CSLCDEMO · baseline: Aug 2026 assessment readout · weeks since are illustrative
Full funnel summary
Cost per consult & patient, by brand › market › service — based on Jane bookings, not the platform conversion column. Gold columns: real treated patients credited to the channel (first-touch, 2026 cohort).
Funnel WoW: week of 2026-09-21 vs 2026-09-14 · clicks → consults → treated, by brand › market › service
rank by
BRAND › SERVICE
CLICKS
BOOKING CLICKS
CONSULTS
CONSULT → TREAT
TREATED
GP IMPACT WOW
CSLC · Injectables
890
96
52
71%
37
−$34K
CSLC · Facial
289
41
18
72%
13
+$4K
CSLC · Laser & hair
356
29
14
64%
9
−$11K
CSLC · Body
214
22
12
67%
8
+$2K
CSLC · brand & other
391
24
—
—
—
—
RegenCen · HRT & regenerative
1,020
88
29
72%
21
−$19K
Boyd · all services (social-led)
1,470
131
44
82%
36
+$21K
Win-back · dormant band
—
—
—
—
94 rebooked
+$12K
TOTAL
4,630
431
169
73%
124 + 94
−$25K
Clicks from GA4 + platforms; booking clicks are the wave-1 number (38 of 49 profiles live); consults and treated from Jane. GP impact is the week-over-week change in implied gross profit at patients × $1,459, summed within the row.
Ranked by implied gross profit, not by percentage change, at brand × market × service, summed across channels — a service losing ground on every channel at once splits into pieces too small to rank. Volume is summed; cost per patient uses Jane bookings credited first-touch, so the dollars are a sum of per-market impacts rather than one averaged rate. The arithmetic everywhere is patients × $1,459 annual gross profit, the readout convention (Kurt's). Consults lag clicks by ~1 week and treatments lag consults by ~2, so the latest week is provisional; nothing in this view triggers a spend move on its own — it sets Monday's agenda.
Week of 2026-09-21. Spend from the budget file, patients from Jane (first-touch). Gate = the stop-rule from the readout; a channel over its gate for two consecutive weeks comes to Monday's meeting with a proposal attached.
CHANNEL
SPEND / WK
CONSULTS
TREATED
COST / PATIENT
GATE
WOW SPEND
WOW PATIENTS
Google Ads - restart (permitted terms)
$9,750
27
18
$542
$661
+$1.9K
+7
Meta - conversion layer
$1,610
19
14
$115
$450
+$0.2K
+3
Boyd - organic social
$480
31
25
$19
—
+$0.5K
+14
Direct mail (holdout-tested)
$2,300
11
9
$256
$450
$0
−1
TV - Michigan (winding down)
$4,100
n/a
0 attributed
unmeasured
cut
−$3.7K
—
Print / magazine (winding down)
$1,900
n/a
0 attributed
unmeasured
cut
−$1.1K
—
SEO / organic (all brands)
$0 media
64
47
$0
—
—
−4
Referral (unmanaged)
$0
58
49
$0
—
—
+2
Win-back email - dormant band
$400
—
94 rebooked
$4
—
$0
+33
TV and print rows keep their history visible while contracts unbundle at the November renewal wall; "0 attributed" is the address-match read from the assessment, not a claim that reach is worthless — it is a claim that this budget deserves evidence. Referral at 40% of new patients is the largest unmanaged channel in the company.
Google Ads restart
Company-owned accounts, clean destinations, permitted terms first. The history bought blocked clicks at ~$1,392/patient in agency accounts; the restart runs behind a $661 cost-per-patient gate with stop-rules at the campaign level. Certified terms staged behind LegitScript (~$2K/yr; application submitted 9/24).
CAMPAIGN
SPEND / WK
CLICKS
CONSULTS
TREATED
COST / PATIENT
VS GATE
Neurotoxin - MI markets
$4,320
612
13
9
$480
27% under
Neurotoxin - FL markets
$2,610
344
7
4
$653
1% under
Facial / consults - MI
$1,740
289
5
4
$435
34% under
Filler - MI (staged)
$1,080
146
2
1
$1,080
63% over - week 2 of 2, pauses Monday
The gate fires at the campaign, not the account: Filler-MI hits its two-week test limit Monday and pauses unless Friday's consults post. Nothing certified runs until LegitScript clears; competitor precedent says the lanes work once it does.
Meta conversion layer
Pixel + CAPI live 9/10 (wave 2, plumbing). No spend before the pixel, no objective but conversion, no dollar past the $450 gate. Awareness is past its bend — reach already exceeds the audience — so the budget works the warm pool only.
ADSET
SPEND / WK
CLICKS
CONSULTS
TREATED
COST / PATIENT
VS GATE
Warm - site visitors 90d, MI
$740
418
9
7
$106
76% under
Warm - IG engagers, all brands
$530
387
7
5
$106
76% under
Lookalike test - treated patients (gated)
$340
201
3
2
$170
62% under
The warm pool caps this channel until organic grows it — Boyd's 94K followers against ~12K across the company brands is the free-media asset that raises the ceiling. Scale waits on that, not on budget.
Traditional wind-down
Keep what proves, convert what cannot, gate the rest. Markets get different rules because their evidence differs; contracts unbundle so every line can be read; nothing renews before November.
LINE
SPEND / MO
EVIDENCE
STATUS
ANNUALIZED WHEN RESOLVED
TV - WDIV Detroit
$0
no acquisition lift in the natural experiment
resolved 9/25
−$38K
TV - remaining MI clocks
$16,400
unmeasurable as running
resolves at renewal wall
−$197K
Print / magazine
$7,600
0 attributed patients
unbundling
−$91K
Direct mail
$9,900
scales cycle by cycle behind its own holdouts
KEPT - measured
—
Cumulative freed spend to date: $614K of the $969K identified at the readout, growing to $1.18M as the TV clocks resolve. Freed dollars route by the plan: restart first, win-back second, the rest banks.
Funnel compare
Week of 2026-09-21 vs 2026-09-14, by brand. Clicks from GA4 + platforms, consults and treated from Jane. The leak the assessment found — demand reaching pages with no way to book — closes as booking buttons roll out (38 of 49 profiles live).
BRAND
IMPRESSIONS
CLICKS
BOOKING CLICKS
CONSULTS
TREATED
CONSULT → TREAT
WOW
CSLC
148,200
2,140
212
96
67
70%
−8 treated
RegenCen
61,400
1,020
88
29
21
72%
−4 treated
Boyd
39,800
1,470
131
44
36
82%
+11 treated
Booking clicks are the number that did not exist before wave 1: the education library's 24,000 visits produced 35 booking clicks at the readout. The button rollout and page CTAs are the cheapest patients in the plan.
Change log
Every spend move, gate event, and wiring change, dated. This is the record the weekly meeting runs on — and the answer to "what did the agency do this month," whoever the agency is.
2026-09-25STOPPEDTV - WDIV Detroit resolved; $38K annualized out. Freed-spend total: $614K of $969K.
2026-09-24WIREDLegitScript application submitted for cslcbeauty.com (~$2K/yr). Certified paid tier stays staged until cleared.
2026-09-22SHIPPEDBooking buttons live on 38 of 49 business profiles (24 at readout). Wave 1, cost: zero.
2026-09-18RAISEDNeurotoxin-MI caps up $1.9K/wk at $480/patient - inside the $661 gate; two-week review set.
2026-09-15SHIPPEDDormant win-back batch 2 (750-patient band, capped cadence): 94 rebookings. Holds for email redesign before scaling.
2026-09-12FLAGGEDDe novo clinics at 2 days/wk - capture spend in those markets capped until capacity opens. To Monday's agenda.
2026-09-10WIREDMeta pixel + CAPI live (wave 2). First conversion-measured social spend in company history.
2026-09-08WIREDBudget file reconciled to Kurt's conventions; every number on this page traces to a client system.