Overview

Overall performance across the window was mixed. Marketing spend held nearly flat at £1,728 (+1%), yet platform conversions climbed +20% to 172 and cost per conversion fell −16% to £10.05. Organic traffic grew modestly: organic clicks rose +4% to 892 and impressions +1% to 23,667. Site sessions increased +2% to 3,796. However, the picture darkens at conversion: leads stayed flat at 339 (−1%) whilst booking events collapsed −37% to 55. A critical tracking failure is now active, meaning the reported paid gains are unreliable and your spend optimisation is operating blind.

Evidence Marketing spend · Marketing spend change · Platform conversions change · Platform conversions · Cost per conversion change · Cost per conversion · Organic clicks change · Organic clicks · Organic impressions change · Organic impressions · Sessions change · Sessions · Leads (site events) · Leads (site events) change · Booking events change · Booking events · Going well · Problem · Connected sources

The strongest win is the performance of your Ultrasound - Baby Scans Bradford campaign, which delivered 66 conversions at a cost per conversion of £5.03, well ahead of the account average. This campaign is also surfacing breakout commercial queries: follicle tracking bradford, reassurance scan bradford and ultrasound clinic bradford are all gaining traction. Maps coverage for your location has also improved significantly, with top-3 coverage now at 29.3% (+22%), and your Maps score rose +16% to 44/100.

Evidence Maps top-3 coverage · Maps top-3 coverage change · Maps score change · Maps score · Going well

The biggest problem is that your conversion signal has stopped firing whilst traffic and leads continue normally. This means your paid channel is blind: the reported uplift in platform conversions cannot be trusted, and your bidding strategy is operating on a broken signal. Separately, £387.08—roughly 22% of your listed spend—flowed to 14 search terms that produced zero conversions. Until tracking is restored, you are at risk of wasting further spend on non-converting queries. Additionally, booking events have fallen sharply, signalling a drop-off between lead capture and actual bookings that warrants investigation.

Evidence Problem

The largest opportunity lies in fixing tracking immediately, after which two revenue-positive moves become available. First, your Laser Hair Removal - Leads campaign is constrained by budget and converting acceptably, making it a candidate for a controlled spend increase once you can measure impact reliably. Second, roughly 20 commercially relevant queries currently rank positions 4–15; the largest is private baby scan bradford at position 5.0. You are also entirely absent from Google Search results for the blood test cluster, which attracted 1,704 impressions in this window, representing uncontested territory.

Evidence Opportunity

This week, prioritise three actions. First, investigate and restore your conversion tracking as a matter of urgency—your entire paid programme is optimising on a broken signal. Second, pause or apply negative keywords to the 14

Evidence Recommendation 1