PPC for a sensitive niche
How do you run ads for online therapy without being tone-deaf?
The Challenge
Pasul connects people with licensed therapists online. The problem: most ad strategies don't work here. Hard-sell tactics feel exploitative. Generic copy gets ignored. And one poorly worded ad can damage trust permanently. They needed campaigns that reach people in vulnerable moments with exactly the right tone - helpful, never pushy.
What We Did
- 1Mapped the full patient journey - from first Google search to booking a session - to understand where trust is built and lost
- 2Built separate Google and Meta campaigns for different intent levels: high-intent search (people actively looking for therapy) vs. awareness (people who might not know online therapy exists)
- 3Wrote empathetic ad copy tested across 20+ variations - every word reviewed for tone, not just conversion rate
- 4Created custom landing pages that matched each ad's promise, with clear therapist credentials and no pressure tactics
- 5Set up conversion tracking that measures meaningful actions (session bookings), not vanity metrics (clicks)
Results
Cost per lead
Within target
Acquisition costs held steady as campaigns scaled
Ad copy approach
20+ variants
Continuous tone testing until we found what converted without feeling intrusive
Campaign structure
Google + Meta
Full-funnel coverage from search intent to social awareness
“SolEcho understood the sensitivity of our niche from day one. They built campaigns that actually feel right for people looking for therapy.”
— Pasul team
Key Insight
In sensitive niches, the best-performing ads aren't the most aggressive ones. They're the ones that feel like a friend's recommendation.