Case study · Pain medicine · Istanbul, Türkiye · 2024–2026
From cost per lead to cost per treated patient
Patient acquisition for a multi-physician pain clinic in Istanbul: a new non-surgical treatment, 7 physicians, Meta and Google Search.
≈ USD 160–280K
treatments done
shared funnel
one practice
Free, within 2 business days. We look at your site from the outside, no account access needed. Fixes are quoted separately.
The problem
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- Leads come in, but few of them become treatments.
- Meta flagged your site as health, and conversions dropped or stopped.
- WhatsApp chats pile up, and nobody knows which ones turned into patients.
- Nobody can say which channel actually brings patients, only which one brings leads.
- Several physicians or branches compete for the same ads and the same budget.
The situation
Nucleoplasty, a non-surgical treatment for herniated discs, was new to most patients. Demand had to be created, not just captured: about 90% of the spend went to Meta, with Google Search reaching people already looking for a treatment.
Several physicians offered the same treatment and competed in the same paid channels. Leads arrived through three doors: forms, phone calls and WhatsApp. And as a health advertiser, the clinic worked under Meta’s data restrictions for health and wellness sites.
- Physician 1
- Physician 2
- Physician 3
- Physician 4
- Physician 5
- Physician 6
- Physician 7
What was built
- Funnel tracking from first click to treatment: Meta Pixel, Google Tag Manager and GA4 on the site, reconciliation with the CRM, and offline conversions back to Meta, matched by phone number: Purchase = treatment done, Lead = examined, not treated. Standard events only.
- Leads measured per physician, channel and source, so one physician’s results never hid another’s.
- Weekly funnel reporting, week over week and month over month.
- An in-house funnel-tracking dashboard built on the Meta API.
- Fast creative testing: one video per ad set, copy variants, and landing pages matched to each hook.
- The same method was carried to migraine and COPD treatment campaigns.
The order never changed: measure, find the leak, shift budget, test creatives, then scale.
- Ad click
- Site
- Lead
- Where most setups lose the signalCRM stage
- Treatment
- 1Measure
- 2Find the leak
- 3Shift budget
- 4Test creatives
- 5Scale
What the data showed
WhatsApp produced the most leads, but the lowest treatment rate. Form and call leads were fewer, and more of them became treatments.
So budget moved toward form and call leads, and campaigns were judged on cost per treated patient instead of cost per lead. A cheaper lead that never books is not cheaper.
At one practice, about 500K site visitors produced about 3,000 leads, and 1.4% of those leads became treatments. That rate, not the lead count, was what the campaigns were measured against.
Most leads
Lowest treatment rate
Form & calls
Fewer leads
Higher treatment rate
Budget shifted toward form and call leads, optimised for cost per treated patient.
- ~500Ksite visitors
- ~3,000leads
- 1.4%lead-to-treatment
One practice · shape not to scale
Results
Results, and how they were measured
Every number below comes with the way it was measured. Client names stay private.
≈ USD 160–280K
treatments done
shared funnel
one practice
- TRY 8–14M monthly ad spend (≈ USD 160–280K)
- Meta about 90%, Google Search the rest, across physicians and treatments.
- 5–9× ROAS
- Revenue from treatments done ÷ ad spend, with revenue taken from the CRM, not from platform-reported conversions.
- 7 physicians
- Each measured separately, inside one funnel.
- 1.4% lead-to-treatment
- One practice, about 500K visitors and 3,000 leads.
Where does your funnel lose patients?
The free tracking check shows what your site tracks today, what’s missing, and what that likely costs you in signal.
Free, within 2 business days. We look at your site from the outside, no account access needed. Fixes are quoted separately.
Services
What you’d get
Single fixes (GTM/GA4, Pixel + CAPI, Google Ads conversions, Consent Mode v2) are fixed jobs from $200. Ad spend is paid by you directly to the platforms.
Clinic & health tourism ads
From $400 / month
- Funnel audit from ad click to treatment
- Campaign plan per treatment or physician
- Compliant tracking with outcomes from your CRM
- Weekly report on booked and treated patients
Restricted health tracking
From $200 audit
- Audit report with the restriction status of your dataset
- Event map: what fires where, and what each event may carry
- Pixel and Conversions API events with deduplication
- Handover document your team can maintain
Meta Ads management
From $400 / month
- Account and tracking audit
- Campaign structure and creative test plan
- Pixel and Conversions API foundation
- Weekly KPI report
Free tracking check
How the free tracking check works
Fixes and setup are paid work at the published prices, quoted first. There’s no obligation to buy.
Send your site
Your website and what you’re seeing. It takes a minute.
We review it from the outside
Meta Pixel, Google Tag Manager, GA4, Google Ads tags, the consent banner and Consent Mode, and how form, call and WhatsApp clicks are tracked. No account access needed.
You get the summary
A short written summary or screen recording within 2 business days: what works, what’s missing, what that likely costs you in signal, and a prioritised fix list.
FAQ
Before you ask.
Something else? Ask in the form.
Is the check really free?
Yes. It’s a review of what your website shows from the outside, delivered as a short written summary or screen recording within 2 business days. If you want the fixes done, they’re quoted separately at the published from-prices. There’s no obligation to buy.
Will this work under Meta’s health restrictions?
Nobody can promise that: Meta decides your dataset’s category and how campaigns deliver. The work is to get the strongest signal your dataset still allows, using standard events, the Conversions API and outcomes from your CRM where Meta permits them, never by masking or renaming events.
Do you need access to our CRM?
Not for the free check. It uses only what your website shows publicly. For setup work, access to your lead stages (or a regular export) is usually needed, and an NDA can be signed first.
How long until we see data?
Setup typically takes 1–2 weeks after access, depending on your site and CRM. Funnel numbers become meaningful once enough leads have moved through the stages. An estimate, not a guarantee.
Do you guarantee results?
No. Results depend on your offer, market, budget and the platforms’ own decisions. What you get is a measurement setup you can trust and decisions based on real customers, not on clicks.
Is patient data safe?
Tracking only runs after visitors consent to it. No health details are sent to ad platforms: events use standard names and carry no condition or treatment information. Your data stays in your own accounts.
Free tracking check
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- 9 years in digital marketing
- 30+ clients
- Works in English and Turkish
- Istanbul (UTC+3)
- Invoice for every payment
- 14-day fix window after delivery