The client challenge

Sable was measuring success in form submissions while half of them never became appointments. Spend was spread evenly across nine locations regardless of capacity, and no one could say which channel filled a chair.

Research & Audit

We connected marketing data to the practice management system before changing a single bid.

• 12-month spend and outcome audit across three ad platforms
• Call and booking analysis identifying a 51% form-to-appointment gap
• Competitor SERP and creative review in all nine catchment areas
• Capacity mapping — two clinics were over-booked while three sat at 60%

Strategy

Budget follows capacity, creative follows intent, and every metric reports in appointments.

• Server-side tracking through to confirmed booking and attendance
• Location-level budget allocation rebalanced weekly against open capacity
• Intent-tiered messaging from symptom research down to branded search
• Lifecycle layer to recover no-shows and dormant patients

Creative & Landing Pages

Nine pages, one component system, each one credible to a nervous first-time patient.

• Practitioner-led creative with real clinicians and real rooms
• Booking widget above the fold with visible next-available slots
• Trust block: credentials, regulator registration, patient outcomes
• Sub-1.2s load on mobile — a direct lever on paid efficiency

Measurement

The reporting layer is the reason the programme kept compounding.

• Server-side GTM with consent-mode compliant conversion signals
• Offline conversion import from the practice management system
• Looker Studio dashboard by clinic, channel and treatment line
• Weekly experiment cadence with a documented decision log

Programme Snapshot

Six months, 38 experiments, 11 of them rolled out permanently.

• Paid: restructured search, social and performance max
• Owned: nine landing pages and a recall email programme
• Reporting: one dashboard the leadership team reads unaided