How De Rave Psychologie built a 450-lead self-test funnel on €663 of search spend

De Rave Psychologie is a self-pay online practice competing with insurance-reimbursed care and large platforms. It had no paid acquisition engine and no measurement in place.

• Healthcare advertising is tightly regulated: no retargeting on health data, no outcome claims and strict rules on professional titles. That leaves contextual search as the main paid channel.
• Most clients arrived through platforms and partner practices, so the practice owned little of its own pipeline.
• Intake, invoicing and session notes ran on separate tools, and nothing connected marketing leads to booked clients.

Plan: audit

Research before any spend: competing online practices, the rules that apply (GDPR on health data, the professional code for psychologists, healthcare advertising rules), and keyword research per condition: stress and burnout, anxiety, depression, relationships and parenting.

Design: what to optimise for

Three Google Ads campaigns, for self-tests, high-intent treatment searches and competitor terms, with a compliance checklist every ad must pass. Behind them, a conversion model that tracks the whole path: self-test completed, intro call booked, intake requested, intake paid. The optimisation goal moved along that path as the data came in:

• Cost per completed self-test first, as the fastest signal.
• Paid-search attribution next, so every lead could be traced to the campaign that brought it.
• Booked intro calls once attribution showed which searches led to clients.

Deploy: build and optimise

Six builds, from first click to session notes:

• A full website build: bilingual Dutch and English, on a CMS the practice edits itself.
• Four self-tests, one per condition, built as the site's lead magnet.
• Google Ads campaign setup per condition, with paid-search attribution from click to booked intro call.
• GEO (generative engine optimisation): content and structure that AI assistants can find and cite when people ask about therapy.
• A custom EPD (electronic patient record) for bookings, payments and session notes, replacing separate tools.
• Session transcription on a local language model that pseudonymises the transcript, so no client data goes to an external AI service.

The account is reviewed weekly against a fixed monthly budget ceiling, with the advertising rules built into every change.

Adopt: report

A funnel report from click to intro call replaced platform-only numbers. The practice now publishes its own English blog posts in the CMS and runs its sessions with a pre-session briefing in the EPD.

• Cost per completed self-test fell 79%, from €4.35 to €0.90, between June and July 2026.
• Paid-search attribution went from 0.3% of self-test leads to 66% within a month of shipping it.
• 451 self-test completions from search in 90 days, on €663 of spend.
• With attribution in place, the funnel report showed only about 3% of spend reached treatment-intent searches: cheap self-tests were attracting people who were orienting, not looking for treatment. The account now optimises for booked intro calls instead.
• A bilingual Dutch and English site and the custom EPD are live in production.