Client Overview
Ketamine West is a premier ketamine therapy clinic specializing in the treatment of depression, anxiety, PTSD, and chronic pain. Staffed by licensed medical professionals and board-certified physicians, the clinic offers IV ketamine infusion therapy as a clinically proven alternative for patients who have not responded to traditional antidepressants. Ketamine West is committed to compassionate, evidence-based care — guiding patients through transformative healing journeys in a safe, supportive clinical environment.
Challenge
When Ketamine West partnered with Joya Digital, the clinic had no structured paid advertising strategy in place. Patient inquiries relied almost entirely on organic referrals and word-of-mouth — leaving a significant pool of high-intent, treatment-seeking individuals completely unreached. Adding to the complexity, advertising for ketamine therapy on Meta requires navigating strict healthcare advertising policies that restrict direct use of clinical terminology. Our challenge: build a compliant, full-funnel Meta Ads strategy from scratch that could generate a consistent, high-quality pipeline of qualified appointment leads — without triggering ad policy violations or compromising the clinic's compassionate brand voice.
Our Process
We built the Meta Ads account from the ground up, starting with a compliant campaign architecture that would pass Meta's healthcare advertising review. Our strategy centered on reaching emotionally resonant, high-intent audiences without using restricted clinical terms in ad copy or creatives.
- Built a compliant full-funnel structure: TOF prospecting (interest-based + lookalike audiences), MOF (engaged video viewers, site visitors 30/90-day), and BOF (appointment page visitors)
- Identified high-intent audience clusters: people researching depression treatment, treatment-resistant conditions, and mental wellness — all reachable without policy-violating copy
- Created custom lookalike audiences from the clinic's existing patient intake list to find new prospects with similar behavioral and demographic profiles
- Established strict ad copy guidelines — focusing messaging on hope, healing, and quality of life rather than clinical drug terminology to maintain full Meta policy compliance
With our campaign structure in place, we developed a library of compliant, emotionally resonant ad creatives. The core creative challenge was crafting messaging that resonated deeply with people suffering from depression and mental health conditions — without using the word 'Ketamine' in ad text, visuals, or voiceover, to ensure full Meta policy compliance.
- Developed a 5-pillar creative framework: Hope & Recovery, Patient Stories, Education & Awareness, Daily Check-In engagement, and Direct Response — each serving a distinct funnel stage
- Stripped all clinical drug references from ad copy and creative assets; shifted language entirely to patient-centric themes of healing, quality of life, and compassionate care
- Produced video ads featuring real patient testimonial-style narratives that conveyed transformation without violating platform guidelines — achieving consistent ad approval
- A/B tested imagery approaches: abstract emotional visuals vs. real patients in clinical settings — real patient content consistently outperformed on both CTR and cost per lead
With costs under control and creative approved, our focus shifted to lead quality — ensuring the leads Ketamine West received were highly qualified, serious inquiries rather than casual browsers. We implemented a structured qualification layer across the funnel:
- Pre-qualification quiz funnel: prospective patients answered 3 questions before reaching the appointment form — filtering out low-intent traffic
- Lead form optimization: replaced generic contact forms with a custom intake-style form that collected treatment history, capturing more relevant context for the clinic's intake team
- Landing page A/B testing: tested a hope-focused headline vs. a symptom-focused headline — the hope-focused variant converted 22% better
- Retargeting sequence: visitors who didn't convert received a 3-ad follow-up sequence over 14 days, featuring social proof, an FAQ, and a final urgency CTA
- Conversion event optimization: shifted bidding target from "Landing Page View" to "Lead Form Submission" — immediately improving lead quality scores
The patient story and education-first ad formats drove the highest quality leads — with the intake team reporting significantly higher consultation-to-patient conversion rates from these creative variants compared to direct response ads.
With a proven, compliant creative system and optimized lead funnel in place, we scaled Ketamine West's Meta Ads investment with confidence. Our focus in this phase was maximizing volume while maintaining the lead quality that the clinic's intake team had come to rely on.
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