Case Study — 2025–2026
01 — Situation
When I joined HealthScreen in mid-2025, their digital marketing consisted of a single Google Ads account managed by an external agency — optimised entirely for clicks.
There was no meaningful conversion tracking in place. Campaign goals were set against phone clicks and email clicks — vanity actions that didn't reflect actual purchases. The budget was minimal, with no visibility into what, if anything, was driving real bookings.
The website was not effectively optimised to drive conversions. There were no lifecycle flows in HubSpot. Attribution was non-existent. The business had no idea which marketing activity was generating revenue.
02 — Approach
Rather than spending more on a broken system, I started by establishing what was actually working — then built the infrastructure to grow it.
Before touching a single campaign, I rebuilt conversion tracking from scratch. The agency was measuring phone clicks and email clicks as conversions — not purchases. I implemented proper conversion tracking tied to actual booking completions, connected it to HubSpot and created a clear picture of the funnel. This alone changed every optimisation decision that followed.
I launched a new campaign architecture — structured around city, service, and competitor intent rather than campaigns with mismatched objectives. Within the first two months the new campaigns were outperforming the agency's on CTR (7–8% vs 1–4%) while the old campaigns were still running. By December, the legacy campaigns had effectively wound down.
In October I launched Meta — starting with awareness campaigns to build upper-funnel reach and test creative. Microsoft Ads followed to capture Bing search intent at lower CPCs. By early 2026 all three channels were running conversion-optimised campaigns with shared audience signals from HubSpot.
Driving traffic to an unoptimised page wastes spend. I rebuilt the key landing pages to reduce friction in the booking flow, and set up email and SMS sequences in HubSpot to nurture leads who didn't convert immediately. The results show clearly in the website conversion rate, which grew from 1.3% to 6.1% over the engagement.
The agency had no idea what the budget was buying. By the end, spend had grown 13×, with every dollar having a clear line back to a booking.
03 — Results
Website conversion rate (GA4 key event rate) — Aug 2025 to May 2026
Monthly website users vs. on-site key events
Monthly ad spend by channel — building a multi-channel engine
04 — Scope of work
This engagement covered the full growth stack — not just ads management.
Built and managed Google Search, Performance Max, Meta (awareness + conversion), and Microsoft Ads. Rebuilt campaign architecture around actual purchase intent. Scaled monthly spend 13× while maintaining accountability through proper conversion tracking.
Implemented a multi-touch attribution setup to give the business its first real view of what was actually driving patient conversions. Pulled data from multiple sources: in-platform ad data (Google & Meta), GA4 behavioural tracking, a post-purchase survey capturing self-reported attribution, and business-level revenue data from the booking system and Stripe. Stitched these together into a reporting dashboard that made cost-per-acquisition visible across every channel and campaign.
Audited and rebuilt key landing pages in the booking funnel. Identified friction points through GA4 funnel analysis and iterated on page structure, copy, and CTAs. Website CVR grew from 1.3% to 6.1% over 10 months.
Designed and implemented email and SMS nurture sequences in HubSpot for leads who didn't convert on first visit — reducing lead-to-purchase drop-off and improving the efficiency of paid spend.