Google Ads · Monthly Performance

June 2026

The first full month on the rebuilt tracking. We now measure completed Jane bookings and phone calls directly, so each conversion is a booking or a call. The account recorded 29 conversions at $55 each. The part worth being straight about: most of those bookings came from people already searching Walkers by name, and June was about tightening the service campaigns so more of that click volume turns into booked appointments.

Ad Spend

$1,603

June 1 – June 30 · CA$

Clicks

431

9.26% click-through rate

Conversions

Jane bookings and phone calls

Cost / Conversion

$55

Down from $76 in May

Watch First

Your month in a few minutes

Recorded by NewFrame Digital for Dr. Neil at Walkers Health + Performance.

The Story

A clean read, and what it revealed

June at a glance

June is the first full month running on the tracking we rebuilt at the end of May. That matters because the conversion numbers now mean something concrete: a conversion is a completed booking on Jane or a phone call, not an engagement estimate. The account recorded 29 conversions on $1,603 in spend, about $55 each, down from $76 in May. On the surface that reads as another step down in cost per booking.

Underneath the surface is the part worth being straight about. Of the 21 completed Jane bookings this month, roughly 20 came from the Branded campaign, people typing "Walkers" into Google because they already know the clinic. That traffic is cheap to convert (about $3 per booking) and it is good that we are capturing it, but it is existing demand, not new patients the ads created. Strip Branded out and the three service campaigns (Massage, Chiro, Physio) produced about 7 conversions on roughly $1,527 of spend. Massage was the strongest of the three, with 4 calls at $112 each.

So June had two jobs. First, trust the new numbers, and they held up. Second, work on the service campaigns so more of that click volume turns into booked appointments. The biggest change was on Physiotherapy. We moved it from Maximize Clicks to Maximize Conversions, the same bid strategy that is working on Massage, and pointed it at your booking and call conversions so it optimizes toward booked appointments instead of raw clicks. We also tightened Physio's targeting to a 2 mile radius and refreshed its headlines. Alongside that, we moved the low-volume Postpartum group to broad match to find demand, and kept the weekly negative keyword sweeps going. The full log is below.

Campaigns

Campaign performance

June 1 – June 30 · 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	155	4	2.58%	$2.98	$461.25	$115.31
Bid StrategyMaximize Conversions Conversions4 phone calls NoteStrongest of the three service campaigns for bookings and calls
Chiropractic NF_Chiro_Search	105	2	2.10%	$4.34	$455.92	$207.23
Bid StrategyMaximize Clicks Conversions1 Jane booking · 1 phone call June changeTightened to a 2 mile radius, adjusted keyword match types
Physiotherapy NF_Physio_Search	88	1	1.14%	$6.93	$610.01	$610.01
Bid StrategyMaximize ConversionsSwitched from Maximize Clicks mid-June Conversions1 phone call June changesSwitched to Maximize Conversions and pointed it at booking and call conversions, tightened to a 2 mile radius, refreshed headlines
Branded NF_Branded_WH&P	83	22	26.67%	$0.92	$76.19	$3.44
Bid StrategyMaximize Clicks Conversions20 Jane bookings · 2 phone calls NotePeople searching Walkers by name. Cheap to convert, but existing demand, not new patients

Where Conversions Came From

Bookings and calls, by campaign

There were no website form submissions in June. Every tracked conversion was either a completed booking on Jane or a phone call. Here is how the 29 break down.

Campaign	Jane Bookings	Phone Calls	Total
BrandedSearching Walkers by name	20	2	22
Massage Therapy	0	4	4
Chiropractic	1	1	2
Physiotherapy	0	1	1
Total	21	8	29

How to read this A Jane booking is a completed appointment on your booking page, the strongest signal the ads produce. A phone call is someone tapping the number to call the clinic. Neither one arrives with a name attached: the caller's name sits in your phone, and the booking sits in Jane, so unlike a website form, they reach Google Ads as a count, not a contact. The takeaway this month is the split by campaign: Branded produced almost all the bookings, which tells us the service campaigns are earning clicks but not yet turning enough of them into booked appointments. That is the work for the months ahead.

Numbers are rounded to whole conversions. When someone books after clicking more than one ad, Google splits the credit for that single booking across the ads that led to it, so the raw campaign figures can land on fractions.

The Full Booking Picture

Every booking, not only the ads

The section above is the Google Ads view. This one is the whole clinic, pulled from Google Analytics now that the tracking rebuild is measuring completed Jane bookings across every channel.

Total Jane Bookings

297

All channels · June

From Google Ads

Paid search · 12% of paid sessions

From Organic Search

108

Your strongest booking channel

From Direct

Typed the address or a saved link

Channel	Sessions	Bookings	Booking Rate
Organic SearchFound you on Google or Bing	293	108	36.9%
DirectTyped the address or a saved link	282	88	31.2%
Paid SearchYour Google Ads	366	45	12.3%
ReferralSite to Jane hops and other sites	167	42	25.1%
Organic SocialInstagram, Facebook	30	5	16.7%

What this tells us Two things stand out. First, Google Ads drove 45 bookings in June, more than its own conversion column shows. The Google Ads report can only credit a booking when it ties cleanly back to a click, while Analytics follows the ad click from the website through to the Jane booking, so it catches bookings the ad platform misses. The rebuilt tracking is what makes that visible, and in July we are working to feed those bookings back into Google Ads so its own numbers catch up. Second, organic search is doing the heaviest booking work, 108 bookings at a 37% booking rate, ahead of both direct and paid. The foundation of your Google presence is pulling more weight than the ads, which is a healthy place to be. Paid search brings the most new sessions but converts them at a lower rate, so the room to grow is turning more of that paid traffic into bookings.

Referral is a mix: internal traffic moving between your website and Jane, plus visits that arrived as paid or organic but lost their source label along the way. Safari's privacy features strip that detail from a lot of phone visits, so some of these are paid or organic bookings sitting in the wrong bucket. That means paid search's true booking count is likely a little higher than shown. We keep referral separate here rather than guess it back into the other channels.

Optimization Log

What we worked on this month

A week-by-week record of the changes we made to the account in June.

Week of June 4

Added negative search terms to cut spend on searches that were not a fit
Added UTM tags to all campaigns so traffic is attributed correctly in analytics

Week of June 11

Added more negative search terms and negative keywords

Week of June 18

Switched Physiotherapy to Maximize Conversions and narrowed it to a 2 mile radius around the clinic
Narrowed Chiropractic to a 2 mile radius and adjusted keyword match types
Added more negative search terms

Week of June 25

Refreshed Physiotherapy headlines to lift click-through rate
Moved the Postpartum group to broad match to find volume, local demand for that theme is thin
Added more negative search terms

How the tracking reads now The analytics rebuild we did at the end of May is what makes this month's numbers trustworthy. Bookings on Jane and phone calls now register as their own conversions, so the counts above are completed actions. One limit worth naming: a booking conversion is anonymous to us, so we cannot tie a specific conversion to a specific patient or follow whether they showed up and kept coming back. That link stays inside Jane and your practice records. What we can watch instead is the aggregate trend: whether new-patient volume moves up over time alongside the ad activity.

Context

What the data is telling us

The signal

Click-through rates are strong across the board. Massage and Chiro both cleared 8%, and the account average is 9.26%. The ads are earning the click
Massage was the best service campaign for non-branded conversions: 4 phone calls at $115 each
Branded drove almost all the bookings. That is efficient, but it is capturing people who already know the clinic, not creating new patients
Physiotherapy spent the most for the least. We switched it to Maximize Conversions and pointed it at booked appointments mid-month, so June is a partial read on the change

May to June

Cost per conversion: $76 down to $55
Conversions: 21 to 29, though more of June's total is branded booking volume the new tracking now captures
Clicks: 538 to 431. Fewer clicks, tighter targeting after the 2 mile radius changes on Chiro and Physio
The story shifts from "is the tracking clean" (yes) to "turn service-campaign clicks into bookings" (the work ahead)

Heading into July

What's next

Let the physiotherapy changes settle

Physio now runs on Maximize Conversions aimed at booked appointments, with a tighter 2 mile radius and fresh headlines. July is about giving those changes time to gather data, and judging Physio on booked appointments rather than clicks.

Turn service clicks into bookings

Branded carried the booking count. The growth is in turning Massage, Chiro, and Physio clicks into booked appointments, so the focus moves to landing page and ad copy work on those three.

Decide on the themed groups

Postpartum, Spring Injuries, and Active Recovery drew clicks but no bookings, and local demand is thin. After the broad match test runs, we will decide whether to keep, reshape, or fold each one in.

Keep building the negative keyword library

We add to it every week from the search-term reports to keep filtering out job seekers and off-topic searches. This compounds month over month.

Close the booking loop back to Google Ads

Analytics is now catching more ad-driven bookings than Google Ads credits in its own column, so the ads are likely doing more than the ad platform shows. In July we are working to feed those completed bookings back into Google Ads cleanly, so the numbers line up and the bidding can optimize on booked appointments.

One ask for Dr. Neil

Jane tracks your new patients per month. That number climbing over time is the truest read on whether the ads are working, and it is the one thing the ad platform cannot see on its own. If you can share it, or pull it up together on a call, we will track it alongside the campaign work.

Talk to us

Anything you want to talk through?

Use the comment marker on any section above, or start a note here. We reply right inside the report, and you'll get an email when we do.