Only 5.40 of 24.17 reported conversions were Phorest bookings. The remainder principally includes 15.77 website click-to-call events and 3.00 legacy Smart campaign calls.
Performance snapshot
Last 30 complete account days. Platform conversions are shown for transparency; the appointment metric below is the more useful optimisation reference.
Spend$2,714.85+9.3% vs. prior 30 days
Reported conversions24.17+13.1% vs. prior period
Reported CPA$112.31Improved 3.3% vs. $116.19
Booked appointments5.40$502.91 proxy cost / booking
Decision for this month: improve the signal before changing the spend. The account’s reported conversion trend improved, but its primary conversion column blends booked appointments, website click-to-call activity and legacy Smart campaign calls. Hold the current budgets and Maximise Conversions bidding while the booking conversion is validated.
Campaign performance
Budgets are current settings; results cover the period above. Booked-appointment CPA is a proxy using the Phorest booking event only.
| Campaign | Delivery | Budget / day | Spend | Reported conv. | Reported CPA | Booked appointments | Booked-appt CPA |
|---|---|---|---|---|---|---|---|
| Skin Treatment – Leads [PMax] | Enabled | $60 | $1,838.35 | 19.30 | $95.27 | 3.96 | $463.79 |
| Skin Clinic – Leads [Search] | Enabled | $30 | $876.50 | 4.88 | $179.77 | 1.43 | $610.94 |
| Account | — | $90 | $2,714.85 | 24.17 | $112.31 | 5.40 | $502.91 |
What the data says
Read alongside the action plan — not as a basis for automatic budget or bid changes.
PMax used 67.7% of spend and has a lower proxy booking CPA than Search, but its result is based on 3.96 bookings — too small a sample for a reallocation decision.
Visible Search query data covers $445.02 of $876.50 spend because of privacy thresholds. Use reviewed exact negatives only; do not use broad negatives.
Approved priorities
Kley approved these recommendations on 19 July 2026. Platform changes remain separately approval-gated.
1 · Critical
Define a clean primary booking conversion
Evidence: Google’s 24.17 reported conversions mix 5.40 Phorest appointments, 15.77 website click-to-call actions and 3.00 legacy Smart campaign calls. Reported conversion value ($555.62) is not revenue.
Plan: Validate Phorest booking deduplication and quality, then make it the candidate primary optimisation event. Move click-to-call and legacy Smart actions to secondary/reporting-only only after validation.
Success measure: One agreed primary booking definition that can guide bidding; no value-based bidding until a reliable value model exists.
2 · High
Hold budget and Maximise Conversions while tracking is repaired
Evidence: PMax appears more efficient on booked-appointment proxy CPA, but the evidence is 3.96 bookings vs. 1.43 for Search.
Plan: Maintain $60/day PMax and $30/day Search with Maximise Conversions and no target. Reassess only after 30–45 clean primary booking conversions accrue.
Success measure: A comparison on qualified bookings rather than a mixed conversion column.
3 · High
Prepare a narrow Search query clean-up
Evidence: Reviewed visible competitor/out-of-area queries account for at least $63.95 in visible Search spend.
Plan: Draft exact-match negatives after service-scope and keyword-conflict checks. Candidate examples include Re Berry Skin Clinic, Lisa Rush Paddington, Silk Laser Bondi Junction, Karpati Double Bay, Dr Davis Bondi Junction and Laser Clinic Liverpool Westfield.
Success measure: A documented approval-ready negative list; no broad negatives and no change applied without implementation approval.
4 · Medium
Confirm PMax service scope before exclusions
Evidence: PMax insight categories include aligned themes such as facial randwick and ultraformer mpt, alongside adjacent terms such as laser hair removal randwick, brazilian wax randwick and co2 laser sydney.
Plan: Confirm offered and profitable treatments before considering account-level exclusions; PMax exclusions can affect every campaign.
Success measure: A signed-off service scope that prevents both wasted spend and accidental demand loss.
5 · Medium
Refresh low-rated PMax assets after the signal is reliable
Evidence: The enabled asset group is format-complete, but includes 11 Low-rated asset associations.
Plan: Once bookings are correctly measured, prepare service-led creative replacements matched to approved treatments and landing pages.
Success measure: Creative is evaluated against clean booking outcomes, not proxy activity.
This month’s action plan
Planning window: 20 July – 18 August 2026. Each implementation step below requires its own review before it is made in Google Ads.
| Task | Why | Owner | Due | Status | Success measure |
|---|---|---|---|---|---|
| Validate Phorest booking event, deduplication and booking reconciliation | Only 5.40 bookings underpin the 30-day optimisation signal | Kley AU + Skin Clinic Blyss | 24 Jul | Awaiting client input | Confirmed booking volume and tracking path |
| Prepare primary/secondary conversion configuration proposal | Current primary conversion mix includes calls and bookings | Kley AU | 26 Jul | Planned | Approval-ready configuration with rollback notes |
| Run Search keyword-conflict check and draft exact-negative list | At least $63.95 of visible spend is in high-confidence competitor/out-of-area terms | Kley AU | 29 Jul | Planned | Only service-safe exact negatives proposed |
| Confirm profitable service scope for PMax | Account-level exclusions can block demand across campaigns | Skin Clinic Blyss + Kley AU | 31 Jul | Awaiting client input | Approved include/exclude treatment list |
| Submit any Google Ads change set for implementation approval | Recommendation approval does not authorise platform changes | Kley AU | 2 Aug | Awaiting approval | Written approval tied to the final change list |
| Review clean booking volume before budget or bidding decisions | Budget remains held until 30–45 clean primary bookings accrue | Kley AU | 18 Aug | Planned | Evidence-based hold, scale or reallocation recommendation |
Completed changes & outcomes
This is an append-only record. It will show only verified changes and enough post-change evidence to describe an outcome.
No Google Ads changes have been made.
Kley approved the recommendations and this action plan on 19 July 2026. Configuration, negative keywords, budgets, bidding and creative remain unchanged pending the validation and implementation approvals above.
Kley approved the recommendations and this action plan on 19 July 2026. Configuration, negative keywords, budgets, bidding and creative remain unchanged pending the validation and implementation approvals above.
Source: read-only Google Ads account data, 19 June–18 July 2026; comparison 19 May–18 June 2026. Currency AUD, account timezone Australia/Sydney. Google Ads can report fractional conversions through attribution. “Reported conversions” and conversion value are platform metrics, not independently verified appointments or revenue.