One private GP practice · 1 to 17 August 2026 · Google Ads only
42 booked appointments.
£378 in ads.
Not a promise of £8.99 for you. This is one account, one postcode and seventeen days, straight off the account and with the practice not named. Every practice and every area is different, and the first thing I do is benchmark yours.
Straight off the account. The conversions column counts a completed booking on the practice's own booking page, nothing softer; phone calls and walk-ins aren't in it. The 1,101% is Google's value-against-cost using the £100 entered as the value of a booking, before my fee. It is not revenue collected.
What that actually means.
Seventeen days, read plainly, using the practice's lowest first-visit fee.
Around 360 people clicked. Roughly one in eight of them booked.
Every booked appointment cost £8.99 to put in the diary.
At a £100 first visit, that's £4,200 of first-visit fees against £378 of ad spend.
It held across every window
| Window, same account | Bookings | Value against cost |
|---|---|---|
| Last 7 days, to 16 August | 21 | 10.2× |
| Last 14 days, to 16 August | 39 | 11.3× |
| 1 to 17 August | 42 | 11.0× |
Value against cost is Google's own figure using the £100 entered as the value of a booking. It is before my fee, which is why the ledger below is the number that matters.
The number after everything.
Ad spend and my fee, pro-rated like for like: seventeen days of spend against seventeen days of the £899.
This is the floor, and it's meant to be.Costed at £100 when plenty of these appointments are booked at £150. Before bloods, scripts, follow-ups or anything else. One appointment per booking, not repeat visits. Phone bookings and walk-ins left out entirely.
- Ad spend, 17 days£378
- Management fee, 17 of 31 days£493
- Total cost£871
- 42 first visits at £100 (the lowest fee)£4,200
- Left over£3,329
4.8× on total cost, fee included. Charge the full month's £899 against the same seventeen days and it's 3.3×: £1,277 total cost, £2,923 left over. Both are shown so the pro-rating never flatters the numbers.
£38 a booking. Now £8.99.
Same practice, same postcode, four months earlier: about £500 of spend, thirteen online bookings, roughly £38 each. That's the number nobody publishes, and it's as real as the second one.
Accounts don't start at their best. Google's bidding needs roughly thirty booked appointments a month before it has enough to work with, and below that it's guessing at your expense. Thirteen a month is under the line. Forty-two is well over it. It's the same account with enough data to work with, which is also why the minimum term is three months rather than one.
Cost per booked appointment
Same practice, same postcode.
Spend went down 24%, bookings went up 223%, cost per booking fell 77%.
This is one practice.
One postcode, one seventeen-day window, one speciality. A GP in a district with four private practices bidding against each other will pay more per click. A £70 first visit can't carry what a £250 one can. How much of the work your website does once someone lands on it moves the number as much as anything I do.
Still no guarantees.
I'm showing you what the channel can do when the demand is there and the account has had time to learn. What I'll do for you is check the demand in your postcode and look at your booking page before you spend anything, and tell you plainly if either one isn't there.
- £100 is the practice's own lowest fee, not revenue collected or audited.
- Online bookings only. Phone and walk-in appointments were not counted.
- No repeat visits, add-ons or lifetime value in any figure on this page.
Figures shown are taken from one Google Ads account for one private GP practice in London for the period 1 to 17 August 2026, and from the same account for May 2026. A booked appointment is a completed online booking recorded as a conversion. The £100 first-visit value is the practice's lowest published first-appointment fee and is used for illustration only; it is not revenue collected by GP Ads or verified by a third party. The management fee shown is pro-rated from £899 a month for the seventeen-day period; the full-month figure is also given. Results vary by speciality, location, competition, fees and website, and past performance on one account is not a guarantee of performance on another.
Find out what your postcode is worth.
£899 a month, one invoice. Ad spend goes straight to Google and Meta on your card, no markup. Three-month minimum, then month to month. One practice per postcode, per speciality.