Whoever runs your marketing, an agency, a freelancer, or you, it answers to one number and five rules. Enter last month's numbers and get the verdict: fire it, fix it, or double it.
One month, everything you pay to get new clients. Not cost per lead. Cost per new paying client.
What did you pay whoever runs your marketing last month? Retainer, management fees, setup fees.
What went to the platforms themselves? Meta, Google, boosted posts.
Everything else you pay per month to get new clients: booking software, marketing subscriptions (Canva, Adobe, ManyChat, HubSpot, etc.), social media manager, HR used for all consultations.
How many NEW clients bought something last month because of that marketing?
The gross profit a typical new client leaves with you in their first 30 days.
What do you keep in gross profit from all services a new client pays for in their first 30 days?
Revenue minus the cost of product, supplies, and the HR to deliver it.
This grades last month's marketing on 30-day payback only. What a client is worth over their whole stay belongs to the ratio calculator at tools.itsscottgilbert.com/magic-ratio.
The number says whether it pays. These say whether it ever can. Answer honestly.
What does your marketing actually show?
Is it aimed at one person on one main channel?
Do all five touchpoints carry the same offer message: the ad, the booking text, the call, the email, the front desk?
Does your ad copy use the words clients say in your consult room?
Rule 5 is the number itself. This page runs it for you.
1 to 0 back in month one for every $1 your marketing spends per client
Rough math, not an audit. It grades one month of marketing against one typical client's first 30 days. Real clinics wobble. Run your own numbers.