. The new strategy was able to get her more users to the website and more engagement when they visited without diminishing the quality of the leads that were coming in.
Subsequently, we found that more adults were looking for testing in her area which gave her the opportunity to capture an ideal audience without having to spend more money or time tailoring her ads.
When looking at the data the most important metric to consider is the difference in conversions and the cost of acquiring them. With the search campaign, there was a lot of push and pull to receive quality leads that led to booked clients. With the switch over to the PMAX campaign, we were able to maximize her overall profits particularly due to the lower cost per click (and ultimately, lower cost per conversion) across all the areas that PEARS was advertising for.
RevKey’s motto is “counting revenue, not clicks', meaning we strive to help our clients reach their ROI goals through collaboration and optimization of their campaigns. Sometimes, this means taking the risk by trying out a completely different path than what was originally outlined. In the case of PEARS, the risk paid off greatly for her business, and we see more benefits by the month as the PMAX continues to grow.
Clicks
Search: 253 clicks from March -July 2023
PMAX: 1142 clicks from September 2023 - January 2024
Cost-Per-Click
Search: $6.96/click from March -July 2023
PMAX: $1.66/click from September 2023 - January 2024
Conversions
Search: 9 conversions from March - July 2023
PMAX: 60 conversions from September 2023 - January 2024
Cost-Per-Conversions
Search: $202.48/conversion from March - July 2023
PMAX: $26.57/conversion from September 2023 - January 2024
“Working with RevKey has been a great addition to building my business and gaining new clients. I have felt my money has been invested well, and the outcomes have been increasingly positive.
As the sole psychologist in my private practice, RevKey has exceeded my expectations in increasing my online presence and playing a role in the growth of my business. I cannot recommend them enough!”
Dr. Heather Arduengo
PEARS Owner and Testing Psychologist