General practice
A single-site GP and skin cancer clinic
A single-site GP practice that no AI engine could read. Five months later it was taking 109 bookings a month attributable to AI, and paying 73% less for each patient call from Google Ads.
The numbers
- 10 → 109
- AI-attributed bookings per month, May to September 2026 Booking records from the practice's booking platform, counted in the clinic's local time. 10 in May, 33 in June, 50 in July, 81 in August, 109 in September
- $39.59 → $10.54
- Google Ads cost per new patient phone call, June to September 2026, on an unchanged daily budget cap The practice's Google Ads account. A call is a tracked phone call from the ad of 60 seconds or longer. September is to the 20th.
- 120
- Bookings attributed to ChatGPT specifically, May to 23 September 2026 Booking records by attributed platform
- 49%
- Of tracked AI answers cite the practice by name 1,295 recorded answer checks, excluding Google AI Overviews
- 23 → 92
- AI-referred website sessions per month, same period MaxConnex dashboard, daily_metrics
What we did
- Benchmarked every engine before any change, with the answers recorded
- Published services, practitioners, conditions and hours as structured entities
- Rewrote the highest-intent pages into direct-answer format
- Connected the booking platform so an AI-attributed booking is a booking, not an estimate
- Took over Google Ads and cut spend on suburbs the clinic does not serve
The clearest result we have, and the reason is unglamorous: this practice connected its booking data.
Most clinics cannot tell you whether AI sent them a patient, because nothing joins the visit to the booking. Here the booking platform feeds the dashboard, so an AI-attributed booking is a record rather than a model output. That is what makes the growth curve below worth anything.
Bookings attributable to an AI surface went from 10 in May to 33 in June, 50 in July, 81 in August and 109 in September. ChatGPT alone accounts for 120 of them from May to late September, more than any other single source including Google AI Overviews.
The same clinic, on Google Ads
We also run this practice’s Google Ads. In June a new patient phone call from an ad cost $39.59. By September it cost $10.54, down 73%, and the daily budget cap was never raised. Comparing July with September, when average daily spend was identical at $24.51, tracked patient calls went from about one a day to more than two.
Nothing clever happened. The account had been paying for clicks from suburbs the clinic does not serve. Cutting that spend and tightening the targeting is most of the result.
More results
Other case studies
General practice
A 22-location GP group, Sydney
1 in 3 Tracked AI answers that cite the group by name
- 50%
- Of Claude answers name the group, its strongest engine
- 22
- Locations published as distinct machine-readable entities
Specialist surgery
An orthopaedic surgeon, Sunshine Coast
3 of 3 Major AI assistants that recommend him for shoulder surgery on the Sunshine Coast, ChatGPT, Claude and Gemini
- 1st
- Named first by Claude and by Gemini, in every answer where they named a surgeon
- 2 of 3
- ChatGPT answers that recommend him, each linking straight to the website we rebuilt
General practice
A Newcastle general practice, established 1938
51% Of tracked AI answers name the practice
- 35%
- Of tracked answers cite the practice's own site
- 53%
- Citation rate on Gemini and Perplexity, its strongest engines
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