Spital Clinic

When everyone nearby has seen your ad four times, it stops working. The job is noticing first.

-85.2%

Men's Health CPA

-77.2%

Menopause CPA

8.5x

Cheaper Views, Video vs Static

Ad Platforms Used:

About The Brand

Spital Clinic is a private UK healthcare practice running several service lines: men's health, women's health, menopause care and private GP appointments. Most people choosing it are choosing private because they don't want to wait.

Spital came to us through the same team as London Pregnancy Clinic, and the two clinics kicked off together in early 2026.

The Google account was inherited and under-built. Missing extensions, broken location settings, and conversion actions counting things that weren't bookings.

The Challenge

Very specific problem about advertising a local clinic -A radius under five kilometres means the same few thousand people see everything you run. That's great for relevance and hard on creative, because an ad that works one month can wear out the next once everyone nearby has seen it several times.

On top of that, what the platforms were reporting didn't match what the clinic was actually booking.

Video & Static Ad Creatives

1

Creative

  • We paused Men's Health on 10 July.
  • The delivery numbers explained that call better than cost per acquisition did. Reach had fallen by about 80% while frequency climbed past four, so the same shrinking group kept seeing the same statics. That's the classic sign an ad has worn out, and more budget doesn't fix it.
  • Ads were named by creator and version, so a report could say exactly which face and which cut was working.
2

Meta Ads

  • Men's, women's and GP each ran separately.
  • Every campaign was held to a 4.8 kilometre radius around the clinic, so the budget stayed on people close enough to actually book. The trade-off is a small pool that tires of creative quickly, which is why frequency got watched as closely as cost.
  • April was slow for Men's Health, so we adjusted the setup, and it picked up in May.
  • In July we regrouped around one service at a time, starting with GP on a small budget, because creative for every service at once had spread the budget too thin to learn anything.
3

Google Ads

  • The basics came first.
  • Sitelink and callout extensions went onto every campaign, location extensions were fixed so ads showed the right clinic to people nearby, and the first stage of a tracking cleanup moved the account closer to counting real bookings.
  • Cutting wasted keywords on ECG more than doubled its click-through rate and roughly halved its real cost per booking.
  • Optimising Menopause V2 brought its real cost per booking down by 77%.
  • For the second location in Euston, we launched GP and HPV vaccine campaigns on 20 and 23 July.

The Results

On the service lines we could measure properly, cost per acquisition fell hard. Men's health down 85.2% month on month, menopause down 77.2%, and video delivering landing page views about 8.5x cheaper than static.

Just to be straight about the account-level picture: blended acquisition cost went up over the engagement, not down. That's mostly what happens when you stop counting page views as bookings. The old number was flattering and wrong, the new one is uncomfortable and real.

The men's health creative that produced that 85% didn't hold the following month either. In a radius this small, few ads do. The win here isn't a single ad. It's knowing when an ad has run its course.