129 local patient enquiries for under £5 each
How Step Social generated 129 local podiatry enquiries over two months from £600 of ad spend.
A modern foot clinic in North London
Podiatry Station is a private foot clinic in Edgware, North London, providing podiatry, chiropody and lower-limb care, led by experienced HCPC-registered podiatrists in a modern, sterile clinical setting.
The team wanted to consistently fill their diary with local patients, starting with people living with painful ingrown toenails who needed nail surgery.
Reassurance first, then the booking
Choosing a clinic for a procedure like nail surgery is a considered decision. Prospective patients need to trust the clinician, feel reassured about the setting and have an easy way to take the first step.
Every enquiry also had to be close enough to actually visit the Edgware clinic, and it all had to work on a modest £10 a day budget.
Two months, two offers, one local audience
On the Starter plan, we ran one offer each month with three ads, and used month one's data to make month two even sharper.
Month one: nail surgery
We led with the treatment the clinic asked for, ingrown toenails and nail surgery, built around HCPC-registered podiatrists and no waiting lists.
Month two: foot pain
We broadened the offer to foot, heel and ankle pain, added same-day appointments and tightened the radius to 4km around the clinic.
Enquire in seconds
A Meta Instant Form let people book an assessment without leaving Facebook, with every lead sent straight to reception and a live lead sheet.
The ad creatives
One offer and three angles each month. Same copy, different headlines and images. Tap any ad to see it full size.
Ingrown toenails and nail surgery
Local people with ingrown toenail pain around Edgware, Mill Hill, Colindale, Stanmore and Harrow
Foot, heel and ankle pain
A tighter 4km radius around the Edgware clinic
Month two kept the same brand style and clean, professional look, with new headlines and imagery for the broader offer.
Why we did it this way
Every decision was about bringing local patients through the door for the least spend.
One message, three angles
Testing three angles against the same local audience tells us which message lands hardest, so we know exactly where to put the budget.
Same copy across all three
Identical primary text on every ad isolates the creative, so any difference in results comes down to the angle alone.
Local by design
A tight radius around the clinic kept every enquiry close to home, so leads could realistically attend an appointment.
Month one shaped month two
We used the first month's data and the clinic's feedback to broaden the offer and tighten the area, and the cost per enquiry came down.
Friction-free enquiries
A Meta Instant Form captured each enquiry in seconds without leaving Facebook, keeping cost per enquiry remarkably low.
Trust built into the copy
HCPC-registered podiatrists, a modern sterile clinic and no waiting lists answer the questions patients have before they book.
The ad copy
One primary text per month, run unchanged across all three of its ads, with a button opening a Meta Instant Form.
Suffering from ingrown toenail pain?
You don't have to live with it.
At Podiatry Station, our HCPC-registered Podiatrists offer permanent solutions to treat ingrown toenails.
No waiting lists. Fast, professional and friendly care close to home.
- Modern, sterile clinic
- Back on your feet within days
- Experienced HCPC Podiatrists
- Relief from recurring ingrown toenails
- Ingrown toenail removal carried out under local anaesthetic
📍 Find us at 125 Burnt Oak Broadway, Edgware HA8 5EN
👇 Book your nail surgery consultation and assessment today.
Foot, heel or ankle pain that just won't go away?
Our HCPC-registered podiatrists in Edgware find the cause and get you moving comfortably again.
- HCPC-registered podiatrists
- Same-day appointments
- Modern, sterile clinic
- Latest treatments using advanced technology
Trusted foot and lower-limb care, right here in Edgware.
Tap "Book Now" to book your foot assessment.
The results
Two months, two offers, straight from Podiatry Station's Meta ad account, with the cost per enquiry falling in month two.
25,195 local people reached, 77,193 impressions, 1,492 clicks and a 1.93% click-through rate. Ad spend is paid directly to Meta and is separate from the Step Social monthly fee.
129
local patient enquiries in two months, at just £4.61 each
From a £10-a-day budget, with the cost per enquiry falling in month two.
In summary
- Around £600 of ad spend brought in 129 local patient enquiries over two months.
- Month one's nail surgery offer delivered 63 enquiries at £4.85, with one clear winning ad.
- Month two built on that data with a broader foot pain offer and a tighter radius, and the cost per enquiry fell to £4.38.
- For a private clinic where a single patient is worth many times the cost of an enquiry, that is a highly efficient use of budget.
Results vary by industry, offer, location and budget. The figures above are from this specific campaign and are not typical or guaranteed.
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Frequently asked questions
The questions people usually ask after reading a case study.
Yes. Podiatry Station is a real Step Social client, and every figure on this page comes straight from their own Meta ad account, covering both months of the campaign. The ads and copy shown are the exact ones that ran.
It depends on your industry, offer, location, budget and how quickly you follow up, so rather than promising a fixed number of leads, we focus on generating consistent, cost-effective enquiries and improving performance over time. Meta ads amplify what is already working: they can speed up growth, but they cannot fix an unproven offer or slow follow-up.
An offer is one thing you want to promote, delivered as three ads that test different angles on the same message, for example the problem it solves, the result it gets and a common concern. We put your budget behind the one that works best. A genuinely different service or promotion is a separate offer. That is why the plans scale by offer.
All plans include full setup, management and optimisation. The difference is how many offers we run each month: Starter runs one offer, Growth two, and Scale three, each with its own set of three ads. Podiatry Station was on Starter, running one offer with three ads each month.
We suggest a set daily amount per offer, paid directly to Meta rather than to us, so the more offers on your plan, the higher the suggested budget. The suggested figure for each plan is on our Meta Lead Ads page, along with a calculator that shows how many customers the ads need to bring in to cover their cost. You stay in full control of your budget and can change it at any time.
Yes. Ads are approved before launch, because they spend your ad budget. You receive your ads in a Google Sheet, where you can review each one, approve them or request changes. The sooner they are approved, the sooner your campaign goes live.
Every new lead appears instantly in your Meta Leads Center. We also set up email notifications and a live Google Sheet for easy tracking and follow-up. Prefer instant text alerts? Add our Text Notifications add-on.
You do. We generate the enquiries, and responding quickly, ideally within a few minutes, has a big impact on how many turn into customers.
We use proven targeting and ad strategies to bring in good-quality enquiries, and qualifying questions on the lead form help you prioritise. Quality can still vary with your offer, your pricing and your follow-up, so we keep improving it through testing, and your feedback on each month's leads feeds straight into the next batch.
Your ads run for 30 days at a time. At the end of every 30 days of your ads being live, we review the results, create a fresh batch of ads and make any changes. Anything still performing well keeps running alongside the new ones, and anything showing signs of fatigue is paused.
No contract. Meta Lead Ads runs month to month, and you can upgrade, downgrade or cancel through your client portal with 14 days notice before renewal, because we plan campaigns in advance. It is billed monthly only.
No. The 14-day money-back guarantee does not apply to Meta Lead Ads, its add-ons or ad spend. There is no long contract though, so nothing locks you in: you can cancel with 14 days notice before renewal.
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