Achieving a 96% reduction in cost per chat with paid search GTM strategy for Curai Health

Consultant: Angela Frank

Prelimiary results (month 4)

328%

increase monthly
paid traffic

96%

Decrease cost per chat

467%

increase in CVR
from paid channels

ABOUT THE brand

Curai Health is an AI health tech company that launched Nori, a HIPAA-compliant AI chat designed to help people understand what’s happening with their health through symptom checks, coaching, and access to real clinicians.

The challenge

Curai Health launched Nori as a stealth product with the goal of using paid search to quickly understand user intent, improve chat engagement, and inform product and GTM decisions. While there was strong conviction in the product, there was no clear owner or strategy for Google Ads, and the account lacked structure and modern best practices. As a result, conversion rates were low, learning was slow, and the team struggled to make fast, confident pivots during a critical build phase.

Consultant on this project: Angela Frank

THE APPROACH

THE OUTCOME

As a result, Nori significantly reduced the cost to acquire users while dramatically increasing chat conversion rates and paid traffic volume. Beyond the metrics, the Curai Health team gained clarity around user intent, confidence in their acquisition strategy, and a scalable paid foundation to support future GTM efforts.

Just four months into the engagement, Nori is far better positioned to scale paid acquisition responsibly and connect user demand to revenue as the product continues to mature.

To address the challenges of this project, we focused on establishing a clear paid acquisition strategy and creating a scalable foundation for GTM experimentation, with an emphasis on improving chat conversion efficiency and accelerating learning.

Key elements of the approach included:

  • Building a structured, best-practice paid search foundation to improve signal quality and conversion performance
  • Diversifying the media mix across Google and Bing to reduce platform risk and expand reach
  • Implementing stronger data and reporting systems to clearly understand what was working, why it was working, and where opportunities existed

This allowed the team to move faster, test with confidence, and use paid search as a real-time learning engine for product and GTM development.