Gold Coast Doulas Increased Lead Volume by 9% While Reducing CPL by 22% Through Google Ads
Gold Coast Doulas wanted to generate more postpartum clients, but faced a unique search challenge: many new parents simply didn’t know that postpartum doula support was an option during their baby’s first year.
Bluum took over the existing Google Ads strategy and focused on improving targeting, reducing wasted spend, and identifying the services driving the strongest search demand. Within the case study period, lead volume increased 9% quarter-over-quarter while cost per lead decreased 22%, alongside a 30% increase in ad engagement and a 7% improvement in conversion rate.
9% Increase in Lead Volume 🔥 22% Lower Cost Per Lead 🔥 30% Increase in Ad Engagement 🔥
The Challenge
Gold Coast Doulas offers specialized support for expecting and new parents, including postpartum doula care, overnight newborn support, sleep consulting, and educational services.
But unlike a service someone already knows to search for, postpartum support often requires creating awareness around the solution itself. The team specifically identified a major hurdle: many parents didn’t realize they could hire a doula to support them throughout their baby’s first year.
Gold Coast Doulas already had Google Ads running when Bluum came in. The opportunity was to identify where the existing strategy could work harder, capture more qualified demand, and expand around the services prospective clients were actively searching for.
The Pain Points
Improving performance meant balancing existing search demand with services that required more education, while making a relatively limited advertising budget work harder.
Limited Awareness Around Postpartum Services
Potential clients often knew they needed help, but didn’t necessarily know that postpartum doula care was the solution. The search strategy needed to connect Gold Coast Doulas with parents based on the problems and services they were already looking for.
Finding the Highest-Intent Services
Not every service or keyword represented the same opportunity. Bluum needed to identify where demand and conversion intent were strongest, then use those insights to guide campaign optimization and future expansion.
Reducing Wasted Ad Spend
Generating more leads couldn't simply come from spending more. Targeting and budget allocation needed to become more efficient so Gold Coast Doulas could increase lead volume while simultaneously reducing acquisition costs.
Adapting to How Parents Convert
Mobile accounted for 77% of conversions, making the mobile experience particularly important to campaign performance and revealing opportunities to make actions like calling the business easier for prospective clients.
The Huumans
Behind The Work
Great results don’t come from systems alone, they come from the people behind them.
Each Bluum partnership is backed by a cross-functional team that blends strategy, design, and leadership oversight to move fast and think smart.
Every win starts with the people who make it happen.
Here’s the team that brought this one to life.
Account Lead
Landon Chung
Landon served as the main point of contact and project quarterback. He guided communication, managed timelines, and made sure every piece of the partnership stayed on track and on brand.
Lead Designer
B. Bernhard
B. shaped the visual direction of the work by translating goals and audience insights into creative that captured attention and drove action.
Executive Sponsor
Ally Michelle
Ally stayed close to the partnership from start to finish, providing executive oversight, helping remove roadblocks, and keeping the work aligned with the client’s bigger business goals.
The Results
Bluum's optimizations improved both the volume and efficiency of Gold Coast Doulas' Google Ads program, while revealing valuable insights into the services and search behaviors with the strongest potential for continued growth.
9% Increase in Lead Volume
Lead generation increased 9% quarter-over-quarter as refined targeting helped Gold Coast Doulas capture more qualified interest.
22% Lower Cost Per Lead
At the same time, cost per lead decreased 22% quarter-over-quarter, allowing the account to generate greater lead volume more efficiently.
30% Increase in Ad Engagement
Improved targeting contributed to a 30% increase in ad engagement, indicating that the campaigns were reaching audiences more aligned with Gold Coast Doulas' services.
7% Improvement in Conversion Rate
Conversion rate increased 7%, reinforcing that improved campaign targeting wasn't simply generating more traffic or engagement. It was bringing more relevant prospective clients into the funnel.
The Strategy
Bluum began by auditing Gold Coast Doulas' existing Google Ads strategy and identifying opportunities to improve targeting and budget efficiency. Rather than simply expanding campaign reach, the focus was on reducing wasted spend and concentrating investment around searches demonstrating stronger relevance and intent.
Search behavior quickly helped shape the strategy. Outside of branded terms, some of the strongest-performing keywords centered around nighttime nanny and sleep consulting services, revealing areas of particularly strong demand. Bluum used those insights to refine targeting while identifying opportunities to expand around the services prospective clients were already actively seeking.
Campaign messaging and structure continued evolving alongside those insights. Bluum introduced sitelinks promoting Gold Coast Doulas' online courses and classes, while competitive Auction Insights revealed that the brand was appearing alongside businesses targeting many of the same nighttime nanny, sleep consulting, and maternity-support searches. Those findings created additional opportunities to differentiate Gold Coast Doulas' messaging around its unique value propositions.
Performance data also informed what should happen beyond the ads themselves. With 77% of conversions occurring on mobile, Bluum identified the mobile customer journey as a key opportunity and recommended making click-to-call functionality more prominent. Meanwhile, maternity and new-parent searches were growing, giving Gold Coast Doulas a clearer roadmap for where additional budget and campaign expansion could support future growth.
“Bluum brought the expertise we needed to make our Google Ads work harder. They helped us refine our strategy, reach more of the right prospective clients, and generate more leads while lowering our cost per lead. We were thrilled with the progress and really valued the expertise they brought to our advertising.”
Jennifer Moreau, Founder and CEO @ EA Marketing Hub w/ Gold Coast Doulas
Cue
Bluum
Sometimes your biggest marketing opportunity isn't convincing someone to choose your business. It's helping them discover that the solution they're looking for exists in the first place.
For Gold Coast Doulas, Bluum used search behavior to understand what new parents were actually asking for, then built the advertising strategy around those needs. Better targeting reduced wasted spend, high-performing service categories shaped campaign expansion, and conversion data revealed where the customer journey could become even stronger.
The result was 9% more leads at a 22% lower cost per lead, alongside stronger engagement and conversion performance.
“Bluum brought the expertise we needed to make our Google Ads work harder. They helped us refine our strategy, reach more of the right prospective clients, and generate more leads while lowering our cost per lead. We were thrilled with the progress and really valued the expertise they brought to our advertising.”
Jennifer Moreau, Founder and CEO @ EA Marketing Hub w/ Gold Coast Doulas
“Bluum brought the expertise we needed to make our Google Ads work harder. They helped us refine our strategy, reach more of the right prospective clients, and generate more leads while lowering our cost per lead. We were thrilled with the progress and really valued the expertise they brought to our advertising.”
Jennifer Moreau, Founder and CEO @ EA Marketing Hub w/ Gold Coast Doulas
Creative That Converts
For Gold Coast Doulas, effective creative started with understanding how prospective clients described the help they were looking for. Bluum aligned Google Search messaging with high-intent needs like overnight newborn support, sleep consulting, and maternity care, helping the brand reach parents even when they weren't explicitly searching for a “postpartum doula.”
As search data revealed which services generated the strongest response, those insights informed new messaging opportunities designed to better communicate Gold Coast Doulas' value and differentiate the brand within an increasingly competitive search landscape.
