Ads Strategy and Landing Page Optimization
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new clinic in a competitive market, the business needed an effective acquisition strategy to drive high-quality patient leads at sustainable costs.
Organic acquisition channels were insufficient to meet growth targets.
The opportunity was to design a paid acquisition strategy (Google Ads) linked to optimized landing pages focused on patient conversion, ensuring high-quality lead generation with measurable ROI.
- Designed and launched Google Ads campaigns targeting therapy-related keywords tailored by patient segment and service type.
- Developed and optimized clinic landing pages to align directly with ad messaging, focusing on clarity, trust-building, and clear calls to action.
- Implemented analytics tracking to measure conversion rates, CPC, and ROI across campaigns.
- Continuously iterated ad copy, targeting, and landing page layouts based on performance data.
- Balanced spend across service offerings to maintain optimal cost per acquisition.
- Achieved sustained high-quality patient acquisition through paid channels, maintaining a healthy CAC relative to service LTV.
- Increased landing page conversion rates significantly through iterative optimization.
- Built a replicable, data-driven paid acquisition model for future service lines.
Web Development and Digital Infrastructure Launch
Centro de Psicología Sandra Ribeiro — Web designer
A professional, scalable web presence was critical for credibility, acquisition, and operational communication as the clinic launched into a competitive health services market.
The clinic had no digital presence.
Building a fully functional, SEO-optimized, and conversion-oriented website was critical for marketing effectiveness, brand trust, and patient communications.
- Designed and launched the clinic’s full website, including service descriptions, therapist bios, FAQ sections, and direct appointment request integration.
- Implemented SEO best practices to support organic traffic acquisition strategies.
- Integrated operational systems such as Google Calendar, Slack notifications, and CRM syncing into the web architecture.
- Designed site UX to optimize patient trust-building and easy contact initiation.
- Launched a high-converting, SEO-optimized web presence fully integrated with operational tools.
- Enhanced clinic credibility and enabled organic and paid acquisition campaigns to scale.
- Reduced administrative friction by automating appointment requests and initial patient contact processes.
Branding and UX A/B Testing
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new market entrant, brand perception heavily influenced trust, lead conversion, and overall reputation.
Early branding decisions needed validation to ensure maximum resonance with target patient demographics, without wasting early acquisition investments.
- Designed A/B tests across landing pages and promotional materials (different visual styles, messaging tones, brand imagery).
- Monitored engagement metrics, lead conversion rates, and trust signals based on variant exposure.
- Analyzed results to refine the clinic’s brand positioning, visual identity, and communication tone.
- Iterated design and messaging based on behavioral data rather than subjective preference.
- Optimized branding elements for higher trust, higher clickthrough rates, and increased lead-to-patient conversion ratios.
- Built a stronger emotional connection with target demographics through validated visual and messaging choices.
- Established a scalable A/B testing framework for future campaigns and brand updates.