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Case studyHealthcareTMJ & Sleep Therapy Centre of St. Louis

8.6× the patients

A cash-based TMJ and sleep practice that needed the right patients, not more clicks.

Client
TMJ & Sleep Therapy Centre of St. Louis
Location
St. Louis metro, MO
Model
Cash-based TMJ and sleep specialty
Period
Q4 2024 – August 2025
+757%
Qualified leads a month
01Challenge

The practice didn’t need more traffic. In a cash-based specialty not every lead is a patient — growth had to be measured by clinical fit, not form fills.

Anchor was engaged to build a durable organic foundation, align intake with the doctor’s clinical criteria, and create a Google Ads engine that prioritized qualified demand over volume.

In a cash-based model

  • Not every lead is viable
  • Insurance-driven inquiries often stall
  • Growth has to be measured by clinical fit
02Diagnosis

What we found

Growth had to be measured by lead quality as the practice scored it, not surface-level conversions.

  • Organic search

    Missing the words patients use

    The site described treatments, not the symptoms people search for.

  • Intake

    Intake that qualified no one

    Every inquiry looked the same until the doctor was on the phone.

  • Paid media

    Ads judged on volume alone

    Campaigns chased form fills, not the patients the practice wanted.

03Solution

Three workstreams

  • SEO foundation

    Found for the symptoms

    • Indexation and speed cleanup
    • A TMJ hub and symptom pages
    • Medical and local schema

  • Clinician-informed intake

    Written with the doctor

    • Quizzes written with the doctor
    • Pre-qualified before the call
    • Credibility for a new field

  • Accountable Google Ads

    Scored on every call

    • Rebuilt around intent
    • Tested against lead quality
    • Calls tracked and star-scored
04Execution

How it went live

Search, intake and paid media, built as one system.

  1. Technical SEO
  2. Information architecture
  3. Schema
  4. Patient intake
  5. Google Ads
  6. Call tracking
  7. Lead scoring
05Result

Quality before volume

Qualified leads a month1

+757%

Scored by the practice

Before7
After60

Ad conversion rate2

4.3×

Before1.75%
After7.50%

Cost per acquisition3

−75%

Budget flat at $2,500 a month

Before$265
After$65

Why it worked

  • Patients’ own wordsCaptured demand for the exact symptoms people search.
  • The doctor’s questionsProved credibility and raised the quality and speed of intake.
  • Quality-scored adsConverted more of the right searches at a quarter of the cost.
  1. High-quality leads as scored by the practice. Q4 2024 monthly average (7) against August 2025 (60). Q3 2025 averaged 45 a month (+543%).
  2. Google Ads conversion rate, December 2024 against August 2025.
  3. Google Ads cost per acquisition, December 2024 against August 2025. Monthly budget averaged about $2,500, January to August 2025.
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Same problem, different business? The method that ran here is the one every engagement starts with.

What happens next

  1. A conversationA strategist replies within one business day.
  2. The diagnosisWe find the one constraint holding growth back.
  3. The planWhat to fix first, who does it and how it is measured.

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