Chiropractic clinic group A
One shared budget, and the line item taking 38% of it
One budget of $14,528.74 spread across a multi-location chiropractic group, reported as a single blended cost per lead. Split line item by line item, the one taking 34% of the spend produced 56% of the leads, and the one taking 38% produced 21% of them. The account average of $22.39 a lead is perfectly true and tells you almost nothing about any one of them.
Chiropractic · US$14,528.74 · Published 2026-08-05
The numbers
What the account actually did.
Figures are as recorded in the platform export for this account. United States dollars as spent, New Zealand dollars underneath at the rate on the methodology page.
- Ad spend managed
- $14,528.74NZ$24,721
- Leads
- 649
- Cost per lead
- $22.39NZ$38.10
- Qualified leads
- 49376% of leads
- New patients
- 16834% close rate on qualified leads
- Cost per new patient
- $86.63NZ$147.40
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01
What the account was
This account ran $14,528.74 of Meta Ads spend for a multi-location chiropractic group, generating 649 leads over the reported period at a blended $22.39 cost per lead. The exact campaign window is still being confirmed against the platform export.
The group is anonymised throughout. The figures below are broken down by line item, the source's own unit, not by place.
02
One blended cost per lead, five very different line items
Every dollar and every lead in the account sits in this chart. Line item 1 took 33.8% of spend and returned 55.8% of leads. Line item 2 took 37.8% of spend, the largest share in the account, and returned 21.0% of leads.
Reported as a single blended $22.39 cost per lead, that difference disappears. The top three line items delivered 90.9% of all leads on 82.5% of spend. The remaining 17.5% of budget produced 9.1% of leads, including $189.04 that produced none at all.
Chiropractic clinic group A, line item breakdown
Spend share against lead share, line item by line item
Spend share against lead share, line item by line item. Line item 1: 33.8% of spend, 55.8% of leads. Line item 2: 37.8% of spend, 21% of leads. Line item 3: 10.9% of spend, 14.2% of leads. Line item 4: 6.7% of spend, 4% of leads. All remaining: 10.8% of spend, 5.1% of leads.
Line item 1
Spend33.8%Leads55.8%Line item 2
Spend37.8%Leads21%Line item 3
Spend10.9%Leads14.2%Line item 4
Spend6.7%Leads4%All remaining
Spend10.8%Leads5.1%
Every dollar and every lead in the account is in this chart. Shares are rounded to one decimal, so the lead column sums to 100.1%.
03
The largest budget bought the second most expensive leads
Line item 1 bought leads at $13.55 on $4,905.86 of spend, 362 leads, a 2.14% CTR and a frequency of 3.37. Line item 2, the largest single budget in the account at $5,495.31, bought leads at $40.41, almost three times the cost of line item 1. Line items 3 and 4 sat in between at $17.21 and $37.33.
Frequency in this account reached 5.22, the highest of the seven accounts in this set that report an account-level frequency at all (one account's export does not carry the figure, so this is the highest of seven, not eight). A frequency that high on a flat budget usually means the audience has already been shown the ad enough times to have decided, which is an observation, not a claim that frequency caused the cost gap above.
Chiropractic clinic group A, line item breakdown
Cost per lead, line item by line item
Cost per lead, line item by line item. Bars are United States dollars. Line item 1, $13.55. Line item 3, $17.21. Line item 4, $37.33. Line item 2, $40.41. All remaining, $47.69.
- Line item 1$13.55
$4,905.86 spent, 362 leads, CTR 2.14%, frequency 3.37
- Line item 3$17.21
$1,583.17 spent, 92 leads
- Line item 4$37.33
$970.63 spent, 26 leads
- Line item 2$40.41
$5,495.31 spent, 136 leads. The largest budget in the account.
- All remaining$47.69
$1,573.77 spent, 33 leads
The largest budget in the account bought the second most expensive leads. Within All remaining, $189.04 of spend produced no leads at all.
04
Leads, then qualified leads, then patients
649 leads became 493 qualified leads, a 76% qualification rate, and 493 qualified leads became 168 new patients, a 34% close rate. Cost per new patient came out at $86.63.
The per-line-item split available in the export stops at leads: qualification and close rate are reported for the account as a whole, not line item by line item, so the funnel here is group-wide.
Chiropractic clinic group A, results summary
Leads to patients
Leads to patients. Leads: 649. Qualified leads: 493, 76% of leads. New patients: 168, 34% of qualified leads.
- 649Leads
- 493Qualified leads
76% of leads
- 168New patients
34% of qualified leads
Group-wide. The per-line-item split stops at leads in the export.
05
What transfers to a New Zealand clinic
The method, not the price. A single blended cost per lead can describe an account accurately and still hide which part of it is doing the work: here, one line item did most of the work on a third of the budget while another took the largest share and returned a fifth of the leads.
Split any shared budget by line item before deciding where to add or cut spend. An account-wide average is a useful headline number and a poor allocation tool.
More
Other chiropractic accounts.
- US$14,616.97The lowest qualification rate in the set, and the highest close rate67% of leads qualified, the worst in the set. 45% of those became patients, the best in the set.
- US$9,937.74Two creatives with the same CTR and a 57% gap in cost per leadCTR 1.84% against 1.75%. Cost per lead $21.27 against $33.33. The metric that moved with the gap was hold rate.
- US$4,565.84The most expensive leads in the set, and what they were worth$101.46 a lead, 45 leads, 13 patients. Small, expensive, and published anyway.
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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