CampfireWhat's a reasonable ad budget to start with?
Start at a level that buys enough leads to learn from: for most single clinics that is $1,000 to $2,500 a month across Google and Meta. At roughly $60 per lead, the midpoint of our clinic accounts last year, that is 15 to 40 leads a month, enough to see what converts. Raise it when cost per booked patient holds steady for a month.
Size it from the numbers, not the fear
In the twelve months to September 2026, cash-based clinic accounts under Campfire paid a median of about $58 per lead on Meta, and about $130 per booked appointment where bookings were tracked. The full data is in the Campfire Benchmark. Those numbers tell you what a budget buys.
Three starting points
- Under $1,000 a month. Enough for Google call ads in one location. You'll get calls, not a lot of data. Fine for a solo practice finding its footing.
- $1,000 to $2,500 a month. The usual starting point. Google to catch searchers, a Meta campaign to create demand, enough leads to tell which is working within a month.
- $2,500 to $5,000 a month. For a clinic with a second provider or room to fill. Spend tier data shows cost per lead doesn't rise much at this level if follow-up holds.
When to raise it
When cost per booked patient has held steady for four weeks and the calendar still has room. Not before. Raising spend on a leaky follow-up buys more leaks.
Questions around the fire
Should I start with Google or Facebook?
Google call ads first. They catch people already looking for a PT, so the first dollars find the steady point. Add Meta once follow-up is proven.
Is $500 a month enough?
For one Google campaign in one location, yes. Expect a handful of calls, not a dataset.
Does the budget include your fee?
No. Ad spend goes straight to Google or Meta. Our work is separate and priced on the call.