Most of the new patients had never come from the ads.

Nothing about the practice changed. Only what could be seen. Bookings now come from the booking system rather than from a click, and calls are matched back to the channel that produced them, so a patient who picked up the phone finally appears. Same month, same practice, and a different picture entirely.

Built for a wider screen. Everything is here, and the wide panels slide sideways, but a desktop reads more easily.

New patients

booked and paid, in April

Booked by phone

previously invisible

Ad spend

£3,850

in the same month

A new patient is worth

£310

first-year value

The reveal

£250what a new patient from paid search actually cost

£32what the ad platform reported

Both figures divide the same paid search spend, in the same month. Everything that separates them is what got counted underneath: clicks on a button, or new patients who booked and paid.

Cost against what a patient is worth

£310 a patient

Paid search

£250

Paid social

£600

What each paid channel costs to bring in one new patient. Any bar above the line is spending more than a patient returns in a first year.

Where the new patients came from

Channel	Spend	New patients	Cost each
Organic search	None	25	-
Google Business Profile	None	42	-
Paid search	£3,250	13	£250
Paid social	£600	1	£600
Direct	None	4	-
Referral	None	2	-

73 of the 87 new patients came from channels that cost nothing. The other 14 came from £3,850 of advertising.

Every figure on this screen is now real.

Each one comes from the system that actually holds it, so it can be checked rather than believed. Which channels earn their place, what to stop paying for, and which single change would move the most: that is the next conversation, and this example stops before it.