## What paid acquisition involves
Paid acquisition is treated as part of a connected growth system rather than a standalone deliverable. The work below is scoped around the decisions your practice actually needs to make.
### Account structure
– Campaigns split by service line and location so spend reflects real demand.
– Negative keyword hygiene that stops budget leaking into unrelated searches.
### Landing experience
– Message match between ad, landing page and booking form.
– Location and service-specific pages instead of one shared destination.
### Discipline
– Conversion tracking validated against actual booked appointments.
– Regular budget reallocation toward the segments that produce consultations.
## How we approach it
We start by agreeing what a qualified enquiry is, then work backwards to the channels and pages that can realistically produce it. Everything is reviewed on a fixed cycle so the system keeps improving after launch.