Case study
Proback Victoria is a back, spine and joint clinic five minutes from Victoria Station. Chris and Dipa had been through six or seven agencies before they came to us, so we started with an audit and rebuilt the account around people ready to see a practitioner. On the same budget, the clinic got 70% more enquiries at 42% less per enquiry.
Chris and Dipa had been through six or seven agencies, so before committing to anything they asked us to audit their Google Ads account.
The account was spending around £12,500 a month and paying an average of £77 for every enquiry. The audit showed where that money was going, and what we would change first.
The old campaigns were built around symptoms, like back pain or sciatica. Someone searching for their symptom is usually still looking for answers, and if they do decide to see someone, many go to their GP and the NHS first.
So we rebuilt the account around searches for a practitioner, like a chiropractor or an osteopath, because by then someone has already decided to pay for help. Those searches went on to bring in more than 60% of the clinic’s enquiries.
Enquiries by search type, October 2025 to June 2026.
The clinic specialises in regenerative injection therapy, so we tested advertising prolotherapy and prolozone directly. Very few people search for either, and the few who did rarely booked.
A campaign for broader back pain searches went the same way. Cheap clicks from people who did not yet know what they needed turned out to be a false economy, so we switched them off and moved the budget to the searches that were booking.
We compared how often people booked against where they were travelling from, and found that distance on a map was a poor guide. What mattered was how long the journey into Victoria took.
Someone a few stops down a direct train line could reach the clinic faster than someone a short drive away across London, so we set the targeting around journey times rather than a simple radius around the clinic.
In the eight months before we took over, the account spent £99,990 and brought in 1,300 enquiries. In our first eight months it spent £99,043 and brought in 2,211.
The cost of each enquiry fell from £76.94 to £44.80, without the clinic spending a pound more.
By 2026, around eight people a day were getting in touch with the clinic, all of them in pain and looking for someone to finally get to the bottom of it.
With new patients arriving every day, Chris, Dipa and the team could stop worrying about where the next one was coming from, and focus on helping people move without pain again.
We will go through what is currently live, suggest changes, and tell you if we are a good fit to work together.
