Client Story: Premier Veins
Marketing with Surgical Precision

The Audit That Changed Everything

Now, I didn’t waltz in and say, “Sack the agency and hire me!” That’s not how I work. I told Martin honestly: “Look, they’re not charging an unreasonable amount for what they’re doing. But without doing a full audit, I can’t say whether they’re delivering value. And if I do the audit, I might come back and tell you they’re doing everything right. And I’m not going to do a whole audit for free.”

He thought about it, and decided he needed answers.

So, with my Google Ads partner Victoria Thomas, we dug deep. We analysed his ad campaigns, audited the website, and - crucially - stepped back to look at the strategy behind it all.

That meant building a detailed customer persona, value proposition, and mapping out his buyer journey. We needed to understand not just what his website and ads were doing, but whether they were saying the right things to the right people, in the right order.

The Findings

The agency wasn’t doing a bad job - but there were plenty of areas where we could make meaningful improvements. By shifting the focus and rebalancing the marketing mix, we saw ways to get Martin far more bang for his buck.

And at first, we did exactly that - for less money than the agency had been charging.

Building the Machine (and the Dream Team)

Martin also wanted a new website - and fair enough, his old one was getting a bit creaky. So we broke the project into 3 steps:

• Step 1: Move his three WordPress sites to a single reliable host (via the brilliant Vik Martin, The WordPress Nurse).
  
  
• Step 2: Apply the “quick wins” we uncovered in the audit to improve performance straight away.
  
  
• Step 3: Design and build a brand-new site that reflected everything we’d learned, built by Vik and designed by the talented Vicki Gray at Blu Mango.

To bring the new site to life, we brought in brand photographer Jenny Stewart to take a whole suite of professional imagery, showcasing Martin’s friendly team and the welcoming clinic environments that make such a difference to nervous patients.

And once the new site was up and running, we added a series of videos created by Nick Jones at Filma King. These covered everything from “what to expect when you come for treatment” to powerful video case studies featuring real patients sharing their stories. The goal? Build trust, answer common questions, and help potential patients feel confident before they even pick up the phone.

Meanwhile, Victoria took over managing Martin’s Google Ads, improving the campaigns using everything she uncovered in the audit. And I brought blog and social content creation in-house.

Fewer Posts, More Results

The agency had been posting two blogs a month and hammering Facebook, Instagram, LinkedIn and X with two posts a week. But when we looked at the data? Almost zero leads were coming from social.

So we rethought the plan. Varicose vein treatment isn’t something people shout about on Instagram - and that's OK. We scaled back to one blog and two posts per platform per month. Just enough to keep the lights on and maintain a presence for anyone searching or checking social before making a decision.

That freed up budget to invest where it really mattered: SEO.

From Paid Ads to Organic Growth

I brought in SEO specialist Kevin Dunn from UK Digital Marketing to improve Premier Veins’ organic visibility. And the results have been fantastic. Martin is now ranking #1, #2 or #3 on Google for nearly all his key local search terms - many of which used to sit languishing on page two or lower.

That means Martin is slowly becoming less reliant on Google Ads, because more and more patients are finding him organically. It’s all part of the bigger strategy to build long-term, sustainable growth.

Vik Martin and I began a programme of ongoing A/B testing to incrementally improve the copy, layout and calls to action on the website. 

We also layered in PR support from Yasmin McGlashan and Cherry Pullinger (Pink Spaghetti Weston-super-Mare), and the results just kept coming.

One Point of Contact, One Strategic Direction

By this point, Martin had a dream team of eight specialists (plus me) working across every area of his marketing. But here’s the difference: none of them work for me.

That might sound like a small detail, but it’s actually a huge advantage. Unlike a traditional agency, I’m not trying to fill anyone’s timesheets or keep a team of in-house staff busy. I don’t have a PR person or videographer on payroll waiting for their next task, so I’m never under pressure to recommend a particular activity just to keep someone occupied.

Every freelancer I bring in is chosen because their expertise is exactly what the business needs at that moment in time. I don’t earn more by recommending one marketing activity over another - so my advice is always based solely on what I believe will work best for my clients.

That means Martin gets a completely bespoke strategy, not a box-ticking exercise or a pre-built package. And because I manage the team, he gets all the benefits of a full-service function - without the inflexibility or hidden agendas that can sometimes come with the traditional agency model.

The Results?

• Premier Veins has grown from 5 to 7 clinics in under a year.
• Instead of reducing his marketing spend, Martin has increased it - because he can now see exactly how that money is generating revenue.
• His website, ad strategy and content are all aligned to his customers' needs.
• He’s built a powerful team of experts, all working in sync and led strategically to deliver measurable results.
• And Premier Veins is climbing the organic rankings, with traffic and enquiries from Google search steadily increasing month on month.

Final Thought

What makes this project special is the collaboration. Everyone in the team is brilliant at what they do, and we’ve all pulled together around a single vision: making Martin’s marketing work for him.

No fluff. No guesswork. Just clear, measurable strategy and implementation that delivers growth.

If that sounds like the kind of marketing machine your business needs, let’s talk.