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INESA MELNYK PSYHOLOG

INESA MELNYK PSYHOLOG

Initial Data

Age of the website:

5 years

Business Type:

One-on-one counseling in Lviv (in-person) and online therapy throughout Ukraine.

Target region:

Ukraine

Advertising platform:

Google ADS

At the start of the project:

there was no systematic advertising activity. The main challenges were high competition in the niche and the necessity of building trust through ad copy.

Objectives

/01 Attract Targeted Traffic for psychology services (individual therapy, assistance with anxiety and depression, family counseling).
/02 Set Up Local Promotion to drive clients to the office in Lviv.
/03 Ensure a Lead Flow for online consultations throughout Ukraine.
/04 Establish an Expert Image through relevant headlines and ad extensions.
/05 Configure Analytics to track consultation bookings (contact buttons, forms, messengers).

Implementation Strategy

The strategy was based on audience segmentation by query type: “hot” local queries (Lviv) and broad thematic queries (online). The primary focus was placed on using professional terminology that aligns with the ethics of psychological assistance, and creating highly informative ads to lower the barrier for the first inquiry.

Work Performed

Semantic Core Collection and Clustering

Conducted an analysis of queries: ranging from general (“psychologist services”) to highly specialized (“help with panic attacks,” “online psychologist”).
Isolated geo-dependent clusters for residents of Lviv.
Compiled a list of negative keywords to filter out informational traffic (searches for free advice, student papers, etc.).

Campaign Structuring

Segmented campaigns by format: “Psychologist Lviv” (offline) and “Psychologist Online” (Ukraine).
Created separate ad groups for specific areas: family psychology, PTSD, anxiety disorders, and self-esteem.

Responsive Search Ad Development

Drafted ad copies emphasizing confidentiality, professionalism, and the specialist’s qualifications.
Utilized USPs in ads: convenient city-center location, option to book via messengers, and extensive professional experience.

Ad Extension Setup

Added “Call” extensions for quick contact.
Configured “Structured Snippets” listing the areas of practice.
Added “Location” (Google Business Profile) for visibility on Maps and in search results for local queries.

Optimization and Analytics

Configured event tracking in Google Analytics 4 (phone number clicks, transitions to Viber/Telegram, form submissions).
Performed regular search term cleaning to prevent non-target budget expenditure.

Results


Established a Stable Acquisition Channel via the Google Search Network.
Increased Brand Awareness for the psychologist's personal brand within the region.
Achieved High Relevance: ads precisely match the specific pain points and queries of the users.
Implemented a Transparent Analytics System, allowing for clear visibility of the acquisition cost for each new consultation booking.
Ensured Flexibility: the ability to promptly adjust budgets between local and nationwide promotion.

Established a Stable Acquisition Channel via the Google Search Network.

Increased Brand Awareness for the psychologist's personal brand within the region.

Achieved High Relevance: ads precisely match the specific pain points and queries of the users.

Implemented a Transparent Analytics System, allowing for clear visibility of the acquisition cost for each new consultation booking.

Ensured Flexibility: the ability to promptly adjust budgets between local and nationwide promotion.

Analysis and validation of results

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