Best month on record. Google Ads running at full budget across chiro and massage campaigns with strong traffic — up to 541 sessions in one week (Wk 16). Meta also active with both instant forms and website leads campaigns spending a combined £1,485 (£596 instant forms + £890 website leads). This is the benchmark to return to.

Google Ads spend dropped to zero around Wk 18 (w/c 27 Apr). This was the single biggest driver of the collapse — paid search was generating the majority of all website traffic. Sessions fell 70% in a single week (439 → 132) and stayed depressed for the following 10 weeks until campaigns were restarted on 19 Jun.

Two compounding problems: (1) Google Ads off all month — sessions bottomed at 47/wk (a 91% drop from the April peak of 541). (2) Meta instant forms campaign generated 31 leads (off £596 spend, a CPL of ~£19) but GHL sync broke ~7 May — none received automated follow-up. The leads went cold with zero contact. Only organic and direct traffic feeding bookings throughout the month. GA4 recorded 300 sessions for May vs 1,651 in April (−82%).

PracticeHub showed 0 new patient appointments for June — the worst month on record. GA4 recorded 570 sessions for the month (vs 300 in May, +90% month-on-month in sessions but driven by campaigns restarting only on 19 Jun). Google Ads and Meta website leads campaign both restarted on 19 Jun at £20/day each, accounting for only ~11 days of the month. Conversion tracking remained unoptimised throughout, meaning Google was optimising toward form submissions rather than actual bookings.

July was the first complete month with both Google Ads and Meta website leads running since April. GA4 recorded 1,205 sessions for July — a 111% increase month-on-month from June's 570, and the highest monthly total since April. Users reached 1,053. Meta website leads campaign spent £250.29 in July (up from £238.31 in June, +5%), generating 173 link clicks and 2 tracked leads at a CPL of £125. Despite strong traffic recovery, the algorithm continued to optimise toward form submissions rather than genuine bookings, limiting conversion quality.

August closed as the strongest traffic month since April, recording 1,745 sessions and 1,495 users — a 45% increase in sessions over July's 1,205 and a 42% uplift in users (1,053 → 1,495). This is the second consecutive month of meaningful month-on-month growth since campaigns restarted in June: sessions have grown from 570 (Jun) → 1,205 (Jul) → 1,745 (Aug), a cumulative 206% recovery from the June trough. Cross-network led channel mix at 523 sessions (35.9% share), followed by Direct at 399 (27.3%) and Paid Search at 377 (25.8%). Organic Search reached 139 sessions — its highest level in the dataset — suggesting improving SEO traction alongside paid activity.

September closed with 1,218 GA4 sessions and 1,037 users — a 30% month-on-month drop in sessions from August's 1,745 (−527 sessions) and a 31% decline in users (1,495 → 1,037). This breaks the three-month growth streak that ran from June through August. The channel mix for the last 28-day window (spanning late September into early October) shows Unassigned leading at 292 sessions (28.0%), followed by Paid Search at 193 (18.5%), Cross-network at 171 (16.4%), and Direct at 169 (16.2%). Organic Search reached 143 sessions — its highest recorded level — suggesting continued SEO momentum even as paid traffic softened. The September dip is most likely attributable to a reduction in Cross-network volume (which had led the August mix at 35.9%) rather than a failure of the core paid search campaigns. PracticeHub records 143 total appointments across the last 3 months. Kelly collected £2,517 in October MTD cash (first 4 days), signalling a functioning patient base even as new patient acquisition through digital channels remains the primary growth lever. With 0 new patients in the forward book for Week 1 (5–11 Oct) and 15 appointments confirmed for Week 2 (12–18 Oct — all returning patients), new patient pipeline building from digital is the critical priority for this month.

October opens with 0 processed appointments recorded and £2,517 cash collected in the first 4 days — the cash figure reflects payments from existing patients rather than new patient conversions. The last 28-day GA4 window records 1,044 total sessions across all channels, with Organic Search at 143 (its highest level to date) and Paid Search at 193, confirming campaigns remain active. Forward bookings show 15 appointments in Week 2 (12–18 Oct), all returning patients — 0 new patients are currently in the forward book across both weeks. With September's traffic dip of −30% vs August now confirmed, October's primary challenge is reversing that decline. The single highest-leverage outstanding action remains the conversion tracking fix: until initial_consultation_purchase is set as the primary Google Ads conversion event, spend continues to optimise toward proxy signals. If that fix lands in October, combined with the improving Organic Search baseline (143 sessions — up from 81 users in the same channel a month prior), a realistic October target is 8–15 new patient bookings against a goal of 20.