Novopsych Paid Media (Google, Meta, Bing & LinkedIn Ads).
NovoPsych Psychometrics is a platform that gives mental health clinicians free access to over 150 psychological assessments, plus an AI-powered tool called NovoNote that automatically generates session notes. With no prior paid media experience, NovoPsych partnered with Spicy Web to build their advertising presence from the ground up with a focus on growing their paid user base across Australia and internationally, particularly the USA.
Using a targeted mix of Google, Meta, LinkedIn, and Microsoft Ads, the results spoke for themselves. Over 8 months, we achieved: paid sign-ups increase by 502%, achieved a 439% return on ad spend, and cost per paid sign-up decreased by 56%.
Industries
- SaaS
- B2B
Services
- SEO
- Technical SEO
- International SEO
- SEO Migration
Spicy Web levelled up our business in so many ways that we didn’t even know were possible.
Challenges & Objectives
Establish a paid media presence from scratch: enter a competitive market and build brand awareness against already-established players
Increase paid sign-ups: drive valuable paid subscriptions, with an initial break-even target of 117 sign-ups
Maintain an efficient cost per sign-up: keep acquisition costs below $500 per paid sign-up
Achieve strong ROAS: ensure paid channels were acquiring high-value subscribers efficiently
Set up cross-domain UTM tracking: build accurate ROI measurement infrastructure
Within 12 months, we delivered an average ROAS of 439%
↑ 439%
Monthly
ROAS
↑ 502%+
Increase in
Paid Sign Ups
↓ 56%
Decrease in
Cost Per Lead
Fantastic experience from start to finish. Spicy Web is professional, creative, and genuinely cares about getting things right. Great service and great people.
Approach & Strategy
Full-funnel structure
- Meta and LinkedIn Ads built top-of-funnel awareness, while Google and Microsoft Ads focused on bottom-of-funnel conversions
Precise audience targeting
- Mental health clinician job titles (psychologists, psychiatrists, therapists, counsellors, and social workers) were specifically targeted, with lookalike and custom audiences used for lead generation and remarketing.
- Country-specific campaigns across Australia, USA, UK, and New Zealand with tailored budget allocation and messaging by market maturity
Stand-out creative:
- Creatives including short-form video, infographic-style educational content, webinar promotions, clinician workflow demonstrations, and humorous/relatable creatives, all designed to humanise complex AI functionality for busy clinicians
High-intent keyword targeting:
- Google and Bing Ads captured users actively searching for psychological assessment tools and AI note-taking software
Advanced lead tracking:
- Cross-domain UTM tracking enabled accurate attribution across every paid media source and clearer assessment of lead quality
