Google Ads
A low click price is not a booked appointment
The CPC was about $0.21 to $0.22. The bookings people remember came from older leads, on one day.
Justin Ingram, Founder, ModFX Media. November 1, 2026. 2 min read
Anonymized. Client names are withheld while written consent is pending.
A low cost per click is not a booked appointment. I want that said first, because the number people screenshot is often the wrong one. On one anonymized chiropractic practice, Google cost per click sat around $0.21 to $0.22. The agency said that figure on our 2025-12-04 call, from about 01:26 to 01:52. The booking detail is in this chiropractic Google Ads case study: 3 to 5 appointments in a day, from older leads the front desk re-engaged. That is not a steady rate of 3 to 5 new Google bookings every day.
What the client actually praised
The client said the cost had not been that low before. The client also said lead volume was higher than what most prior agencies had done in a month or two. That volume line was at about 04:33. No exact lead total was attached to it, so I am not going to invent one.
“we got like three or four or five of them booked yesterday. So that's like the biggest traction we've had so far.”
Why follow-up beat the click price
Those bookings were older leads, after the front desk was retrained. The ads can fill a list. The list does not become a calendar until someone works it. On this account, junk and out-of-area leads were part of the earlier problem. We cleaned negative keywords and fixed geo targeting so more of the clicks belonged in the area. Meta was also running, including joint pain and a holiday special, with neuropathy ads paused. CRM and AI bot follow-up sat under the lead flow. TikTok creative was part of the support, not the headline.
If you are trying to lower CPC, negatives and geography are the levers this account actually used. I do not have a universal CPC benchmark to hand you, and I will not borrow one. Take the $0.21 to $0.22 as this practice, this call, agency-said, client affirmed. Then ask whether yesterday’s leads got a same-day call.
The sourced card for this practice is on our results.
Results above are specific to each client, their market, and the timeframe discussed on the referenced call. They are not typical and are not a guarantee of similar performance for any other business.