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This week’s micro case study comes straight from client feedback.
On Oct 29, the marketing director at one of our aesthetics clients wrote to us about the first month of a ChatGPT ads test (the original email is included at the bottom, with names removed).
The Test
The client was already running search ads, social ads, TV ads and SEO, and all four were performing. We left that mix untouched.
To test ChatGPT as a new channel, we added it as a small, separate line item and ran it for one month.
The Result
The client summarized the first month in their own words:
Both leads converted, and a conversion in this case means a booked surgery worth $14,000 or more.
The client then asked to double the monthly budget, from $1,500 to $3,000: “I believe we’re currently spending $1500/mo, correct? Let’s increase it to $3k.”
Two leads is a small sample, so we treat this as an early result and will keep measuring.
Our Read on the Result
People now ask Claude, ChatGPT and Google a direct question and receive one answer, where a search results page used to give them a list of options to compare.
Someone asking at that stage has usually decided to buy and wants the best choice available now. An ad placed inside that answer reaches them at the point of decision.
This is our working hypothesis, and we will test it against more data.
What You Should Do
This structure kept the test low risk and easy to evaluate:
- Protect your proven channels.
Keep each one at its current budget, so any change in results can be traced to the new channel. - Fix the test budget in advance.
Choose an amount you can afford to lose before launch, and hold to it. - Evaluate on quality.
Review the first 30 days by lead quality and conversion rate, since volume comes later. - Scale what earns it.
This client increased spend only after the results came in, which is the right order.
Channels to Consider Testing
Good candidates for your next test include ChatGPT ads, ads on streaming devices, email outreach, and content built around the exact questions your customers ask.
Select one, apply the four steps above, and review it after 30 days.
A larger budget belongs to the channel that proved itself on a small one.
Which channel should receive your next test budget?
Are you confident you’re testing the right channel first?
The wrong first test costs a month of time and budget. The 2POINT Roadmap is four one-hour working sessions with our senior team, concluding with a plan for your next 30 days, 90 days and 6 months.
The Roadmap is fully refundable if it isn’t the right fit, so you can review the plan before you commit.
