GP clinic
Google Ads Case Study
38% more GP bookings on half the budget
A year after launch, this GP clinic's Google Ads deliver more bookings and more calls than in their first months, for about half the monthly spend.
At a glance (Aug–Sep 2025 vs Aug–Sep 2026)
− 48 %
ad spend
+ 38 %
online GP bookings
− 64 %
cost per enquiry, from $12.32 to $4.42
The client
Our client is a health service whose clinics offer GP appointments that patients can book online or by phone.
The challenge
The clinic needed a steady flow of new patient bookings from Google, at a cost per booking that made sense. The goal was to get more appointments from every dollar, not just more clicks.
What we did
Built the account around bookings and calls
set up conversion tracking for online GP bookings, call forwarding, and click-to-call, so every campaign optimised towards real enquiries.
Local intent
added location extensions so ads show the clinic's location.
Brand separated from generic search
split brand terms into their own campaign, so budget for new patients wasn't spent on people already searching for the clinic by name.
Budget right-sizing
reduced the daily budget once the campaigns were optimised, keeping spend where it converted.
Ongoing optimisation
ran scheduled account checks and optimisations throughout the year.
The results
| Measure | Aug–Sep 2025 | Aug–Sep 2026 | Change |
|---|---|---|---|
| Ad spend | $3,874 | $2,013 | -48% |
| Online GP bookings | 76 | 104 | +38% |
| Calls from ads | 75 | 148 | +99% |
| Total enquiries | 315 | 455 | +45% |
| Cost per booking | $51.24 | $19.33 | -62% |
| Cost per enquiry | $12.32 | $4.42 | -64% |
Why it worked
Tracking real bookings and calls from day one gave Google's bidding the right goal. Once the campaigns had learnt what a good patient enquiry looks like, the budget could come down without losing appointments.
What it means for the clinic
The clinic now gets an online GP booking for under $20 in ad spend, and twice as many calls from its ads as in the months after launch.
Monthly Conversions and Cost per Conversion
Monthly conversions (blue) and cost per conversion (red) in Google Ads, May 2025 to October 2026.
