Insights by topic

Reporting

If your agency report leads with clicks and impressions, you're reading a smokescreen. These articles show you which numbers tell you whether your marketing is working, and how to spot the soft metrics that dress up a struggling account.

SEO

6 min read

Our own Google snippet was junk. Here is the ledger.

I googled Gold Coast healthcare marketing and our snippet talked about the M1 spine. That sent three agents through 172 pages. This is what they found, what we changed, and how we will measure it.

Pete Flynn · 3 October 2026

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Google Ads

9 min read

How often should someone touch your Google Ads account?

Touch a Google Ads account faster than its data matures and you make it worse. Touch it slower and you are paying for waste you could have stopped. Here is the schedule my team runs on every clinic account, class by class: what I do daily, what waits a week, what waits a fortnight, and what never waits at all.

Pete Flynn · 22 August 2026

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Google Ads

10 min read

Why the typical agency cannot track your clinic's Google Ads

There are 68,040 ways a clinic can be wired together, and tracking that works has to be rebuilt against your specific combination. Here is the whole mountain: the ten links, the combinations, and why agencies that sell clicks never climb it.

Pete Flynn · 14 August 2026

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Google Ads

9 min read

Your ads are getting clicks. Where are the bookings?

When a campaign produces clicks but no patients, the ads are almost never the broken part. Here are the seven checks we run on every underperforming account, in strict order, plus a symptom checker that points you at your account's most likely leak.

Pete Flynn · 13 July 2026

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Google Ads

7 min read

One search term pays for the rest

Open the search terms report in almost any clinic account and the same shape appears: a small handful of searches produce most of the bookings, and a long tail spends the rest. Here is how to find your handful, and what to do once you have.

Pete Flynn · 11 July 2026

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Google Ads

10 min read

Your booking software decides what your ads can measure

The booking software you chose years ago for clinical reasons sets a ceiling on how cleanly your Google Ads can measure a completed booking. Every major system can be tracked now, but where the completion signal lives is different in every one. Here is the tier list.

Pete Flynn · 12 June 2026

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Google Ads

6 min read

Why Fiverr, Smart Campaigns and Performance Max quietly waste clinic ad budgets

Smart Campaigns, Performance Max and a typical Fiverr build are the three places I see clinic ad budgets leak the most. They hide keyword data, lean on broad match, and ship tracking that never fires. The fix is not more budget. It is structure and visibility.

Pete Flynn · 10 June 2026

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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

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Google Ads

7 min read

The 90 second rule for phone bookings Google can't see

A big share of clinic bookings still happen on the phone, and Google can't see whether the call ended in a booking. So most clinics either ignore phone conversions or guess. Here's the proxy I use instead: the 90 second rule.

Pete Flynn · 5 June 2026

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Google Ads

6 min read

Why your clinic can't track its Google Ads bookings

The most common reason a clinic can't tell whether Google Ads works is the booking software. Embedded widgets from Cliniko, Halaxy, Nookal and others often don't pass a clean signal back to Google, so you track nothing or everything. Here is why, and what good tracking looks like.

Pete Flynn · 27 May 2026

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Google Ads

6 min read

If your conversion rate is over 100%, your reporting is lying to you

If your Google Ads conversion rate is over 100%, or your cost per booking looks too good to be true, the tracking is counting the wrong things. Here is how to tell a real new patient booking from page views, rebookings and brand clicks, and what a true number measures.

Pete Flynn · 25 May 2026

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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

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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

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Google Ads

6 min read

Two clinics. Same Google. One pays $80 per booking. The other pays $220.

Same suburb, same specialty, roughly the same ad budget. One clinic gets new patients for $80 each. The other pays $220 and wonders if Google Ads even works. The ads are not the variable. The system underneath them is.

Pete Flynn · 3 May 2026

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Google Ads

8 min read

Conversion vs conversion action in clinic Google Ads

Almost every clinic Google Ads account I audit is counting things that aren't real bookings. The cost per conversion looks great. The phone tells a different story. Here's how to draw the line, and what real CPA is once you do.

Pete Flynn · 25 April 2026

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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

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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

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