Health & Wellness · Google Ads
736 bookings from spend that finally reported itself.
MeasureUp had tried Google Ads before and it never worked — not because the channel was wrong, but because it was never set up properly. Conversions were never wired back to the account, so the campaigns had nothing real to learn from. Working alongside the internal team, we rebuilt tracking through Google Tag Manager into HubSpot, and the campaigns started optimising against genuine bookings for the first time.
Engagement readout
- 736
- Bookings tracked year to date
- ~$26
- Average cost per booking
- 5.4x
- Return on ad spend
The challenge/ 001
What we found first.
The constraints already costing MeasureUp performance before anything was built.
- ERR 01
Google Ads had been tried previously and written off as ineffective — the account was simply never set up correctly.
- ERR 02
No conversion actions were properly connected, so bookings were happening with nothing reported back.
- ERR 03
Without a signal to optimise toward, the campaigns could never improve.
- ERR 04
Tag Manager and HubSpot were running in parallel rather than talking to each other.
- ERR 05
Budget decisions were being made on clicks and impressions instead of booked scans.
What we built/ 002
The system behind the result.
- 001Tracking audit and rebuildWe mapped every booking path, then rebuilt the Google Tag Manager container so each completed booking fires a clean, deduplicated conversion event.
- 002HubSpot as the source of truthBookings land in HubSpot with source, campaign, keyword and lifecycle stage attached, so reporting reconciles against the business rather than the ad platform.
- 003Conversion import into Google AdsHubSpot outcomes feed back into Google Ads, letting Smart Bidding optimise toward genuine bookings instead of proxy actions.
- 004Campaign restructure and optimisationWith real signal in place we rebuilt search structure, tightened queries and reallocated budget weekly toward the terms producing bookings at target cost.
Outcome/ 003
What changed commercially.
Bookings tracked year to date
Average cost per booking
Return on ad spend
- Every dollar of media traced end to end, producing 736 bookings at roughly $26 each.
- At an average customer value of $140, that is a 5.4x return on the media investment.
- A measurement layer the internal team can run and trust, campaign by campaign.
More work/ 004
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Get started/ 005