₱8,599 to Get
One Interested Therapist.
When Grandison Therapy's Facebook ad campaigns began in 2023, the initial results were expensive by any measure. The account generated 72 leads across the full year at an average cost per lead of ₱8,599 — meaning every qualified therapist who expressed interest cost nearly ₱9,000 to acquire.
With a cost per hire of ₱47,628, the economics were unsustainable for a growing therapy recruitment program. The mandate was to fix the efficiency — grow lead volume, lower the cost per lead, and ultimately reduce the cost per successful hire — without sacrificing lead quality.
Cost Per Lead (CPL) = total ad spend ÷ number of qualified leads. If ₱10,000 is spent on ads and 10 therapists respond, the CPL is ₱1,000. Lower CPL means the ads are reaching the right people more efficiently. This case study tracks CPL as the primary measure of paid campaign performance.
The Numbers, Year by Year
Three years of KPI data showing how lead volume grew while cost per lead fell — and how the cost per hire was reduced by over 83%.
Cost Per Lead — Visual DropThree Phases of Transformation
The improvement didn't happen in a single campaign. It followed three distinct phases — each building on the learnings of the last.
The first year was an expensive learning phase. Campaigns were running but targeting, creative, and audience data were being gathered from scratch. CPL was high at ₱8,599 and hire rates were inconsistent — but every campaign built the pixel data needed for Phase 2.
The breakthrough year. With a year of audience data, creative learnings, and targeting refinements in place, cost per lead dropped 65.7% while leads more than doubled. Notable: July 2024 achieved a 100% hire rate — all 11 orientations led to hires at just ₱1,555.76 per lead.
Lead volume grew again (+35%) as campaigns expanded in reach and scope. Cost per lead stabilised at ₱3,178 — slightly above 2024's peak efficiency but still 63% lower than the 2023 baseline. 211 leads and 52 hires across the year.
Three Key Takeaways
2023's high CPL (₱8,599) wasn't a failure — it was the cost of building the audience data and campaign learnings that made 2024's ₱2,948 CPL possible. Every peso spent in Year 1 was an investment in Year 2's efficiency.
July 2024 is the standout data point: 14 leads, 11 orientations, 11 hires — 100% conversion from orientation to hire. That doesn't happen with broad targeting. It happens when ad creative and audience matching are precisely calibrated.
The drop from ₱47,628 to ₱7,981 cost per hire (83.2% reduction) is the metric that matters most to the business — not just CPL. Volume without quality is waste. The data tracks both, and 2024 improved both simultaneously.