Google Ads · Monthly Performance

August 2026

45 conversions at $36 each, a fifth straight month of that cost coming down, and this time on 11% fewer ads shown. Physiotherapy turned around after the July 30 rebuild, going from 1 conversion to 7. The contact form produced 16 named leads, and for the first time they came from all four landing pages.

Ad Spend

$1,620

August 1 to August 31 · CA$

Clicks

488

8.87% click-through rate

Conversions

Bookings, calls, and form leads

Cost / Conversion

$36

Down from $42 in July

Watch First

Your month in a few minutes

The Story

Physio turned around

August at a glance

August recorded 45 conversions on $1,620 in spend, about $36 each. That's five months of falling cost: $251 in April, $76 in May, $55 in June, $42 in July, $36 now. This month it came on 11% fewer ads shown, so the account bought less reach and converted more of it. Click-through rose from 7.3% to 8.9%.

Physiotherapy is the headline: in July it produced 1 conversion for $642. In August it produced 7, at $87 each, on the same spend. We rebuilt its headlines and widened the targeting radius from 2 miles to 4 on July 30, and this is the first full month of that. Click-through on the ad group went from 6.1% to 7.6%, the cost per click dropped from $9.59 to $6.75, and the two biggest terms both converted: "physiotherapy burlington", which took $141 in July without producing anything, and "physiotherapy near me", which we had paused for poor quality.

The honest read: 7 conversions is still a small number, and physio remains the second most expensive line in the account. The direction changed. One month isn't a trend.

The form is now working across the board: 16 submissions, up from 10, and where July's were almost all massage, August's came from all four landing pages: 10 massage, 3 physio, 2 chiropractic, 1 TMJ. Phone calls nearly doubled too, 8 to 15. Those two are the conversions we can verify directly, and both grew.

Massage stays the efficient one: 21 conversions at $22 each, the cheapest in the account outside Branded. The new TMJ ad group launched August 4 and drew a 12% click-through on 266 impressions, against 6.8% for massage and 7.6% for physio, which says the ads and the page are reaching the right people. It produced one form lead, on August 31. Too early to call either way. Postpartum is now nearly dormant, $48 spent against $332 in July after we moved its broad keyword to phrase match, so it's no longer wasting money.

One number went the other way: recorded Jane bookings fell from 22 to 14, with most of that in Branded. That figure is the least reliable of the three: it comes from an analytics event on Jane's confirmation page, not from Jane, and it's the one most affected by the iPhone tracking limits covered further down. It may be a genuine quieter month for name-searches, or it may be measurement. This data can't separate the two.

Campaigns

Campaign performance

August 1 to August 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	208	21	10.10%	$2.20	$458.33	$21.83
Bid StrategyMaximize Conversions Conversions10 form leads · 2 Jane bookings · 9 phone calls NoteMost conversions in the account at $22 each, on a $15/day budget. Losing about 22% of its available searches to that budget
Chiropractic NF_Chiro_Search	104	4.7	4.49%	$4.40	$457.79	$98.10
Bid StrategyMaximize Clicks Conversions3 form leads · 0.7 Jane bookings · 1 phone call August changeIncludes the new TMJ ad group, launched August 4: 12% click-through and 1 form lead on $137. Postpartum is now nearly dormant at $48, down from $332
Physiotherapy NF_Physio_Search	90	7	7.78%	$6.75	$607.65	$86.81
Bid StrategyMaximize Conversions Conversions3 form leads · 1 Jane booking · 3 phone calls August resultFirst full month after the July 30 rebuild: 1 conversion at $642 became 7 at $87. Now losing 34% of its available searches to budget, the most in the account
Branded NF_Branded_WH&P	86	12	13.95%	$1.12	$96.55	$8.05
Bid StrategyMaximize Clicks Conversions10 Jane bookings · 2 phone calls NotePeople searching Walkers by name. Still the cheapest at $8. Recorded bookings here fell from 15 to 10, which is where most of the month's booking drop sits

Where Conversions Came From

Where the 45 came from

Three conversion types in play: Jane bookings, phone calls, and website form submissions. Here is how the 45 break down.

Campaign	Form Leads	Jane Bookings	Phone Calls	Total
Massage Therapy	10	2	9	21
BrandedSearching Walkers by name	0	10	2	12
Physiotherapy	3	1	3	7
ChiropracticIncludes the new TMJ ad group	3	0.7	1	4.7
Total	16	13.7	15	44.7

Two things worth noting Form submissions and phone calls both grew, 10 to 16 and 8 to 15. Those are the two we can verify directly. Every campaign now produces at least one form lead, where in July it was almost all massage.

Recorded Jane bookings fell, 22 to 14, and most of that sits in Branded. These come from an analytics event on your Jane confirmation page rather than from Jane itself, and the counts don't line up with what Jane reports, so treat them as directional. Two explanations fit, a quieter month for name-searches or the iPhone tracking limits explained below, and we can't tell them apart from this data. Form leads are the exception, those are named below.

Numbers are rounded to whole conversions. One Jane booking on August 1 shows as 0.67 rather than 1: these conversions use Google's data-driven attribution, which shares credit for a booking across everything on the path to it, including visits that came from outside your ads. Your chiropractic campaign was credited with about two thirds of that one.

Leads

The people behind the numbers

The form submissions that came through in August, grouped by the landing page each person arrived on.

Massage form submissions

Katelyn Hunter · Aug 1
Fahima Tazrin · Aug 4
Maria Costa · Aug 7
Daniela Janocsik · Aug 10
Sydnee Baker · Aug 12
Dina Morcos · Aug 13
Melinda Askew · Aug 18
Ken Rogers · Aug 19
Zoe Haines · Aug 20
Aidan Fisher · Aug 24

Physiotherapy form submissions

Nikita Moodley · Aug 6
Braelyn King · Aug 19
Kim Manbert · Aug 26

Chiropractic form submissions

Bradley Eaton · Aug 26
Jashanjeet Singh · Aug 29

TMJ form submissions

Meghna Annapoorna · Aug 31

How to read this Of the 44.7 conversions in August, 16 were form submissions (the people named above), 13.7 were Jane bookings and 15 were phone calls. Six more forms than July, and this time from all four landing pages rather than mostly massage.

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, which tracks bookings across every channel.

Total Jane Bookings

381

All channels · up from 347 in July

From Google Ads

Paid search · down from 61 in July

From Organic Search

154

Your largest booking source

From Direct

143

Typed the address or a saved link

Channel	Sessions	Bookings	Booking Rate
Organic SearchFound you on Google or Bing	330	154	46.7%
DirectTyped the address or a saved link	468	143	30.6%
ReferralSite to Jane hops and other sites	137	38	27.7%
Paid SearchYour Google Ads	397	34	8.6%
UnassignedSource stripped before it arrived	40	11	27.5%
Organic SocialInstagram, Facebook	14	1	7.1%

What this tells us The clinic booked more overall, 381 against 347, and organic search overtook direct as your largest source. Paid search bookings fell here too, 61 to 34, on slightly more visits. Analytics and Google Ads disagree on a lot, but they agree on the direction of this one, which makes it more likely to be a real dip in booking behaviour than a pure tracking artefact.

That sits alongside a month where form submissions and phone calls both rose. One reading is that the same demand arrived through a different door: more people filling in the form or calling, fewer going straight to Jane. That's a guess, not something this data confirms.

Read the absolute numbers with caution. These are analytics events firing on your Jane confirmation page, not figures pulled from Jane, and they don't reconcile with either Jane's own records or the 14 bookings Google Ads credits in its column. Three sources, three different numbers. Month-over-month direction is the trustworthy part; the exact counts are not.

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 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 August.

Week of August 4

Built and launched the TMJ ad group, with its own landing page written around jaw pain rather than a service
Added negative search terms

Weeks of August 11, 18 and 25

Weekly negative keyword and search term sweeps, every week of the month
These sweeps are the likely reason click-through rose from 7.3% to 8.9% on 11% fewer ads shown: fewer wasted impressions, more of the right ones

Where the tracking stands To recap the problem: bookings credited to your ads have been running well below what Analytics records. Our read is that the gap is mostly iPhone traffic, where Google needs to match a hashed email to credit a booking, and that email is only ever typed on Jane's page.

You've now added the tag manager integration on the Jane side, which is what makes that page taggable. You put it in on August 26, so all but a few days of this month ran without it and the numbers here show nothing about whether it works. September is the first month that will.

We're not going to promise how much it recovers. Part of this gap is Apple's privacy limits, which no configuration fixes. What we'll do is watch whether credited bookings start climbing toward what Analytics reports, and tell you either way.

Context

What the data is telling us

The signal

Physiotherapy went from 1 conversion at $642 to 7 at $87, on the same spend. The July 30 rebuild worked, and this was the account's weakest line for four months
16 form leads with names, up from 10, and spread across all four landing pages instead of mostly massage
Phone calls nearly doubled, 8 to 15. Forms and calls are the two we can verify directly, and both grew
The new TMJ group drew a 12% click-through in its first month, against 6.8% for massage and 7.6% for physio
Recorded Jane bookings fell, 22 to 14, and Analytics shows the same direction on its own numbers. Most of it sits in Branded. We can't tell a quieter month apart from the known tracking gap, so we're flagging it rather than explaining it away
Physiotherapy is now losing 34% of its available searches to its daily budget, the most in the account. It converts, then runs out of money

July to August

Cost per conversion: $42 down to $36, the fifth straight monthly drop
Click-through: 7.3% to 8.9%, on 11% fewer ads shown. Less reach, better targeted
Conversions: 39 to 45. Forms up 6 and calls up 7, bookings down 8
Spend was flat, $1,644 to $1,620, so this is more output from the same budget rather than more budget

Heading into September

What's next

Give physio more room

Physio is the side you want to grow, and this is the first month it has earned more budget rather than needed rescuing: 7 conversions at $87, up from 1 at $642. It's now losing 34% of its available searches to its $20 a day cap, the most of any campaign. We'd take it to $30 a day, which is the change most likely to produce more physio leads in September. That's the only thing here that costs you more, so it's the one thing we need a yes on. Reply on this section and we'll action it, or say no and we'll work physio harder inside the current cap.

Give TMJ a full month

TMJ launched August 4 and drew a 12% click-through, against 6.8% for massage and 7.6% for physio, which tells us the ads and the page are landing with the right people. One form lead so far, on August 31. We're leaving it running through September, which is its first complete month and the fair point to judge it. The landing page currently describes the assessment without naming a practitioner. If there's someone at the clinic who takes most of the jaw cases, tell us and we'll put them on the page, otherwise it stays as is.

Watch whether the Jane tracking closes the gap

You put the Jane integration in on August 26, so this month's numbers are effectively all from before it. September is the first read. If credited bookings start climbing toward what Analytics reports, it worked. If they don't, the rest is Apple's privacy limits and there's no point chasing it further.

Retire postpartum, add a second condition group

Postpartum spent $48 for no conversions in August, down from $332, so it's no longer costing you much. It also isn't producing, and local demand for the theme is thin, so we're folding it into the main chiropractic group. TMJ shows the condition approach works when the demand is there, so we're building heel pain as the second one. It has the larger search volume of the options we looked at, the easier auction, and it spreads across physio, chiro and massage rather than sitting on one service. It'll go live in September on the same budget the group already has.

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.