FastHeal took 611 appointments worth £24,717 between 1 May and 6 August, against 34 worth £1,350 in the same window last year. Google Ads launched w/c 25 May as the only paid channel. This report separates the genuine ad-driven uplift from the baseline, since Google Ads “conversions” measure book-button clicks, not confirmed appointments.
| Month | Appointments | MoM | Booked value | MoM | Ad spend | Button-click convs | Cost / click-conv |
|---|---|---|---|---|---|---|---|
| May | 126 | launch mth | £4,965 | – | £162* | 26* | £6.23 |
| June | 191 | +51.6% | £6,950 | +40.0% | £1,477 | 277 | £5.33 |
| July | 248 | +29.8% | £10,766 | +54.9% | £984 | 194 | £5.07 |
| Aug (1–6) | 46 | partial | £2,035 | partial | £217 | 33 | £6.58 |
| Aug projected | ≈238 | −4% vs Jul | ≈£10,500 | −2% vs Jul | ≈£1,121 | ≈171 | £6.58 |
| Service | Bookings | % of bookings | Booked value | % of value | Avg value / booking |
|---|---|---|---|---|---|
| Travel / Vaccines | 304 | 49.8% | £17,601 | 71.2% | £57.90 |
| NHS Contraception | 106 | 17.3% | £0 | — | £0.00 |
| Weight Loss | 94 | 15.4% | £4,465 | 18.1% | £47.50 |
| Other | 61 | 10.0% | £2,315 | 9.4% | £37.95 |
| Blood Tests | 25 | 4.1% | £0 | — | £0.00 |
| Ear Health | 21 | 3.4% | £335 | 1.4% | £15.95 |
| Total | 611 | 100% | £24,717 | 100% | £40.45 |
Stripping out the pre-ads baseline, ads correspond with roughly 202 extra appointments and £10,900 of extra booked value for £2,840 of spend. That is a 3.8x return on incremental value alone, before repeat visits, prescription revenue or footfall.
304 travel and vaccine bookings worth £17,601, at a £57.90 average. Yellow fever, rabies and multi-vaccine consults carry the highest ticket. This is exactly where the campaign structure was pointed, and it is converting.
July spend fell to £984 yet bookings and value grew. Meanwhile the £404 peak week in June bought the worst cost-per-appointment of the period (£10.90 vs £5.90 average). More budget will work, but only once bidding is trained on real bookings.
106 NHS contraception and 25 blood test bookings carry no service value but consume clinic capacity. Worth confirming with Tahir how these are funded before spend is allowed to chase them.
Bagshot took 12 bookings, Ashford 1, Ottershaw 0. The service-led structure with location bid adjustments makes extending reach to the other branches straightforward once Woking capacity is a constraint.
Fire the conversion on the booking confirmation step, or import bookings as offline conversions with values attached. Until then, keep button clicks as a secondary metric only. This retrains Smart Bidding on the £57.90 travel consults rather than casual clickers, and makes true CPA and ROAS reportable.
Pass service value (or a category average) with each conversion, then move to Maximise Conversion Value once there are 30+ valued conversions a month. This tilts spend toward yellow fever, rabies and multi-vaccine work and away from zero-value NHS bookings.
Brand terms are already known to be absorbing spend. Break brand into its own low-budget exact campaign so the incremental cost per appointment on non-brand is visible. Then scale non-brand toward the £330/week level, watching the June-style efficiency drop-off.
Travel vaccine demand for winter sun and Christmas trips builds from September. With travel at 71% of booked value, weight budget and ad copy toward destination and vaccine-specific terms now, keeping ASA and named-POM rules baked into copy as standard.