A Gurugram healing centre: leads at under ₹200 on a ₹75,000 monthly cap, and what the eleven months around them looked like
122 leads at about ₹170 each on ₹20,600 (to 12 Aug 2026); 296 leads at ₹191 in August
Where they started
A walk-in centre for sound healing, biofeedback, magnesium therapy and multi-therapy packages, founder-led, at about ₹1.25 lakh a month (founder, 24 July 2026), on a ₹25,000-a-month performance retainer from 1 November 2025 with eight UGC videos delivered; the relationship is about three years old. The account had run at 4 to 6x in early 2025 and slipped below 2x by the autumn (sheet, Performance Tracking tab). July 2026 was leaking: ₹71,000 spent for ₹1.22 lakh of attributed revenue by 29 July, days with zero leads, pin-code targeting that had spilled into Delhi, Ghaziabad, Bihar and Assam, and a male audience that did not convert (call, 29 July).
What Monastic Media did
- Reset targeting on 29 July 2026: Gurugram only, women only, affluence and interest stacks — yoga, meditation, spiritual growth, self-care, high household income, business-class travellers, career and business women.
- Rebuilt creative around the two therapies that convert, sound healing and multi-therapy, plus a founder-led ad, and dropped the testimonial cut the founder judged "disjointed" (12 August).
- Two retargeting layers — video viewers, and people who opened the instant form and did not submit — with lookalikes built from converted high-value leads (5 August).
- Capped spend at ₹75,000 a month at the founder's request, with a month-to-date table opened on every call.
- From 27 August: a Treatments landing page with video, testimonials and book-or-call CTAs aiming at 15 to 20% form conversion, a ₹250-a-day Google store-visit campaign for 20 to 25 days, and a Google-reviews drive from 72 towards 200.
What changed
- 1 to 5 August 2026: ₹7,800 spent, 41 leads, cost per lead under ₹200, ₹21,000 of attributed revenue; month-to-date return 2.7 against 1.7 in July (call, 5 August).
- To 12 August: ₹20,600 spent, 122 leads (about ₹170 each), ₹46,100, 2.2 (call, 12 August; the Fireflies summary misreads the spend as ₹1,20,000 — the transcript and the 2.2 ratio give ₹20,600).
- By month (sheet, Meta spend → leads → cost per lead → attributed revenue → return): November 2025 ₹32,431 → 141 → ₹230; February 2026 ₹58,313 → 295 → ₹198 → ₹2,12,950 → 3.7; March ₹71,293 → 360 → ₹198 → ₹2,80,158 → 4.0; May ₹61,227 → 250 → ₹245 → ₹1,02,850 → 1.7; July ₹75,530 → 306 → ₹247 → ₹1,29,200 → 1.7; August ₹56,640 → 296 → ₹191 → ₹1,47,300 → 2.6; 1–13 September ₹21,074 → 76 → ₹277 → ₹83,300 → 4.0.
- The August reset brought the cheapest leads since January and the best return since April; the founder put centre revenue at about ₹75,000 on 26 August and called growth "minimal" on 9 September. The cost per lead moved; the revenue line has not yet.
The target, as the client stated it
"We need to cross 3 lakhs per month at least and we are at 1.25 something" (24 July 2026) and "from next month we must target at least 3 lakhs" (29 July); the 24 July transcript also records "30 lakhs a month on a consistent basis". Not reached: at a 2.2 to 2.6 return on a ₹75,000 cap the ceiling is about ₹1.65 to ₹1.95 lakh a month.
Status: not reached.
The question this answers
"Will you guarantee leads? We are a clinic, not a D2C brand" and "we have very little sale online and no budget": no guarantee; a cost per lead read out weekly, a targeting leak found and fixed inside a week, and a plain account of what a ₹75,000 cap did and did not do.
Sources: the shared monthly revenue sheet, dated client review calls. Figures are available on request.