Google Ads · Monthly Performance

May 2026

A strong month. Chiropractic converted at 10%, the bid strategy switch on Massage held up, and we rebuilt the analytics setup so June reads cleaner. Account cost per conversion came down by more than half versus April.

Ad Spend

$1,593

May 1 – May 31 · CA$

Clicks

538

7.06% click-through rate

Conversions

Forms, calls, Jane button clicks

Cost / Conversion

$76

Down from $251 in April

The Story

The numbers turned a corner

May at a glance

The headline this month: account cost per conversion dropped from $251 in April to $76 in May, on roughly the same spend. April was the baseline-building month, all four campaigns on Maximize Clicks to gather signal. May is where that signal started paying off. The standout was Chiropractic: 10 conversions on 100 clicks, a 10% conversion rate at $45 each. Most of those came from high-intent local searches, the ones where someone is ready to book rather than research.

On May 23 we moved the Massage Therapy campaign from Maximize Clicks to Maximize Conversions. This was the call we sat with the longest, because Massage was already the best performer and there is always a risk in changing what is working. We made the switch because the campaign was converting well enough to give Smart Bidding strong signal to work with. Nothing came through in the first few days after the change, which is normal while the strategy recalibrates, and since then a form submission has come in. Massage finished the month with 8 conversions at $56 each and held its spot as the volume leader.

Behind the scenes, the bigger structural work was a rebuild of the analytics setup. The website and the Jane booking site were sharing one analytics setup, so when someone moved from the website to Jane, Jane logged it as a referral from the website and started a fresh session instead of carrying the original ad click through. We created a new, separate property for the website and linked the two domains with cross-domain tracking. The goal is to follow an ad click from the website through to the Jane booking page as one journey rather than two. We are validating how cleanly that path tracks through June before we report on it. We also built and added a sticky call button to the mobile site on May 21, so the phone number stays in reach as visitors scroll, and it is already registering taps. The rest of the work this month was steady: ongoing negative keyword sweeps to filter out job seekers and informational searches, plus small bid and copy adjustments off the May search query reports.

Campaigns

Campaign performance

May 1 – May 31 · final numbers

↑ Click any column header to sort. Tap a row to see additional detail.

Campaign	Clicks	Conv.	Conv. Rate	Avg. CPC	Spend	Cost / Conv.
Massage Therapy NF_Massage_Search	244	8	3.28%	$1.83	$445.90	$55.74
Bid StrategyMaximize ConversionsSwitched May 23 Conversions5 forms · 2 calls · 1 Jane button click
Chiropractic NF_Chiro_Search	100	10	10.00%	$4.53	$452.72	$45.27
Bid StrategyMaximize Clicks Conversions3 forms · 7 calls Top Keyword"chiropractor near me" · 17.65% conv.
Physiotherapy NF_Physio_Search	111	2	1.80%	$5.37	$596.27	$298.13
Bid StrategyMaximize ClicksLimited by budget Conversions2 calls
Branded NF_Branded_WH&P	83	1	1.20%	$1.19	$98.50	$98.50
Bid StrategyMaximize Clicks Conversions1 call NoteShowing on a few branded terms only

Leads

The people behind the numbers

These are the form submissions that came through in May. Phone calls and Jane button clicks count toward the totals above, but they don't come with a name attached.

Massage form submissions

Karen Worlidge
Makaela Burton
Gareth Pike · sports massage
Rita Vince
Maribel Sanchez

Chiropractic form submissions

Lynn Ianniello
Guoyi Liu
Rod Elliott

How to read this Of the 21 conversions in May, 8 were form submissions (the people named above), 12 were phone calls, and 1 was a click on the Jane booking button (a tap through to book, not a confirmed booking). Forms are the only conversions that come with a name. A phone call shows up as a conversion tied to a campaign, but the caller's name sits in your phone, and a Jane click sits in Jane, so neither one reaches the ad platform with a name.

Tracking Rebuild

What we changed under the hood

Why it matters Before this month, the website and the Jane booking site shared one analytics setup. When someone moved from the website to Jane, Jane recorded the website as a "referral source" and opened a brand new session, so the original ad click did not carry through. In May, 349 sessions landed in the Jane property tagged as referrals from the website, which is the muddiness we set out to fix. We created a new, separate property for the website and linked the two domains with cross-domain tracking, so an ad click can be read through to the Jane booking page as one journey rather than two separate sessions. We are validating how reliably that connection holds through June before we report on it as a single path.

What we did

Stood up a dedicated Google Analytics property for the website, separate from Jane
Connected both domains with cross-domain tracking
Built and added a sticky tap-to-call button to the mobile site on May 21, so the phone number stays in reach as visitors scroll
Wired up click tracking for both the inline phone number and the sticky mobile call button
Continued negative keyword sweeps across all campaigns

What changes for Dr. Neil

A clearer read on which campaigns drive phone and form activity, not only clicks
Phone call intent now shows up in the website analytics, not only in Google Ads
No change to historical reports. The new data starts collecting from late May
We see the click on the Jane button, not a confirmed booking. Linking that path cleanly is what we are validating in June

First Signal

The new tracking is live and firing

The mobile call button went live May 21 and website analytics started collecting May 29. That leaves three days of data in May. June is the first full month we can report on.

Sticky Call Button

Tap-to-call · 3 of 4 on mobile

Inline Phone Clicks

In-page phone number

Form Starts

Someone began a form

Tracked Sessions

May 29 – 31 · website only

How to read this These numbers come from the website's own analytics, which only started collecting on May 29. They are separate from the Google Ads numbers above and do not add up to them. The point this month is confirmation: the sticky tap-to-call button is firing correctly on mobile, the inline phone number is tracked, and form starts register. From June, this becomes a full month of website behaviour we can trend over time.

Context

What the data is telling us

The signal

Chiropractic was the standout: 10 conversions on 100 clicks, a 10% conversion rate at $45 each. Most of it came from high-intent local searches
Massage Therapy led on volume with 8 conversions at $56 each, and held steady through the May 23 bid strategy switch
Physiotherapy is the most expensive category at $298 per conversion, and it ran limited by budget all month. Competitive search terms plus a budget cap
Branded converted at 1.20%, which is fine here. This campaign is meant to show only when someone searches the clinic by name, so it stays small and inexpensive on purpose

April to May

Conversions: 6 in April to 21 in May, on roughly the same spend
Cost per conversion: $251 down to $76
Clicks: 502 to 538, holding steady
April was about building a baseline. May is the first month that baseline started to pay off

Heading into June

What's next

Tighten physiotherapy

Physio was the most expensive category at $298 per conversion and ran capped on budget all month. Rather than spend more on costly terms, we are narrowing it to the strongest physio search terms to bring the cost per conversion down first.

Let the massage bid strategy settle

The May 23 switch to Maximize Conversions held up. We are giving it a full month of data before we extend the same approach to the next campaign.

Keep branded tight

The branded campaign is built to show only when someone searches the clinic by name. We are keeping it narrow on purpose so the spend stays small and protects those high-intent searches.

Lock in the new tracking

With the cross-domain setup live, we are validating the website-to-Jane path through June so next month's report can read campaign performance end to end.

Keep building the negative keyword library

We are adding to it from the May search-term reports to keep filtering out job seekers and informational searches. This compounds month over month.

One question for Dr. Neil

Once physio is running lean, do you want to put more budget behind it to capture more of that demand? No action needed now. We will tighten it first, then talk numbers.