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 this week shows modest improvement in efficiency despite a significant tracking issue. Marketing spend was £395.81 (−7%), platform conversions reached 41 (+11%), and cost per conversion fell to £9.65 (−16%). Organic performance was steady, with organic clicks at 242 (+7%) and sessions at 1,002 (+2%). However, site leads dropped to 75 (−23%) and booking events are now at 0 (−100%). Tracking health stands at 69/100, flagged as likely tracking failure, which undermines confidence in the conversion figures reported here.
Evidence Marketing spend · Marketing spend change · Platform conversions · Platform conversions change · Cost per conversion · Cost per conversion change · Organic clicks · Organic clicks change · Sessions · Sessions change · Leads (site events) · Leads (site events) change · Booking events · Booking events change · Tracking health · Tracking verdict · Going well · Problem
The strongest bright spot is cost efficiency on paid conversions. Your cost per conversion improved by −16% to £9.65, driven by the "Ultrasound - Baby Scans Bradford" campaign which achieves a CPA of £6.35 with 10 conversions. The ultrasound service page converts at 11.7% compared to your site average of 7.5%, showing that message-to-page alignment works.
Evidence Cost per conversion change · Cost per conversion · Going well
The most pressing problem is the collapse in site leads, down −23% to 75, alongside zero booking events. A conversion tracking signal has stopped firing whilst traffic and form submissions continue, which means platform conversion data cannot be relied upon for optimisation decisions. You are currently spending £395.81 on a broken signal.
Evidence Leads (site events) change · Leads (site events) · Marketing spend · Problem · Recommendation 1
Your immediate opportunity is to capture low-hanging savings and unlock budget for better-performing campaigns. Search waste totals £47.68 (12% of spend) on 8 terms with no conversions; removing these negative keywords would redirect approximately £38.15 per week to proven converters. Your "Laser Hair Removal - Leads" campaign is constrained by budget while maintaining acceptable performance, making it a candidate for reallocation once tracking is fixed. Maps coverage for "blood test bradford" is weak, visible in only 36% of your service area and top-3 in just 4%, representing a significant local search gap.
Evidence Opportunity · Recommendation 6
This week you must fix the conversion tracking failure before optimising spend further—this requires low effort and high confidence in outcome. Second, implement negative keywords immediately to recapture the £47.68 weekly waste. Third, audit your conversion actions in Google Ads to identify which signal stopped firing; six primary actions are currently steering bidding. Fourth, strengthen "blood test bradford" in Google Maps across the 64% gap identified in coverage, starting with the highest-priority gaps. Fifth, test a small budget increase on "Laser Hair Removal - Leads" once tracking is restored, since the page and campaign both show healthy conversion behaviour.
Evidence Recommendation 1 · Recommendation 2 · Recommendation 3 · Recommendation 6 · 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.