Assessment
Written by the AI layer from the figures on this page. Every number is inserted by the application, not the model, and each paragraph lists the evidence it rests on.
Overall performance is mixed. Marketing spend fell −7% to £395.81, whilst organic impressions and clicks both grew (+6% and +7% respectively), and site sessions rose +2%. However, the biggest concern is a likely tracking failure that has rendered paid conversion figures unreliable; a conversion signal stopped whilst traffic and leads continued, meaning the business cannot trust platform optimisation until this is fixed.
Evidence Marketing spend change · Marketing spend · Organic impressions change · Organic clicks change · Sessions change · Problem · Recommendation 1
The biggest win is paid efficiency. Cost per conversion improved −16% to £9.65, and platform conversions rose +11% to 41 despite lower spend. The "Ultrasound - Baby Scans Bradford" campaign performed strongest, and the /services/ultrasound/ page converts at 11.7% against a site average of 7.5%.
Evidence Cost per conversion change · Cost per conversion · Platform conversions change · Platform conversions · Going well
The biggest problem sits alongside the tracking failure: leads are down −23%, and no booking events were recorded this period. More immediately, £47.68 of paid spend—roughly 12% of total—went to search terms that returned zero conversions. Additionally, "blood test bradford" has vanished from Google Maps across 64% of the measured area.
Evidence Leads (site events) change · Problem · Opportunity
The biggest opportunity is to recover controllable waste and test budget expansion. Applying negative keywords to the eight search terms generating zero conversions could redirect approximately £38.15 per week to converting terms. Once tracking is restored, "Laser Hair Removal - Leads" campaign shows acceptable conversion performance but is budget-constrained and merits a spend test. "Private baby scan bradford" ranks at position 4.7 and represents one of 17 commercially relevant queries that could move into top-three positions with focused work.
Evidence Opportunity
For this week, first fix the conversion tracking signal immediately—six primary conversion actions are guiding paid bids on broken data and the full £395.81 spend is at risk. Second, add the eight non-converting search terms as negative keywords to stop leak. Third, restore "blood test bradford" to Google Maps coverage across the missing 64% of the area. Fourth, audit why leads fell 23% and whether this is data-related or genuine demand weakness. Finally, once tracking is confirmed healthy, run a budget increase test on the Laser Hair Removal campaign.
Evidence Recommendation 1 · Recommendation 2 · Recommendation 6 · Recommendation 3 · Problem · Opportunity · Connected sources
Going well
- winPaid CPA fell -16% to £9.65 while conversions held or grew (+11%).
- win"Ultrasound - Baby Scans Bradford" is the strongest paid campaign by CPA at £6.35 (10 conversions).
- win/services/ultrasound/ converts at 11.7% vs a site average of 7.5%.
Problems
- issueA conversion signal stopped while traffic and leads continued — treat platform conversion figures as unreliable until tracking is fixed.
- issueLead events are down -23%.
- issue"blood test bradford" is absent from Google Maps across 64% of the measured area.
Opportunities
- next£47.68 (12% of listed spend) went to search terms with no conversions — negative keywords are the quickest saving.
- next"Laser Hair Removal - Leads" is limited by budget while converting acceptably — a budget test becomes available once tracking is fixed.
- next17 commercially relevant queries rank 4–15 — the largest is "private baby scan bradford" at position 4.7.
This week
Top open recommendations by impact × confidence ÷ effort.
- TRACKINGA conversion signal has stopped while traffic continues — likely tracking failure£395.81 of spend is being optimised on a broken signal (window spend at risk, not a gain)
- TRACKING6 primary conversion actions are steering biddingBidding quality
- MAPSAbsent from Google Maps across 64% of the area for "blood test bradford"Found at 36% of the area; top-3 at 4%
- SEO CONTENTTwo pages compete for "laser hair removal bradford"Ranking stability
- MAPSTop 3 on Google Maps at the door for "laser hair removal bradford", but outside it across 80% of the areaTop-3 at 20% of the area; top-3 majority holds to 1 mi
- PAID WASTE£47.68 spent on 8 search terms with no conversions≈ £38.15 per 7 days redirected to converting terms (estimate: 80% of the waste)
3 budget and bidding actions are blocked until tracking is fixed. See them →
Paid search
Daily spend (highlighted: last 7 days)
£395.81 spend · 386 clicks · 41 platform conversions · CPA £9.65 ▼ 16.1%
Organic search
Daily organic clicks (property total)
242 clicks · 6,156 impressions · avg position 11.1 · 17 striking-distance queries
Google Maps
Top-3 coverage across the geo-grid, latest scan
29.3% top-3 · 78.7% found · avg rank 9.01 · score 44 ▲ 5.3 pts · open
Leads
Daily lead events on the site (form, WhatsApp, call clicks)
75 lead events ▼ 23.5% · 1,002 sessions · lead rate 7.5%
Where visitors come from
Sessions by channel with lead and booking events attributed to the session source.
| Channel | Sessions | vs prev | New users | Leads | Bookings |
|---|---|---|---|---|---|
| Organic search | 483 | ▼ 1.0% | 291 | 34 | 0 |
| Paid search | 257 | ▲ 11.3% | 159 | 27 | 0 |
| Organic social | 138 | ▼ 3.5% | 85 | 6 | 0 |
| Direct | 77 | ▼ 2.5% | 48 | 3 | 0 |
| Paid social | 47 | ▲ 2.2% | 27 | 5 | 0 |
Commercial picture
These answer 'how much are we making' and 'can we handle more demand'. They need the booking system; nothing is invented meanwhile.