How We Scaled Men's Wellness Centers to $1M/mo across Google & Meta

From a hard-to-measure, broadly targeted account to 6,300+ Google consultations and a 95% week-over-week Meta lead surge — with each channel strong enough to cover for the other.

Client: Men's Wellness Centers · Industry: Men's health clinics · Channels: Google Ads, Meta, Connected TV (MNTN)

Client Overview

Men's Wellness Centers is a group of men's health clinics in Virginia specializing in ED treatment, testosterone replacement therapy (TRT), and weight loss, with three in-person locations: Richmond, Virginia Beach, and Newport News.

• Multi-channel media mix: Google Search as the primary driver, plus Meta and connected TV (MNTN)

• Highly intent-driven services, with demand spread across ED, TRT, branded, local, and competitor searches

• Goal: fill consultation slots at each clinic

• Jumpstart ROI manages their paid social and broader media strategy

The Challenge

When we took a hard look at the account, the lead-gen engine was overweighted on channels that were hard to measure and hard to control, and the channels that should have been carrying the load weren't optimized to do it.

On Google Ads

• Account structure didn't separate the different types of demand — ED, TRT, branded, local, and competitor searches were blurred together

• Geographic targeting was too broad, wasting spend on users outside each clinic's realistic drive radius

• Spend was leaking into irrelevant search terms that didn't align with booked-consultation intent

• Conversion tracking was double-counting leads, inflating performance and making optimization decisions less reliable

• Bidding ran on Maximize Conversions rather than target CPA, limiting the ability to scale around a defined acquisition cost

• Little visibility into which ad groups — especially ED vs. TRT — were actually driving booked consultations instead of just clicks

• Competitor conquest opportunities were underused, leaving high-intent switchers on the table

On Meta (paid social)

• Underutilized relative to its potential

• Creative fatigue — too many tired video variations spending against weak performance

• Loose geo-targeting wasting spend outside the clinics' real service areas

• Incomplete tracking — visibility into raw form fills only, with no signal on which leads actually booked

The risk in that setup became real when the Google account was abruptly locked down, wiping out roughly 180 conversions per week of lead volume almost overnight. The business needed its other channels resilient enough to absorb that demand fast — and proof that the whole mix could scale efficiently.

What We Did

Google Ads — restructure for intent, then scale

• Restructured geo-targeting around the real clinic footprint, accounting for location overlap and drive-radius nuance, especially around Virginia Beach and Newport News

• Built dedicated competitor keyword ad groups to capture switching, comparison, and alternative-provider intent

• Ran ongoing search-term reviews and negative-keyword builds to cut wasted spend, while protecting historically converting terms so efficiency improved without blocking proven lead sources

• Wrote dedicated responsive search ad copy for the ED and TRT ad groups, aligning each message to the user's search intent and the matching landing page

• Improved conversion tracking accuracy so consultation and lead actions could be measured cleanly — and the double-counting was resolved

• Shifted bidding toward target CPA to drive more efficient booked-consultation volume

• Scaled campaigns 3x while maintaining cost-per-conversion performance

  

Meta — efficiency first, then scale

1. Tightened targeting. Switched from broad radius to specific ZIP and postal codes around each clinic, and pruned high-CPL age segments (e.g. the 30–35 bracket in Virginia Beach that was dragging cost up).

2. Cleaned up creative. Cut any video creative running above the per-location CPL threshold ($50–60 in Richmond and Virginia Beach, $70 in Newport News) and concentrated spend on the winners. We stood up a rapid static-ad testing loop to find winning hooks and headlines fast, then handed those winners to the creative team to produce as video — so production followed data, not guesswork.

   

3. Fixed tracking. Updated Meta pixel tracking and the Conversions API integration via GHL to move beyond form fills toward optimizing for booked consultations.

4. Scaled deliberately. Once the account was efficient, we increased budget in structured steps — concentrating increases on the two strongest markets (Richmond and Virginia Beach) — and used Meta to backfill the volume lost when Google went down.

The Results

Google Ads (Jan 1, 2025 – May 26, 2026)

• 6,335 conversions by conversion time (6,326 total conversions)

• $1,071,309.80 total spend

• $169.11 cost per conversion, down $17.27 over the period

• Conversions increased by 2,165 while spend grew $294,093.41 — scaling volume against a more efficient, more defined acquisition cost

Meta (paid social)

The results on Meta were immediate. In a single week-over-week stretch during the scale-up, total Meta leads jumped from 116 to 226 — a 95% increase (110 additional leads).

• Richmond: +135% (40 → 94 leads)

• Virginia Beach: +92% (48 → 92 leads)

• Newport News: +43% (28 → 40 leads)

Earlier in the engagement, efficiency work had already pushed CPLs as low as ~$30 in the top markets, with booked calls beginning to attribute directly to campaigns. When Google was locked down, Meta absorbed the lost demand without the pipeline skipping a beat.

Key Outcomes

• Reduced wasted spend by tightening geographic targeting around realistic clinic service areas — on both channels

• Improved traffic quality by cutting irrelevant search terms and separating intent across ED, TRT, and competitor searches

• Created accurate visibility into which services and ad groups drive real consultation demand

• Captured additional high-intent traffic through competitor conquest campaigns

• Moved Google to a more scalable target-CPA bidding system instead of relying on Maximize Conversions alone

• Scaled volume on both channels while keeping cost per conversion and cost per lead under control

• Built a media mix resilient enough that one channel could backfill the other during an outage

Top-Performing Creative

Google Ads

• Erectile Dysfunction Treatment | Men's Performance Wellness — "Discreet, effective ED treatment at 3 Virginia clinics. Same-day appointments."

• Richmond TRT Clinic | No Referrals Needed — "Testosterone replacement therapy from licensed NPs. Certified labs. In-person care."

Meta

• "Men of Virginia: Experiencing ED?" — clinician-led video hook driving the consultation request

The Bottom Line

We turned a hard-to-measure, broadly targeted program into a multi-channel acquisition engine: a restructured Google account that scaled to 6,300+ consultations at a tighter cost per conversion, and a rebuilt Meta channel efficient enough to nearly double lead volume in a week and cover for Google when it went dark. The playbook was the same on both: fix targeting and tracking, kill what isn't working, and only scale what's proven.