Case Studies | Josh Blicker
Multi-state is different. In-home. And clinics. In many states! More channels. More noise. Less clarity.
This case study shows how CMG gave a multi-state ABA operator enterprise-level profit visibility, allowing them to allocate spend, channels, and states based on real business data instead of agency opinion.
This is a large, multi-state ABA organization with clinics and in-home services across several states. They were already spending meaningful money on marketing. Google Ads with one agency. SEO with another. Over $7,000 per month in retainers before ad spend over 15k+ a month. But they weren’t using actual data reports tied to channels + business outcomes. SEO would squabble with Google Ads. It got messy. And leadership still could not clearly see the impact of their marketing dollars… It’s too expensive too mess up.
Nothing was “broken.” What was missing was understanding the business impact of marketing: i.e. how many kiddos each channel brought in and the cost per kiddo in service. Marketing performance was fragmented. SEO reported rankings. Google Ads reported clicks.
Neither showed how marketing impacted intakes or kids in service across states. Leadership could not confidently answer:
Which states are actually profitable? Which states absorb budget without return? Which channels drive kids, not just leads.
Growth decisions were being made with partial truth. That is not a marketing issue. That is an enterprise data gap.
CMG replaced agencies, but more importantly, we replaced how decisions were made. We implemented our GoHighLevel CRM and connected it directly to the client’s internal CRM so the entire journey could be tracked in one system.
From first click > To lead > To call > To intake > To kid in service
Then we built a 12-week trailing performance view that showed real outcomes by:
State, Channel, Intake cost, Kid-in-service cost
No blended averages. No platform bias.
No interpretation required. This is the level of visibility enterprise operators use. CMG delivered it to a private ABA company.
Once state-level truth existed, allocation became obvious. Some states were quietly outperforming others. Some channels worked in certain states and not in others. Budget could now move intelligently. Spend was pulled from inefficient states. Spend was pushed into profitable states. Channels were funded based on kids in service, not opinions. Growth stopped being cautious. It became deliberate.
CMG does not take commissions. We do not take a percentage of ad spend. We do not make more money by telling clients to “spend more.”
We make money by retaining clients.
Clients stay when they are profitable.
That means Google, Meta, and SEO all compete on the same scoreboard. Channels live or die by results, state by state.
No politics. No narratives. No bullshit.
With full visibility in place, the company scaled confidently. Monthly ad investment increased from the mid-five figures to $70K+ per month, while profitability improved, not declined. Waste was removed. Strong states were amplified. Weak states were addressed deliberately. Multi-state scale became manageable.
Multi-state ABA growth does not fail because of ads. It fails because leaders cannot see clearly enough to allocate capital with confidence. When you give operators enterprise-level profit visibility, scale stops being risky. It becomes a decision.
