10 min read

Mindset Transformation

Published on

10 Sep 2025

Key Results and Impact

Consistent single digit cost per lead

Nearly 200 leads from top ad

Reached over 40,000 people

Contributors

Holly Adelaide

Brand Messaging Specialist

Rohit Sood

Managing Director

Get in touch

Browse Success Stories

Book a free Consultation

Campaign Breakdown

Mindset Transformation came to SoudCoh with a simple brief and a hefty ambition - make it easy for people living with anxiety to reach out for help. We designed a sizzling Meta ads program built around authentic, selfie-style videos from the founder speaking calmly to camera. The primary text led with empathy, asking if minds were racing with worry, and offered a quick, no-pressure chat. Five punchy headline variants backed this up, such as invitations to book a free clarity call or take the first step toward a calmer mind. We ran across Facebook and Instagram placements with Learn more as the call to action.

Execution was all about momentum. We used a conversions objective, highest volume bidding, and Advantage placements to scale. Budgets started lean, then ramped as results landed. Three intent themes shaped the ad sets - anxiety, depression, burnout - and we tested short versus longer videos plus caption placements. Over the first burst the campaign clocked a roaring 90k impressions, reaching more than 40k people and generating a whopping stream of website leads at single-digit cost per enquiry. One top performer alone delivered close to two hundred leads. Zesty iteration, mega empathy, booming creative variety, jaw-dropping simplicity.

The Problem

Reaching people who feel anxious is delicate work. You cannot bark sales at a nervous mind. You need warmth, safety and proof that there is real support on the other side of the click. Meta policies around sensitive categories also move fast, so compliance and targeting require steady hands. With a modest daily budget, every impression had to carry weight, and every lead had to feel human from the first message.

The Trust Deficit

Cold audiences were sceptical of anything that felt clinical or pushy. Our task was to humanise the brand, spotlight lived expertise, and let viewers feel seen within the first few seconds. Selfie video, soft lighting and plain-language copy reduced distance and increased comfort to reach out.

Policy And Targeting Shake-ups

Detailed targeting for mental health interests has tightened. The account displayed alerts about discontinued options, meaning we had to lean into broader signals, engagement pools and privacy-safe optimisation while keeping language sensitive and compliant.

Lead Quality And Friction

Free calls can attract tyre kickers. We needed clarity on expectations, time windows and next steps, using message templates and landing-page microcopy to pre-qualify without scaring away genuine help-seekers.

Together, these challenges shaped a strategy that favoured empathy, clarity and platform-first creative.

How We Turned Scrolls Into Inspections

Helping anxious audiences take a first step required creative that felt like a conversation, not an ad. We built a lightweight engine where authentic video, supportive copy and clear micro-offers did the heavy lifting. The page voice stayed human, never clinical, and the path to a chat was short and kind.We rebuilt the funnel for speed and trust. The creative shift put vertical video centre stage, showing real movement through the property so buyers could feel scale and finish. Copy became benefit-led Arabic, tuned for skimmability and cultural cues. Headlines were refitted to deliver a punchy value hook on placements where those few words carry the click. Finally, templated messaging turned every form into a two-way chat within minutes, keeping momentum while intent was sizzling.

Strategy Overview
We led with video-first creative from the founder speaking to camera, supported by captions for sound-off viewers. The primary text acknowledged overthinking and exhaustion, then offered hope and a friendly chat. Headlines invited action in plain English, such as getting support or booking a free clarity call. Conversions were optimised for website leads, and placements ran across Facebook and Instagram to meet people where they scroll. To de-risk volatility, we rotated variations weekly, split-tested hook lines and added creative tailored for Stories and Reels. Measurement centred on cost per lead, booked-call rate and session conversions, with lookbacks across 7-day click windows.

Video-First Storytelling

Short, calm, front-facing videos outperformed stock by a mile, keeping watch time high and comments supportive.

Low-Friction Offer

A free, no-pressure chat positioned help as accessible, lifting click-through and lowering cost per lead.

Broad-Then-Refine Targeting

With policy limits, we started broad, then layered site visitors and engagers to sharpen efficiency as learnings grew.

Calm In Clicks - The Solutions We Shipped

To turn empathy into action, SoudCoh built a tidy stack of creative, conversion and workflow solutions that made every step feel safe and simple. Our north star was a gentle path from scroll to supportive chat, backed by measurement that let the algorithm learn while we kept language human.

Empathy-Led Creative System

We scripted soft openers, filmed short vertical videos and used captions. Copy asked if minds were racing with worry and promised no-pressure support. Five headline variants matched intent from help now to free clarity call.

Conversion-Ready Landing And Messenger Templates

People could book a free 30 minute call or start a brief Messenger chat. Pre-written, kind message templates set expectations, asked one or two qualifying questions and offered next steps.

Smart Optimisation And Scaling

We ran a conversions objective with highest volume bidding, broad placements and weekly creative refresh. As results improved, budgets scaled in steady increments to protect cost per lead.

Measurement That Matters

Dashboards tracked cost per lead, booked-call rate, and first session starts. Data fed back into creative rotation and audience refinement.

Results And Impact - From Scrolls To Support

When the creative found rhythm, outcomes followed quickly. The mix of human video, plain-English copy and low-friction offers sparked consistent action across Facebook and Instagram, with strong comments signalling trust.

Leads At Friendly Costs

Across the first flight we saw a steady stream of website leads in the single digits. Standout ads produced close to two hundred enquiries on their own, with overall cost per lead sitting in the comfortable low range for the category. The account’s highest volumes landed without quality falling away.

Real Conversations, Not Just Clicks

A meaningful slice of leads booked the free call within days, helped by reassuring copy and simple scheduling. Messenger starters converted into calendar bookings after gentle prompts, proving the value of a soft on-ramp.

Scale Without The Spiral

Impressions topped the high five figures and reach cleared forty thousand, yet frequency stayed sensible thanks to weekly creative rotation. As budgets rose, efficiency held, indicating strong algorithm learning and audience resonance.

Overall, Mindset Transformation gained an electrified pipeline of warm conversations that translated into paid sessions and a calmer marketing heartbeat.

Key Lessons From The Strategy

Helping anxious audiences requires more than clever ads. It needs respectful design end to end. These are the practical lessons we will reuse across similar brands.

Lead With Humanity

Founder-fronted videos made the brand feel close and safe. No stock, no theatrics, just a steady tone, clear eye contact and captions for quiet scrolling.

Offers Must Remove Pressure

The free clarity call was framed as support, not a sales chat. This positioning kept intent high and bounce low.

Broad First, Then Smarter

Policy limits meant we could not rely on niche interests. Starting broad, then building remarketing pools, stabilised delivery and reduced volatility.

Refresh Rhythm Beats Burnout

Weekly creative rotation kept frequency healthy and held down costs. Small message tweaks went a long way.

Measure What Matters Emotionally

We watched comments and reply tone alongside numbers. Sentiment became an early signal for which hooks would scale.

Future Growth Strategy

Here’s how Riyadh Building can continue riding this momentum:

Proof Stack Expansion

Introduce softly edited client stories and anonymised outcomes, adding credibility while respecting privacy. Use captions and chaptered Reels for attention.

Always-On Creative Lab

Maintain a rolling test slate of hooks, visuals and headlines. Aim for two fresh concepts each fortnight to avoid fatigue.

Lifecycle Nurture

Add an email mini-series after the enquiry that shares practical grounding tips and sets expectations for sessions, improving show-up rates.

Local Presence Signals

Geo-tailored ads with suburb callouts and available time windows to lift relevance for nearby audiences.

Budget And Bidding Tiers

Split campaigns by offer intent, allowing more confident scaling of the top performers while new ideas learn on smaller budgets.

This roadmap keeps performance resilient and the brand voice calm, confident and kind.

Conclusion

SoudCoh helped Mindset Transformation turn quiet courage into action at scale. By pairing empathy-led video with plain-language copy and a gentle offer, the campaign delivered a roaring stream of affordable, high-intent enquiries across Facebook and Instagram. Results were strong without shouting, with thousands reached, healthy click-through, and a dependable flow of booked clarity calls. Most importantly, people who felt stuck in overthinking discovered a simple path to talk to someone who gets it. With weekly iteration, the account kept costs steady as budgets rose, proving that care and performance can sit side by side. Next up, we will add proof stories, nurture flows and geo-tailored creative to keep growth sustainable. Calm, kind, and commercially sound - exactly how mental health marketing should feel.

More Case Studies

Let's Talk

More Case Studies

Everything we do revolves around strategy. We design and execute strong, impactful campaigns that align with your business goals, ensuring powerful and effective results. Browse our evolving collection of case studies.