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 across the 90-day window has accelerated sharply. Marketing spend grew to £5,530 (+243%), driving sessions to 11,859 (+216%) and organic clicks to 2,792 (+183%). Paid conversions reached 477 (+198%) whilst leads captured on site totalled 1,104 (+183%). Maps visibility improved noticeably, with top-3 coverage at 29.3% (+22%) and average rank improving to 9.0 (−12%). However, tracking health stands at 69/100, which is below reliable operating threshold.
Evidence Marketing spend · Marketing spend change · Sessions · Sessions change · Organic clicks · Organic clicks change · Platform conversions · Platform conversions change · Leads (site events) · Leads (site events) change · Maps top-3 coverage · Maps top-3 coverage change · Average Maps rank · Average Maps rank change · Tracking health · Going well
The strongest win is the "Ultrasound - Baby Scans Bradford" paid campaign, which converted at £6.07 per acquisition across 172 conversions, substantially outperforming the portfolio average cost per conversion of £11.59. This campaign demonstrates product-market fit and should serve as the benchmark for optimisation elsewhere.
Evidence Cost per conversion · Going well
The biggest problem is a broken conversion tracking signal. A conversion event stopped firing whilst traffic and lead volume continued to climb. This means £5,530 of current spend is being optimised against unreliable data, putting the entire period's return on investment at risk. Separately, £934.30 (no comparison available) flowed to 11 search terms that generated no conversions, representing clear waste that negative keywords can recapture.
Evidence Marketing spend · Paid waste · Paid waste change · Problem
The biggest opportunity lies in fixing the tracking fault before testing budget expansion into "Laser Hair Removal - Leads", which is currently constrained by budget yet converts acceptably. Once signals are restored, a budget increase becomes a low-risk test. In parallel, 20 commercially relevant queries rank between positions 4 and 15, with "private baby scan bradford" at position 5.0 representing the largest gap; moving this and similar terms into the top three could unlock significant organic volume. No page currently competes for the "blood test" cluster despite 5323 impressions in the window.
Evidence Opportunity · Recommendation 1
This week, prioritise fixing the conversion tracking fault immediately—this underpins all optimisation decisions going forward. Second, implement negative keywords to recapture the £934.30 spent on non-converting search terms; this is a high-confidence, low-effort save. Third, audit the /services/blood-tests/ page for lead capture friction, as it attracts 721 sessions but converts at only 2.8%. Fourth, review paid traffic routing to the laser hair removal page, which is losing approximately 48 conversions per quarter to a weaker landing experience than the campaign itself delivers. Fifth, commission an audit of Google Maps coverage for
Evidence Deterministic findings
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.