Client case study · Manning, WA
PM Aesthetics: 128 new patients from four months of Meta ads.
Two offers ran on Meta from late March to the end of July 2026. Here's what the patients they brought in have paid, where every number comes from, and what it doesn't include.
01The figures
- New patients, four months
- 128
- Collected, ex GST
- A$69,485
- Meta ad spend, ex GST
- A$6,126
- Collected ÷ Meta ad spend
- 11.3×
PM Aesthetics, Manning WA. Campaign patients only, from four months of Meta ads, late March to the end of July 2026. Revenue is what those patients paid from their first visit to 23 September 2026, less any refunds. Revenue, not profit: it excludes my fees and treatment costs. A further A$15,290 ex GST is booked but not yet collected, and isn't counted. Individual results vary.
02What the two offers showed
Cost per patient picked a winner. What patients paid called it even.
Two offers ran side by side. On cost per new patient, the cheaper $99 offer won easily. On what those patients went on to pay, the two came out level.
| $99 skin offer | $199 Aerolase offer | |
|---|---|---|
| Ad spend per new patient | A$37 | A$61 |
| Collected per patient so far, ex GST | A$435 | A$682 |
| Came back for another visit | 49% | 70% |
| Collected revenue ÷ Meta ad spend | 11.6× | 11.1× |
Both were introductory offers, and the offer price was only the start. The $199 patients have paid A$682 each so far, ex GST. More of them came back, and they've had about half as long with the clinic, so their figures are still climbing. It's why I judge an offer by what its patients pay, not by what a lead costs.
Every figure, by offer
| $99 skin offer | $199 Aerolase offer | Both | |
|---|---|---|---|
| Meta ad spend | A$2,688 | A$3,438 | A$6,126 |
| New patients who came in | 72 | 56 | 128 |
| Ad spend per new patient | A$37.33 | A$61.39 | A$47.86 |
| Collected revenue, ex GST | A$31,301 | A$38,185 | A$69,485 |
| Collected revenue ÷ ad spend | 11.6× | 11.1× | 11.3× |
| Average collected per patient so far | A$435 | A$682 | A$543 |
| Came back for another visit | 49% | 70% | 58% |
| Booked, not yet collected, ex GST | A$4,281 | A$11,009 | A$15,290 |
Collected revenue ÷ Meta ad spend is a revenue figure, not profit. It leaves out my fees, treatment costs, product costs and every other cost of running the clinic. Booked revenue isn't included in any return figure. Offer figures are rounded to the dollar, so they may not add exactly to the total.
03How it was measured
Counted from the clinic's records, patient by patient.
- Source records
- Priscilia's own booking and invoice records, checked patient by patient. Ad spend is the amount Meta reports as spent.
- Who counts as a campaign patient
- Someone whose first-ever visit to PM was one of the two offers. All 128 were new to the clinic, with no bookings before the offer.
- How spend was allocated
- Spend was only allocated to an offer if it came from that offer's own ads. Nothing was split by estimate.
- The collection cut-off
- Revenue counts everything those patients paid from their first offer visit to 23 September 2026. Because patients started at different times, the average $99 patient has had about 4.3 months and the average $199 patient about 2.3 months.
- Refunds
- Any refund to a campaign patient is taken off what that patient paid, so the collected figure is after refunds.
- Deposits
- Most offer bookings took a $50 deposit, held as credit on the patient's account. Deposits are counted as collected, because the clinic has the money.
- GST
- Revenue is shown ex GST so it sits on the same basis as Meta's amount-spent figure, which doesn't include GST.
Patient details are never published. Any evidence I show from the clinic's systems has names and contact details removed.
04What I did
The campaign, and the reporting.
I filmed in the clinic, built and ran the two Meta offers, replaced ads as they wore out, and reported the results against Priscilia's own booking and invoice records. That's the Run and Evaluate stages of CARE.
PM's own team ran every consultation and treatment.
Priscilia Yong, founder, PM Aesthetics & Co
Filmed partway through the campaign, on 6 July 2026. The figures she mentions are where both offers stood that day. The figures on this page are the final count, from her records to 23 September 2026.
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