Grata House partnered with Webserv to strengthen visibility, improve lead quality, and build a performance foundation. In Q2 2025, we saw:
Q2 was a pivotal quarter for Grata House. Rather than focusing on surface level metrics, we set out to build a strategy that would drive meaningful patient outcomes. That required improving both the quality of leads and the long term visibility of the brand.
At the start of Q2, we made a deliberate shift to improve lead quality. The first step was removing all broad match keywords from our campaigns. This decision was supported by weekly conversations with the Grata House admissions team, who confirmed that lower quality calls were beginning to overwhelm the intake process.
The impact was immediate:
Total VOBs increased from 50 to 87, a 56 percent increase compared to the previous quarter
Approved VOBs increased by 42 percent
Cost per VOB decreased from 1,917 dollars to 1,775 dollars
Call volume decreased slightly after removing broad match, but call quality improved. The admissions team confirmed that the leads were more aligned with program fit and insurance requirements.
The improved performance in Q2 was a direct result of several targeted optimizations. After removing broad match keywords, we saw a 17 percent increase in the lead to VOB conversion rate. This was supported by a more accurate tagging setup, which allowed us to feed cleaner and faster data back into Google Ads. By working closely with both the billing partner and admissions team, we created a shared feedback loop that ensured campaigns were optimizing toward the outcomes that mattered most.
We also revisited the timing of budget pacing to align with when the admissions team was seeing higher conversion volume. That additional layer of coordination helped improve platform learning and ensure that viable leads were delivered during times of highest intake efficiency.
Overall, these adjustments showed that great campaign performance comes from focus, alignment, and data accuracy — not from inflated volume. By eliminating distractions and building a smarter system, we were able to consistently move the right numbers in the right direction.
As we worked to improve paid campaign quality, we also focused on expanding organic search visibility. The site already had momentum through the Grata House Google Business Profile. Our goal was to capitalize on that demand and expand across Ventura County.
Organic impressions increased by 217 percent compared to Q2 of the previous year
Organic clicks increased by 31 percent over the same period
In Q2 we started focusing on targeting “Ventura Countyˮ terms instead of just “Thousand Oaksˮ terms.
We saw progress with quite a few terms but there is still room for improvement.
This confirmed that our early optimizations were moving the right metrics. We were no longer just being found for branded searches but also showing up for local treatment related terms tied to intent.
In just 15 minutes, we’ll walk you through how our Predictable Patients™ methodology delivers real VOBs and admissions.
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