Eight accounts, published with the numbers, the method and the parts that did not work. Read the methodology before you read the wins.
These are accounts our founder personally managed. The work was delivered inside an agency team, and the analysis, the decisions described and the conclusions drawn belong to our founder. Client names, campaign names and creative are withheld.
What the ads actually looked like, grouped by the idea being tested rather than by account.
56 concept pieces across 14 invented brands, grouped by vertical:
C-01Concept
Northline Chiropractic
Blue line work traced over photography, two vertebrae lit vermilion
C-02Concept
Northline Chiropractic
Navy geometric grotesque on pale blue, nerve path drawn in one weight
C-03Concept
Northline Chiropractic
White rounded callouts floating off the traced spine
C-04Concept
Northline Chiropractic
Orange dot markers stepping down a cool blue overlay
C-05Concept
Northline Chiropractic
Wide-tracked wordmark, centred domain, generous white margin
C-06Concept
Northline Chiropractic
Photograph flattened under blue, one vermilion accent allowed
C-07Concept
Kauri Chiropractic
Deep green display serif on oat, terracotta pill button
C-08Concept
Kauri Chiropractic
Domestic daylight behind a rounded translucent panel
C-09Concept
Kauri Chiropractic
Two-panel split, terracotta rule struck through the top line
C-10Concept
Kauri Chiropractic
Cream ground, sunlit still life, serif and terracotta only
C-11Concept
Axis Chiropractic
Condensed black caps on white, acid lime highlight block
C-12Concept
Axis Chiropractic
Lime leader lines labelling hip, ITB, knee and ankle
C-13Concept
Axis Chiropractic
Black protractor arc laid straight over gym photography
C-14Concept
Axis Chiropractic
Type only, full-height lime bar down the left edge
C-15Concept
Meridian Spine
Aubergine display serif on ivory, gold hairline rules
C-16Concept
Meridian Spine
Bone-white anatomy render with a gold filament run through it
C-17Concept
Meridian Spine
Ivory flat-lay: brass calipers, blush notebook, gold pen
C-18Concept
Meridian Spine
Mauve-tinted vertebrae, letterspaced caps, outlined gold button
C-20Concept
Pivot Spine & Posture
White icon cards, mint blob cutouts, dark teal footer bar
C-21Concept
Keel Chiropractic
Topographic contours under an engraved serif wordmark
C-22Concept
Keel Chiropractic
Forest green serif on cream, gold arc mark sitting above it
C-23Concept
Keel Chiropractic
Terracotta and green split panel, gold pill button on the seam
C-24Concept
Keel Chiropractic
Gold leader-line cards over a low-lit frame, green mesh overlay
D-01Concept
Fantail Dental Care
Flat green line illustration on butter cream, no photography
D-02Concept
Fantail Dental Care
Single-weight vector drawing, butter-yellow shapes behind it
D-03Concept
Fantail Dental Care
Geometric sans in deep green, teal second line, green pill button
D-04Concept
Fantail Dental Care
Fantail line mark, illustration carrying the whole frame
D-05Concept
Parallel Dental
Oversized grotesque, tracking pulled tight, pale lilac ground
D-06Concept
Parallel Dental
Indigo duotone portrait inside an arch, blush quarter-circle
D-07Concept
Parallel Dental
Thin outlined callout boxes, letterspaced indigo small caps
D-08Concept
Parallel Dental
Solid indigo block button under a flat blush circle
D-09Concept
Vero Dental
Oxblood serif on peach cream, gold hairline and monogram
D-10Concept
Vero Dental
Macro render of a porcelain shell, lit like a product still
D-11Concept
Vero Dental
Maroon gallery set: marble bust, fluted plinth, brass plaque
D-12Concept
Harbourline Dental
Navy heavy sans, translucent glass panel, tick list inside it
D-13Concept
Harbourline Dental
Cross-section render with connector lines run into the copy
D-14Concept
Harbourline Dental
Sunlit photograph split hard against a pale blue type panel
D-15Concept
Harbourline Dental
CGI molar ringed by orange barriers, yellow crane overhead
D-18Concept
Vero Dental
Glassmorphic panel on peach, aligners floating above it
M-01Concept
Vessel Skin Clinic
Near-white minimal, hairline wordmark, steel tray still life
M-02Concept
Vessel Skin Clinic
Hairline leaders into four thin-outlined callout boxes
M-03Concept
Vessel Skin Clinic
Light grotesque set tight, grey-blue second line under it
M-04Concept
Vessel Skin Clinic
Numbered list on hairline rules, dark ink block button
M-05Concept
Apricity Skin Clinic
Deep brown Didone serif on cream, coral half-sun mark
M-06Concept
Apricity Skin Clinic
Pink circle, botanical wall shadow, coral square bullets
M-07Concept
Apricity Skin Clinic
Oak desk in low sun, eucalyptus laid across the leaf shadow
M-08Concept
Apricity Skin Clinic
Solid coral banner taking the bottom third of the frame
M-09Concept
Lumen Skin Clinic
Gold circle and leader lines over a portrait on forest green
M-10Concept
Velva Aesthetics
Two-tone blush split, horizon line across a hands photograph
M-11Concept
Lumen Skin Clinic
Giant gold gradient letterforms set behind a gold-lit portrait
M-12Concept
Velva Aesthetics
Warm gold macro shot under a giant serif word and a seal badge
M-13Concept
Lumen Skin Clinic
Cream ground, five dotted gold leaders onto the portrait
M-14Concept
Velva Aesthetics
Thin brown circle diagram, five labelled nodes around a portrait
M-15Concept
Lumen Skin Clinic
Green diagonal banner, condensed cream serif, gold badge
M-16Concept
Lumen Skin Clinic
Portrait above a deep green band, gold rule holding the seam
M-17Concept
Velva Aesthetics
Blush left panel, condensed display serif, dusty-rose pill button
Spend, leads, cost per lead, clicks, CPM, CTR and the video engagement rates come from the Meta Ads platform export for the account, unmodified. Two figures per account do not: the qualification rate and the close rate are the clinic's own, reported from their records. The qualified-lead and patient counts are then derived from those two rates, leads multiplied by the qualification rate and that figure multiplied by the close rate, rounded once for publication. They are arithmetic on a reported rate rather than a headcount, and nothing on these pages should be read as a person-by-person audit of a clinic's patient records.
The clinic is anonymised and the market is not named. What transfers to a New Zealand clinic is the method and the shape of the cost, not the cost itself: auction prices move with the market, the season and the offer. Treat every dollar figure here as evidence of how the account was run, not as a price you should expect.
Everything published here is lower funnel: leads, qualified leads, patients, and the cost of each. Reach, impressions, engagement and video views appear only as diagnostics, and never as a result. An account that bought a great deal of attention and no patients is a failed account.
These accounts were billed in United States dollars, so United States dollars are what this page reports. Each headline figure carries its New Zealand dollar equivalent underneath in smaller type, converted once at a fixed rate of 1 USD = 1.7015 NZD, taken from ExchangeRate-API open endpoint (open.er-api.com/v6/latest/USD) on 5 August 2026. It is not a live feed, and the real rate on the day any of this money was spent was different.
Qualified-lead and patient counts are not headcounts: leads are multiplied by the clinic's own reported qualification rate, then by its close rate, rounded once for display. That is why a spend divided by a lead count can land a cent or two off a published rate; cost per lead is the one figure that always divides exactly, and every total on this page is checked automatically at build time.
Totals across accounts work the other way. The portfolio and per-industry figures are sums of the whole-number counts published on each of the eight pages, so they reconcile exactly and the site refuses to build if they do not. What that checks is the arithmetic. The rates underneath it are the clinics'.
Three limits worth stating plainly. No account here ran in New Zealand, so nothing on this page forecasts what a New Zealand clinic will pay per lead. Eight accounts is enough to show a method and a pattern, not enough to support a rule. And nothing here is a clinical claim: these are advertising accounts, and no figure says anything about treatment or outcome.
A person who completed the form or the messaging flow the ad pointed at. Counted once.
A lead the clinic judged worth booking: correct service, contactable, and not already a patient. The clinic makes that call, not the platform and not the agency.
A qualified lead who attended and paid for a first appointment.
Spend divided by leads, for the account and date range shown.
Leads divided by link clicks. The share of people who clicked and then actually completed the form. It is the metric CTR is most often mistaken for.
Leads divided by the number of people who opened the form. It separates a weak form from weak traffic.
A custom metric, not a column Meta ships by default. It is built in the ad account from Meta's three second video plays, which count plays rather than people and include autoplay, so a high hook rate is not evidence that anyone chose to watch. The formula behind the figures on these pages is not recorded in the account material this set was built from. A diagnostic for the first frame, not a result.
A custom metric, not a column Meta ships by default. It is built in the ad account from Meta's video watch figures and describes how far into a video the audience stayed. It scales inversely with video length, so a short clip reports a higher rate than a long one with no difference in quality, and the creative runtimes for these accounts are not recorded. A diagnostic for the edit, not a result.
Average number of times the same person saw the ad over the date range. Rising frequency on a flat budget usually means the audience is exhausted.
Cost per thousand impressions. An auction price, not a performance measure.
Click-through rate: clicks divided by impressions. Appears here only where it contradicts the cost, which is most of the time.
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.
The free Patient-Flow Check is the method above, run on your clinic, with the three things to fix first.
Get the free Patient-Flow Check
