Performance Summary
AI-powered intelligence brief — August 2026
Google Ads Spend
$29,658.07
Conversions
225.85
SEO Total Users
4,100
Search Clicks
4,745
Monthly Overview
Paid Media
Google Ads spend decreased -2.9% to $29,658.07, while conversions increased +12.3% to 225.85, lowering cost per conversion -13.6% to $131.32.
SEO & Organic
SEO total users rose +15.8% to 4,100 and conversions increased +13.9% to 1,447, with average session duration improving +22.5% to 00:20:54.
Search Visibility
Google Search clicks grew +5.2% to 4,745, but impressions increased faster at +14.5% to 171,300, causing CTR to decline -8.1% to 2.77%.
Call Tracking
Total calls increased +2% to 3,151, with answered calls up +5% to 2,969 and missed calls down -27% to 182.
Key Takeaways
Smyrna and Memphis combined volume with low conversion costs
Smyrna delivered 14 conversions, up +133.4%, at $44.42 each. Memphis generated 16 conversions, up +45.2%, at $57.03 each.
Norfolk and Lithonia delivered strong paid growth
Norfolk generated 8 conversions, up +298.4%, while cost per conversion fell -76.9% to $86.65. Lithonia delivered 9 conversions, up +200.0%, with cost per conversion down -69.7% to $105.36.
Iron-infusion queries gained traction
"Iron infusion" generated 32 clicks, up +113.3%, while "iron infusion near me" produced 42 clicks, up +50.0%, highlighting stronger discovery for these treatment-specific searches.
Call performance varied across sources
Google My Business calls increased +8.3%, with first-time callers up +14.5%. Meanwhile, Google Ads and Google Organic calls declined -7.8% and -7.3%, respectively.
Bing and Direct contributed additional call growth
Bing Organic generated 125 calls, up +5.9%, while Direct produced 68 calls, up +17.2%. Direct also brought in 36 first-time callers, up +28.6%.
Marketing Attribution — Executive Summary
Unique Leads
2,248
Verified Patient Matches
62
Network Conversion Rate
2.8%
WeInfuse Patients
917
Methodology
Patient phone numbers (Home and Mobile) from WeInfuse are normalized to 10-digit format and matched against CallRail call and form logs. All lead counts reflect unique phone numbers — each caller or form submitter is counted once regardless of how many times they contacted the practice. A Verified Patient Match is recorded when a patient's number appears in CallRail under a qualified marketing source, with each patient counted once only. Organic traffic includes: Google Organic, Google Business Profile, Bing Organic, DuckDuckGo Organic, Yahoo Organic, Ecosia Organic, Google Syndicated Search, SearchGPT (AI), InfusionCenter.org, and Claude AI. Paid traffic includes: Google Ads (all CPC). Direct, payer portals, pharma CRM systems, internal traffic, and unknown sources are excluded.
In August 2026, TwelveStone's marketing channels reached 2,248 unique leads — 2,206 unique callers and 49 unique form submitters. Of 917 patients in WeInfuse, 62 have been verified as marketing-attributed, yielding a 2.8% network-wide conversion rate. While total verified patients are down from July's record of 99, the channel mix remained healthy with several notable new source appearances.
Key Takeaways
- 1.Richmond emerged as the top-performing location with 8 verified patients — its highest month on record and entirely organic, driven by strong GBP and Google Organic performance in the market.
- 2.Yahoo Organic produced 2 verified patient matches — its strongest month in this dataset — signaling meaningful reach on a channel typically treated as passive.
- 3.Two new referral sources appeared for the first time: InfusionCenter.org (a medical directory) and Claude AI, expanding the organic footprint into new discovery channels.
- 4.Bing Organic generated 68 unique leads with zero patient matches this month — the largest gap between lead volume and patient conversion in the dataset, worth investigating for call quality.
Source & Channel Highlights
- •Google Business Profile accounted for 1,586 unique callers and 50 verified patient matches — 81% of all verified patients this month and the highest GBP patient count in the dataset.
- •Google Organic drove 40 of 45 total organic form submissions this month, confirming it as the primary form-capture channel and a strong indicator of website content performance.
- •DuckDuckGo Organic produced a verified patient match for the third consecutive month, establishing it as a consistent, if small, contributor to patient acquisition.
- •Claude AI and InfusionCenter.org each generated a single call in their debut months — early signals of expanding organic reach through AI-assisted search and medical directories.
Location Highlights
- •Richmond led all locations with 8 verified patients — entirely organic — marking a significant market breakout after contributing only 1–3 matches in prior months.
- •Cumming posted 7 verified patients (6 organic + 1 paid), maintaining its position as the strongest Georgia market and one of the most consistent performers network-wide.
- •Skyline appeared with 3 verified organic patients after limited prior attribution, suggesting growing GBP and search visibility in that market.
- •Chattanooga dipped to 5 matches after last month's record 13, which may reflect normal monthly variance rather than a structural decline — worth monitoring in September.
Google Ads Overview
Cost
$29,658.07
Conversions
225.85
Cost / Conv.
$131.32
Conversions by Type
Clicks
2,449
-0.9%
Impressions
27,901
+4.6%
Google Ads Performance By Campaign
| Campaign | Clicks | % Δ | Conv. | % Δ | Rate | Cost/Conv. | % Δ | Cost | % Δ |
|---|---|---|---|---|---|---|---|---|---|
| Infusion (Bellevue) | 88 | +2.3% | 2 | -66.8% | 2% | $1,155.53 | +246.9% | $2,309.79 | +15.1% |
| Infusion (Richmond) | 173 | +1.2% | 19 | +18.4% | 11% | $121.49 | -22.7% | $2,300.98 | -8.5% |
| Infusion (Southaven) | 103 | +3.0% | 7 | +7.1% | 7% | $305.39 | -15.1% | $2,289.93 | -9.0% |
| Infusion (Knoxville) | 136 | -4.2% | 15 | +19.1% | 11% | $147.20 | -23.5% | $2,280.32 | -8.9% |
| Infusion (Lexington) | 132 | +6.5% | 9 | +125.0% | 7% | $227.71 | -48.2% | $2,049.42 | +16.5% |
| Infusion (Stone Springs) | 119 | -16.8% | 4 | -20.0% | 3% | $383.69 | +18.5% | $1,534.76 | -5.2% |
| Infusion (Cumming) | 122 | -9.6% | 14 | +75.0% | 11% | $84.11 | -46.6% | $1,177.50 | -6.5% |
| Infusion (Chattanooga) | 97 | -5.8% | 8 | +0.0% | 8% | $145.30 | -7.7% | $1,162.41 | -7.6% |
| Infusion (Peachtree) | 81 | -12.0% | 5 | -44.4% | 6% | $231.63 | +65.8% | $1,158.17 | -7.9% |
| Infusion (Macon) | 65 | +18.2% | 3 | +200.0% | 5% | $383.64 | -68.2% | $1,150.91 | -4.6% |
SEO Overview
New Users
2,140
Total Users
4,100
Conversions
1,447
Avg. Session Duration
00:20:54
Keyword Visibility
SEO Top Pages
| Landing Page | Total Users | % Δ | New Users | % Δ | Conversions | % Δ |
|---|---|---|---|---|---|---|
| (not set) | 2K | +12.8% | 0 | — | 1K | +14.4% |
| / | 1K | +15.1% | 1K | +13.5% | 36 | 0.0% |
| /solutions/infusion-center | 280 | +9.4% | 209 | +9.4% | 7 | -12.5% |
| /infusion-center/spring-hill-tn | 72 | +56.5% | 66 | +53.5% | 5 | +25.0% |
| /contact | 68 | +7.9% | 27 | -15.6% | 2 | -66.7% |
| /about-us | 60 | +81.8% | 44 | +57.1% | 0 | -100.0% |
| /infusion-center/canton | 52 | +13.0% | 41 | -6.8% | 2 | 0.0% |
| /medication | 46 | +17.9% | 23 | +27.8% | 1 | — |
SEO — Google Search
Clicks
4,745
Impressions
171,300
Site CTR
2.77%
Average Position
12.03
Non-Branded Queries
| Keyword | Clicks | % Δ | Impressions | % Δ | Position | CTR | % Δ |
|---|---|---|---|---|---|---|---|
| iron infusion near me | 42 | +50.0% | 388 | +1.0% | 4 | 10.82% | +48.5% |
| iron infusion | 32 | +113.3% | 942 | +7.0% | 5 | 3.4% | +99.3% |
| iron infusions near me | 23 | +27.8% | 137 | -13.8% | 3 | 16.79% | +48.3% |
| infusion centers near me | 11 | +22.2% | 232 | +4.0% | 3 | 4.74% | +17.5% |
| iv therapy near me | 11 | -56.0% | 5K | +18.7% | 2 | 0.23% | -62.9% |
| infusion center near me | 10 | -23.1% | 580 | -25.4% | 2 | 1.72% | +3.1% |
| iv hydration near me | 9 | -10.0% | 3K | +32.1% | 1 | 0.32% | -31.8% |
| infusion center | 6 | +20.0% | 617 | +0.2% | 2 | 0.97% | +19.8% |
| infusion center chattanooga | 5 | -16.7% | 65 | -29.3% | 1 | 7.69% | +17.9% |
| iron infusion knoxville tn | 5 | 0.0% | 38 | +40.7% | 2 | 13.16% | -28.9% |
| iron infusion memphis tn | 5 | +400.0% | 25 | +56.3% | 2 | 20% | +220.0% |
| iron transfusion near me | 5 | 0.0% | 48 | +100.0% | 2 | 10.42% | -50.0% |
Call Tracking
Total Calls
3,151
Missed Calls
182
First Time Callers
1,739
Answered Calls
2,969
Source Statistics
| Source | Total Calls | % Δ | First Time | % Δ | Missed | % Δ |
|---|---|---|---|---|---|---|
| Google My Business | 2K | +8.2% | 1K | +14.4% | 109 | -6.8% |
| Google Ads | 379 | -7.8% | 239 | -7.0% | 21 | -34.4% |
| Google Organic | 370 | -6.6% | 162 | 0.0% | 27 | -30.8% |
| Bing Organic | 125 | +5.9% | 33 | +6.5% | 11 | -21.4% |
| Direct | 68 | +17.2% | 36 | +28.6% | 6 | 0.0% |
| Yahoo Organic | 30 | +87.5% | 13 | +160.0% | 3 | +50.0% |
| www.12stonehealth.com | 23 | -67.6% | 10 | -75.0% | 5 | -50.0% |
| Unknown Source | 11 | -42.1% | 6 | -53.8% | 0 | -100.0% |
| DuckDuckGo Organic | 6 | +20.0% | 2 | 0.0% | 0 | -100.0% |
| genentech-pps.lightning.force.… | 3 | — | 1 | — | 0 | — |
| SearchGPT | 3 | -25.0% | 2 | -50.0% | 0 | -100.0% |
| Knoxville TN | 2 | — | 1 | — | 0 | — |
August Activities
24 completed initiatives across 3 categories
| Initiative | Date | Type |
|---|---|---|
| Reviewed reporting with team | Aug 5 | Client Service |
| Investigated Performance Max in Atlanta as they are lowest cost/highest yield effort | Aug 5 | Client Service |
| Worked on deck for Sales meeting | Aug 13 | Strategy |
| Uploaded CallRail billing for August | Aug 20 | Client Service |
| Added Jeffersonville IN to digital program | Aug 27 | Client Service |
| Initiative | Date | Type |
|---|---|---|
| Attended Inc5000 Rank Reveal virtual meeting | Aug 4 | PR |
| PRESS RELEASE: TwelveStone Health Partners Named to 2026 Inc. 5000 for Seventh Time | Aug 11 | PR |
| OUTREACH-PRESS RELEASE: TwelveStone Health Partners Named to 2026 Inc. 5000 | Aug 12 | PR-Outreach |
| MEDIA HIT: TwelveStone Health Partners ranks No. 2,077 on Inc. 5000 for seventh time | Aug 12 | PR-Media Hit |
| MEDIA HIT: TwelveStone Health Partners Announces Ribbon Cutting in Bowling Green | Aug 12 | PR-Media Hit |
| OUTREACH-PRESS RELEASE: Bowling Green Opening | Aug 12 | PR-Outreach |
| BYLINE OUTREACH: AI Will Change Healthcare. The Question Is Whether It Will Make Care Better | Aug 26 | PR-Outreach |
| BYLINE: AI Will Change Healthcare. The Question Is Whether It Will Make Care Better | Aug 19 | Content |
| Attended NBJ award lunch to gather images for social | Aug 25 | PR |
| Created outline for byline on scale and culture in healthcare | Aug 26 | Content |
| Washington Post GLP-1 discussion in DC 9/17 | Aug 27 | Event |
| Initiative | Date | Type |
|---|---|---|
| BLOG: Chip | Jul 28 | Content |
| Created social post for Spring Hill ribbon cutting and posted | Jul 28 | Social Media |
| Created outline for Psoriasis Awareness Month | Jul 29 | Content |
| Created draft for Inc5000 Announcement | Aug 5 | Content |
| Created Social Post for Inc5000 | Aug 13 | Social Media |
| BLOG: growth from Monday message | Aug 13 | Content |
| Created blog image and scheduled | Aug 14 | Content |
| BYLINE: AI Will Change Healthcare. The Question Is Whether It Will Make Care Better | Aug 26 | Content |