BegreenPhysiotherapy×VisionAgency
We rebuilt the ad account of a single-location physiotherapy clinic around travel distance to the clinic. We cut off the empty demand coming from distant districts and collected 132 appointment requests in nine months.
About the brand
Begreen Physiotherapy is a physiotherapy clinic operating from a single location. Patients come in several times a week throughout their treatment, so every appointment request has to come from within a reasonable drive of the clinic. The ad account had not been built around that condition.
When we took over, the campaigns ran on a single targeting setup covering the whole province. A large share of the people filling in the form lived too far away to attend regularly; the clinic team spent time calling them while empty slots in the calendar stayed empty. The problem was not the volume of demand but where it came from, and the account had no structure to separate that.
Why they chose us
What the clinic wanted from us was not more forms but appointment requests from people who could actually show up. So we built the work around distance and appointment conversion rather than lead count, and tied weekly reporting to those two measures. From the first month we recorded which district every lead came from.
- Limit appointment requests to districts within reach of the clinic
- Keep cost per lead below the €2.04 band
- Report the share of leads converting to appointments every week
The challenges we faced
Advertising in the health category carries platform restrictions of its own; once the clinic's geographic limit was added on top, the campaign setup had to be written from scratch.
The Targeting Area Was Too Wide
The campaigns treated the entire province as one audience. People living more than an hour from the clinic saw the ads, filled in the form and dropped out before starting treatment. A significant share of the spend went to those areas.
Health Targeting Was Closed
Meta does not allow detailed targeting on health-related interests. An interest such as back pain could not be selected to narrow the audience; the separation had to be made through location, age and the creative itself. That restriction cannot be removed, only worked around.
The Form Did No Screening
The stock form asked only for a name and a phone number. When the team called, they could not know which district the person was in, what the complaint was or which hours suited them without a conversation; every call ran long and most ended without a booking.
Conversion Tracking Was Missing
Only page views were measured on the site. Because nobody could see which campaign produced leads that turned into appointments, budget decisions were made on guesswork; campaigns that worked and campaigns that did not kept receiving the same budget.
4-phase structure
We changed the setup in four steps: first we narrowed the targeting area, then we turned the form into a screening tool, we moved budget to the districts that converted, and finally we set up tracking and handed weekly reporting to the clinic.
We Redrew the Radius
Instead of the whole province we targeted only the districts within a thirty-minute drive of the clinic, and put distant districts on an exclusion list. The same budget worked across a smaller area, so both frequency and click-through rate rose.
We Turned the Form Into a Filter
We added district, complaint type and preferred hours questions to the instant form. The longer form brought lead volume down somewhat, but the team now knew something about every person they called and call time dropped.
We Moved Budget to Converting Districts
Every week we split leads by district and marked the ones that became appointments. We switched off districts producing no conversions and raised budget on those that did. We repeated that loop for nine months and brought cost per lead down step by step.
We Set Up Tracking and Handed Over Reporting
On the site we replaced page-view measurement with a form-submission event, and started comparing campaigns by the number of leads that became appointments rather than by form volume. We tied the weekly report to a fixed record the clinic team fills in after every call, so the loop keeps running without us.
What we achieved together
Over the nine-month period, €249 of ad spend produced 1,3 million impressions, 8,380 clicks and 132 appointment requests. Cost per click came in at €0.030 and cost per lead at €1.89, below the €2.04 band we had targeted.
Total Leads
132
nine months
Impressions
399K
Cost per Lead
€1.89
below target
Cost per Click
€0.030
Total Clicks
8,380
Ad Spend
€249
nine-month total
What Worked
- The thirty-minute drive radius kept all spend inside the service area.
- The screening questions shortened the team's call time noticeably.
- The weekly district report steered budget towards converting areas.
- Videos explaining the treatment process delivered the lowest click cost.
What We Learned
- For a clinic serving patients in person, the targeting radius is the strongest filter.
- A longer form yields fewer leads but a higher appointment conversion rate.
- With health targeting closed, location and creative have to carry the segmentation.
- Without district-level lead reporting, budget decisions rest on guesswork.
Growth at this clinic came not from collecting more leads but from stopping the ads shown to people who could never come in; the same budget worked in a tighter area.