The Client
Lineline WA
Our Services
Introduction
Lifeline WA has been a lifeline in the truest sense — providing crisis support, suicide prevention, and community services to Western Australians for decades. Behind the 24/7 phone line is a broad network of programs: grief workshops, life after separation counselling, DBTeen groups for young people, and workplace mental health training. Services that matter. Services that people are actively searching for — often in their most vulnerable moments.
When Lifeline WA came to Orpheus Creative, the mission was clear. It wasn't about clicks or impressions. It was about making sure the right people found the right help at the right time.
The Problem
With multiple services targeting different audiences — individuals navigating grief and separation, parents of struggling teenagers, and workplaces seeking mental health training — Lifeline WA needed a paid advertising approach that could speak to each audience with precision and care. Generic campaigns wouldn't cut it. Reaching someone searching for post-separation support requires a different voice, a different message, and a different strategy than reaching an HR manager looking for workplace training.
There was also a quality concern. More enquiries only matter if they're the right enquiries — and for a not-for-profit delivering meaningful services, mismatched leads waste resources that could go elsewhere.
Our Solution
We built a structured paid advertising strategy across Meta and Google, with distinct campaigns for each service pillar: grief and separation counselling, DBTeen workshops, and workplace training. Each campaign was crafted with audience-specific messaging — meeting people where they were emotionally, not just digitally.
Ad creative, copy, and targeting were built around intent. Google Ads captured people actively seeking support, while Meta campaigns extended awareness to audiences who didn't yet know the service existed but needed it nonetheless. Every lead pathway was tracked and optimised, ensuring spend was always directed toward what was working.
Final Thoughts
The first two months told a compelling story. Website users up 65%. Ad clicks up 243%. Leads up 250% across both platforms — and not just volume, quality too.
Lifeline WA noted that despite the significant increase in enquiries, the referrals coming through were meeting their intake requirements with consistency. More reach, more leads, and the right people walking through the door.
For a service built on trust, that last part matters most.
The Story Doesn't End Here
