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Notes for owners, not marketers.
Where the money leaks in high-ticket healthcare acquisition, and what to do about it. Every piece answers one question an owner actually asks, and none of them treat a form fill as a patient.
Why your Google Ads conversions don’t match your CRM
Google Ads counts actions; your CRM counts patients. The gap is normal — here's what causes it, which number to trust, and how to make bidding use the CRM.
Attribution2026-07-14GCLID to Salesforce: offline conversion import, step by step
A step-by-step guide to importing closed revenue from Salesforce back into Google Ads, so bidding optimizes on patients instead of form fills.
Measurement2026-07-14Cost per patient vs cost per lead: only one is real
Cost per lead is the number your agency reports. Cost per patient is the number that pays your staff. Why the two move in opposite directions.
Measurement2026-07-14Why click-through rate is the wrong north star
Click-through rate measures the click, not the patient. Manage a clinic account to cost per admitted patient in your CRM instead. Here's why and how.
Agencies2026-07-14How to audit the agency running your ads
A checklist for owners, not marketers. Twelve checks you can run yourself in an afternoon to find out whether your agency is producing patients or reports.
Agencies2026-07-14I inherited a wasteful account: the first 30 days
What actually happens in the first month of taking over a badly run Google Ads account — in order, with what gets touched and what deliberately does not.
Paid media2026-07-14PMax vs Search for high-ticket: when the restructure pays off
Performance Max works in high-ticket when the conversion signal is real and brand is excluded. Where it burns budget, and how to test the split honestly.
Paid media2026-07-14When Microsoft Ads outperforms Google for high-ticket
Microsoft Ads wins on cost per acquired customer more often than owners expect. Where it outperforms Google in high-ticket, and where it does not.
Funnel2026-07-14Speed to lead: what every minute costs in high-ticket
In high-ticket healthcare the practice that responds first usually wins the consultation. Why response time beats ad optimization, and how to fix it.
Compliance2026-07-14What makes a healthcare website Google Ads compliant
Most clinic ad disapprovals are caused by the website, not the ad. The pages, claims and tracking Google checks before it lets your ads run.
Compliance2026-07-14Running compliant Google Ads in regulated healthcare
You can run Google Ads for addiction treatment and regulated healthcare — with certification, careful claims, and clean tracking from day one. Here's how.
AI search2026-07-14How clinics get cited by ChatGPT and Perplexity
AI assistants cite sources they can parse, verify and attribute. The six things that decide whether a clinic appears in the answer at all.
AI search2026-07-14What AI search means for patient acquisition
Patients now ask AI engines which clinic to trust. If the models can't find and cite you, you're absent from the answer. Here's how clinics get cited.
AI search2026-07-14AI tools for patient acquisition: what works and what doesn’t
Which AI tools actually help a clinic acquire patients, which waste money, and the two categories where the compliance risk outweighs the gain.
SEO2026-07-14Connect social media to Google Search Console
Google Search Console now adds Instagram, TikTok, X and YouTube as properties — see the queries your posts rank for and write to earn traffic.