Tell us about your business. We'll show you exactly what you can afford to spend — and what comes back when you do. No jargon, promise.
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Most owners only think about the first sale. Your average customer actually pays you before they move on. That total is their Lifetime Value — and it quietly changes everything about how much you can afford to spend to win one.
The healthy rule: a customer should be worth at least 3× what you paid to get them. That caps you at per new customer. Pay more and you lose money on every sale; pay way less and you're growing slower than you safely could. The cost to win a customer has a name too — Customer Acquisition Cost.
In your industry a new customer typically costs to win with ads. So /month should bring in roughly new customers — worth over their lifetimes. A guesstimate, not a guarantee — good creative beats these numbers, bad creative misses them.
ROAS = Return On Ad Spend — how many dollars come back for every $1 you put into ads. At 3×, your $3,000/month in ads brings back about $9,000/month in revenue. Tap a number to see how the picture changes:
3× is the healthy target. Campaigns usually start lower while Meta and Google learn — that's the first 30–60 days — then climb as the system optimizes. And this only counts first purchases: every repeat visit makes your true return bigger.
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Book a Call — Start Your Marketing →Preston Durnford, founder of Pelora Marketing — on the math most clinic owners never get shown.
Anchor it to what a customer is worth — and what one realistically costs to win in your industry, not a wish number. A customer should be worth at least 3× what you pay to win them; that's your ceiling. Real acquisition costs sit well below it in a healthy business. Start with a budget that buys a meaningful handful of customers at those real costs — most health & wellness businesses land at 5–10% of gross revenue.
Everything an average customer pays you over the whole relationship — not just the first sale. Average sale × purchases per year × years they stay. A $350 med spa visit, 5× a year, for 3 years? That's a $5,250 customer, not a $350 one.
What you spend in marketing to win one new customer. $6,000/month in ads bringing 30 new customers = $200 CAC. Profitable marketing means each customer is worth at least 3× that.
3:1 is the healthy benchmark. Below 1:1, you lose money on every customer. Way above 5:1 usually means you're underinvesting — and a competitor is happily buying the customers you're not.
60 days. Days 1–14 the platform is learning and results look bad — normal. Days 15–45 the first real signal lands. Day 60+ the data is trustworthy. Judging ads in week one is like judging a gym membership after one workout.
Yes — there are presets for med spas, HRT clinics, concierge medicine, IV therapy, chiro, gyms, detox & residential treatment, PHP/IOP, and outpatient. Behavioral health is calculated from insurance reimbursement × length of stay — per day for detox/residential, per week for PHP/IOP, months for outpatient. Built by Pelora Marketing — health & wellness marketing from Newport Beach, serving Orange County and clients nationwide.
ROAS stands for Return on Ad Spend — how many dollars come back for every dollar you spend on ads. A 3× ROAS means $1 in ads returns $3 in revenue. For health and wellness businesses, 3:1 to 5:1 lifetime ROAS is healthy growth mode. Above 5:1 usually means you're underinvesting and a competitor is buying the customers you're leaving on the table. Below 2:1 and you're likely losing money after accounting for cost of service. Always calculate ROAS using lifetime value, not just the first transaction — otherwise you'll think ads aren't working when they actually are.
When you launch a campaign, Meta's algorithm enters a learning phase — a period where it tests different audiences, placements, and creative combinations to find who's most likely to convert. Results during this phase are unreliable, costs are higher, and delivery is inconsistent. The platform exits learning once it records 50 conversion events in a week. The most common mistake: killing a campaign in week one because "it's not working" — right when the algorithm needs to be left alone to learn. Do not make major changes during the learning phase, as every significant edit restarts the clock.
Meta's delivery system is a machine-learning model that needs a minimum data set to optimize. Fifty conversion events per week per ad set gives the algorithm enough signal to statistically determine who your best buyers are and bid efficiently to reach more of them. Below that number, it's essentially guessing. The 50-event rule applies to whatever you've set as your conversion: a form submission, a phone call, a booked appointment, a purchase. The fix most businesses miss: track an earlier, higher-volume funnel action — like "booking page visited" or "click to call" — not just the final sale. More weekly events means faster learning, lower costs, and better results over time.
Yes. Google's Smart Bidding strategies — Target CPA, Target ROAS, Maximize Conversions — all require a learning period. Google typically needs 30–50 conversions per month before its algorithm can bid efficiently, and shows a "Learning" badge on affected campaigns. Like Meta, the best fix when direct conversion volume is low is to track an earlier funnel step as a micro-conversion (a phone call, a contact form view, a directions click), then switch to the deeper conversion once volume builds. Both platforms reward consistent budget, patience, and conversion-event strategy over short-term tinkering.