Case study

How a mobile injectables practice went from no patients to 97 paying patients in eight months

Elite VitaMed Aesthetics, New Hampshire. Botox, fillers and PDO threads. Launched 21 Nov 2025 with an empty book.

Tiana Collins, nurse practitioner and owner of Elite VitaMed Aesthetics Elite VitaMed Aesthetics logo

Snapshot

Started21 Nov 2025
Patients on day one0
Cost per leadabout $18
Campaign rebuilds0 in 8 months

366

leads

147

booked treatments

97

paying patients

~$69

per paying patient

Where she started

A brand-new practice, an owner working three days a week, and no patient list to reactivate. Every patient had to come from ads, and every ad dollar had to turn into a booked chair.

What we built

The Booked Chair System

Demand Engine

Prices in the ad: Botox $9.99/unit, fillers $499, threads $499. One campaign, broad targeting, Meta instant forms.

Conversion Layer

A dedicated VA with a five-minute first-response standard, scripted conversations, and an AI assistant trained on the practice.

Closed-Loop Tracking

The CRM wired to Meta Conversions API, judged on cost per booked chair, not cost per lead.

Elite VitaMed Aesthetics ad: mobile service, Botox $9.99 a unit, fillers $499, PDO threads $499, performed by a nurse practitioner in NH, VT and MA. Elite VitaMed Aesthetics ad for an interactive face map: how many units would you actually need, Botox $9.99 a unit for new clients. Elite VitaMed Aesthetics ad with Tiana Collins: concierge injectables, Botox $9.99 a unit, fillers $499, PDO threads $500, new client pricing.
Three of the ads that ran for Elite VitaMed Aesthetics, with the prices shown up front.
Three text-message screenshots at 11:40 PM: the assistant answers a lead's questions about a Botox and filler offer, then books her with Tiana for 10:00 AM the next morning.
A real conversation from her account, at 11:40 PM. The three cards above are illustrations. [Still needed: a real screenshot of the GHL pipeline or weekly report]

The numbers against the industry

Cost per lead was about $18, below the $27 average for Facebook lead ads. The bigger difference was everything after the click.

EVA compared with most practices
MeasureEVAMost practices
Leads that booked a treatment4 in 102 to 4 in 10
Booked treatments that became paying patients2 in 34 to 6 in 10
Cost per leadabout $18$27 average across industries. $32 for physicians and surgeons, $51 for beauty and personal care.
Campaign rebuilds in eight months0[no benchmark]

Cost per lead averages are for Facebook lead campaigns, from WordStream by LocaliQ, Facebook Ads Benchmarks 2026. Booking and close-rate ranges are agency benchmarks, including Practice Growth Co, Med Spa Marketing Benchmarks 2026. Checked October 2026.

Month by month

Monthly revenue, 21 Nov 2025 to 10 Jul 2026. July is the first two weeks back.

$5k$10k Dec: $2,192 Jan: $9,011 Feb: $5,339 Mar: $11,181 Apr: $11,546 May: $13,188 Jun: $3,763 Jul: $11,752 $2,192$9,011$5,339$11,181$11,546$3,763$11,752 $13,188 DecJanFebMarAprMayJunJul

A $13,188 month, five months in. June is the three-week vacation: the ads stayed on and the VA booked leads into her return calendar. Her first two weeks back in July brought in $11,752.

What didn't work

  1. May

    A creative refresh on the same offer didn't bring cost per lead back down.

  2. June

    The owner took three weeks off. Ads kept running and the VA booked leads into her return calendar. The first two weeks back were the best fortnight of the engagement.

  3. August

    The original campaign fatigued. We rebuilt it as a split test: instant form against a direct-to-assessment page.

"All I do is show up and collect payment."
Tiana, owner, Elite VitaMed Aesthetics

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