Case study Results / Private clinic group
From a rented room to £6m invoiced.
A London private clinic group that started advertising from a single rented treatment room. Five and a half years of Google Ads later: £6,077,699 of invoiced revenue against £834,408 of spend, and a business turning over roughly £2m a year. This is how it was actually done, numbers first.
~£7 invoiced per £1 spent · £500 → £20k monthly budget · Late 2019 to date
One of thirteen case studies, published from more than a hundred accounts since 2021. We publish the ones we can put a source against. See all thirteen →
01 The starting point
One room. One question: does this pay?
The group opened with one clinic, a handful of treatments and a marketing budget of around £500 a month. No tracking, no history, no brand searches to lean on. The only way Google Ads works at that size is ruthlessness: every pound has to buy a measurable enquiry, and anything that does not gets cut.
Before a single ad ran, enquiries were wired up properly: calls and form fills recorded against the campaigns that produced them, and reconciled against the clinic's practice-management system, so revenue could be traced back to spend rather than guessed at.
02 What we did
What we did
Structured the account around treatments, not traffic. Each service line got its own campaign with its own budget, so a high-margin treatment never had to compete with a loss-leader for spend, and the numbers could be judged per service rather than as one blended blur.
Read the search terms like a ledger. Week in, week out: which searches produced enquiries at what cost, which produced nothing, and which patterns needed excluding. Wasted spend was pruned at the phrase level before it compounded.
Scaled budget in step with capacity, not ambition. The budget went from ~£500 to ~£20k a month over six years, raised only when the clinic could absorb the extra enquiries and the cost per enquiry held. Scaling faster than the diary can book is how "more leads" quietly becomes "worse leads".
Kept the measurement honest. Enquiry counts from the ad platform were never taken at face value: they were reconciled against the practice system that records what was actually booked and invoiced. When those two disagree, the practice system wins.
03 What made the difference
Boring discipline, compounded.
There is no secret tactic in this account. The result is six years of the same unglamorous loop: measure honestly, cut waste, feed what works, scale only when the numbers hold, all applied every single week without exception. That is what compounding looks like in paid search: not a hack, a habit.
The same loop now runs on every RankMedia account, with Magnus, our in-house analysis engine, doing the daily reading at a depth no human alone could sustain.
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