Poplar Osteopathy
From not ranking a hundred metres from its own door.
Read →Home / Case studies / Hutchinson Health
Osteopathy and chiropractic · Portchester
Four times the map, and the ads paying their way.
Warren Dickinson runs an osteopathic and chiropractic clinic in Portchester, just outside Portsmouth. It was visible to people almost on the doorstep and close to invisible a mile further out.
Before and after
Local pack coverage17.5 km² → 67.5 km²
Top three reach5.59 km → 14.57 km
Return on ad spend244% → 719%
Organic visibilityBaseline → +25%
719%
return on ad spend, first month after the rebuild
32
appointments from £365 of ads in March 2025
67.5km²
of the area now sees the clinic in the map results
4x
the local pack coverage, in under a year
The problem
Visible on the doorstep, invisible a mile out.
Portchester sits between Portsmouth and Fareham, which means a clinic there is competing with both. Hutchinson Health was appearing in the Google map results for people searching within about five and a half kilometres of the front door. Outside that it effectively did not exist, and that rules out a lot of people who would happily have travelled.
The Google Ads account was running and it was not losing money, but at a 244% return it was not really earning its keep either. Between the two, the clinic was doing well on reputation and word of mouth and getting very little from search.
What we did
Three things, in this order.
1
Built a new website
The old site was holding back everything else. We rebuilt it around the treatments people actually search for, a page for each one rather than a single list, with clean technical foundations underneath.
2
Widened the map
Google Business Profile filled in properly and kept active, the clinic’s details made identical everywhere they appear, and content aimed at Portchester, Fareham and the villages around them rather than at the whole of Hampshire.
3
Rebuilt the ads
Each treatment given its own ad group and budget, the wasted search terms blocked out, and conversion tracking set up properly so we could see appointments rather than clicks.
The results
A year on.
The map figures are from BrightLocal and cover the area where the clinic appears in the Google top three. The ads figures are from the account.
719%
return on ad spend in the first month after the rebuild, up from 244%.
32
appointments booked, plus 21 other enquiries, from £365 of spend in March 2025.
67.5km²
of the area now sees the clinic in the local pack, up from 17.5km² in May 2024.
And the reach that counts
The clinic appears in the Google top three up to 14.57km out, against 5.59km a year earlier.
The numbers
A year of movement.
May 2024 against April 2025 for the local search figures, with the ads before and after the account rebuild.
| Measure | Before | After |
|---|---|---|
| Local pack coverage | 17.5 km² | 67.5 km² |
| Top three reach from the clinic | 5.59 km | 14.57 km |
| Return on ad spend | 244% | 719% |
| Organic visibility | Baseline | 25% higher |
| Google Ads, March 2025 | £365 spent | 32 appointments, 21 enquiries |
Worth saying
What we would say about these numbers.
The 719% is one month, and one month is not a trend. The account has held up at that sort of level since, but a single figure out of a single March is exactly the kind of thing an agency waves around, and we would rather you saw it for what it is.
The map coverage is the number we would actually judge this on. It took the better part of a year, it moves slowly, and it keeps bringing people in whether or not the ads are switched on.
More clinics, more numbers
All case studiesLet's talk about your clinic.
No slides and no pitch. Tell us where the clinic is now, what is working, what is not and what you want more of. We will listen, say honestly what we would do next, and explain where we could help if you want us to.
Plenty of people take the advice away and get on with it themselves. That is fine by us.