Christmas Update from our Media Buyers🎄

Getting a few questions regarding adspend through the holidays. If you're a Chiro that runs ads or a coach that has clients that do, this is worth a share.

Here's the TLDR:

👉 If you are closed, calendars blocked out, no NPS - Turn off Ads - Turn back on 1 week out, low spend accelerate into the 3 days before open

👉 If you are on minimal operations, but accepting NPs - 25%-50% of current adspend, ramp up 3 days out of normal ops.

👉 If you are open but closed stat days, calendars are open - Keep adspend going, note: You will have the cheapest leads now as most services drop out of the market, capitalise.

📍 When dropping Ad spend:

You will keep your place in the current option, usually leading to the same, if not better results.

📍When turning off Ad spend:

You cannot guarantee results will be the same, as when you turn them back on you enter into a new auction.

📍CPL advice

January cost per lead is the cheapest you will get in 2026. Q4 results are the most expensive year on year because of the global events running into the new year.

Q1 on the other hand is when

a. Business are slow to get back in,

b. no key events,

c. lots of holidays - so Jan is always cheap relative to the rest of the year.

Q2 is where you find stability for the year, generally speaking.

So your strategy for 2026. Ramp into spend 3 days out from normal ops. Smash Q1 taking advantage of cheaper lead costs, "offsetting" some of the Q4 costs. Q2 stabilise, optimising for CAC over CPL, Q3 - this is your hedge against Q4, ramp up the last 2 months. Q4 maintain focus on CAC rather than CPL, focus on NP appt conversions + and retention (build the back end) - repeat for 2027.

And if you're looking for a marketing agency next year, send a DM - I have some stuff you should be working on to end the year with the start of next year in mind.

Happy holidays!

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