Meta: US Healthcare (Addiction Clinic) Meta Campaign

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Objective

A US-based healthcare client wanted to increase qualified leads and lower cost per lead without increasing media spend.

Diagnosis

A performance audit identified several immediate optimisation opportunities to improve campaign efficiency without requiring additional budget.

Strategy

As part of my onboarding process, I implement a series of Quick Wins: high-impact optimisations designed to deliver measurable improvements early in the engagement.

Audience Optimisation: Reallocated budget from underperforming age groups to higher-converting audiences.
Remarketing Audiences: Introduced Google Display remarketing audiences into Meta to strengthen Meta’s behavioural signals and help the algorithm identify higher-intent users.
Creative Testing: Implemented a structured creative testing framework, with insurance-focused messaging significantly outperforming alternative messaging.

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Dates: Apr to Dec 2025

From leads to cost per new member
Lead volume and CPL looked strong.

The question was what each new member actually cost.

Results:

Spend held steady between October ($19,507) and November ($19,452). New members rose from 2 to 4, and cost per new member (CPNM) fell from $9,754 to $4,863, a drop of about 50%.

More spend didn’t mean more members. In July to September, at roughly $10K to $15K a month, the account delivered 4 new members a month at $2,478 to $3,732 CPNM. At about $19.5K in October, it delivered 2 at $9,754.

Takeaway: Scaling spend is only worth it while CPNM stays within what the business can afford to pay for a member. Setting that limit first shows when to scale and when to hold.