Case studies
Eight clinic ad accounts, counted honestly
Eight clinic ad accounts, published with the numbers as they were recorded and the gaps named rather than filled. Two dental practices, four chiropractic clinics and two medspas. Every figure below comes from a platform export; where a figure could not be evidenced, it is missing rather than estimated.
8 accounts · Published 2026-08-05
Across all eight
The portfolio, in one strip.
United States dollars as spent, New Zealand dollars underneath at the rate stated on the methodology page.
- Ad spend managed
- $118,250.42NZ$201,203
- Leads
- 3,602
- Cost per lead
- $32.83
- Qualified leads
- 2,70675.1% of leads
- Patient acquisitions
- 1,074
- Cost per acquisition
- $110.10
2 accounts
Dental.
- Ad spend managed
- $70,924.61
- Leads
- 1,882
- Cost per lead
- $37.69
- Cost per acquisition
- $118.60
United States dollars, unconverted.
4 accounts
Chiropractic.
- Ad spend managed
- $43,649.29
- Leads
- 1,576
- Cost per lead
- $27.70
- Cost per acquisition
- $99.20
United States dollars, unconverted.
2 accounts
Medspa.
- Ad spend managed
- $3,676.52
- Leads
- 144
- Cost per lead
- $25.53
- Cost per acquisition
- $102.13
United States dollars, unconverted.
The pattern
What the metric said, against what the money said.
The same disagreement turned up in account after account. The five below are the clearest, set side by side so the pattern is checkable rather than asserted. It is the single most useful thing in this set, and it is the reason engagement metrics are reported here but never optimised towards.
| Account | What the metric said | What the money said |
|---|---|---|
| Dental practice H | CPM correlated with cost per lead at +0.098, which is to say not at all. | Leads per click correlated at -0.569. What happened after the click decided the price. |
| Dental practice G | Hook rate correlated with cost per lead at -0.063. Effectively nothing. | Line items converting at 8% or better averaged $16.66 a lead. Under 8%, $90.49. |
| Chiropractic clinic D | CTR separated the two lead creatives by 0.09 of a percentage point. | Hold rate correlated at -0.665. What people watched to the end, not what they clicked, tracked the price. |
| Chiropractic clinic B | Hook rate correlated with cost per lead at -0.71 on a 45-lead account. | The best line item also had the best form conversion rate, 3.46% against 2.76% account-wide. |
| Medspa E | The best hold rate in the account, 50.26%, produced no leads at all. | The creative with the lowest hook rate of any creative that produced a lead, 5.50%, produced 64 of its 90 leads. |
Case studies reflect specific clinics and circumstances. Outcomes depend on market, budget, competition, clinic capacity, reception follow-up, timing and account history. Figures are historical examples, not typical-results claims, forecasts or guarantees.
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