What they found
- The counting never worked. The website's WhatsApp and phone buttons were set up as conversions four months earlier. Google had never received a single one. With nothing counted, Google steers the money towards clicks, not towards people who get in touch.
- The ads bought the wrong searches. In one week the clicks came from more than 200 different searches, including other practices by name, people looking for free help, and how-to questions. Over the month, one automated campaign took about two thirds of the clicks, with little control over where they came from.
- The free listing was slipping. The practice's Google Business Profile was seen hundreds of times in six months, but it had one review, no post in three months, and no calls from it in September or October.
- There was no record of visits at all. No analytics account existed, so nobody could see which pages or sources brought people in.
The plan, in four steps over about six weeks
- Count every contact first: fix the tracking, add analytics, and produce a one-page monthly report of visits, calls, WhatsApps and cost per contact.
- Rebuild the campaigns on the same budget, aimed at people ready to book, each sending people to the page that answers their search.
- Bring the free listing up to date and keep it active, within the profession's advertising rules.
- Then pages built for each campaign, with one job: get the visitor to call or message.
The tracking fix, the budget and the new campaigns each wait for a yes before they start. There is no result yet. The first check is simple: a test call has to show up in the count. Once the counting has run long enough to compare before and after, I will update this case with what changed.
If you pay for ads, can you name what one new customer costs you?
