What is an appropriate advertising budget?

Using CoolSculpting® as an example, we have providers that see excellent results with ad media spend as low as $3,000/mo. in smaller markets. Most of our providers average budgets between $4,000 and $7,000/mo. depending on their market and practice size. Our Top-10 providers can routinely spend $15-$25k+ per month across all ad networks.

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Ad budgets should be run for 30 days, evaluated, optimized, and run for another 30 days. The most important metric is Cost Per Lead: so long as the lead quality is reasonable, the goal is to keep a satisfactory cost per lead as budget grows. Diminishing returns act differently on Google vs. Facebook. We routinely advise clients on how to best allocate spend to earn the highest lead volume at the lowest cost.