Feettech
FeetTech scans a customer’s foot in their Miami clinic and 3D-prints an insole built for that exact foot. In 7 months we turned their paid social into one measured funnel — booked call, clinic visit, sale — and delivered 1,527 booked calls at $22.43, 360 of which walked through the door.
Niche
3D-printed custom orthotics — foot scan and same-clinic fitting for athletes and people with back and joint pain
Geo
Miami, Florida (clinic-based service, so everything is tied to physical visits)
Channel
Meta Ads (primary); TikTok Ads tested in parallel and closed
Timeline
June – December 2025, 7 months
Service
Paid social, conversion tracking and CRM-to-platform data pipeline, creative direction
1,527
booked calls from Meta in 7 months
$22.43
average cost per booked call
360
people who walked into the clinic
8 months
our campaigns still run after handoff
Sound off — tap a video for sound
FeetTech sells something you cannot buy online: a foot scan, a gait analysis and an insole printed for one specific pair of feet. The money moment happens inside a clinic in Miami, which means every metric a media buyer normally trusts — clicks, form fills, cheap leads — is a proxy for something the platform cannot see. Ads had been running before us, but nothing downstream of the website form was measured: no CRM events flowing back into Meta, no way to tell a form fill that ended in a fitting from a form fill that ended in silence. On top of that the niche is narrow and the service is physically tied to one city, so the audience pool runs out fast and cheap-lead objectives look far more attractive than they deserve to.
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We wired the client’s CRM back into Meta: every stage — booked call, confirmed clinic appointment, purchase with its actual value — was sent back as a conversion event. Before that the account could only see form fills on the site, which said nothing about whether anyone ever showed up
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The funnel we optimized against: the ad brings a visitor who picks a time slot on the site (a Website Schedule), a sales rep calls and qualifies them, the person is booked into the clinic for a scan, and the insole is sold on site. Everything above that call is traffic; everything below it is revenue.
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Instant forms produced leads at $5.45, the cheapest number in the account, and turned into 4 clinic appointments and no sales. WhatsApp conversations looked cheap per conversation at $6.73, but the whole campaign yielded a single appointment at $161. Website scheduling cost more per action and outperformed both, so the budget went there.
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We ran the same funnel on TikTok Ads across six campaigns — sport interests, lookalikes, retargeting off CRM and site traffic. It bought attention cheaply (84,567 impressions, a $15.54 CPM) but converted at $218.96 per booked call against Meta’s $22.43, roughly ten times the price. We stopped the test rather than defend it and moved the budget back to Meta.
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Interest segments (running and sport, back pain), lookalikes off CRM buyers, broad, and retargeting — a new test roughly every week. The sport-interest campaign became the workhorse: $9,838 spent, 541 booked calls at $18.19, 137 clinic visits. Anything drifting past roughly $40 per booked call was cut; anything holding under $20 got budget
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We ran a competitor teardown of the orthotics category, turned it into briefs, and pulled the client’s own footage — athletes, patients, the scan itself — into UGC-style verticals, adding produced statics on top. The scan machine on camera did more work than any claim we could write.
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The internal ceiling we steered by: a booked call under $20 and a sale under $180 in ad spend. Purchase tracking only came online partway through the engagement, so the sales number the platform can show for the full period under-reports what the clinic actually closed — we optimized against CRM stages rather than against the platform’s own count.
— Rosty C.
Founder, collaba.team
“The cheapest leads in this account were the instant forms — $5.45 each, and almost none of them ever walked into the clinic. The moment we pushed CRM stages back into Meta, the ranking of our campaigns flipped: what looked efficient became the thing we shut down, and the expensive booked call became the thing we scaled. For an offline business, the platform’s own numbers are a hypothesis, not a result.”
When the sale happens in a room and not in a checkout, the cheapest action is almost never the cheapest customer. Build the measurement layer before you build the media plan: once every CRM stage flows back into the ad platform, the optimization stops rewarding whatever is easiest to click and starts rewarding whoever actually shows up. Eight months after we handed the account over, the campaigns we built are still running.
US Car-Hauling Carrier
437
driver leads in two months
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