Cost-per-lead is the easiest metric to report and one of the easiest to game - loosen the targeting or the form, and CPL drops while lead quality collapses.
For clinics, the number that matters is cost-per-booked-appointment, not cost-per-form-fill.
That means tracking all the way through intake, not just the ad platform's conversion event.
Once you optimize toward booked appointments instead of raw lead volume, campaigns that looked 'expensive' often turn out to be the most profitable ones.
PS
Written by
Platino Sol Team
Notes from the team running paid media, funnels, and growth systems for Platino Sol clients every day.