Everything Dr. Saylor needs to review and clear for go. All preparation is complete. Execution starts the moment all three gates are confirmed.
Nothing is spent until all three gates are confirmed in writing. Telegram or email is fine. Each card below names who makes the call.
We recommend starting at the proof micro-sprint level to confirm tracking fires and that inbound calls are booking-quality before any scale decision. The Google new-advertiser credit on the account covers roughly this entire proof sprint, so real billing only starts after the credit is exhausted.
| Period | Daily Cap | Monthly Equiv. | Purpose |
|---|---|---|---|
| Weeks 1 to 2 Proof micro-sprint |
$50/day | ~$1,500 | Confirm tracking fires, search terms are clean, calls are booking-quality. No optimization decisions yet. |
| Weeks 3 to 4 Proof main sprint |
$87/day | ~$2,600 | Base kickoff band. Scale what converts, pause what wastes. |
| Month 2 onward Scale gate |
$100 to $130/day | $3,000 to $3,900 | Only after cost per booked patient is acceptable at base level. Requires explicit approval before activation. |
This gate is routed entirely to Zach. Two sub-steps, both are needed before any campaign can be built in the account.
For Search ads, the recommended offer is a structured new-patient exam paired with an optional free condition guide, not a commodity discount. Two paths are available. Either is compliant.
If Path A is chosen, Scribe produces all guide content after Saylor picks the first condition. Recommendation: back pain or pediatric/prenatal, whichever has more current chair-time availability.
Three channels, in a deliberate priority order. The path from current revenue toward $1.5M requires roughly 23 incremental started care plans per month. Paid ads are one lever alongside referrals, reactivation, and organic. At $2,500 per started care plan, the CAC headroom is generous.
These channels capture active demand from people already searching for a chiropractor. Van Every has the right trust signals for high-intent search: 450 plus reviews, Royal Oak history since 1998, three doctors, BCN in-network, and a clear $200 exam path. Search provides keyword-level control. LSA adds a top-of-page Google Verified badge and charges per lead rather than per click. Both start simultaneously. LSA verification takes 2 to 4 weeks, so the verification sprint begins in parallel with Search campaign build.
Meta should not be treated as the whole growth engine, but it effectively turns existing attention into bookings. The first Meta job is installing tracking (pixel plus CAPI if accessible via Vortala), testing Tier 0 prospecting at $1,000 to $1,500 for 30 days, identifying creative winners, and building retargeting pools from organic traffic. Real VE CPL data then informs the Ads-by-Ashley engagement planned for August. Meta healthcare CPL planning range is $47 to $77 for cold prospecting. Retargeting can be lower but pools must seed first.
Display provides low-CPC reach but weak intent. Health-condition remarketing on Display is constrained by Google personalization policy. If Display is used at all, it is capped at $5 to $10/day with neutral brand creative only, and it does not count toward patient-acquisition math. Core acquisition dollars stay in Search, LSA, and Meta until started-patient economics are proven. Display is optional, not foundational.
| Channel | Planning CPL / CPC | Volume at Proof Budget | Timeline to Signal | Role |
|---|---|---|---|---|
| LSA | Plan at $45 to $65 CPL until local data proves lower; optimistic range $22 to $38 | At $2,600/mo: 40 to 58 leads at planning range; up to 68 to 118 at optimistic range | Verification 2 to 4 weeks; quality signal after 25 to 30 charged leads | Highest-intent pay-per-lead lane; start in parallel with Search |
| Google Search | $4 to $10 CPC target; $50 to $160 CPL planning range | $1,950/mo proof: roughly 12 to 39 leads depending on CPC and conversion rate; scale only on bookings | 7 to 14 days for search-term quality; 30 days for booking economics | Highest-control acquisition lane; first paid proof sprint |
| Meta FB/IG | $47 to $77 healthcare CPL for cold prospecting; retargeting cheaper but smaller | $1,000 to $1,500 proof: roughly 15 to 30 leads, or 5 to 10 booked exams if follow-up is fast | 2 to 4 weeks for creative and audience signal; 30 to 45 days before Ashley handoff | Trust, retargeting, organic amplification, and lower-friction demand capture |
| Google Display | Low CPC possible but weak intent; Display healthcare CPL often worse than Search | Keep to $5 to $10/day if used at all; do not count toward patient-acquisition math | 30 or more days; mostly awareness signals only | Optional neutral awareness only; avoid health-condition remarketing |
Fifteen Meta ad variants are briefed and render-ready. No images have been generated. No campaigns have been created. The queue below shows priority order, variant ID, format, and any gates that must clear before a specific variant can render.
| Priority | Variant ID | Format | Ad Set | Gate | Why This Priority |
|---|---|---|---|---|---|
| 3 | A2-PAIN-BROAD | 1:1 image, Feed | Cold interest: pain | None | Fills the cold pain ad set; broadest reach; no gates |
| 4 | A4-3DOCS-TRUST | 1:1 image, Feed | Cold interest: family | None | Cold family ad set; all assets exist; no gate |
| 7 | A1-KST-VIDEO | 9:16 Reel + 4:5 feed | Cold broad video; cold family | Patient auth required | Highest-impact awareness play; must wait for Saylor confirmation of written patient authorization for each patient on screen |
| 8 | A3-BCN-INNETWORK | 1:1 image, Feed | Cold interest: pain + family | None | Cold differentiator; evergreen; renders after top six |
| 13 | A5-LASER-COLD-VIDEO | 9:16 Reel + 4:5 feed | Cold interest: pain + cold video | None | Awareness reel; no patient authorization required (equipment photos, no patients); lower priority than direct conversion work |
| Priority | Variant ID | Format | Ad Set | Gate | Why This Priority |
|---|---|---|---|---|---|
| 5 | R4-ABANDONER-NUDGE | 1:1 image + 9:16 Story | RT: leads/abandoners | Zach legal confirm | Hottest retargeting pool; revenue closest; $50 hold interpretation needs Zach legal confirm |
| 6 | R3-SOCIAL-PROOF-CAROUSEL | Carousel 5 + 1 end card | Site visitors + engagers | Review verbatim | Builds trust in warm retargeting; review pull takes roughly 1 to 2 hours |
| 9 | R1-SITE-VISITOR-NUDGE | 1:1 image, Feed | RT: site visitors | Review verbatim | Generic retargeting; complements R4; review text must be pulled verbatim from live Google / Facebook reviews |
| 10 | R2-VIDEO-VIEWERS | 1:1 image + Story | RT: video viewers | Week 2 or later | Needs the video-viewer pool to seed from A1 and A5 reel placements first |
| 15 | R5-OFFER-CAROUSEL | Carousel 4 cards | Site visitors + abandoners | None (post-June 20) | Evergreen conversion carousel; activates after the Free Laser for Dads window closes |
| Priority | Variant ID | Format | Ad Set | Gate | Why This Priority |
|---|---|---|---|---|---|
| 1 | C1-LASER-DADS | 1:1 image, Feed | Campaign C hot: site visitors, abandoners, warm overflow | Time-boxed: June 15 to 20 | Time-boxed window June 15 to 20; must render and upload immediately at access clearance; required ad copy text must appear on creative and landing page |
| 2 | C3-REVIEWS-HERO | 1:1 image, Feed | Campaign C + site visitors | Review verbatim | Evergreen conversion anchor; needed the moment the laser window closes; pull-quote must be verbatim from a real posted review |
| 11 | C2-EXAM-EVERGREEN | 1:1 image, Feed | Campaign C, post-June 20 | None | Evergreen fallback; activates after laser window; no gates beyond account access |
| 12 | C4-PRENATAL-PED | 1:1 image, Feed | Campaign C + cold family | Patient auth if patient photo | Highest LTV segment; static version with 3-docs photo has no gate; only gated if a patient-family photo replaces the 3-docs image |
| 14 | C5-LASER-DADS-STORY | 9:16 Story | Campaign C hot (same as C1) | Time-boxed: June 15 to 20 | Story companion to C1; same required ad copy text applies; expires June 20 |
Once all three gates are confirmed, execution follows this sequence. No spend flows until every tracking gate is green. The front desk speed-to-lead protocol is the highest-leverage variable after launch: a lead contacted in under 5 minutes converts at a dramatically higher rate than one contacted after 30 minutes.