Reducing CAC by 40% for Rula
Scaling a $4M/Month Multi-Channel Engine for a Leading Teletherapy Platform
ROLE:
Paid Media Lead
SPEND:
$4M+ Monthly
IMPACT:
40% CAC Reduction
FOCUS:
Search, PMax, YouTube
The Challenge
Rula is one of the largest teletherapy platforms in the US. As the company grew, they needed to scale patient acquisition while significantly improving efficiency. The existing account structure had reached a point of diminishing returns, making it difficult to maintain a low cost per patient start at scale.
Rula needed to:
Scale patient volume while hitting aggressive efficiency targets.
Improve granular control over regional performance.
Modernize the account structure to handle high-velocity spend.
The company’s primary objective was to reduce cost per patient start while continuing to expand its reach and capture new demand across key channels.
The Solution
I transformed the paid search program into a scalable growth engine by focusing on three key pillars:
Strategic Geo-Segmentation: Collaborated with the finance team to group states into tiers based on CAC and LTV/CAC targets, allowing for more strategic budget allocation.
Budget Management: Reallocated budgets across Google Search, Performance Max, YouTube, and Bing to align with performance data and maximize efficiency.
Strategic Expansion: Identified untapped demand by launching new state-level initiatives and targeted campaigns in previously overlooked regions and categories.
The impact
The new infrastructure transformed Rula’s paid search into a high-performance engine, enabling rapid growth alongside measurable efficiency gains:
40% Reduction in Cost Per Patient Start: Achieved significant savings while maintaining high patient volume.
HIPAA-Compliant Growth: Built a robust, scalable infrastructure that adhered to all healthcare privacy regulations.
Sustainable Scalability: Established a performance-driven structure capable of identifying and capturing additional demand efficiently.