How a Private Health Client Generated a £7.3M Pipeline With an £8.46 Cost Per Lead

Across the UK, more patients are actively seeking faster access to treatment, yet for many clinics and hospitals, this growing demand isn’t translating into fully utilised capacity or predictable patient flow.

We overcame these challenges for a UK healthcare provider, by shifting away from isolated campaigns and towards a growth system designed to capture demand efficiently.

The Challenge?

Our client faced three core problems:

• Under-utilised capacity in their clinic as monthly cataract surgery volume was below target. 

• A new clinic opening in another city needed immediate patient flow. Not brand awareness, but bookable demand. 

• Patients needed proof, credibility, and frictionless booking journeys. 

After 31 hours of deep research, one thing was clear…

Our client didn’t lack demand. They were losing value between intent and action.

Patients were searching, but:

• Nurture journeys weren’t tight enough

• Trust signals weren’t strong enough and patients compare providers quickly

• Local visibility wasn’t maximised

• Poor conversion tracking limited optimisation

Growth wasn’t blocked at the top. It was leaking in the middle.

The Solution? A New Growth System:

We built a healthcare growth system across:

• Performance & demand capture: high-intent Google Ads campaigns focused on surgical treatments, not generic awareness.

• Conversion infrastructure: a full website redesign to improve UX, enquiry flow and tracking accuracy.

• Trust & proof: patient video testimonials and proof content to reduce booking hesitation.

• Local visibility: SEO and Google Business Profile optimisation to dominate local search and maps, especially for the new clinic area.

• Brand storytelling: organic social supported by Meta Ads to strengthen credibility across patient touch points. 

The Impact:

• +224% increase in Google Ads conversions year-on-year

• 1,055 cataract enquiries generated

• £7.3M pipeline value from £8,920 ad investment

• £8.46 cost per lead

• +195% increase in brand visibility without additional ad spend

• +102% growth in website traffic without increased media investment

• Monthly cataract surgeries rising from <40 to over 70

By shifting away from isolated campaigns and using an integrated system, growth becomes predictable. 

You don’t need more traffic.

You need a growth system that captures demand properly.

Ready to build a predictable pipeline?

Speak to Ouma. Your Growth Partner