Ganaa Performance Marketing
March 2026 Month at a Glance
Total performance marketing spend was ₹4.74L across Google (₹3.78L) and Meta (₹0.96L), generating 2,202 leads and 19 admissions. The month started with challenges — bot traffic inflated Week 1 costs and a Vercel→AWS migration disrupted Week 2 — but optimization from Week 3 onward cut CPL by 43% and brought cost per admission down by 62%. The second half clearly outperformed the first across every metric.
Daily Spend Trend
Daily Leads Generated
Cost Efficiency — All Key Metrics (Daily)
Week-over-Week: A Clear Recovery Arc
Week 1 (₹1.16L, CPL ₹289) was hampered by bot traffic inflating junk leads. Week 2 (₹1.03L) saw the Vercel→AWS migration, forcing Google campaigns to rebuild from scratch. Week 3 (₹74K, CPL ₹164) is where optimization kicked in — cost per admission dropped to ₹14.9K. By Week 4 (₹1.19L, CPQL ₹918), the compounding effect of cleaner traffic + optimized campaigns delivered the best CPQL at scale.
Weekly Spends
Weekly Cost Metrics — Full Breakdown
Weekly Volume
Weekly Admission Rate
| Metric | Week 1 Mar 1-7 | Week 2 Mar 8-14 | Week 3 Mar 15-21 | Week 4 Mar 22-28 | Week 5 Mar 29-31 |
|---|---|---|---|---|---|
| Spends | |||||
| Total Spends | ₹1,16,264 | ₹1,02,821 | ₹74,402 | ₹1,19,290 | ₹61,289 |
| Meta Spends | ₹20,428 | ₹10,702 | ₹21,903 | ₹29,380 | ₹13,745 |
| Google Spends | ₹95,836 | ₹92,119 | ₹52,500 | ₹89,910 | ₹47,544 |
| Volume | |||||
| Total Leads | 403 | 407 | 454 | 656 | 282 |
| New Admissions | 3 | 1 | 5 | 4 | 1 |
| Total Admissions | 3 | 3 | 5 | 5 | 3 |
| Qualified Leads | 72 | 74 | 76 | 130 | 47 |
| Hot Leads | 17 | 14 | 12 | 25 | 2 |
| Cost Metrics | |||||
| Cost Per Lead | ₹288 | ₹253 | ₹164 | ₹182 | ₹217 |
| Cost Per Qualified Lead | ₹1,615 | ₹1,389 | ₹979 | ₹918 | ₹1,304 |
| Cost Per Hot Lead | ₹6,839 | ₹7,344 | ₹6,200 | ₹4,772 | ₹30,645 |
| Cost Per New Admission | ₹38,755 | ₹1,02,821 | ₹14,880 | ₹29,823 | ₹61,289 |
| Cost Per Total Admission | ₹38,755 | ₹34,274 | ₹14,880 | ₹23,858 | ₹20,430 |
| Conversion Rates | |||||
| Lead → Admission % | 0.74% | 0.74% | 1.10% | 0.76% | 1.06% |
| Lead → Hot % | 4.22% | 3.44% | 2.64% | 3.81% | 0.71% |
| Lead → Qualified % | 17.87% | 18.18% | 16.74% | 19.82% | 16.67% |
| Hot → Admission % | 17.65% | 21.43% | 41.67% | 20.00% | 150% |
| Qualified → Admission % | 4.17% | 4.05% | 6.58% | 3.85% | 6.38% |
Second Half Dominance: Spend Less, Get More
The last 16 days spent 3.6% less (₹2.33L vs ₹2.41L) yet generated 44% more leads (1,300 vs 902) and 117% more admissions (13 vs 6). CPL dropped 33%, CPQL dropped 38%, and cost per admission dropped 56%. This validates that Week 3 optimization compounded through Week 4.
⏳ First 15 Days (Mar 1–15)
🚀 Last 16 Days (Mar 16–31)
Half-Month Volume Comparison
Half-Month Cost Comparison
The Meta Budget Problem: 20% Budget, 0% Admissions?
Meta received ₹96K (20% of spend) vs Google's ₹3.78L (80%). Meta delivered lower CPL (₹135 vs ₹253) and lower CPQL (₹583 vs ₹1,615), but zero new admissions. All 14 came through Google. However, when Meta's share rose to 25–30% in Weeks 3–4, total qualified leads and admissions both peaked. At 10% budget, Meta barely generates awareness. At 25%+, it becomes the cost-efficient top-of-funnel engine that lets Google focus on high-intent conversions.
Google vs Meta — CPL
Google vs Meta — Leads Volume
| Platform | Leads | Qualified | New Adm | Lead→Qualified % | Lead→Admission % | Qualified→Adm % |
|---|---|---|---|---|---|---|
| 1,491 | 234 | 14 | 15.69% | 0.94% | 5.98% | |
| Meta | 711 | 165 | 0 | 23.21% | 0.00% | 0.00% |
| Combined | 2,202 | 399 | 14 | 18.12% | 0.64% | 3.51% |
Why 10% Meta Budget Won't Work
Week 2 at ~10% Meta budget (₹10.7K): only 26 leads, 12 qualified. Week 3 at ~29% (₹21.9K): 131 leads, 34 qualified. Week 4 at 25% (₹29.4K): 200 leads, 52 qualified. Meta needs minimum ~₹20-25K/week to generate enough qualified volume. Below that, spend evaporates into impression reach without driving action.
March: Massive Scale-Up with Mixed Results
Spend nearly doubled from Feb (₹2.48L→₹4.74L). Leads grew 2.7x (816→2,202) and qualified leads 2.8x (141→399). New IPDs nearly doubled (8→14). March spent ₹63K less than the ₹5.38L target budget but exceeded the lead target by 82% (2,202 vs 1,208). CPL of ₹215 crushed the ₹445 target. However, new IPDs at 14 fell short of the 25 target — top-of-funnel efficiency is excellent, bottom-funnel conversion needs work in April.
| Metric | Target | Actual | % of Target | Status |
|---|---|---|---|---|
| Total Budget | ₹5,37,500 | ₹4,74,067 | 88.2% | Under Budget |
| Meta Budget | ₹62,500 | ₹96,157 | 153.9% | Over — Good |
| Google Budget | ₹4,75,000 | ₹3,77,910 | 79.6% | Under |
| Total Leads | 1,208 | 2,202 | 182.3% | Beat by 82% |
| Qualified Leads | ~450 | 399 | 88.7% | Close |
| New IPDs | 25 | 14 | 56.0% | Missed by 44% |
| CPL | ₹445 | ₹215 | 207.0% better | Crushed |
| CPQL | ₹1,195 | ₹1,188 | 100.6% better | Beat |
| CAC (per new IPD) | ₹21,500 | ₹33,862 | 63.5% worse | Over by 57% |
Monthly Spends
Monthly Leads
New IPDs (Admissions)
CPL & CPQL Trend
| Month | Total Cost | Meta | Leads | Qualified | New IPDs | Total Conv. | CPL | CPQL | |
|---|---|---|---|---|---|---|---|---|---|
| Dec 2025 | ₹1,64,600 | ₹64,063 | ₹1,00,537 | 498 | 156 | 7 | 15 | ₹330 | ₹1,055 |
| Jan 2026 | ₹2,55,775 | ₹1,43,550 | ₹1,12,225 | 1,068 | 192 | 7 | 25 | ₹240 | ₹1,332 |
| Feb 2026 | ₹2,47,807 | ₹1,18,807 | ₹1,29,000 | 816 | 141 | 8 | 28 | ₹304 | ₹1,758 |
| Mar 2026 | ₹4,74,067 | ₹96,157 | ₹3,77,910 | 2,202 | 399 | 14 | 19 | ₹215 | ₹1,188 |
🤖 Bot Traffic Invasion
The month opened with a significant bot traffic problem, inflating junk leads and distorting cost metrics upward. Despite generating 403 leads, qualified volume was just 72 (17.9% rate). The baseline we'd improve from.
🔄 Website Migration: Vercel → AWS
Website transitioned from Vercel to AWS, forcing all Google campaigns to rebuild from scratch. Mid-week disruption while campaigns re-learned. Meta budget dropped to just 10% — far too low.
⚡ Optimization Kicks In
Website stable on AWS, bot countermeasures in place, proper optimization began. Despite lowest spend (₹74K), delivered the best cost efficiency. Meta scaled to 29% and responded with strong qualified volume. The inflection point.
🚀 Results at Scale
Optimized campaigns scaled back up to ₹1.19L — efficiency held. Best week by volume: 656 leads, 130 qualified, 25 hot, 5 admissions. Meta at 25% delivered strong qualified volume at ₹565/qualified — proving balanced allocation works.
📊 Month Close (3 Days)
Key Recommendations for April 2026
1. Scale Meta to 25-30% of total budget. Weeks 3–4 proved this ratio works — Meta feeds qualified volume at lower cost, Google converts at the bottom. At 10%, Meta is wasted spend.
2. Maintain the Week 3–4 optimization playbook. CPL under ₹200 and CPQL under ₹1,000 are achievable targets at scale.
3. Target ₹5-6L monthly spend with 70/30 Google-Meta split. Based on Week 4 efficiency (₹23.9K/admission) and improving W5 (₹20.4K/admission), this could yield 20-25 admissions/month.
4. Monitor bot traffic weekly. Week 1 spike cost ~₹30-40K in wasted spend.
Ganaa SEO Performance
SEO at a Glance: Non-Branded Discovery is Surging
Non-branded impressions grew 165% from Dec (10,827) to Mar (28,642), and average position improved from 15.96 to 12.95 — the site is ranking higher for discovery queries. Branded search saw a massive spike in Feb–Mar (44K→86K impressions) driven by the YouTube campaign. Total impressions hit 150,651 in March — 6x the Dec baseline. Avg position improved to 4.67, up from 11.96 in Dec. However, organic CTR is declining (2.81%→0.86%) as impressions scale — a natural effect of ranking for more long-tail terms. Note: The YouTube campaign also attracted bot traffic, so it was momentarily paused to clean up the signal.
Non-Branded: The Real SEO Signal
Non-branded impressions grew steadily: 10,827 → 12,661 → 15,598 → 28,642. Average ranking improved from position 15.96 to 12.95. Non-branded clicks grew to 108 (92→89→80→108) — the site is appearing for more queries and clicks are now trending up. CTR optimization via meta descriptions and title tags for high-impression pages is the next lever to pull.
Monthly Impressions — Branded vs Non-Branded
Monthly Clicks Trend
Average Ranking Trend on Google Search Page
GA4 Organic Sessions & Users
| Metric | Dec 2025 | Jan 2026 | Feb 2026 | Mar 2026 | Dec→Mar Change |
|---|---|---|---|---|---|
| Search Console — Overall | |||||
| Impressions | 25,035 | 30,168 | 90,201 | 97,689 | +290% |
| Clicks | 703 | 724 | 1,046 | 901 | +28% |
| CTR | 2.81% | 2.40% | 1.16% | 0.92% | -1.89pp |
| Avg Position | 11.96 | 14.16 | 6.21 | 5.10 | +6.86 ↑ |
| Non-Branded | |||||
| Impressions | 10,827 | 12,661 | 15,598 | 18,118 | +67% |
| Clicks | 92 | 89 | 80 | 73 | -21% |
| CTR | 0.85% | 0.70% | 0.51% | 0.40% | -0.45pp |
| Avg Position | 15.96 | 20.80 | 16.59 | 13.04 | +2.92 ↑ |
| Branded | |||||
| Impressions | 1,441 | 1,536 | 44,757 | 49,966 | +3,368% |
| Clicks | 146 | 141 | 339 | 311 | +113% |
| Avg Position | 3.93 | 4.32 | 1.13 | 1.09 | +2.84 ↑ |
| GA4 Organic Traffic | |||||
| Sessions | 929 | 950 | 1,312 | 1,189 | +28% |
| Users | 624 | 630 | 928 | 892 | +43% |
| New Users | 538 | 545 | 818 | 811 | +51% |
| Engagement Rate | 67.4% | 62.5% | 63.9% | 53.1% | -14.3pp |
Ganaa Google My Business
GMB: SEO Optimization Driving Massive Call Growth
After optimizing the Google My Business listings from an SEO perspective, we're seeing a significant upward trajectory in calls — phone button clicks surged 410% MoM (109→556). The Monthly Calls Trend reflects clicks on the call button within GMB listings. Ganaa Nature led the charge with 458 call clicks in March alone. Total interactions nearly doubled to 1,478 (+84% MoM). After optimizing the chat section of GMB, chat clicks grew +361% MoM (28→129), proving chat is now a strong engagement channel. Noida centre added 95 interactions in its first month. Website clicks grew +78% (148→263).
Monthly Interactions Trend
Monthly Calls Trend
March Interactions by Centre
March Interaction Types
| Centre | Total | Calls | Chat | Directions | Website | MoM Note |
|---|---|---|---|---|---|---|
| Ganaa Xanadu | 523 | 65 | 19 | 394 | 45 | Calls steady; directions ↓15% |
| Ganaa Goa | 141 | 33 | 17 | 47 | 44 | Calls ↑74%; chat ↑240% |
| Ganaa Nature | 719 | 458 | 93 | 33 | 135 | Calls ↑1479%; chat ↑1450%; website ↑121% |
| Ganaa Noida NEW | 95 | 0 | 0 | 56 | 39 | First full month; optimize listing for calls & chat |
| Total | 1,478 | 556 | 129 | 530 | 263 | ↑84% MoM overall |
| Metric | Dec 2025 | Jan 2026 | Feb 2026 | Mar 2026 | Dec→Mar |
|---|---|---|---|---|---|
| Total Interactions | 790 | 786 | 803 | 1,478 | +87% |
| Calls | 63 | 94 | 109 | 556 | +783% |
| Chat Clicks | 24 | 46 | 28 | 129 | +438% |
| Direction Requests | 591 | 522 | 518 | 530 | -10% |
| Website Clicks | 112 | 124 | 148 | 263 | +135% |
Key GMB Recommendations for April
1. Ganaa Nature is the breakout star — 458 call clicks and 93 chat clicks in March alone. Replicate the listing optimization approach (categories, posts, local SEO) across other centres immediately.
2. Optimize Noida's GMB listing — 95 interactions but zero calls or chat clicks despite phone and chat being enabled. The listing needs proper optimization — photos, services, posts, and Q&A — to drive higher engagement.
3. Chat optimization is paying off — after optimizing the chat section across GMB listings, we're seeing 129 chat clicks (+361% MoM). Continue improving chat response times and visibility across all centres.
4. Xanadu direction requests declining — down from 465 to 394. But calls are steady at 65 — people may be calling directly instead of visiting maps.
Key Tasks Covered
Ganaa & Mind Vriksha — March 2026 Project Summary
Key Takeaways — Ganaa & Mind Vriksha, March 2026
A comprehensive overview of all major tasks executed across performance marketing, SEO, content, CRM, and brand transition during March 2026.
Ads Restructuring & Campaign Cleanup
Non-performing search campaigns were paused across 7 verticals (schizophrenia, bipolar, ADHD, rehab centres, trauma, women's rehab, luxury rehab), and a new Google Ads campaign structure was launched with fresh ad variations for both search and local visits.
Meta Ads Overhauled
A new Meta ad structure was launched, Meta pixel conversion tracking was set up for accurate attribution, and a new call tracking number was integrated across Meta campaigns.
Ad Strength Brought to Standard
All search and local visits ads were reviewed, descriptions updated, new images requested, and ad strength improved to "Good" or above across the board. A new asset group was also created for local visits.
Account-Level Keyword Hygiene Established
Negative keywords were applied at the account level (not just campaign level), new high-intent keywords were added from search terms reports, and keyword lists were shared with KD for alignment.
4+ Blogs Taken Live, 8 Blog SEO Pieces Delivered
2 blogs were published in the first wave, followed by 2 more in the second week. In parallel, 8 blog SEO briefs were completed and shared, along with an LP (landing page) content framework for future blog-driven pages.
Google My Business — Major SEO Push
GMB titles were updated across locations to reflect the Ganaa brand and target keywords. GMB descriptions were rewritten for all listings. Reviews were solicited and shared in bulk with a structured "pointers to remember" guide for the team. The Noida location was added both on GMB and on the Ganaa website Centres page.
Technical SEO Improvements Shipped
H2 and H3 heading structures were defined and shared for on-page optimisation. The WhatsApp widget was replaced with Gallabox for better tracking and attribution. Landing pages were refreshed — junk CTAs removed, service descriptions updated, and location-specific content added. Meta titles were updated across key pages.
Social SEO Aligned with the Ganaa Rebrand
Social media profile names, bios, titles, and profile images were updated across platforms to reflect the Mind Vriksha to Ganaa transition, ensuring brand consistency from a social SEO standpoint.
Video Content Pipeline Activated
Two rounds of alcohol awareness videos were produced by Rudra. A Noida-specific ad video featuring a Dr. Rohit Gupta byte was created and uploaded to YouTube. Raw footage for AI-generated videos was also shared for future creative production.
Reporting Structure Fully Established
A reporting template was created and shared with the team. The February report was completed and delivered. Reporting formulas were built into the tracking sheet. A recurring weekly reporting cadence was set — reports to be created every Tuesday — giving us a much clearer, structured way of tracking campaign and SEO performance going forward.
HubSpot CRM & Lead Flow Fixed
The OPD/IPD interchange issue in HubSpot was resolved (urgent), ensuring leads are now correctly categorised. A follow-up mechanism was also designed and implemented to reduce lead drop-off.
WhatsApp Automation Upgraded
New WhatsApp automation workflows were activated, older ones paused, and MM Lite was integrated — improving the speed and consistency of lead engagement.
Call Tracking & Volume Monitoring in Place
HL Chat and HL Call volumes were tracked and benchmarked. A new call tracking number was set up for cleaner attribution across Google and Meta campaigns. Campaign budgets for Delhi NCR Mental Health were actively monitored throughout the month.
Content for Ads — Modular Shoot Prep Completed
Content was reviewed and structured for a modular video shoot, giving the team a permutation-based framework to generate multiple ad creatives from a single shoot session.
Video Content & YouTube Overhaul
The entire YouTube page was revamped with new videos and properly optimised thumbnails from an SEO standpoint. Two rounds of alcohol awareness videos were produced, a Noida-specific ad video was uploaded, and raw footage for AI-generated videos was shared. The channel now presents a much more professional, search-friendly presence.