Chiropractor Bramhall: 320% traffic increase

Seven years in, the account is booking more appointments per month than at any point in its history, at the lowest cost per booking on record.

Google Ads
With us since 2019

How the numbers moved

Before

After

320% traffic increase

Before

After

98% increase in conversion rate

Each dot = 50 bookings, rounded

1,668 bookings in last 12 months

Each chart sets the starting level to 100 and draws the published result against it.

The brief

About Chiropractor Bramhall

Dandy has run paid search for Chiropractor Bramhall since January 2019. The clinic had a website but it was not turning visitors into patients, and no paid activity was working. Google Ads has been the only channel we have used throughout, on a deliberately modest budget of a few hundred pounds a month.

The brief has never changed: buy appointments, not clicks. Every pound is judged against booked treatment slots rather than traffic, and the account is kept tight to the clinic’s real catchment across Bramhall, Stockport and south Manchester.

What we did

What we worked on

Buying appointments, not clicks

A single-site chiropractic clinic has a hard ceiling on how many patients it can see, so the job was never to maximise traffic. It was to fill the diary at a cost the practice could absorb, month after month, without the owner having to think about it. That shapes every decision in the account: we bid on the small set of terms that signal someone is ready to book, and we let the rest go.

Campaigns split by intent and geography: a core service group, a dedicated Bramhall group, and exact-match groups for Stockport and Manchester so each catchment can be budgeted separately
A local Performance Max campaign carrying map, discovery and directions traffic alongside search, so the clinic captures nearby patients who never type a query
Budget held at roughly £390 a month rather than scaled up, because the constraint is clinic capacity, not demand
Continuous negative keyword work to strip out training, insurance and job-seeker queries before they cost anything

Tracking and measurement

The account is only as good as what it measures. We track the confirmed booking event itself, alongside calls placed straight from the ad and the map actions that lead to walk-ins, so the reported figure reflects appointments the clinic can actually see in the diary, and so bidding optimises toward them rather than toward cheap clicks.

Booking confirmation tracked as a dedicated GA4 event and imported into Google Ads as the primary conversion
Call tracking on ad extensions, capturing the patients who ring rather than book online
Local actions (direction requests, profile visits and store visits) tracked separately so map-driven demand is visible and not double-counted as a booking
Smart bidding pointed at the booking event, which is what pulled cost per booking down to £2.81 across 2026

Working with Dandy has been so easy. They take the time to explain everything and they get results. I’ve seen such a spike in bookings since they started supporting my business, it’s a pleasure having them on my side!

Jordan GregoryOwner, Chiropractor Bramhall