Insights by topic

Agency relationships

I run an agency, and I'll still tell you plenty of clinic owners are getting a raw deal from theirs. These articles show you how to read an agency report, the games some agencies play with your numbers, and the questions that separate a real partner from a retainer collector.

Decision Frameworks

8 min read

Your first marketing hire probably shouldn't be a hire

A $75,000 marketing hire costs closer to $95,000 a year once super, leave and tools land, and one person is rarely senior at paid ads, content, design and strategy all at once. The honest comparison between hiring, outsourcing and the hybrid most clinics should actually run.

Pete Flynn · 4 July 2026

Read

Websites

9 min read

What a clinic website should cost, and what it should earn

Ask five builders to quote a clinic website and the numbers land anywhere from $500 to $30,000. The bands are real, and so are the traps at both ends. Here is what each band actually buys, what decides whether a site earns its cost, and the ownership terms to demand at any price.

Pete Flynn · 1 July 2026

Read

Google Ads

7 min read

Google Ads is not set and forget. Here's the cadence.

Google is built to spend your budget as fast as possible. A managed account fights that every 72 hours, reviews copy every 7 days, and runs a fresh split test every 14 days. That rhythm, not the initial build, is what separates a compounding account from a stagnant one.

Pete Flynn · 7 June 2026

Read

Agency relationships

11 min read

Why a clinic specialist beats a generalist agency

No matter how good I am at Google Ads, there is only so much data I can reason from, and recency bias quietly poisons it. The real edge is pooled de identified data across over 120 clinics. Here is why a solo account or a generalist can never match it.

Pete Flynn · 2 June 2026

Read

Agency relationships

7 min read

Who should actually build and own your clinic website

Plenty of clinic owners think they own their website. Then they try to leave their agency and find out they own a login and nothing else. Here's how ownership actually works, and the questions to ask before anyone builds you a thing.

Pete Flynn · 28 May 2026

Read

Decision Frameworks

9 min read

Add budget or move it around? Run the capacity test first

When a clinic owner wants to chase a new patient type, they ask the wrong question. Not how much budget, but whether they have room. Capacity decides whether you add fresh spend or just move money around and call it growth.

Pete Flynn · 26 May 2026

Read

Agency relationships

9 min read

The three numbers your ad report should tell you

Your agency report is probably full of impressions, click through rate and graphs that mean nothing to you. There are only three numbers you should ever have to read, plus one attribution trap that makes a glowing dashboard sit next to nine real patients.

Pete Flynn · 23 May 2026

Read

Google Ads

6 min read

The only three numbers your Google Ads agency should report

Most agency reports bury you in impressions, clicks and click through rate. None of it pays the rent. Tell your agency to report exactly three numbers, and watch how quickly you find out whether they are tracking real bookings or just clicks.

Pete Flynn · 20 May 2026

Read

Agency relationships

9 min read

Hire an expert first, inherit the asset, then take the keys

Most agencies want you locked in forever. I tell sole traders the opposite. Hire an expert to build the account and tracking properly, inherit a well built asset, then take the keys within 3 to 6 months. The IP is yours either way.

Pete Flynn · 18 May 2026

Read

Agency relationships

6 min read

Stop turning your marketing off when you get busy

I was guilty of it too. Get busy, turn off the marketing, quieten down, panic, turn it back on. It felt like resource management. The data said otherwise. Here's what that cycle actually costs a clinic, and what I'd do differently.

Pete Flynn · 10 May 2026

Read

Google Ads

6 min read

Google Ads don't just go live. They learn. Here's what that looks like.

Most clinics expect Google Ads to deliver results in the first two weeks. Google's algorithm needs 4 to 6 weeks just to build a quality score. The actions you take in month one determine whether the account compounds or resets. Here's what actually happens and when.

Pete Flynn · 2 May 2026

Read

Agency relationships

7 min read

The tap that doesn't quite turn off

Almost every clinic owner I sit down with has been told the same thing by an agency: it's like turning on a tap. Three months in, the tap doesn't quite work. Here's why that pitch keeps landing, and the four boxes a real monthly report should tick.

Pete Flynn · 22 April 2026

Read

Google Ads

5 min read

Stop bidding on your own brand name

If your Google Ads account is bidding on your own clinic name, you're paying for clicks you'd win for free, then watching them show up in your report as cheap conversions that make the campaign look healthier than it is. Here's the trap, and the 90 second fix.

Pete Flynn · 21 April 2026

Read

Agency relationships

6 min read

Doing your own marketing isn't free

Most clinic owners I talk to assume that doing their own marketing is free, because they're not paying anyone. The math says otherwise. Here's what an hour of your time actually costs, and the framework I use to decide what to outsource.

Pete Flynn · 20 April 2026

Read