How to scale, fix, and improve your campaigns over time

Phase 1 – Know Your CPL Targets

Before you can improve results, you need to know what “good” looks like. CPL = Cost Per Lead (in BiteBot, this is known as CPA = cost-per-acquisition).

Phase 2 – Budget Scaling Rules

When to Increase Budget

• CPA consistently below target

• CPA in acceptable range + high-quality leads booking

How to Increase

• Raise by 10–20% per campaign every 3–5 days

• Monitor for 2–3 days after each change

• ❌ Don’t double budgets instantly — resets algorithm
  
  

When to Decrease Budget

• CPA over target for 3+ days

• Poor lead quality (no appointments)

• Budget not fully spending (audience too small)

• High frequency (same people seeing ads repeatedly)

Phase 3 – Common Optimization Fixes

High Cost Per Lead

• Test a new ad

• Expand targeting radius/audience

• Improve offer (better pricing, stronger hook)

• Switch to Lead Form campaigns

Low Lead Volume

• Increase budget

• Test similar ads

• Expand audience

Poor Lead Quality

• Add qualifying questions to form/survey

• Add filtering language to ads (“We do not accept Medicaid”)

• Test different lead types (e.g., decision-ready)

Ad Fatigue

• Watch for rising CPA on a previously winning ad

• Test similar creatives

• Rotate multiple ads regularly

Phase 4 – Emergency Troubleshooting

Leads Stop Coming In

• Check if ads are active

• Verify payment method

• Confirm lead form is mapped in BiteBot

• Review recent changes

Cost Spikes Suddenly

• Pause underperformers

• Check competition

• Lower budget temporarily

• Duplicate ad into a new campaign

Phase 5 – The Six Problems Framework

You can only have ONE main problem at a time. Fix volume first, then quality.

Volume Problems (Fix first):

1. Lead Volume → Not enough leads

2. Appointment Volume → Leads not booking

3. Show Volume → Patients not showing

4. Treatment Acceptance Volume  → Patients not moving forward with treatment

Quality Problems (Fix after volume):

5. Lead Quality → Wrong leads

6. Show Quality → Unqualified shows

Phase 6 – Benchmarks & Solutions

Phase 7 – Emergency Contact Protocol

If Leads Stop Responding

• Check scripts & tone

• Verify 5-minute call rule

• Test different phone numbers

• Increase call frequency

If Show Rates Drop

• Review confirmations

• Shorten scheduling gap

• Build value for appointment

• Offer incentives

If Close Rates Decline

• Check lead source changes

• Review consultation process

• Assess pricing & financing options

Phase 8 – Success Tracking

Weekly:

• Leads generated

• Lead-to-appointment rate

• Show rate

• Close rate

• Cost per lead by source

• Average case value

Monthly:

• Best-converting lead types

• Best-performing messaging

• Geographic performance

• Seasonal patterns

• ROI by service type

Continuous Improvement:

• A/B test phone scripts

• Track team performance

• Refine qualification questions

• Optimize scheduling flow

• Improve patient experience

Phase 9 – Final Rule

The fastest contact with the best qualification questions will always outperform perfect ads with poor follow-up.