The Challenge
The practice serves its market, with spinal decompression, specialty therapies and a Spanish-speaking front desk. Like many single-doctor practices, it faced two problems at once. General searches such as its main city searches are crowded with competitors, and the practice needed a way to see which marketing efforts were actually producing calls and bookings.
In July 2026 the website recorded 932 sessions. By August it was 871. The task was to find the searches where the practice could win outright, build the pages to earn them, and make sure every call tap and booking was counted.
The Approach
Win the specific searches first. Rather than competing only on the broadest terms, we built dedicated pages for the specialty services the practice offers. A dedicated page for each service, with local wording, gives Google a clear match for a patient searching that exact need.
Fix measurement. We set up online bookings to register as a Google Ads conversion. The first two were recorded on September 29, 2026, so booking activity can now be counted next to phone calls.
Tune paid search. The Google Ads campaign's service area was set to a 30-mile radius around its location, and keywords that had spent money without producing any conversions were paused. Facebook and Instagram campaigns ran as a separate channel.
Speed. The practice website is tested with Google's own tools every cycle. Fast pages are the foundation our local search system starts from.
The Results
| Measure | Result | Source |
|---|---|---|
| Website sessions | 932 in July, 871 in August, 1,113 in September | Google Analytics 4 |
| Website sessions, October 1-25 | 1,299, already above September's full month | Google Analytics 4 |
| Google Ads cost per click, whole account | $14.19 in August, $5.26 in September, $3.04 in October 1-27 | Google Ads, queried October 28, 2026 |
| Google Ads clicks, whole account | 151 in August, 354 in September, 492 in October 1-27 | Google Ads, queried October 28, 2026 |
| Core local search term | #1 in Google | Local rank check, October 1, 2026 |
| Core local search term | #1 in Google | Local rank check, October 1, 2026 |
| Core local search term | #2 in Google | Local rank check, October 1, 2026 |
| Core local search term | #3 in Google | Local rank check, October 1, 2026 |
| Speed scores, mobile and desktop | 100 out of 100 in all four categories | Google PageSpeed Insights, October 27, 2026 |
September sessions were up 28 percent over August. The practice also holds the top organic position for its own name, and 58 keywords across its market now bring an estimated 67 visits a month that would otherwise cost roughly $359 a month to buy through ads.
Cost per click fell by more than half between August and October, so each ad dollar now brings in more visitors. Calls and bookings are also counted, which lets ad budget follow what produces patients instead of guesses.
We are not publishing patient counts or income for this practice because we could not document them from start to finish.
What Made It Work
The practice's specialty services were its advantage. Specific pages for specific needs earned first-place rankings that broad searches would never have delivered, and clean tracking turned the rest of the marketing into something that can be measured and improved month after month.
Results are specific to this practice, market and time period. Rankings change daily and individual results vary. This case study does not promise any outcome for other practices.