Food Allergy Institute · Pediatric food allergy treatment · Meta and Google paid media · 2026
Four times the booked consultations on the same media budget
This is a treatment programme families research for months before they book. The constraint was never reach — it was how many of the right families actually reached a consultation.
243 → 1,012
booked consultations a month
Jan to Sep 2026, HubSpot · Meta spend flat at +1.7% · cost per landing page view −30%
The results, up top — every number is in the strip below
4.2×
booked consultations a month
243 in Jan 2026 to 1,012 in Sep 2026, HubSpot
5,836
booked consultations
across nine months, Jan to Sep 2026
$4.56 → $3.19
cost per landing page view
−30% on effectively the same Meta spend
+1.7%
change in Meta spend
$717,944 vs $705,854, matched months
$83.50
Google Ads cost per conversion
421.9 conversions in the first full year
01 — The challenge
Plenty of spend, not enough of the right families booking.
The Food Allergy Institute treats children with multiple food allergies through a long-horizon programme, which makes its funnel unusually demanding: a parent has to find the clinic, trust it enough to enquire, and then hold a booked consultation weeks later.
The account was already spending at scale — $705,854 on Meta in the prior twelve months — so the question was not whether more budget could buy more impressions. It was whether the same budget could buy materially more booked consultations, which is the only number the clinic staffs against.
“We were never short of people seeing us. We were short of the right families actually sitting down with us.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So the work was measured at the booking, in the clinic’s own CRM, not at the impression.
02 — Our approach
Hold the budget, narrow the delivery, count the bookings.
Flat budget on purpose. Meta spend came to $717,944 against $705,854 in the matched twelve months before — a 1.7% difference. Every gain below had to come from efficiency rather than from more money.
Reach was traded away deliberately, and it shows in the numbers both ways. Impressions fell 24.2% and all-clicks fell 21.8% as delivery narrowed. What rose is the part that matters downstream: link clicks up 38.2% to 260,023 and landing page views up 45.2% to 224,867, so cost per landing page view dropped from $4.56 to $3.19 — 30% cheaper to put a parent on the site on effectively the same spend.
A second channel, built from zero. The first full year of Google Ads spent $35,226 for 421.9 conversions at an $83.50 CPA, 1,668 all-conversions and 13,812 clicks, plus 2,062 tracked calls over the period.
The scoreboard the clinic uses. Booked enrollment consultations in HubSpot went 243 · 322 · 648 · 558 · 545 · 722 · 832 · 954 · 1,012 from January to September 2026 — 5,836 in total. Meta’s own purchase-event count moved the other way (329 to 112), which is exactly why the clinic scores this work in its CRM and not in Ads Manager.
03 — What we did
Four workstreams, one booking calendar.
Every change was judged on booked consultations in the CRM, not on platform-reported reach.
Efficiency at flat budget
Cost per landing page view from $4.56 to $3.19
Meta spend moved just 1.7% year over year ($717,944 against $705,854) while landing page views rose 45.2% to 224,867 — a 30% drop in the cost of putting a parent on the site, with no budget increase.
Narrower delivery, stated both ways
Impressions −24.2%, all-clicks −21.8%, link clicks +38.2%
Reach and raw clicks were deliberately given up: impressions fell 24.2% and total clicks 21.8%. Link clicks rose 38.2% to 260,023 over the same period, so the traffic that actually reached the site went up while the top of the funnel shrank.
A second channel from zero
421.9 conversions at an $83.50 CPA
The first full year of Google Ads spent $35,226 for 421.9 conversions at $83.50, 1,668 all-conversions and 13,812 clicks, with 2,062 tracked calls over the same twelve months.
Booked consultations
5,836 consultations in nine months
Monthly booked enrollment consultations grew from 243 in January 2026 to 1,012 in September 2026, a 4.2× increase, totalling 5,836 across the nine months and measured in the clinic’s own HubSpot instance rather than in any ad platform.
04 — The results
4.2× the monthly consultations, on a budget that did not move.
The stack we ran it on
Meta Ads Manager
Paid social
Meta Conversions API
Tracking
Meta Events Manager
Tracking
GA4
Analytics
Google Tag Manager
Tracking
Canva
Creative
CallRail
Call tracking
Google Ads
Paid search
Farrukh Ahmed CPA — Local SEO launch
position 50 → 17 · +166% desktop map impressions
Food Allergy Institute — Paid media and booked consultations
243 → 1,012 consultations/mo · cost per landing page view −30%
National Consumer Panel — UGC-driven acquisition & paid media
CPI −30% · CPA −20%
National Debt Relief — UGC, performance creative & influencer strategy
CVR +25% · CAC −30%
New Balance — Casting, post-production & influencer marketing
7 athletes · 750k audience
"Their transparency, attention to detail, and collaborative approach made them feel like an extension of our own team."
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