Overview

Your marketing performance this period shows mixed signals. Marketing spend held steady at £1,728 (+1%), and paid conversions grew to 172 (+20%) whilst cost per conversion improved to £10.05 (−16%). Organic search picked up modestly with 892 clicks (+4%) and 23,667 impressions (+1%). Site sessions reached 3,796 (+2%). However, there is a critical reliability issue: a conversion tracking signal has stopped working, which means the paid conversion figures are unsafe to trust and your spend optimisation is running blind. Until this is fixed, decisions based on platform metrics carry high risk.

Evidence Marketing spend · Marketing spend change · Platform conversions · Platform conversions change · Cost per conversion · Cost per conversion change · Organic clicks · Organic clicks change · Organic impressions · Organic impressions change · Sessions · Sessions change · Recommendation 1 · Problem

Your biggest win is the improvement in paid efficiency. The "Ultrasound - Baby Scans Bradford" campaign delivered 66 conversions at £5.03 each, and overall cost per conversion fell 16% to £10.05 despite higher traffic, suggesting your bid strategy is working where data is intact. Breakout search queries including "follicle tracking bradford", "reassurance scan bradford" and "ultrasound clinic bradford" are gaining traction. Maps visibility also improved, with top-3 coverage rising to 29.3% (+22%) and overall Maps score reaching 44 out of 100 (+16%).

Evidence Going well

The biggest problem is twofold. First, conversion tracking failure is rendering your paid performance data unreliable—traffic and leads continue but a signal stopped, so you cannot trust optimisation decisions. Second, £387.08 (22% of your listed spend) was spent on 14 search terms that generated no conversions, representing dead money. Separately, bookings fell sharply to 55 (−37%), which suggests friction between lead capture and actual appointment-setting—though revenue data is not available to quantify impact.

Evidence Paid waste · Booking events · Booking events change · Recommendation 1 · Problem

The biggest opportunity lies in three areas. "Laser Hair Removal - Leads" is converting acceptably but is constrained by budget; once tracking is fixed, a controlled budget increase is testable. Second, 20 commercially relevant keywords rank between positions 4 and 15, with "private baby scan bradford" at position 5 being the largest; these are ripe for paid support or organic improvements. Third, the "blood test" cluster attracted 1704 impressions but has no competing page on your site, so neither organic nor paid campaigns can capture this demand. Maps coverage is also patchy for "blood test bradford", where you appear in only 36% of the area and top-3 in just 4%.

Evidence Opportunity · Recommendation 7

This week, fix conversion tracking first—this is blocking safe optimisation and your £1,728 is at risk. Second, pause or negative-keyword the

Evidence Marketing spend · Recommendation 1