From AdWords to IVF: Performance Marketing with Purpose | Mark Beavan EP 5

Automated Analytics Podcast

What if the secret to better ROAS isn’t more tweaks—but better truths? We sit down with Mark Beavan to explore how Google Ads shifted from manual levers to AI-led performance and why the winners today are the teams that feed the algorithms the right signals. Mark’s journey—from Phones 4U and energy to leading growth for TFP Fertility—reveals how empathy, education, and precise conversion definitions can transform noisy clicks into meaningful outcomes.
We dig into the craft: moving from call and form counts to outcome-based conversions, using dynamic call tracking to bind GCLIDs to keywords, and applying AI to classify conversations as new patient, warm lead, booking, or service. Mark explains how connecting outbound qualification calls back to the original session turns “form submit” from a vanity metric into a high-value signal. Once those enriched events flow into PMAX, spend scales, CPAs fall, and clinics fill—all because the model finally understands what good looks like. Along the way, we talk through consent changes, cookie loss, and why attribution is now directional: you don’t need perfect data, you need consistent trends.
This conversation also opens the curtain on fertility care. The research journey is long and emotional; trust is the real conversion. By sharing patient stories and behind-the-scenes views of labs, theatres, and consultations, TFP reduces anxiety before the first call and raises the quality of every interaction that follows. Healthcare teaches a universal lesson: education is performance infrastructure, and the “granny test” style of decision-making—would your customer be proud of this?—is both ethical and effective.
If you’re wrestling with ROAS, PMAX, or consent mode, you’ll leave with a practical playbook: redefine conversions around value, close the online–offline loop, invest in trust-building content, and manage to trend, not perfection. Enjoy the insights, stay for the football banter, and discover the scuba surprise. If this helped sharpen your strategy, subscribe, share with a colleague, and leave a review telling us your strongest conversion signal.

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1. Welcome & Guest Background (00:00:00)

2. How Marketing Shifted To Performance (00:01:49)

3. Early Career: Phones 4U To Digital (00:04:58)

4. Moving Into Healthcare & Purpose (00:07:30)

5. TFP Fertility: Mission & Services (00:10:40)

6. The Emotional Patient Journey (00:13:25)

7. Education, Transparency & Content (00:16:20)

8. Google Ads: From Manual To AI (00:18:55)

9. Feeding Better Conversions To Algorithms (00:22:05)

10. Tracking Calls, Forms & Outcomes (00:25:10)

11. Scaling Spend With Proof (00:28:05)

12. Consent, Cookies & Imperfect Data (00:30:20)

13. Practical Advice For Marketers (00:33:00)

14. Football Banter & Ownership (00:34:45)