Case study
The Keim Centers
Pregnancy centers serving women in Norfolk, Virginia Beach, Chesapeake, Portsmouth and Suffolk, Virginia.
The Keim Centers serve women facing unexpected pregnancies at five locations across Hampton Roads, Virginia. M is Good runs the centers’ Google Ads, local SEO, AI search work, call tracking and website.
Using the R7 Process, M is Good helps The Keim Centers reach women across Hampton Roads at the moment they search for help.
2,653
Calls and appointment requests from Google Ads in 2025
$61.04
Average cost per lead in 2025
+5%
Patients served, year to date through October 2025 vs 2024
The problem
The women Keim serves are usually searching on a phone, often privately and in a hurry, and their search results are crowded with abortion providers, telehealth pill services and directory listings. With five locations, every center needs to show up accurately in its own neighborhood, and leadership needs to know which dollars produce appointments, not just clicks.
In 2025 those campaigns produced 2,653 calls and appointment requests at an average of $61 per lead, and the centers served about 5% more patients than the year before.
The journey
2023
The Keim Centers begin working with M is Good.
October 2025
Profile calls up 35% in Chesapeake and 30.5% in Virginia Beach year over year.
2025 full year
2,653 calls and appointment requests at $61 each; patients served up about 5%.
August 2026
All website forms connected to call tracking; AI search visibility score rises from 35 to 44 out of 100 by September.
October 2026
94 leads in two weeks, up from 55, with cost per lead down from $132 to $100.
The R7 Process at work
Strategy: Budget Where Women Need Help Most
A year-round Google Ads program with campaigns built around the searches women actually make, reviewed every two weeks with Keim’s leadership and finance team against an annual budget.
Communicate: Every Location Findable
Each of the five centers has its own location page and Google Business Profile, kept accurate and active with posts and new reviews.
Think: See the Whole Lead Picture
In 2026 we connected every website form to CallTrackingMetrics, so Google can see paid and organic leads together for the first time, and began classifying calls by quality.
Action: Get Ready for AI Search
Profile posts, FAQ sections with schema on key pages, and an FAQ archive reviewed by Keim’s medical team, so AI tools quote accurate answers about the centers.
More women found a center and called or booked
During The Keim Centers’ partnership with M is Good, more women found a Keim center and called or booked.
Location-level reporting across five centers
Paid and organic leads tracked together for the first time
Medical-team-reviewed answers that AI tools can quote
An honest note on cost
Click costs on these searches rose sharply in 2026, and Google restricts how pregnancy centers can advertise. Cost per lead has risen this year as a result, which is why we’ve rebuilt landing pages, tracking and AI search work to bring it back down.
Metrics
| Result | Detail |
|---|---|
| +74% | Google search impressions, 28 days to mid-November 2025 vs a year earlier, with clicks up 18% |
| +35% and +30.5% | October 2025 profile calls in Chesapeake and Virginia Beach vs a year earlier |
| +71% | Leads in the two weeks to mid-October 2026 vs the prior period (94 vs 55) |
Frequently asked questions
What are The Keim Centers?
The Keim Centers are pregnancy centers serving women at five locations in Norfolk, Virginia Beach, Chesapeake, Portsmouth and Suffolk, Virginia.
How do you track leads for a pregnancy center without collecting private information?
Calls and appointment forms are counted as conversions through call tracking, without sending personal or medical details to ad platforms.
Why does cost per lead change from year to year?
Click prices for pregnancy-related searches move with competition and with Google’s policies for pregnancy centers. We review cost per lead every two weeks and adjust budgets, landing pages and targeting in response.
See how we help pregnancy centers through pregnancy center marketing, or read how we served Hope Clinic.
The R7 Process has helped hundreds of clients achieve their goals.
Will you be next? Let’s talk about your center’s story and where it can reach more people.
