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. The last 28 days of GA4 data (which spans late June to late July) show 1,193 total sessions: Direct leads at 395 sessions (33.1%), Cross-network at 332 (27.8%), Paid Search at 186 (15.6%), Unassigned at 124 (10.4%), and Organic Search at 116 (9.7%). Organic Search in particular more than doubled — 116 users in the 28-day window vs 61 the prior period, a 90% uplift — suggesting improving SEO traction. Despite strong traffic recovery, new patient booking conversion data for July is not yet fully reflected in PracticeHub processed counts.

August opens with 0 processed appointments MTD (month started today, 2 Aug). Forward bookings show 10 appointments across the next 14 days — all return patients, 0 new patients booked. The pipeline of traffic is healthy: 1,193 sessions in the last 28 days represents a 109% improvement on June's full-month total of 570. With campaigns now running a full second month, the Google algorithm should have accumulated enough data to begin optimising more efficiently. Key priority remains the conversion tracking fix — until initial_consultation_purchase is set as the primary conversion in Google Ads, the algorithm cannot distinguish a new patient booking from a form submission. At current traffic volumes and assuming the landing page and tracking fixes land in August, a realistic target is 8–15 new patient bookings for the month.