The problem
When patient intake outruns staffing, more patient ads deepen the bottleneck. The account needed a second job: help HR hire the roles that unlock capacity.
Case study · The Emily Program
Patient acquisition that worked—then recruiting Search for capacity.
Under Hailey Sault, I ran The Emily Program’s paid Search. Patient acquisition performed strongly enough that the organization needed to shift budget from intake into hiring—nurses, doctors, and other clinical and support staff who could serve the demand.
Patient acquisition → recruiting Search · Hailey Sault account
What I owned
I ran Google Ads for patient acquisition, then redirected spend and landing pages toward recruiting for the roles HR needed filled.
What was done
From patient demand to staffing
Strong patient-side performance created an operations constraint. The productive move was redirecting Search toward recruiting rather than continuing to push intake alone.
Role-specific recruiting pages
Landing pages targeted nurses, doctors, and other staff roles so recruiting ads matched real openings—not generic careers wallpaper.
Agency context
This sat inside Hailey Sault’s healthcare book. See the Hailey Sault page for the agency environment; this page is about Emily specifically.
Outcomes
- Patient-acquisition Search performed strongly enough to warrant reducing patient spend.
- Budget and creative attention shifted toward recruiting via Google Ads.
- Role-specific landing pages for nurses, doctors, and other staff—well received by HR.
Patient volumes, cost-per-admit, recruiting KPIs, and confidential clinical data are not published. No invented ROAS or revenue figures.
Google AdsRecruiting PPCLanding pagesHealthcare
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