Case Studies | Josh Blicker
A leading ABA therapy provider approached TheCMG.co with one goal: bring in more clients and scale their business.
They’d dabbled in Meta Ads before but hit a wall—low-quality leads that didn’t convert. They needed a fresh, strategic approach to attract high-value leads that would translate into more kiddos receiving the care they deserve.
In just 30 days, our new approach drove 44 leads, resulting in 18 qualified intakes for only $72 per intake. That’s a 40% conversion rate, nearly two times above the industry standard of 10%-20%-- and we only spent $1,280.35 in total. We flipped the script with a data-driven campaign that drove ROI.
The ABA provider had some success with previous campaigns, but common hurdles in the ABA therapy industry still held them back.
Ads can generate traffic, but too often, the leads are a poor match, and marketing dollars end up wasted. For providers, the stakes are high: they need campaigns that deliver not just leads, but the right leads.
Let’s face it: casting a wide net doesn’t cut it when you’re in the ABA therapy space. You’re not just looking for anyone; you need to reach the right audience.
Here’s the catch: the audience is small, the competition is fierce, and every dollar counts. But with Meta Ads, it’s not just about who you target; it’s how you connect with them.
Scaling isn’t just about throwing more money into ads and hoping for the best—it’s about growing intentionally. For ABA therapy providers, that means striking a balance: ramping up without sacrificing lead quality or overspending.
We didn’t leave anything to chance. Every tactic was designed to hit hard and drive results. Here’s how we turned strategy into success:
We began by digging into data, identifying regions with the highest concentration of parents seeking ABA therapy. Instead of casting a wide and inefficient net, we strategically focused on areas where demand aligned with the provider’s offerings. By refining our targeting parameters, we ensured every ad was placed in front of the most relevant audience.
We mapped out regions that had a high concentration of parents actively searching for autism resources using tools like Meta’s audience insights and geolocation data.
When it comes to ABA therapy, you can’t just talk “services” and “treatment plans” and expect people to connect. Families are dealing with some of life’s toughest challenges, and they’re looking for more than just information—they’re looking for hope, understanding, and most importantly, trust.
That’s why we crafted ad creatives that hit home emotionally. The visuals, the messaging, the tone—it all had to speak to parents and professionals alike in a way that said, “We get it, and we can help.”
Parents are undeniably the decision-makers when it comes to ABA therapy, but the professionals they consult—such as case managers, pediatricians, and healthcare coordinators—hold a powerful influence in determining where families will go for treatment.
We specifically targeted these professionals based on their role, geographic location, and professional networks. Our goal was not only to make initial contact but also to ensure that we positioned the provider as a trusted and reliable partner who could consistently support the families they worked with.
The beauty of targeting professionals is that they aren’t just sending one family—they’re recommending multiple families over time, creating a sustainable flow of clients.
We didn't just hit the mark—we smashed it. From high-quality leads to valuable, long-term partnerships, our strategy delivered exactly what was needed. We successfully set the ABA provider up for success:
In just 30 days, our data-driven campaign for the ABA therapy provider generated 18 qualified for under $1,000 in ad spend. This not only validated our targeted approach but also proved that when ads are strategically placed, results come faster and more affordably.
One of the most significant outcomes of this campaign was attracting a case manager from a major health provider, a key player who has the power to refer multiple families for ABA therapy.
We successfully unlocked a continuous flow of clients by targeting professionals who serve as trusted sources for parents. This isn't just a one-time win—this professional connection is a springboard for long-term success.
The case manager’s connection to a broader network demonstrated how targeting professionals can be as valuable, if not more, than reaching out directly to parents. This relationship doesn’t just bring in a single lead—it creates a sustainable pipeline, ensuring the provider has a steady stream of referrals well into the future.
These professionals are influential in guiding families toward the right services, and by earning their trust, we set up the ABA provider for long-term growth.
At the end of the day, it all boils down to qualified leads. Too many unqualified leads can bog down your team while underwhelming campaigns stall growth entirely.
In this campaign, we focused on targeting the right people, not just the most people. By zeroing in on parents actively seeking ABA therapy and professionals who could refer multiple families, we ensured that every dollar spent was working toward attracting leads that were truly ready to convert.
The results speak for themselves—dozens of high-quality leads generated for under $1,000, along with a valuable, ongoing referral pipeline that sets the provider up for sustained growth. At TheCMG.co, we specialize in making these kinds of results a reality. Let’s work together to scale your ABA therapy practice with a strategy that delivers.
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