3.4× more appointment bookings. Same ad spend. Zero additional headcount.
AfyaCare, a private clinic network with locations in Lagos and Abuja, was running Google Ads through a generalist agency. Ads were live, spend was going out — but the clinic coordinators had no idea which campaigns were actually driving people through the door. The agency was reporting clicks. AfyaCare needed to know about bookings.
A structured programme starting with measurement, followed by acquisition, then conversion optimisation.
We conducted a full GA4 audit and discovered significant tracking gaps — conversion events were firing incorrectly, CRM data wasn't flowing to ad platforms, and attribution models were crediting the wrong channels. We rebuilt the entire tracking stack from the data layer up.
FoundationWith clean data in place, we mapped every trial, upgrade, and churn event to its acquisition source for the first time. LinkedIn was responsible for 61% of closed revenue but receiving only 22% of budget — an immediate reallocation opportunity.
InsightWe restructured Google Ads and LinkedIn campaigns around high-intent keywords and lookalike audiences built from actual closed customers — not just trial sign-ups. Budget was reallocated to match the attribution evidence.
ExecutionWe built a keyword cluster strategy targeting bottom-of-funnel terms with clear buyer intent. Content was mapped to specific buyer pain points, not generic category terms.
OrganicWe identified that 72% of trials abandoned within 3 days due to a confusing onboarding flow. We redesigned the trial-to-activation sequence and ran A/B tests on the trial sign-up page, lifting conversion from 0.8% to 2.3%.
ConversionGA4 audit completed. Attribution gaps identified. Tracking rebuild scoped.
GA4, HubSpot, and Google Ads rebuilt with clean event-level attribution. LinkedIn budget reallocation approved.
LinkedIn campaigns restructured. Google Ads keyword strategy updated. First CAC improvement visible.
Trial page redesign launched. A/B tests running. Onboarding sequence rebuilt.
SEO content driving organic pipeline. Paid CAC at target. Trial-to-paid conversion 2.9×.
Every number below is verified from client reporting and attribution data — not estimated or projected.
Increase measured over the full engagement period against baseline.
Reduction vs. pre-engagement baseline over the same traffic volume.
Measured at end of engagement period.
Measured at end of engagement period.
AfyaCare operates private clinic locations across Lagos and Abuja. They were running Google Ads through a generalist agency — spend was going out, ads were live — but when the clinic coordinators looked at their booking sheets, they had no idea which campaigns were responsible for which appointments. Attribution was a blank.
The agency was reporting impressions and clicks. AfyaCare needed to know about bookings.
We rebuilt their tracking from the ground up — Google Ads conversion tracking tied to actual appointment confirmations, not form submissions, not page visits. A GA4 implementation that tracked the full patient journey from ad click to confirmed booking. And a reporting layer that finally gave clinic managers a number they could trust: cost per booked appointment, by campaign, by location.
With clean data came clear decisions. Several campaigns that had looked healthy on surface metrics were producing almost no confirmed appointments. Others that appeared modest on click volume were driving a disproportionate share of bookings. We restructured spend accordingly.
We also identified a significant drop-off between the online booking confirmation and actual appointment attendance — patients were booking and not showing. We worked with the AfyaCare team to implement an SMS reminder sequence triggered at booking confirmation, 24 hours before, and on the day. Attendance rates improved materially within the first month.
Over 5 months: monthly appointment bookings grew 3.4×, cost per booked appointment fell 54%, and 6-month patient retention reached 68% — meaning patients acquired through paid were coming back for follow-up care at a rate the clinic had not previously achieved.