The pattern 
The account measured the wrong thing.
Form fills counted as customers, existing customers counted as new leads, and every conversion had the same value.
Clicks don't pay the bills. Booked appointments, qualified enquiries and profitable orders do.
Every case study starts with an account that appeared active but performed poorly. It shows exactly what we changed. Usually, it was not the bidding but what the account measured.
Form fills counted as customers, existing customers counted as new leads, and every conversion had the same value.
Automated bidding is only as good as its inputs. It optimises for the cheapest outcome, not the most valuable one.
CRM stages, offline conversions, call quality, booking completions, or product margin, depending on the business.
This was not from a bid tweak but from giving the platform the commercial truth it could not see.
Half of the 150+ practices used one booking engine, half used another, and only one allowed Google Tag Manager. We ran two campaigns. One optimised for confirmed bookings where tracking existed, and one for link clicks where it did not. We turned static carousels into video-style units to lift engagement without paying for video production. The tracked group delivered 4,701 bookings at £2.30 each.
The account counted every form fill as a win, including enquiries for services the client did not offer. We captured the GCLID on forms, connected it to Salesforce, and worked with the sales team to record lifecycle stages properly. Then we fed those stages back into Google Ads. The account now bids for leads that become customers. Leads entering the CRM funnel rose 60%.
Hundreds of single-service, single-location campaigns starved the bidding of data. We moved the booking journey onto Ceda’s own site. This let us track completed bookings and value them at 20 times the journey start. Then we consolidated the account into shared portfolio budgets. January spend fell from £21.5k to £15.8k, with bookings unchanged.
We specialise in sectors with strict regulations, considered purchases, or both.
By Industry:
Multi-clinic dental, medical and fertility groups, where the goal is a booked appointment, not a form fill
Live-in and visiting care, optimised for enquiries that convert to customers.
At-need and pre-need services are scaled efficiently.
High-value contracts where a single quality lead can significantly impact monthly results.
We segment enquiry types, feed offline conversions back into platforms, and optimise for a qualified pipeline rather than simple submissions
We incorporate product-level margin data, ensuring bidding strategies focus on profit from ad spend rather than revenue alone.
Rob founded Magnetize after 15 years in digital marketing, including senior in-house roles at PE-backed service businesses. That commercial background shapes everything about how Magnetize operates.
Petar brings 12 years of paid search expertise to Magnetize, with agency experience spanning Croud and Dentsu, where he managed large-scale budgets for global brands including Co-op, Intel, and Mastercard.
Craig has 12 years of experience across paid search, SEO, and paid social, with a deep specialism in healthcare and pharmaceuticals.
Your competitors are already targeting your most valuable customers. The key question is whether your account is structured to acquire them profitably or simply to increase spend.
During a discovery call, we’ll identify budget inefficiencies, growth opportunities, and prioritize improvements across PPC, SEO, tracking, and compliance.
Every case study featured here began with a similar conversation.
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