From $292 leads to $30.34 leads, in eighteen days
Belong ABA Therapy delivers in-home ABA across the DFW metroplex: Frisco, Plano, Prosper, Little Elm, and Denton. Their legacy Google Ads account was quietly producing leads at roughly $292 each. One focused build later, a new Meta channel is producing qualified parent inquiries at $30.34, on a landing page and tracking stack built specifically for the job. Figures below are from the June 2026 delivery report, Meta Ads Manager, and the full Google Ads audit.
An ad account that looked healthier than it was
On the surface, the existing Google Ads dashboard showed a $15 cost per lead. The full audit told a different story: that number blended a paused test campaign carrying a tracking error against the one campaign actually serving. The real cost of a search lead was closer to $292, and the account had four structural leaks compounding every month.
Broad match bleed
A single broad-match keyword spent $786 for two leads, and another $523 across 42 search terms converted nothing, much of it on competitor names and unrelated services.
Traffic scattered across URLs
Paid clicks landed on the homepage and several different intake URLs, splitting the data four ways and converting poorly everywhere.
Dead geographies
Denton alone spent $534 for zero conversions while Little Elm and Celina were converting at under $103. Budget flowed by default, not by data.
Losing the auction
Roughly 14% impression share against a competitor near 45%. Fighting for broad volume was unwinnable; the play was owning efficient, high-intent local terms.
This is worth pausing on if you run a clinic: a dashboard can show a great cost per lead while the account loses money, because broken tracking averages fiction into the numbers. Clean measurement came before a single new dollar of spend.
One engagement, five deliverables, live and converting
Dedicated landing page
One conversion-focused intake page: parent-first positioning (in-home care, no clinic, no waitlist), insurance trust signals with free 24-hour benefits verification, two capture points, every target city named, and bilingual English/Spanish capture.
Clean conversion tracking
GA4, Meta Pixel, and Microsoft Clarity installed and verified. Every lead countable, every session reviewable, and unlike the legacy account, every number trustworthy from day one.
Parent-tested ad scripts
Copy and creative angles built around what parents respond to: in-home convenience, no waitlist, insurance accepted, and a fast, low-pressure first step.
Meta Ads launch
Two live campaigns with different jobs: a lead-generation engine and an audience-warming campaign that drove 216 page views at 46 cents each, building a warm retargeting pool for the next phase.
Full Google Ads audit
Complete keyword, device, geography, and competitive breakdown with a week-by-week fix plan, delivered as the blueprint for rebuilding search into an efficient channel.
Working from day one, still in the learning window
| Campaign | Job | Spend | Result | Per result |
|---|---|---|---|---|
| Campaign 1 | Generate parent inquiries | $546.03 | 18 leads | $30.34 |
| Campaign 2 | Warm a broad local audience | $99.55 | 216 page views | $0.46 |
Source: Meta Ads Manager, June 1 to 18, 2026. Across both campaigns: thousands of North Texas families reached, 400+ sent to the new page, 18 converted to leads, with the lead campaign still inside its early learning phase.
The honest context: eighteen days is early data, and we say so. What it already proves is the system logic. The same outcome the legacy search account bought for roughly $292 now costs $30.34 through a channel with clean tracking, a focused page, and room to improve as the learning phase completes. That is a structural difference, not a lucky week.
Three channels, one system, falling blended cost
The foundation is live. The next phase compounds it into a durable local acquisition system where each channel feeds the others:
Google Business Profile
The audit confirmed local terms like aba therapy near me are the cheapest, highest-converting queries in the account. A fully optimized profile captures that same intent organically, earns the map pack above the paid results, and grows stronger every month.
Google Ads rebuild
The audit is the blueprint: rebuild tracking around the real intake event, import offline conversions, build the missing negatives, cut broad-match and dead-geo bleed, and point everything at the proven landing page. Search closes the most decided families.
Meta scaling and retargeting
Let the lead campaign exit learning, scale the winning setup, retarget the warm pool the kickoff campaign built, and spin lookalikes from the first leads. Fresh scripts on a rotation keep CPL low as spend grows.
What this engagement proves in one read
- Audit before you spend. A dashboard showing $15 leads hid a real cost of roughly $292, because broken tracking averages fiction into the numbers.
- One page beats four. Consolidating paid traffic onto a single focused intake page fixes conversion and makes every future dollar smarter.
- Geography is budget. $534 spent in one dead metro would have bought seventeen qualified leads on the new channel.
- Foundations pay immediately. Page, tracking, and scripts built in the right order produced $30.34 leads inside the first eighteen days, before any optimization.
- The channels are one system. Meta creates demand, the Business Profile owns free local intent, search closes the decided, and retargeting recovers the rest.
What is your real cost per lead?
If your dashboard number feels too good, it might be. Book a free growth audit and we will review your ad accounts live, find the leaks, and show you what a rebuilt system would cost per lead in your market.
