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BackFit Health · Multi-location healthcare

$480 → $60 cost per acquisition

I rebuilt the core acquisition system across measurement, paid search, conversion, and follow-up for a 15-location healthcare business.

Role
Growth / acquisition lead
Scope
Measurement, paid search, conversion, lifecycle
Period
2017–2021
Cost per acquisition
−87%
Locations
15
Less ad spend the following year
About $1.9M

The expensive part wasn’t just the ads

Acquisition spend, measurement, landing-page conversion, and lead handling were disconnected. That made it difficult to tell what deserved more budget, what needed to improve, and what should be cut.

Measurement

Tracking and attribution were not giving a clean enough view of what produced patients.

Acquisition

Paid search was spending too much on traffic that did not justify the cost.

Follow-up

Leads needed a more consistent path from inquiry toward a booked patient.

One connected path

Fix things in the right order

  1. 01

    Measure

    • Analytics and conversion tracking
    • Call tracking
    • Attribution and reporting
  2. 02

    Acquire

    • Campaign restructuring
    • Search-term and waste cleanup
    • Landing-page and message alignment
  3. 03

    Follow up

    • CRM workflow
    • Email and SMS follow-up
    • Lead handling and reporting

I owned the core system across all three, so the fixes could be made as one connected acquisition path instead of separate marketing projects.

Cost per acquisition

$480 → $60

87% lower

The change happened within a few months while lead quality held. Over the following year, the business spent about $1.9M less on advertising.

What actually made the difference

There was no single magic campaign change. Measurement had to become trustworthy first. That made it possible to see where spend was leaking, improve the path from search to inquiry, and tighten what happened after a lead arrived. The result came from fixing the acquisition system in the right order.

Not sure which part of your acquisition system needs fixing?

Show me what you’re running now. I’ll help you figure out whether the problem starts with the ads, the website, the tracking, or somewhere between them.

Book a fit call

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