Marketing Performance Report

Booked appointments by office

Spring Hill generated the most website appointments, followed by Lutz and Port Richey. Clearwater and Pinellas Park generated the fewest, which supports the recent budget increase for those newer offices.

Phone calls

Cost per appointment is the full spend of each campaign divided by the booked appointments for the offices that campaign covers. Spring Hill is not shown because it is not part of these three campaigns.

Location spend is in the table under question 1. Branded search (people already searching your name) is $1,793; everything else — $23,422 — is spent reaching people who do not know you yet. Six months ago that split was almost exactly reversed.

The website recorded 2,078 booked appointments, and 669 phone calls came in from Google Ads.

Note: the phone-call figure only covers calls that originated from Google Ads. Calls that come in through your Google Business listings or dial the office directly are not included in that number. Calls through the Google Business listings are counted separately in the table below.

A lead is a booked website appointment or a phone call that came from an ad — 2,078 appointments plus 669 calls, $9.18 per lead. The appointment figure on its own is $12.13 per appointment.

Channel costs are broken out below where cost data is available.

Google Ads provides spend for Paid Search and Display; the Organic Search figure is the amount spent on organic efforts. No cost exists for the remaining Analytics channels, so those rows are marked with a dash rather than estimated.

The city-named website events are booked appointments. Calls arrive two ways: 669 from Google Ads and 1,998 from the Google Business (maps) listings across the eight offices.

Note: we do not accept or track form submissions. Everyone is routed to the patient portal to book, so the portal booking is the record, not a contact form.

Google Ads: 10,277 clicks produced 669 phone calls and 577 website appointments — about 8.2 clicks per result.

Organic (including AI search engines): 9,716 visits produced 1,998 maps calls and 812 website appointments — about 3.5 visits per result.

Where booked appointments came from

How patients first found Just Pull It (Jul 22 – Sep 22 sample of 1,795 bookings), applied to the 2,078 bookings in the 90-day period. Maps calls cover July 1 to mid-September, a slightly shorter window than the 90-day advertising figures.

Branded search remains the lowest-cost campaign. By actual website appointments, Spring Hill is strongest, followed by Lutz, Port Richey, Brandon and Zephyrhills.

• Most appointments: Spring Hill with 632, or 30.4% of all website appointments.
• Next strongest: Lutz with 304, Port Richey with 258, Brandon with 249 and Zephyrhills with 243.
• Newer locations: Clearwater recorded 98 and Pinellas Park recorded 88.
• Current action: bids and budget increased for Pinellas Park, Clearwater and Pinellas County on September 20 because those newer offices have the fewest appointments.

The Spanish campaign is the biggest drain: nearly a third of all spend for the most expensive recorded actions in the account. Tampa non-brand is expensive because competitors are consistently showing above us. Riverview, Town ’n’ Country and Largo should be watched and adjusted as the new appointment data comes in.

The Spanish campaigns are the single largest line of spend in the account — about a third of everything spent over the 90 days — and they produce the most expensive recorded actions of any campaign, at $53.22 each.

Where the Spanish actions came from

Tampa accounts for far more of the Spanish response than anywhere else — 35 of the recorded actions and $1,660 of the spend. Spring Hill, Zephyrhills and Port Richey follow well behind, and the rest is spread one or two actions at a time across many small areas.

Areas are based on where the person was physically located. The remaining actions come from areas too small to list individually.

Put together: the Spanish campaigns carry the highest cost of any campaign, with the response concentrated in Tampa. That is why we are revamping the Spanish campaign to perform better than it has over the past 60 days.

Yes, directionally — and it is materially better than it was. The money has moved away from defending your own name and toward people who have never heard of you, which is what has to happen to grow. The website recorded 2,078 appointments and 669 calls came in from Google Ads during the period. Paid Search produced 5,113 visits and 933 key events, with a 9.13% session key-event rate.

• Launch each new office in its own campaign for the first 90 days so you get clean ramp data to compare against every previous opening.
• Set the opening budget from verified appointment targets, then review it weekly.
• Turn ads on at opening, when there is an office people can actually book. Spending before the doors open buys clicks you cannot convert.
• Give every new location its own landing page with address, hours and phone. Relevance is what gets you shown above competitors.
• Set a checkpoint at day 60 using verified calls, booked appointments and completed visits for that office.