Key Results and Impact
Consistent single digit cost per lead
Cost per lead in single digits
About Mindset Transformation
Mindset Transformation is a mental wellness consultancy helping individuals manage anxiety, burnout, and depression through personalised mindset coaching. Their founder-led approach focuses on emotional safety, practical tools, and human connection rather than clinical detachment.
The Challenge
Sensitive Audience Dynamics
Marketing to people experiencing anxiety demanded extreme care
Meta Policy Restrictions
Meta’s tightening rules around mental health targeting meant losing access to many refined interest categories
Trust Deficit with Cold Audiences
Early ad sets struggled to overcome scepticism. Viewers hesitated to engage with anything that resembled “therapy sales.”
Lead Quality Management
Offering a free clarity call attracted a mix of curious scrollers and genuine help-seekers. SoudCoh solved this by introducing message templates
Budget Efficiency Under Pressure
Offering a free clarity call attracted a mix of curious scrollers and genuine help-seekers. SoudCoh solved this by introducing message templates
Our Strategic Approach
Mindset Transformation
Their primary service is one-on-one mindset coaching and clarity sessions designed to help clients identify emotional triggers, reduce overthinking, and develop coping techniques for daily calm.
Service Focus
Their primary service is one-on-one mindset coaching and clarity sessions designed to help clients identify emotional triggers, reduce overthinking, and develop coping techniques for daily calm.
Ad Strategy
SoudCoh designed a Meta Ads ecosystem built on empathy and authenticity.
• Creative Core: Selfie-style founder videos in calm tones, with captions for accessibility.
• Offer Hook: A free, no-pressure clarity call as the entry point.
• Targeting: Broad interest pools refined through engagement and retargeting.
• Optimisation: Conversions objective with Advantage+ placements and weekly creative refresh.
• Testing: Rotations across anxiety, burnout, and depression themes; short vs long videos; Reels and
Stories focus.
Premium Positioning
The brand presented itself as calm expertise—a premium, trust-based wellness service that feels approachable yet credible.
Target Audience
Leads were emotionally-driven, high-intent, and seeking genuine help. The “free clarity call” format filtered casual browsers while welcoming sincere enquirers, resulting in warm, conversion-ready conversations that often led to paid sessions.
Services
We build digital ecosystems that attract, convert, and retain customers. Our focus is on measurable growth through design, strategy, and technology that move your business forward.
Meta Ads Strategy & Campaign Build
Empathy-Led Creative Production
Copywriting & Messaging System
Conversion Funnel Design
Performance Tracking & Optimisation
Compliance & Policy Navigation
We build digital ecosystems that attract, convert, and retain customers. Our focus is on measurable growth through design, strategy, and technology that move your business forward.
Consistent single digit cost per lead
Cost per lead in single digits
Why This Matters
In an era where mental health ads often feel sterile or exploitative, this campaign proved that compassion and performance can coexist. By humanising help-seeking and designing ads that felt like conversations, SoudCoh demonstrated how emotionally intelligent marketing can build both trust and revenue. It set a replicable benchmark for ethical, high-performing campaigns in sensitive industries.
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