Axis Integrated Mental Health Case Study: Scaling Mental Health Advertising in Colorado

Scaling Mental Health Advertising Without Compromising Compliance

Case Study: Axis Integrated Mental Health | Colorado

Campaign period: July 1, 2025 to September 23, 2026

The Results at a Glance

1.82M impressions | 4,640 conversions | $47.34 cost per conversion | $220K total spend

Campaign Investment

Monthly advertising budget: $30,000

Google Ads: $15,000 per month | Meta Ads: $10,000 per month | MNTN Connected TV: $5,000 per month

The Problem

Mental health and antidepressant-related advertising carries unique constraints that most ecommerce and general healthcare accounts do not face. Restricted drug and substance policies can limit how psychiatric treatment is marketed, including keyword and landing-page choices. Healthcare advertising also requires careful handling of patient-facing language, targeting and remarketing practices because sensitive health information must not be used to build re-identifiable audiences.

Sensitive-category reviews can slow launches and increase the risk of disapprovals when copy and creative are not pre-vetted. The result for many accounts is low volume, high hesitancy and campaigns that under-deliver because compliance concerns override performance strategy.

The Solution: Compliance Built Into the Architecture

Rather than treating compliance as a blocker, the campaign architecture was built around compliance from day one.

Ad copy and landing-page direction were developed to address restricted-category and healthcare policy requirements without reducing the message to vague, low-converting language.

Google Search and Performance Max campaigns were structured around compliant keyword sets designed to capture high-intent search behavior while avoiding unnecessary drug-name-specific triggers that can increase disapproval risk.

Targeting and remarketing were approached with HIPAA-conscious data-handling expectations in mind, avoiding re-identifiable audience strategies built from sensitive health signals.

A review-and-launch workflow pre-checked campaign assets against platform policy before launch to reduce avoidable disapproval-driven downtime.

My Work & Effort

Ongoing Meta and Google ad copywriting across awareness, traffic and lead-generation campaign types using compliance-aware messaging.

Google Ads copy tailored to location-specific mental health services across Colorado.

Performance Max asset sets designed with sensitive-category review considerations in mind.

Editorial creative direction and design support aligned with campaign messaging.

Continuous monitoring and optimization as advertising-platform healthcare policies and review requirements evolved.

Multi-Channel Media Strategy

Google Ads focused on capturing high-intent demand through Search and Performance Max.

Meta Ads supported awareness, traffic and lead-generation activity with policy-conscious creative and messaging.

MNTN Connected TV extended reach through a $5,000 monthly connected-TV allocation.

Results

From July 1, 2025 through September 23, 2026, the campaigns generated 1.82 million impressions and 4,640 reported conversions at a reported $47.34 cost per conversion, with $220,000 in reported total spend.

The account sustained delivery across approximately 15 months with no reported policy-driven account suspensions, demonstrating that restricted-category healthcare advertising can pursue scale while maintaining a compliance-conscious operating process.

Need a Compliance-Conscious Healthcare Advertising Strategy?

The Scroll Labs helps healthcare and medical organizations build performance marketing systems across Google Ads, Meta Ads and emerging advertising channels with a strong focus on responsible data handling and platform-policy awareness.