Google Ads conversion rate improvement for a UK local clinic
A single-location clinic where every click outside a realistic travel radius is pure waste — and where the phone, not the form, is how most patients actually book.
- Client
- Local Clinic
- Industry
- Healthcare & Clinics
- Timeline
- Ongoing
- Year
- 2026
Where they started
Location targeting was set far wider than patients would realistically travel, so a meaningful share of spend went to people who were never going to attend. Ads ran continuously including hours when nobody could answer the phone, which for a clinic is spend with no possible return. And because most bookings came by telephone, form-based conversion tracking captured only a fraction of results — making the account look far less effective than it was and pushing optimisation in the wrong direction.
What we did
We tightened geographic targeting to the genuine catchment and used radius bid adjustments so proximity is priced in rather than treated as binary. Ad scheduling was aligned to hours the clinic can actually answer, with budget concentrated where booking rates were demonstrably highest. Call tracking was implemented so telephone bookings appear as conversions alongside form submissions, which changed the picture substantially and let bidding optimise against the full result rather than a fraction of it. Landing pages were rebuilt with location, parking, transport and availability prominent — the practical details that decide whether a local patient books.
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