April / May 2026
Plan of Action
Google Ads & Facebook performance analysis, strategic growth plan, and proposed budget distribution for Renue Wellness.
Performance Overview
Restorative is trending in a strong direction in both lead quality and conversion efficiency. Dynamic delivery + high-intent form flow continue to produce the best-quality inquiries.
Top Performing Campaigns
Outperforming the rest of the account in search term quality, intent level, and downstream conversion potential.
NJ Policy Context
- Google policy restricts aggressive targeting of high-intent ketamine/Spravato terms in NJ
- Despite restrictions, Restorative holds top-tier search impression share vs. local competitors
- Cost per lead and keyword relevance remain stable
- Consistently capturing high-quality bottom-of-funnel traffic
While NJ has limitations, we are using every trick up our sleeve and still winning the auctions we are allowed to participate in. The major limiter remains Google's policy restrictions — not our strategy or execution.
Growth Plan
Three strategic initiatives to scale performance, improve cost efficiency, and reduce the impact of NJ policy limitations.
Scale Facebook Budget Behind High-Intent Campaigns
Because 100% of qualified and converted leads are coming from the High Intent Ad Set inside the Dynamic Campaign, we recommend increasing budget as long as quality remains consistent. This does not mean we will increase overall monthly spend, what we will do is pause and shift budgets from underperforming ads to our High Intent Ad.
Meta Strategy
- Continue leaning into the High-Intent Ad Set (best performance driver YTD)
- Upload 8–10 new images/videos into Dynamic Creative
- Test new variations of opening hooks
- Test new problem/solution framing
- Refresh audience stacks with updated lookalikes
Dynamic Creative allows Meta to automatically match the right creative and message to each user, improving relevance, quality, and downstream conversion performance. This is the engine behind our 100% conversion attribution.
Reallocate Google Ads Budgets Toward Bottom-of-Funnel Search
For both New Jersey and New York, we will shift more budget toward Search campaigns that capture users already expressing intent.
Increase Budget Toward
- IVK Search (NJ) — proven bottom-of-funnel performer
- Spravato Search (NY) — top intent + conversion potential
Optimize PMAX
- Reduce PMAX slightly
- Continue using as a supportive channel
- Expand keyword list from top-performing campaign queries
Competitive Expansion
- Improve competitive share in New Hyde Park
- Demand is rising month-over-month in this market
- Capture incremental impression share from competitors
Add a New NJ Campaign in the Renue Account
To avoid ongoing policy friction tied to the Restorative account, we will build a new NJ Search campaign inside the Renue account, keeping existing campaigns running during the transition.
New NJ Campaign Setup
- Build new NJ Search campaign inside the Renue account
- Avoid using Restorative branding or extensions
- Keep existing Restorative NJ campaigns running during transition
- Gather enough data before safely shifting budget
Proposed Budget Distribution
April / May 2026 — Allocations designed to maximize bottom-of-funnel capture while maintaining brand presence across both markets.
Summary & Focus Areas
Renue is in a strong position heading into Q2. Lead quality is increasing, conversions are improving, and both Google and Meta are showing predictable performance trends.
