Case Study: 676 ENT Patient Inquiries at $16.65 Each From Meta Ads
Over a 90-day engagement an ENT and allergy practice in the north Atlanta metro generated 676 patient inquiries from Facebook and Instagram ads at an average of $16.65 per inquiry, on roughly $11,257 of ad spend. Every number in this case study comes from the Meta Ads API. Here is what was built and what it did.
What was the starting point?
A single-location specialty practice with a high-value procedure line, an existing website, no active paid social, and a front desk that could take calls but had no process for replying to form submissions. The goal was inquiries for a specific consultation offer, measured inside the ad platform.
How was the campaign built?
- Objective: Leads, optimised for native instant-form submissions.
- One campaign per offer, with a concrete consultation offer rather than a generic "learn more".
- A tight geographic radius around the practice, because a wider radius in metro Atlanta spends a third of the budget on people who will not drive.
- Feed placements, two to three ads per ad set, real photos, the offer in the headline, one qualifying question in the form.
- Pixel and conversions API installed in the practice's own ad account; the account, audiences and creative stayed in the practice's name.
- An automated reply with a booking path inside a minute, then front-desk follow-up in office hours.
What were the results?
| Metric | Result | Source |
|---|---|---|
| Ad spend | About $11,257 over 90 days | Meta Ads API |
| Patient inquiries (instant-form submissions) | 676 | Meta Ads API |
| Average cost per inquiry | $16.65 | Meta Ads API |
| Booked appointments | Not measured in the ad platform | Meta holds no booking data |
| Revenue | Not measured in the ad platform | Reported separately by the practice; not independently verified |
The inquiries and the cost per inquiry are hard numbers. Bookings and revenue are not something Meta can see, which is why we publish the first two and not the second two, and why any agency that quotes revenue from an ad platform should be asked where the number came from.
Why does the same structure produce the same price elsewhere?
A chiropractic practice in Gwinnett County, run on the same structure with a $49 first-visit offer, landed at $16.75 per inquiry, six tenths of one percent away from the ENT figure, in a completely different specialty. The convergence is the finding: for local service businesses in this market, the structure sets the price more than the vertical does. The benchmarks and ranges are in dentist and chiropractor cost per lead on Meta ads and the structure is in Meta lead ads with instant forms for local service businesses.
What would we do differently?
Wire booking data back into the ad account from day one, so cost per booked patient is measured rather than estimated, and track show rate by ad. The method is in how to know if your marketing is sending customers and the follow-up timing in how fast to respond to a new lead.
Engage Ads runs paid advertising, AI search visibility and lead follow-up as one system for high-ticket service businesses in Gwinnett County and across metro Atlanta, on a flat monthly fee with the ad accounts in your name. If you want to see where yours is leaking, start with a no-cost growth audit.
