AfyaCare's agency was reporting clicks. The clinics needed to know about bookings, and which of those bookings turned into someone walking through the door. Same ad spend. 3.4× the appointments.
AfyaCare runs private clinics in Lagos and Abuja. A generalist agency was running its Google Ads. The reports arrived every month full of impressions and clicks. What they never contained was a number a clinic coordinator could use, because a click is not an appointment and an appointment is not a patient who turns up. Spend went out. Nobody could say what came back.
Five steps across five months. The work started at the booking confirmation and ended at the clinic door.
The previous setup tracked form submissions as conversions. A form submission is not an appointment, and an appointment is not a patient who attends. We rebuilt Google Ads conversion tracking to fire on a confirmed appointment booking — the event in the clinic’s system, not the event in the browser. For the first time the ad account could see what it was buying.
With confirmed appointment bookings flowing back into Google Ads, several campaigns that had reported strong click-through and low cost-per-click turned out to be producing almost no confirmed bookings. The click metrics had been real. The conclusions drawn from them hadn’t been. Those were the first budgets to move.
Not all four clinic locations had the same appointment availability at any given time. We restructured campaigns so spend tracked capacity: when a clinic had open slots, its ads ran. When it was full, budget moved to the locations that could take patients. Ad spend stopped filling waiting lists and started filling appointment books.
A significant share of confirmed bookings never became attended appointments. That gap had been invisible in every previous report because the previous reports stopped at the booking. We connected clinic attendance records to the booking data and made the drop-off rate visible for the first time. The attendance rate at the start of the engagement was 61%.
An SMS sequence — sent 48 hours before each appointment and again on the morning of — brought the attendance rate to 68% within the first month of the programme running. That improvement required no additional ad spend and no additional headcount. The same number of bookings produced more attended appointments.
Every number is verified from client reporting and attribution data, not estimated or projected.
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