Peter Flynn: Get New Patients Without Wasting Money On Ads | GYC Podcast 293

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Timestamps
00:00:00 - Introduction to the Grow Your Clinic podcast
00:00:23 - Discussion on budgeting for marketing
00:01:18 - Understanding the lifetime value of a client
00:02:22 - Marketing for clinics in growth vs. consolidation phases
00:04:39 - Importance of reactivated clients vs. new clients
00:05:50 - Defining your monthly budget based on client acquisition goals
00:07:17 - The difference between reactivated clients and new clients
00:09:20 - Testing marketing strategies without overspending
00:10:51 - Pros of finding the lowest hanging fruit in client acquisition
00:12:59 - Setting a marketing budget based on client lifetime value
00:16:29 - Balancing therapist interests with client acquisition
00:20:54 - The impact of stop - starting marketing efforts
00:24:03 - Keys to running effective Google Ads
00:30:01 - Importance of tracking conversions in Google Ads
00:30:55 - Keys to effective Facebook advertising
00:34:07 - Tips for working with marketing agencies
00:38:10 - Closing thoughts

In this episode, we dive deep into the world of marketing for health clinics with expert Peter Flynn. Discover how to effectively budget for marketing, understand client lifetime value, and implement successful strategies to attract new patients. Learn how to calculate your marketing value based on session costs and client retention, and how to niche down and attract that ideal patient. From Google Ads to Facebook Ads and SMS Campaigns, each platform serves a unique purpose in growing your clinic, so tune in to learn how to effectively allocate your marketing budget to drive clinic success

What You'll Learn:

💰 How to set a marketing budget based on your clinic's growth phase

📈 The importance of understanding client lifetime value

🔄 Strategies for reactivating past clients

📊 Tips for running effective Google and Facebook ads

🤝 How to work with agencies for optimal results

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Transcript

0:02

This is the Grow Your Clinic podcast from Clinic Mastery. We help progressive health professionals to lead inspired teams, transform client experiences, and build clinics for good. Now, Peter Flynn, we're here to talk about marketing. What are some of the key things people should think about when it comes to budgeting for marketing? Because at the end of the day, it kind of starts there. Have you got a budget set I think budgeting for marketing, it depends on different factors within the clinic where you're at in your journey, the type of clinic you are. But if we try and break it down, sort of top down a little bit, I would be looking at starting with what is the lifetime value of a client for you? So for instance, if you're in a physio clinic and you see... less easy numbers here, $100 a session on average. And you see someone on average for 10 sessions. And let's say you pay your therapists 50% to make these easy numbers. So it means you'd have $1,000 lifetime value for that client. 50% of that goes to the therapist, you know, wages, commissions, super, et cetera. So there's $500 left over. So typically that's the number we're looking at there, the gross profit number. Now there's different measurements for how you can do this. And there's so many different ways I believe that there's no one way to do it. It depends on what you're trying to do in your business. So you may be going through a growth phase. And in the growth phase, you're just trying to acquire as many new clients as you can, get as many people to learn about what you do as you can. And you're just trying to go really hard at that. And you may say, hey, we're actually happy to spend. you know,$200, $300 of that $500 gross profit in order to just get as many clients in the door as possible over the next six months. So we can then cut back on marketing budget similar to what Uber and Airbnb and those type of companies have done. It's a huge acceleration, huge brand awareness through doing this and then being able to cut that back. And then you'll have a database. You can reactivate that database. Every client is a potential referrer for new clients as well. And so it's a great way to accelerate early in a journey or when you're going through a growth phase. A clinic that's in more of a consolidation phase, a clinic that's focusing on, all right, we've grown and now we want to make sure that we have profitability. they're gonna look at it differently. They may look at it and go, right, we're happy to spend 10% of our gross profit per client lifetime value on this. And so they might be looking at 50-ish dollars per client in that scenario. So it's a different way of looking at it depending on what the clinic's trying to achieve there. And then it changes. Let's say you have an NDIS client and it's not uncommon that for some clinics, an NDIS client may not have a lifetime value, but would work with a yearly value. of$10,000 to $12,000, and if, again, 50% gross profit numbers, you're looking at $5,000 to$6,000 per client. In this scenario, again, we may be happy to spend $500 to $600 to acquire that client. I think that's the challenge, I think, when some NDIS or some payees clinics are moving into marketing now and going, oh, like I want to make sure I can get as many clients as possible. And they've got the mentality or the thought process of, say, an MSK clinic. And so they're looking to acquire clients that say $50 per client, which I would love to do. But if you're competing against a lot of people who are happy to spend more, the clinic that's spending a whole lot more is more likely to win over those clients in that bidding process when it comes down to paid marketing. And so it's really understanding your numbers deeply allows you to make decisions from a place of strategy and a place of knowing what you need to do in order to do it profitably and then understanding how Did you know that you could send an email to helloatclinicmastery.com and request a free assessment of your clinic and get a report that outlines detailed action steps for how you should sustainably grow based on the findings? Just send an email to helloatclinicmastery.com and we'll organize a time with one of our growth specialists to review your clinic and outline the path to sustainable growth. Right back to the episode. Taking that a step further, In terms of allocating towards that budget, let's say, ask any clinic owner, would you like more new clients? The answer probably nine times out of ten is going to be yes, unless you have a massive wait list. But even that we're seeing affected with different changes in the industry. Okay, I want some new clients. How do I go about determining what that perhaps budget is on a monthly basis? I'm going to invest $1,000, To a certain extent, yes. What I typically try and break down with clinics first is you want 20 more new clients this month. Awesome. How many of those do we want to aim to get from reactivations? Because a lot of the time people will think of a reactivated client as a new client. So we actually want to split those two out because they're different And just talk us through for those that haven't heard that terminology before, A reactivated client, it's basically a past client, someone who's been in before, someone who knows, likes, and trusts your service already. And so you're going to be contacting them via email, via SMS. So by a much cheaper means to do so, email, free SMS will have a small cost associated with it. And it's also very interesting, and this is an interesting... logical fallacy maybe that clinic owners have is they'll look at the cost of SMS and they'll go, oh, I don't want to run an SMS campaign. And I used to do this too. But then we'll go on Google and we'll spend five to$10 per click, but we won't send out a 25 cent SMS in bulk. So we might be spending $400 here, but we have to understand what's the return on investment from these different things. So if you're watching this and you're hesitant to send out text messages because there's a cost associated with it, think about it in relative terms to the cost associated with getting a Yeah, so a reactivated client, someone who's already been to the clinic before. I know some people call it new issue or new episode of care. There's different terminology there. By the way, you can track that on Ali if you're connected with the Cliniko platform. So a reactivated client. So you want to determine the number of new clients in the month or reactivated clients that are going to come in from any given campaign, So once we've got that, then we need to go, right, so what's the difference here? How many new clients do we need that haven't been to the clinic before that we're going to need to get through paid advertising methods? And how many of those are we aiming to get from referral partners and different sorts of things? But let's say for arguments sake, we want 20 more new clients, Five of them we expect to come from reactivations, from campaigns we're going to run, which means there's a 15 client deficit that we have at the moment. Now, depending on the number of clients and what that means, we might say that we're happy to spend $100 to get each of these clients. And you're right, it's going to be $1,500 is what we need to spend once we figure out what works for you in the marketing area here. And so for a lot of clinics, they may not start with that 1500 because they may go, well, we want to make sure that we get it right first. Then for a look, I'd say for the majority of clinics, it's better to do it that way. Find what works at a reasonable budget and then scale that. And for a lot of clinics, if you think of it like this, if you're spending 200 bucks a week, it's gonna be hard to get enough data to understand what's working, what's not working. But you also don't wanna jump in and start spending $5,000 a month because that may be out of your budget if you're not effective in doing so. So we need to find something relative to your clinic size that is going to work relative to your current financial position, to the type of clients we're looking to bring in. So it really does depend on a lot of different factors here, but typically the best advice I'd have is what works in small things is going to work in large things to a certain extent. It's not always a straight line, Do you mean specifically campaigns? There is an example, like a small campaign here on Facebook is also going to work as a big campaign on Facebook, just to elaborate a Yeah, so Facebook's a little bit more challenging like that. But if we talk Google, Google scales up a lot easier than Facebook does, where you can scale that budget up. And so it's going, let's find what works here and then scale that. Because this is maybe a bit of a challenge for some clinic owners, is that the type of clients that they want to get through their marketing, sometimes it's hard to get those clients in. Often the question you want to ask as a clinic owner, who are the lowest hanging fruit? Who are going to be the easiest clients to get in? And then let's get them in through the easiest means to do so. So I've been working with a clinic recently and they want to get more EP clients, but in their area, we can see that it's hard to get EP clients. There's low search volume. There's still just maybe not enough public awareness of exercise physiology. And so what we did instead is we focused on getting in clients for physiotherapy and massage, because we know we're better at doing that. They're lower hanging fruit. And then we worked with the physios and the massage therapists to help to refer them through to EP. And then we also created some campaigns, some reactivation campaigns to help to drive them towards the exercise physiology service as well. And what we found is that we can get them into EP at a higher volume and a much cheaper rate when we focus on getting them in for physio or massage. And so sometimes we have to sort of do some mental gymnastics here to think what is going to be the best way to actually achieve the goal that we want to achieve. And This episode is brought to you by allieclinics.com If you want a single place for all of your policies, procedures, and training, Ali is where to go. You can test it for free. You can download our library of policies, procedures, and training in three clicks of a button. Immediately share it with your team and see whether they've read it using the custom acknowledgements function. This is great for compliance purposes. You can also upload police checks, working with children, CPR and first aid, professional indemnity insurance, and make sure that you have all the compliance docs that you need to run a good business in one place, not scattered systems, making sure everything's efficient, and you never have to answer the same question twice. This is the brain outside of your brain, a key tool in helping you grow your clinic that's less reliant on you. You can test it for free. Go check out allyclinics.com. All right, back to the episode. I like that. So to start off with, you're looking at in terms of setting a budget, understanding the lifetime value of your client and then determining based on the stage of business you're in, you said either you're in high growth or maybe consolidating, determining a budget, an allocation of that lifetime value that you want to put towards acquiring new clients. And then I like that distinction. I don't see a lot of clinic owners do it. So I just want to capture it. What you're saying is once you've determined the amount of new clients you want in a month, you want to figure out, well, where are they going to come from in an ideal world? What do we expect? We expect, you know, five of the 20 to come from a reactivation campaign, emails and SMSs. And then perhaps the other 15 are going to come through digital marketing, Facebook ads, Google ads, as an example. And so you've got this, you know, very simplistic, but thoughtful, purposeful plan to start with. Have I missed anything there just to kind of catch everyone up to where we're at in defining So you've got those allocations set up. Facebook, Google. Reactivation. Now, what do you do? You mentioned about testing different things. How do you go about doing that without just throwing money Good question. If I could fully answer that, we'd be doing very well. But it is going to take a level of, I guess, understanding of the market. And if you were to look at your own client base, this could be the best way to do it to start with. If you look at your own client base and go, you know, what do we see the most of here? What problems do people come in for and what are they really aware of and what's the language that they use when they come in? So those are some key things to be thinking about because You may say, I want this weird and wacky condition because it's great, my therapists love it. But if people aren't aware of that as a problem or they're not willing to spend a lot of money to solve that problem, it may be a very, very hard thing to get in. And so the physio example may be that low back pain or sciatica is a key word that does really, really well when we're looking at Google Ads or disc bulge. Things like that. When someone has pain in their back and they feel some symptoms down the leg, Sciatica, they Google, if they've got pain in their back, disc bulge. So those are some of the key things that we may look at there. Now, it may not be your ideal client, but this person may have other challenges that come with it. They may have other family, friends, et cetera. So essentially, you're broadening the network that you have there. by looking for the lowest hanging fruit. So rather than trying to jump over the biggest obstacle, try and find the smallest obstacle to jump over that still fits in with ideal clients that I've got a favor to ask. Would you mind reviewing and rating this podcast, please? It helps us attract great guests and partnerships from companies who want to do business with you, and we can negotiate the best possible deals and discounts so that you can grow your clinic sustainably into the future. Just open up your podcast player and hit the review. It looks like 70% of you use the Apple podcast player to listen into this show. So next time you open up the show, can you give us a review and rating? Every single review counts and we are so grateful for it. All right, let's head back to the episode. A further element to this is defining who you're targeting very clearly, very purposefully by understanding their needs, the language that they use, because that can be helpful in creating the ad copy, creating the ads themselves, and also trying to find a mix of that people are willing to pay for that to be solved. They're willing to come and see your service for it. So then how do you coach and support clinic owners when they come and they say, look, I've got this new therapist or a current therapist and we want to build their caseload and they've got a real interest in this niche? And so to your point, perhaps not a lot of people are searching for that. Perhaps they're not willing to spend a lot to have it solved, but it's this niche that they want to have more variety in their caseload with. How do you go about, you know, striking the balance between being commercial, filling the books with clients, and also being able to provide the variety for It's a good question, because I think at the crux of this, we're looking at a retention strategy for that therapist, right? We want them to really love what they do. And if they've come in and they've said they love working with baseballers and they're seeing low back and older people all day long every day, it's unlikely that that person is going to stay and become a long term team member. And I think when we look at what makes a clinic successful, it's holding on to your team for a long period of time. Find me a clinic that has therapists that have been there for three to five years on average that isn't really successful. I genuinely challenge you to do so. And so I think when we look at this, we have to find the balance. And the balance in this case, and the conversation I would have with the clinic owner is going, let's look at how we can work with this person and map out with them and actually sit down and say, is it okay if we create a plan to work towards more of your ideal clients? And in this example, baseballers, and you can insert any niche here, right? Baseballers. We're probably not looking at Google ads or Facebook ads or things like that. It's unlikely that that's going to be easy to be successful. It's going to be very, very expensive and probably fail spectacularly. And then at which point we'll say Google ads or Facebook ads don't work for us. So we might sort of split this and have a bit of a silo over here and say, all right, in this area, we want you to go and create relationships with baseball clubs. We want to run seminars out there. Maybe we'll sponsor a few baseball athletes. So we'll think of these ways that we can actually allocate resources. Now, resources can be time, it can be capital. So it doesn't necessarily have to be spending capital. We could also be allocating time as that resource there. So getting out there, building brand in that community, building those relationships. Okay, because if we get you doing that, that's going to help us to increase those areas. In the meantime, we need to get you busy. We need to get you hands-on clients and making a difference. And these are the typical types of clients that we are going to bring in through our advertising. And what you'll find is a new therapist or a younger therapist in our team is the proportion of clients you get from paid advertising is going to be higher because you have more room in the diary. And so likely you're going to have more of this type of client which we attract through this marketing means. What we want over time is to help you to transition because at the end of the day, we're happy and you're happy if you're seeing only baseball clients. But what we need to do to get there looks like this, this and this. How does that sound? And so over time, what you typically see is, let's say, you know, we've got this line here. 80, 90% may be the general client to start with. And you may start with 5% to 10% in the baseball side in this example. Over time, we want to see this creep over because we know that that is fulfillment. That is that person loving what they do. It's creating a brand. It's creating a name. And when we're looking at long-term retention strategies of team members, Is this team member likely to leave and go somewhere else if they've spent two, three years building that caseload, building that brand in what they do? I would argue it's extremely unlikely. So that's the conversation that I would have in mentoring a to your point about showing me a clinic that has great retention of team members and isn't succeeding, quote unquote, the other element to that is I feel like showing me the clinic that is doing all the right things and continually testing their marketing, and they don't have an abundance of clients kind of coming through the doors. What I often hear clinic owners say is, we turned off our marketing for a period of time, and then we'll turn it back on some other time. Now, I can understand moderating spend, but I hear so many people literally just stop it for a couple of months. They stop doing a lot of these things because they focus on internal systems or team. What's your take on that when you hear clinic owners say that they've stopped allocating Well, I mean, I was guilty of this early on. So I'm feeling a little personally attached right now. But I just I remember for me, it was getting to the point of being busy and then going, well, am I wasting money by continuing to do the marketing? Let's say wasting resources, right? Because part of it was time and part of it was capital. When I say capital, I mean money. I use those two interchangeably. And so I would go out and do less presentations, seminars, meet less people, do less referral nurturing, and I would stop the spend on the ads. And then what would happen is over the next two to four weeks, I would start to discharge some clients and whatnot. And we would start to get a little bit quieter. And then I would go back into the reactive mode of starting those things up again. And what I found was I was constantly sprinting and then having a period of stop and then sprint and stop and sprint and stop. And it made for, I would say, a lack of predictability of future income. And so when we looked ahead, we couldn't necessarily predict the next two to three months really accurately, which as a clinic owner brings stress. And I think when you add stress into the equation there, people tend to make decisions that aren't always in line with the best version of themselves. And so when I look at it these days, I think about how can we minimize stress in this system here for this clinic owner? How can we have a machine that constantly has people wanting to come in? And if we're getting too busy, are there different ways that we can work through this? Like, can we create a waitlist and then have a great system to pull people from the waitlist when we do have cancellations? Can we hire another practitioner? Can we expand? If we don't have room, could we look at expanding to a new site, a new location, even just one room somewhere else. Could we be doing in-home care? Could we be doing online therapy? Are there online programs we could be creating? I think that when we change the questions we're asking ourselves here around this, the answers you come up with become far better than going through that sort of rollercoaster cycle of turn it on, turn it off, turn it on, turn it off, that I I can understand moderating it, but the sort of going to almost zero. I've just seen too many clinic owners end up in that exact spot, like you said, Peter, being really stressed and all of a sudden have to make it work really quickly because they've made that new recruit happen. They're going to fill their books and they're feeling the pressure of doing that quickly. So then we've defined the budget, we've got some sense of the acquisition target we're looking for, we're clear on the target audience, the language I use help us write some good ads. What do you think the keys are in the digital space? So Facebook, Google ads, I realize there's a bit of a difference here, so take it whatever line you want to, but what do you think are some of the keys to being really effective over time at You want to understand your ideal client. But not necessarily your ideal client for the clinic, but your ideal client to pull in from Google. Again, they may be slightly different as we went through before. We have to think about who can you bring in at the lowest cost still fits your ideal client. So it may not be the perfect ideal client, but it likely will be one of your ideal clients. And being able to understand that Just to pause you there. If I'm early on in my journey, I haven't really done any Google ads, maybe I've dabbled, I've thrown, you know, 10, to start with, I'd look at who's commonly coming into your clinic, right? So if you look at your clinic and you would say 60% of my clients are this, like you're starting to get an idea that where we're located, there is a need for this, right? People want this problem solved. And you could look at who has a long lifetime value there or a large lifetime value, right? So they're willing to spend money to solve this problem. So if 60% of your clients come in with a certain problem and they have their largest lifetime value, we can tell that they're aware of this problem, they want it solved, and they're willing to spend money to have this solved. That's a great set of criteria, those three criteria you just mentioned. Continue. Why, thank you. Then there'll be hints on Google as well. So you can jump on Google and you can do keyword research and search volume forecast. Now, I don't know how technical we want to get, but we can actually get a rough idea of, in your area, how many people are searching for something in particular. And we can also understand different keywords that they may be searching for. So on Google, you can go in and you can say, all right, I'm looking for people who are searching back pain treatment, for example. And I want to see what are all the different variations of this that they search? Because I might put in back pain treatment, or I might say, you know, disc pain treatment. And I might be completely wrong. Not many people are searching that, but there's a lot of people searching static pain treatment or disc bulge treatment or, you know, et cetera, et cetera. And so they're going to be some of the key things you can learn in that search, in that keyword research. And then you're going to look at the search volume. So roughly on average monthly, how many searches are there in the area? It'll also tell you roughly what the competition is like, what people are paying per clicks. So you can get a bit of a gauge of what's going on in your local area. And so then you look at what are those pieces of information that I have from the clinic, those hints that we got before, do they match up with what we're seeing on Google? We've found something here that we think is going to be a realistically good campaign. So whenever I work with someone in Google Ads and I'm working with their clinic, that's where we start. We start with doing I took you off course there from the original direction we're headed, which was what are some of the keys to running effective ads, especially in Google. It sounds like you've got a really good process there. And by repeating that process, no doubt it helps you be more effective. Is there anything else though that people can do to run more effective ads on Google? being able to track conversions as effectively as possible. And I think this is where it starts to get quite technical as well. I think the challenge with Google ads is it's hard to do really well as the average clinic owner, because just to give you an idea, like we want to set up conversions so we can track our conversions as best as possible. Because if we can see what's actually converting, we can spend more money there. And if we don't know what's converting, it's hard to spend more money. There are different signs we can use to help us to You know, like click through rates, clicks, cost per click, things like that. But at the end of the day, conversions are the best measure. Otherwise, we have to go one step back and it's not the end of the world, but it does make it a little bit more challenging. So what people need to be able to do is they need to set up what's called a call conversion. But then what we also want to do, and this gets a little technical here, is we want to set up a dynamic phone swap on their website. So when someone goes to their website for a Google ad, Google actually swaps their phone number for a Google forwarding phone number. Now, the reason that this is important is most people want more information before booking in. So seldom do people click on the number on the ad unless they already know the clinic and that's not the right person you want through Google Ads. So they're going to go in and so when they click on that number, the number is changed. Google changes the number using a piece of custom code. So whether they searched on a desktop or on their phone, they're then going to call that Google forwarding number, which means we can then track that. So we can track, oh, they've made a call. How long has that call lasted? And we can make an assumption about whether that counts as a conversion or not. We can also work on your online bookings, and this adds some more layers of challenge as well here. But we do need to then create custom coding to have conversions work effectively through this. Or I'd say the average clinic, even the experienced clinic owner, some of these things are very, very hard to actually implement yourself. And you do need someone who has some experience in coding or developing to really help with those things because they can And so what we're trying to do here when you mentioned conversions is track, you know, we spent X amount of dollars, how many people inquired about coming in for an initial appointment, as an example. So we can see how effective they are or who booked, in fact. Exactly. Yeah. Yeah, great. We want to know how effective that ad spend is. We'll come to the agency tips and tricks for dealing and working with that, because invariably people say, this is too hard. It's not my jam. I don't want to do it. I'm good in other areas. I'm happy to pay someone to do this. We'll come to that in just a moment. But just while we're on effectiveness in ads, keen to know on the Facebook front, just mentioned there about Google, what are some of the keys to doing I think understanding the difference of the type of client we're looking for on Facebook. So on Facebook, we're moving away from looking for people in acute pain or who are looking to solve a now issue. Because if people are aware of the problem, they want to solve the problem, they're willing to spend money to solve that problem, they've likely gone on Google. and they've likely searched for the solution. They're not going on Facebook or Instagram typically and searching for that solution in the type of business we're in. If someone's searching for a cafe, yeah, Instagram is probably a better place to go than Google these days. But when they're looking for a healthcare professional, they're still most likely going to Google. So we have to understand that. And so what we're looking to do on social media when we're running ads is more educate people. And so what we're doing here is we're probably looking for people who have longstanding issues. And these issues, they may have tried to solve it, or they may not think it can be solved, or they may not understand how it can be solved, or who could really solve it for them. And so here we actually need to focus on how can we educate a certain demographic of people with a certain problem, how we could really help them, and maybe how we do it differently. And the idea here is they're not searching for us, we're searching for them. And we're popping up randomly in their newsfeed or in the stories or whatnot. And they're seeing the ad. And so what we need to be able to do with these ads is we need to first stand out and get their attention. So we need a really strong call out. So if we're looking to get mums with lower back pain, and we have a line at the top that just talks about the equipment we have or the facilities we have, the chance they stop and read and go through it is very, very low. Compare that to are you a mum with low back pain or mum struggling with low back pain? instantly got their attention. They're like, all right, I'm listening here. This person has something that I need to know. And then we need to focus on what we think is their story, talk through their story, and then take them on a bit of a journey as to how we can then help them likely push them either to some kind of lead form or landing page, but we can further educate them, we can give them more information, and then take them down that sort of buying path. And typically, I'd say you will almost need another layer in between where they're going to message you, where they're going to leave a lead form, and you'll contact them. When it comes to running ads on Facebook and Instagram, typically that's what we're seeing work best at the moment. Just running a call to action to a book online or to call us doesn't tend to convert very well at all unless you have a really, really crazy strong offer on the back of that one. But I always think You know, Google, people want that problem solved now that they're literally looking to have the problem solved. That's what they're Googling for. In Facebook and Instagram, we're thinking, how can we educate people, show that we're different, talk through their story and make them feel heard and understood? That's Great clarification and distinction there. So then coming to the agency side of it, for those folks that say, you know, I'm not technically inclined, I don't want to do this for various reasons, but I'm happy to engage someone to help me out. What are some sort of tips and tricks for getting the most out of working with an agency? Because you've certainly seen and worked with a number of clinic owners who've also engaged an agency. You've supported a lot of people being a sort of a second opinion in reviewing what they're doing and keeping the agency on their toes and providing results. So maybe just start with some tips and tricks for getting the most out of working with I think just to start with is communication and both being aligned on how are we going to communicate and making sure that you understand the communication as well. I think I remember when I first used to Google Ads company myself, you know, probably nine years ago now. And the challenge I had was they would send through a report and I didn't understand it. It was just numbers and words I didn't understand. And I didn't know what to focus on. It was a lot of smoke and mirrors. And I think a good report should be very, very simple. You should be able to understand that it should focus on one or two key metrics that are meaningful to you rather than throwing 30 or 40 metrics in. You know, it's the ability to say less is really, really important. I think communication, how you communicate with them, how they communicate with you, and also getting really clear on what are your goals? Like, what are you looking to achieve through this? And how do we measure success? And as well as that, like just having a general understanding of the market. A good example would be, let's say you started working with a Google Ads company in 2022, when it was easy, much easier to get new clients. And a year later, you're still getting the same amount of new clients from Google. You might look at the market and go, the market's actually gotten a lot harder for new clients. So to maintain the same level of new clients is actually a win. And so it's understanding things like that, because you could easily look at that and go, I've invested this money and I haven't had an increase in new clients. But you could also look at the flip sides that I haven't had a decrease across the market, many people have. So it's also understanding, what does success look like? in an evolving market, probably also just helping them to understand your brand voice and your brand message. There's nothing worse than jumping on Google and checking your Google ads. And it doesn't make a lot of sense. Maybe they're using terms or words that Opera wouldn't let you use or that you wouldn't want to use. Maybe there are spelling errors. Maybe some of it just sounds like it's not written by someone who truly grasps maybe English or the message that you're trying to get across. So you just want to make sure that you're also doing some proofreading of the ads, I would say. There is a balance you're going to have to hit between what Google wants and how you want them to sound, but it has to be a balance. It's a really good point around proofreading some of the stuff that's going out as a little accountability check sort of rather than just abdicate your delegating but being partnered with them in it. I think that's a really smart way to go about it. Great tips. Pete, you also help a lot of people out with Google ads at the moment. So for those tuning in, listening in, or watching, feel welcome to send Pete an email, pete.clinicmastery.com. Ask your Google ads questions or digital ads questions, and no doubt you can help them out. I know you're a geek, Pete, and you love to help people with their Q&A. So I'm Might even jump in with the spell check there. It's actually Peter, P-E-T-E-R, Oh, did I not put the R on the end? Oh, that is classic me. Anyway. just as we were talking about spellcheck in the ads. What a way to wrap this episode. Peter Flynn, thank you for sharing so openly. We are going to continue down this path over some coming episodes so that you can really feel empowered with your marketing. It's becoming an increasingly competitive advantage for those clinics that are growing, that invest in this, they invest in their knowledge and invest in acquiring new clients to fill their books. So Pete, thank you so much. We'll catch you on another episode Thanks for tuning in to the Grow Your Clinic podcast. To find out more about past episodes or how we can help you, head to www.clinicmastery.com/podcast and please remember to rate and review us on your podcast player of choice. See