Hormone Optimization.
Telehealth · Hormone Therapy · Multi-state Clinic
A multi-state telehealth platform offering hormone optimization programmes — testosterone, thyroid, cortisol, and HGH protocols — for adults 35+. $100k/month on Meta and Google across 32 licensed states. Nine months. 16.1× ROAS on lifetime patient value.
Geo
USA · 32 states
Source
Meta + Google
Period
9 months · 2023–2024
Tier
Telehealth · Hormone
The Setup
What we were working with.
The Problem
Hormone therapy advertising on Meta requires careful navigation of medical advertising policies. Google Healthcare certification is required per state. Most clinics rely on word-of-mouth or generic PPC that attracts unqualified leads at $150–200 CPL.
The Audience
Adults 35–65 experiencing fatigue, low energy, weight gain, and declining performance. Google: high-intent (hormone doctor, testosterone clinic, TRT telehealth). Meta: symptom-awareness creative targeting lifestyle signals.
Our Solution
Symptom-first creative on Meta (energy, performance, vitality — not hormone claims). Google Healthcare certified for all 32 states. Quiz funnel landing page pre-qualifying intent before form fill. 13.8% lead-to-patient conversion via phone consultation.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Symptom creative at $35.71 CPL vs $150–200 industry average
"Always tired? Low energy? It's not just age." — symptom-awareness framing on Meta attracted self-aware buyers ready to investigate. Clinical creative ("optimize your hormones") triggered policy review and converted at $168 CPL. Same product, 4.7× CPL difference.
Quiz funnel at 13.8% lead-to-patient vs 4.1% on direct form
A 7-question symptoms quiz pre-qualified intent and built commitment before asking for contact information. Leads who completed the quiz converted to patients at 13.8% vs 4.1% for direct form fill. The quiz also primed the consultation — patients arrived informed and motivated.
Google Healthcare certification opened state-specific search inventory
Healthcare certification per state unlocked "hormone doctor [city]" and "TRT clinic [state]" keyword categories unavailable to uncertified accounts. These terms convert at 3.4× the rate of awareness-stage Meta traffic — different buyer, much closer to decision.
$298 CAC on a $4,800 LTV patient — payback in 22 days of revenue
At $298 average CAC and $4,800 annual LTV, every patient pays back acquisition cost in under a month of programme revenue. The 3,024-patient cohort represents a $14.5M LTV asset built on $900K in media investment.
