Summit Physical Therapy: October monthly report
Prepared from the fictional test data supplied (October vs September). All numbers come from that data; derived figures (totals, changes, cost per booking) are calculated and shown with their math.
Definitions (from the agreed goals): bookings from marketing count Google Ads, Meta Ads and organic. Cost per booking = total ad spend (Google Ads + Meta Ads) divided by paid bookings (Google Ads + Meta Ads). Status: on track if the target is met; at risk if missed by 10 percent or less; off track if missed by more than 10 percent.
1. Executive summary
October delivered 113 booked appointments from marketing against the goal of 120: 7 short (5.8 percent below target) and 3 fewer than September's 116. Cost per booking was $47.73, above the $45 target and up from $45.65 in September. Google Ads improved, with bookings up from 62 to 70 at a lower cost per booking ($45.71, down from $48.39). The shortfall came from Meta Ads, where bookings fell from 30 to 18 and cost per booking rose from $40.00 to $55.56; new Meta creative launched on October 8 and we are checking whether it played a part. Next month we test a new Google Ads landing page and review the Meta results with you.
2. KPI status table
Status rule: on track if at or better than target; at risk if missed by 10 percent or less; off track if missed by more than 10 percent.
| KPI | October | September | Change | Target | Status | Context |
|---|---|---|---|---|---|---|
| Bookings from marketing (Google + Meta + organic) | 113 (70 + 18 + 25) | 116 (62 + 30 + 24) | -3 (-2.6%) | 120 | At risk (missed by 5.8%) | Google Ads and organic grew; Meta fell by 12 |
| Cost per booking (ad spend / paid bookings) | $47.73 ($4,200 / 88) | $45.65 ($4,200 / 92) | +$2.08 (+4.6%) | under $45 | At risk (missed by 6.1%) | Same total spend, 4 fewer paid bookings |
| Google Ads bookings | 70 | 62 | +8 (+12.9%) | none set | No target | Up versus September |
| Google Ads cost per booking | $45.71 ($3,200 / 70) | $48.39 ($3,000 / 62) | -$2.68 (-5.5%) | none set at channel level | No target | Closest channel to the $45 overall target |
| Meta Ads bookings | 18 | 30 | -12 (-40.0%) | none set | No target | Main source of the shortfall |
| Meta Ads cost per booking | $55.56 ($1,000 / 18) | $40.00 ($1,200 / 30) | +$15.56 (+38.9%) | none set at channel level | No target | Fewer bookings on lower spend |
| Organic bookings | 25 | 24 | +1 (+4.2%) | none set | No target | Steady |
3. Channel sections
Google Ads
| Metric | October | September | Change |
|---|---|---|---|
| Spend | $3,200 | $3,000 | +$200 (+6.7%) |
| Bookings | 70 | 62 | +8 (+12.9%) |
| Cost per booking | $45.71 | $48.39 | -$2.68 (-5.5%) |
Insights: - Bookings rose from 62 to 70 while spend rose only 6.7 percent. Each booking cost less, which pulls the overall cost per booking toward your $45 target. We will keep building on this channel. - Google Ads cost per booking is $45.71, $0.71 above the overall target. The landing page test planned for November is aimed at closing that gap. We will report its result next month.
Work done: added 40 negative keywords. (Negative keywords stop your ads showing for searches that are not relevant, so less budget goes to clicks that will not book.) The improvement is consistent with this change, but the data does not prove it caused it.
Meta Ads (Facebook and Instagram)
| Metric | October | September | Change |
|---|---|---|---|
| Spend | $1,000 | $1,200 | -$200 (-16.7%) |
| Bookings | 18 | 30 | -12 (-40.0%) |
| Cost per booking | $55.56 | $40.00 | +$15.56 (+38.9%) |
Insights: - Bookings fell from 30 to 18, which is more than the whole 7 booking gap to your goal. This is the main reason the month came in short. We are reviewing it first. - Spend fell 16.7 percent but bookings fell 40 percent, so each booking cost $55.56. Lower spend alone does not explain the drop. We are checking what else changed. - New creative launched on October 8. We do not yet know whether it caused the drop. What we are checking: results before and after October 8, old versus new ads, and whether booking tracking from Meta changed.
Work done: launched new Meta creative on October 8.
Organic (search and website)
| Metric | October | September | Change |
|---|---|---|---|
| Bookings | 25 | 24 | +1 (+4.2%) |
Insights: - Organic bookings held steady at 25, up 1. They come with no ad cost and count toward your 120 goal. It is too early to tell from one month whether the two new blog posts contributed; we will track bookings from those pages next month.
Work done: published 2 blog posts.
4. Next month
From the agreed plan: - Test a new landing page for Google Ads, aimed at lowering cost per booking.
Proposals (not yet agreed, for your input): - Proposal: compare Meta Ads results before and after the October 8 creative launch and decide whether to restore the previous ads or adjust the new ones. - Proposal: confirm Meta booking tracking is working before changing Meta budget.
5. Decisions needed
- Approve the Meta review proposal above.
- Decide whether Meta spend should go back toward September's $1,200 once the creative question is answered.
Needs your decision
- Account lead to approve this report before it is sent to the client. It has not been sent.