The Challenge
A brand-new clinic in a hyper-competitive market - greater Syracuse is saturated with primary care and "primary docs galore." This new location is off the beaten path with zero brand recognition and 2,000-patient capacity to fill within a year, all while attracting a commercially insured payer mix ahead of the incoming Micron workforce.
The Approach
Full-funnel paid media across Google Search (high-intent appointment seekers), Facebook/Instagram (commercially insured adults 25–65+), and Google Display - paired with CallRail call tracking for complete attribution. Continuously optimized weekly with spend reallocated toward top-converting channels in real time.
Actual results met or exceeded every PAI projection.
188% of projected monthly patient volume · 24% below industry CPA benchmark · 2.5% under budget
Patients per Month
281.5
actual
Projected: 150
188% of projection
Conversions per Month
367
actual
Projected: ~217–468
Upper half of PAI range
Cost per Patient (CPA)
$66.49
actual
Projected: $87 industry avg
24% below benchmark
6-Month Ad Spend
$112.3K
actual
Projected: $115.2K budget
2.5% under budget
PAI Projection vs. Actual — Full Comparison
| Metric | PAI Projected | Actual | Result |
|---|---|---|---|
| Monthly Ad Spend | $19,200 budget | $18,717 | ✓ 2.5% under budget |
| Total 6-Month Spend | $115,200 budget | $112,300 | ✓ 2.5% under budget |
| Conversions per Month | ~217–468 | 366.8 | ✓ Upper half of range |
| Total Conversions (Forms + Calls) | 1,302–2,808 | 2,201 | ✓ Near top of range |
| Patients per Month (Paid Media) | 150 | 281.5 | ✓ 188% of projection |
| Total Confirmed Patients (6 mo) | 900 | 1,689 | ✓ +88% vs projection |
| Cost per Conversion | $41–$88 | $51.02 | ✓ Better than midpoint |
| Cost per Patient (CPA) | $41–$87 | $66.49 | ✓ 24% below industry avg |
Monthly Conversions vs. PAI Projected Range
Online forms + tracked calls per month · shaded band = PAI projection (~217–468/mo)
2,201
Total Conv.
367
Avg / Month
Total conversions (2,201) include 11 forms received in January ahead of the Feb 1 launch. Every in-campaign month landed inside the PAI projected range.
I think of you guys as an extension of our team, you're just not here physically.
— Director of Corporate Marketing Strategy
Your Account Contact
Karmen Horton
khorton@targetcontinuum.com
605.877.4387