How we cut CPL 38% for a Perth clinic without raising spend

The clinic group came to us spending A$9,200 a month on Meta and getting consults at A$86 each. The owner suspected the ads were fine and the market was just expensive. The ads weren't fine.

Problem one: structure

Twenty-three active ad sets, most spending under A$15 a day. Nothing was exiting learning phase, so every ad was paying learner-tax on every impression. We consolidated to four campaigns: one broad prospecting, one geo-fenced per clinic cluster, one retargeting pool.

Problem two: measurement

Browser pixel only, and it was double-firing on the thank-you page. The account was optimising toward ghosts. We moved to server-side tracking with proper deduplication before spending another dollar, same reason we fix measurement first in every engagement.

Problem three: creative

The top-spending ad had been running for eight months. Frequency 6.4. We ran a creative sprint: nine hook variants around real patient objections (cost fear, pain fear, 'I'll do it later'), shot UGC-style at one of the clinics.

The numbers after 8 weeks

• CPL: A$86 → A$53 at week 6, A$41 by week 8
• Booked consult rate held steady, so lead quality didn't drop
• Same spend, 52% more booked consults per month

The boring truth: nothing here was clever. Consolidation, clean data, fresh creative, the same three levers we pull in almost every account. What made it work was doing them in the right order instead of all at once. If your numbers look similar, our Meta management page explains the full scope, or just book the audit and we'll map your version of this.