Clinique Majora · Multidisciplinary health clinic · Google Ads — Search · 2026
How Clinique Majora booked 38% more appointments while spending less
Growth usually arrives with a bigger invoice. Here the budget went down 4% and booked appointments went up 38%, because the account stopped paying for searches that were never going to book.
4,329
booked appointments
up from 3,135, on 4% less spend
The results, up top — every number is in the strip below
+38%
booked appointments
3,135 → 4,329, matched twelve months
CA$6.27
cost per booking
down from CA$9.00
−4%
media spend
CA$28,220 → CA$27,160
4,329
bookings tracked
booking action only, calls excluded
+35%
ad-extension calls
404 → 545 alongside the bookings
01 — The challenge
One clinic, many disciplines, one generic ad account.
Clinique Majora is a multidisciplinary health clinic in Granby offering physiotherapy, osteopathy, massage therapy, acupuncture, herbalism and hypnotherapy, in clinic or at home. Each of those is a different search, a different price point and a different kind of patient — a back injury and a prenatal massage have almost nothing in common except the building.
The Google Ads account was already delivering: 3,135 tracked bookings in the prior year at CA$9.00 each. Accounts at that stage look finished. But a clinic with six disciplines running mostly generic clinic messaging is paying to be a vague answer to six specific questions, and carrying queries that look relevant and never book.
“The calendar was full enough that I stopped asking questions about the ads. What changed my mind was seeing how much of the budget went to searches that could never end in an appointment — that money did not need to be replaced, it needed to be moved.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
Reallocation, not expansion, is what made this year work. The clinic did not buy more traffic; it stopped buying the traffic that never reached the booking page.
02 — Our approach
Answer each discipline specifically. Stop paying for the rest.
We started from the search terms, because the gap between a treatment search and a curiosity search is enormous and invisible in aggregate reporting. Terms were classified rather than skimmed: urgent negatives, expansion candidates, monitor-only. The negatives went in first, which freed budget without touching a single bid.
Then structure. Disciplines with genuine, distinct demand — physiotherapy, osteopathy, massage therapy, acupuncture — were given their own ad groups so the ad could name the treatment the patient typed and the practitioner who provides it, instead of one clinic message trying to serve every query at once.
Bidding came third, deliberately. Once the traffic mix was clean, the target could be tightened without starving the account of volume — a sequence most accounts run backwards, tightening targets while the waste is still in place and then wondering why volume collapsed.
Finally, measurement: bookings only. Call extensions, site call clicks and form submissions all fire in this account, and adding them together roughly triples the apparent conversion count. Every figure on this page uses the appointment-booking action alone.
03 — What we did
Search terms, then structure by discipline, then bids, then honest reporting.
Nothing here required a bigger budget. It required a cleaner one.
Search term mining
Classified every query instead of skimming the top of the list
Terms were sorted into urgent negatives, expansion candidates and monitor-only, then negatives were applied at the tightest match type that would hold. Freed budget without changing a bid.
Recreated Google Ads search terms view
Structure by discipline
Gave each in-demand therapy its own ad group
Physiotherapy, osteopathy, massage therapy and acupuncture were separated so the ad could name the treatment searched for. Relevance rose, and with it the share of clicks that reached the booking step.
Recreated Google Ads campaign table
Bidding
Tightened the target only after the traffic mix was clean
Sequence matters: tightening a target while waste is still in the account suppresses volume. Cleaning first meant the tighter target cut cost per booking rather than cutting bookings.
Cost per booking trend
Measurement
Reported bookings only, not every action the account fires
Calls, call extensions and forms are all tracked here. Summing them roughly triples the apparent result, so every number on this page counts the appointment-booking action and nothing else.
Conversion action breakdown
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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