11/10/2025
I set up Eleanor from North Shore Chiropractic in person and then spent three weeks tightening the system. No offer change. Just clearer messaging, better content, cleaner structure, and faster follow-up.
What we actually did on day one:
• Shot simple clinic videos/photos. Real room, real clinician, steady framing, clean audio.
• Wrote plain-language hooks. Who it’s for, what happens, what to expect next.
• Rebuilt account structure. Fewer ad sets, 1 objective, clear budgets, clean naming.
• Fixed tracking and form logic. Instant routing to the right place.
• Set a weekly review loop. Diagnose, adjust, keep the winners.
Results across three weeks:
Week 1:
• Leads: 2
• CPL: $29.85
• CPM: $13.39
• CPLC: $1.46
• LCTR: 0.92%
Week 2:
• Leads: 16
• CPL: $11.09
• CPM: $10.90
• CPLC: $1.27
• LCTR: 0.86%
Week 3:
• Leads: 25
• CPL: $7.31
• CPM: $10.36
• CPLC: $0.98
• LCTR: 1.05%
Totals so far: 43 leads on $445 spent (~$10 per lead). Eleanor also told me she’s booked 8 new patients this week.
Why it moved:
Content matched the clinic. Real footage reduces skepticism and lowers click costs over time.
One message per creative. No jargon. Lead with the first three seconds.
Small controlled tests. Stop restarting. Let the algo learn.
Follow-up speed. Leads routed instantly. Faster contact = more bookings.
Weekly diagnostics. Look at CPL, LCTR, and CPLC together. If CTR rises and CPLC drops while CPM holds, you’re fixing relevance, not just paying more.
How I read these numbers:
• CPM held ~10–13, so the market didn’t get more expensive.
• LCTR rose to 1.05% and CPLC fell to $0.98 by week 3. Creative and targeting alignment improved.
• CPL dropped from $29.85 → $7.31 as relevance and conversion flow tightened.
• Lead volume scaled from 2 → 16 → 25 without breaking costs.
What we didn’t do:
• No “too good to be true” promos.
• No complex funnel hops.
• No daily panic changes.
My rule for local lead gen: make the ad look like the first minute of the actual appointment, then remove every extra step between interest and booking. Do that, then keep the review loop tight.
I’ll drop a screenshot of the ad account and her message for context.
