Entera Doula · website + acquisition
Turn a website into a lead system.
Entera Doula had deep expertise and an established practice, but inconsistent online lead flow. I rebuilt the website, created dedicated acquisition pages, launched Google Ads as a new channel, and connected the journey through to confirmed inquiries.
- Role
- Growth marketing consultant
- Scope
- Website, landing pages, paid acquisition, tracking
- Period
- Q4 2024–present
- Leads generated through the new Google Ads channel
- 71
- Cost per lead
- ~$42
- Ad clicks that became leads
- 8.2%
862 ad clicks · approximately $2,980 in spend · Google Ads launched Q3 2025
The expertise was there. The lead system wasn’t.
The existing Weebly setup was slow and limiting, online lead flow was inconsistent, and there was no established Google Ads acquisition channel. High-intent traffic needed a clearer path from click to inquiry, with the site, landing page, intake, and measurement working as one system.
Site
The practice needed a faster, clearer website that could explain the services and make the next step obvious.
Acquisition
Google Ads was a new channel. There was no inherited paid-search system to optimize.
Follow-through
Traffic needed to reach a real consultation path, with confirmed submissions measured as leads rather than soft engagement events.
Build the system
The pieces had to work in the right order.
- 01
Entera Doula
Make the main site easier to use and act on
- Migrated the core site from Weebly to a faster, optimized WordPress build.
- Clarified the service structure, proof, and inquiry paths.
- Built the broader site to support local search, service education, and free-consult conversion paths.
- 02
Separate research from acquisition
Give paid traffic a focused path
- Built dedicated acquisition landing pages rather than sending every ad click into the full website.
- Created a focused Birth Doula experience for Greater Boston and Southern New Hampshire traffic.
- Connected the page through service proof, pricing, FAQs, and a clear free-consult action.
- Kept the real 17hats intake inside the landing-page journey instead of forcing prospects to restart elsewhere.
- 03
Measure real leads
Count confirmed inquiries, not soft events
- Launched Google Ads as a new acquisition channel in Q3 2025.
- Connected confirmed 17hats submissions through the post-submit /thank-you flow.
- Used the direct Google Ads conversion as the primary bidding signal.
- Kept iframe loads, page views, section visibility, and other soft events from being counted as leads.
Entera Doula · new paid acquisition channel
71 leads
~$42 each
Since launching Google Ads as a new acquisition channel in Q3 2025, the Birth Doula campaign has generated 71 confirmed leads from 862 ad clicks on approximately $2,980 in spend.
That works out to roughly one lead for every 12 ad clicks, at about $42 per lead.
The result came from the system, not one page.
The WordPress site handled the broader practice: services, trust, local discovery, and ongoing research. The dedicated Birth Doula landing page handled high-intent paid traffic. The intake and measurement layer connected those visits to confirmed inquiries. None of those pieces was especially useful in isolation.
“I really appreciate you, and it's all working! I hate outsourcing anything, but now I wouldn't trust anybody else.”The same project also included language access work. Read the translation + access case
Need the website and the lead path to work together?
If the site, landing page, tracking, or follow-up path is making it harder to turn interest into inquiries, show me what you have. I’ll help identify the simplest useful next step.
Planning a full rebuild? See Website Builds.