From an ad to an appointment
Every step after the click got an owner.
- 01
The right area
Ads shown to people close enough to visit the clinic.
- 02
The enquiry
A form, a message, or a call from someone searching on Google.
- 03
The call back
A trained coordinator calls quickly, answers questions and offers a time.
- 04
The visit
The patient books, comes in and starts treatment.
Return on ad spend
4×
Across Meta and Google: the clinic’s revenue from patients who came through the ads, divided by total ad spend.
The turning point
Before asking the clinic to invest in anything else, I called some of the leads myself.
Two booked, came in and paid for treatment. The demand was real. What was missing was someone whose job was to call every enquiry back.
01
The challenge
The clinic needed a steady flow of new patients, and two problems stood in the way.
Enquiries from the wrong places
The few enquiries that came in were from people too far away to visit.
Enquiries that went nowhere
When local leads did arrive, nobody’s job was to call them back and book a visit.
Starting from zero
There was no ad account, no website and no Google presence, only a social media page.
02
What I did
I solved the problems in order, proving each step before building the next.
Fixed who saw the ads
Set up the ad account and refocused the campaigns on the clinic’s own city, so enquiries came from people who could actually visit.
Proved the demand
Tested the leads by calling them myself before asking the clinic to invest in anything else.
Built a sales process
Hired two sales coordinators and trained them to call every new lead, book appointments and follow up.
Made the clinic easy to find
Led a new website, built in WordPress by my team’s web developer, and set up the clinic’s Google Business Profile.
Added Google search
Launched a local Google Ads campaign that brought in calls from people searching for physiotherapy nearby. The coordinators handled those calls the same way.
03
The outcome
A clinic that turns enquiries into patients.
- Enquiries from people close enough to visit.
- Two trained coordinators calling every lead, booking appointments and following up.
- Phone calls from Google became a steady source of new patients.
- About 4× return on ad spend across Meta and Google.
- A website and Google Business Profile the clinic owns.
04
What I learned
The clinic taught me to test the answer myself before asking a business to invest in it. A few phone calls told us more than the ad reports could.
Now, on any lead-generation account, the first thing I check is what happens to an enquiry after it arrives.
How this shapes my work today
- Fix who sees the ads before raising the budget.
- Prove demand with a small test.
- Give every lead an owner.
- Measure appointments, not just enquiries.