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.
Your marketing spend increased to £5,530 (+243%) during this 90-day window, generating 11,859 sessions (+216%), 2,792 organic clicks (+183%), and 1,104 lead events (+183%). Overall traffic growth has been strong across organic and paid channels. However, platform conversion tracking has failed while traffic continued to climb. This means your paid conversions of 477 (+198%) and cost per conversion of £11.59 (+15%) are unreliable figures. Until tracking is restored, you cannot trust whether paid optimisation is working.
Evidence Marketing spend · Marketing spend change · Sessions · Sessions change · Organic clicks · Organic clicks change · Leads (site events) · Leads (site events) change · Platform conversions · Platform conversions change · Cost per conversion · Cost per conversion change · Problem · Recommendation 1
Your strongest paid win is the "Ultrasound - Baby Scans Bradford" campaign, which delivered 172 conversions at £6.07 per conversion. This demonstrates that your healthcare messaging performs well when it targets the right intent. Organic search is equally impressive, with clicks up +183% and impressions rising +195%, suggesting your content is gaining visibility. Maps coverage has improved to 29.3% top-3 placement (+22%) with average rank improving −12%.
Evidence Organic clicks change · Organic impressions change · Maps top-3 coverage · Maps top-3 coverage change · Average Maps rank change · Going well · Maps score change
The tracking failure is your critical blocker. A conversion signal stopped while traffic and leads continued, making it impossible to optimise spend effectively. In parallel, £934.30 (no comparison available) has been spent on 11 search terms with zero conversions—roughly 17% of your listed spend. Your /services/blood-tests/ page receives +183% traffic but converts at only 2.8%, far below your site average. Maps visibility for blood tests remains poor, with no top-3 coverage across most of your service area.
Evidence Paid waste · Paid waste change · Organic clicks change · Problem · Recommendation 8
Three immediate opportunities exist once tracking is restored. The "Laser Hair Removal - Leads" campaign is converting acceptably but is budget-constrained; a controlled test would reveal its true potential. Two high-intent queries rank between 4–15, with "private baby scan bradford" at position 5.0 showing clear demand but insufficient visibility. Finally, no page currently competes for the blood test cluster despite 5323 impressions, leaving revenue on the table.
Evidence Opportunity · Recommendation 4 · Recommendation 5
This week, fix the conversion tracking signal (effort low, highest priority). Once confirmed working, implement negative keywords to reclaim the £934.30 waste—an estimated £747.44 per 90 days can be redirected to converting terms with high confidence. Audit and improve the /services/blood-tests/ page to lift its 2.8% conversion rate; it is receiving traffic but not capturing it. Request a content audit for blood test keywords
Evidence Paid waste
Going well
- win"Ultrasound - Baby Scans Bradford" is the strongest paid campaign by CPA at £6.07 (172 conversions).
- winOrganic clicks are up +183% period over period.
- winBreakout queries: "private baby scan bradford", "iv drip bradford", "private ultrasound bradford".
Problems
- issueA conversion signal stopped while traffic and leads continued — treat platform conversion figures as unreliable until tracking is fixed.
- issue£934.30 (17% of listed spend) went to search terms with no conversions — negative keywords are the quickest saving.
- issue/services/blood-tests/ gets 721 sessions but converts at 2.8%.
Opportunities
- next"Laser Hair Removal - Leads" is limited by budget while converting acceptably — a budget test becomes available once tracking is fixed.
- next20 commercially relevant queries rank 4–15 — the largest is "private baby scan bradford" at position 5.0.
- nextNo page competes for the "blood test" cluster (5323 impressions).
This week
Top open recommendations by impact × confidence ÷ effort.
- TRACKINGA conversion signal has stopped while traffic continues — likely tracking failure£5,530 of spend is being optimised on a broken signal (window spend at risk, not a gain)
- PAID WASTE£934.30 spent on 11 search terms with no conversions≈ £747.44 per 90 days redirected to converting terms (estimate: 80% of the waste)
- CRO/services/blood-tests/ gets 721 sessions but few lead actionsEstimate: ~32 more lead events per 90 days if the page reached half the site average
- CROPaid traffic to /services/laser-hair-removal/ converts far below the campaignEstimate: ~48 conversions per 90 days lost to the weaker page
- SEO CONTENT"laser hair removal bradford" ranks 9.7 with 5872 impressionsEstimate: +287 organic clicks per 90 days if it reaches the top 3–4
- SEO CTR"private ultrasound bradford" ranks 2.4 but earns only 5.2% CTREstimate: +103 clicks per 90 days at typical CTR for the position
5 budget and bidding actions are blocked until tracking is fixed. See them →
Paid search
Daily spend (highlighted: last 7 days)
£5,530 spend · 5,457 clicks · 477 platform conversions · CPA £11.59 ▲ 14.9%
Organic search
Daily organic clicks (property total)
2,792 clicks · 75,727 impressions · avg position 11.0 · 20 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)
1,104 lead events ▲ 183% · 11,859 sessions · lead rate 9.3%
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 | 5,948 | ▲ 210% | 3,645 | 565 | 132 |
| Paid search | 2,955 | ▲ 195% | 1,795 | 383 | 111 |
| Organic social | 1,346 | ▲ 299% | 819 | 59 | 6 |
| Direct | 1,008 | ▲ 220% | 624 | 49 | 12 |
| Paid social | 602 | ▲ 227% | 367 | 48 | 1 |
Commercial picture
These answer 'how much are we making' and 'can we handle more demand'. They need the booking system; nothing is invented meanwhile.
Anomalies
- downMarketing spend on 2026-06-21: £29.77 vs expected £53.3530 on 2026-06-21 vs a weekday-adjusted trailing-28-day median of 53 (robust z -3.8), second consecutive outlier.
- upMarketing spend on 2026-07-19: £53.13 vs expected £37.0553 on 2026-07-19 vs a weekday-adjusted trailing-28-day median of 37 (robust z 4.4), second consecutive outlier.
- upPlatform conversions on 2026-06-15: 9 vs expected 39 on 2026-06-15 vs a weekday-adjusted trailing-28-day median of 2.7 (robust z 5.9), single-day extreme.
- upPlatform conversions on 2026-07-23: 9 vs expected 39 on 2026-07-23 vs a weekday-adjusted trailing-28-day median of 3 (robust z 5.5), single-day extreme.
- upPlatform conversions on 2026-08-19: 10 vs expected 410 on 2026-08-19 vs a weekday-adjusted trailing-28-day median of 3.7 (robust z 5.2), single-day extreme.