The whole proposal, in one place
The two builds are £1,000 for measurement and tracking, and £1,200 for the Clinic Office diary integration — £2,200 together, with the migration off Autochiro included at no charge, taken as four instalments of £550 alongside the £450. Nothing is asked for up front and nothing is invoiced until it is working. A six-month initial term on the monthly, explained further down rather than buried.
Your ad spend is separate and additional — it is paid straight to Meta from your own card, never through me. Every figure in this document is a fee for work, not a budget for advertising.
The date that sets the pace
Your Autochiro contract ends around 12 September. When it does, the automations, message templates, funnel pages and the WhatsApp connection stop being available to you. The migration exists to make sure nothing is lost on that date — and the reason it is achievable in the time left is that most of it is already built.
Their terms — checked, 25 August
You sent me Autochiro’s terms and conditions and I have been through them line by line, so this is not being started on an assumption. Nothing in them stands in the way of any of this. There is no clause covering ownership of your workflows, automations, templates or funnels; nothing prohibiting copying or exporting them; nothing restricting a third party from working in your account; and you can cancel at any time by email, effective at the end of the current billing period.
The one real restriction is a twelve-month clause about not using their confidential information to build a competing product. That is not what any of this is — we are moving your own setup into your own account, not building a rival to them.
One sequencing point that matters more than the rest. Their terms give you fifteen days to download your data after you cancel, and then it is permanently deleted. So notice is given after the migration is verified complete, never before — and I take a fresh full export immediately beforehand regardless. I am flagging it because it is the one thing in those terms that could actually cost you something, and it is entirely avoidable. This is my reading of their published terms rather than a solicitor’s, and I would say so either way.
Where things actually stand
From a full export and audit of your live account, completed 17–18 August.
The system you are paying £750 a month for is largely scaffolding. Beneath it sits a genuine core — lead follow-up, appointment reminders, payment messages — roughly twelve sequences that carry the actual work. That core is worth keeping, and it is entirely rebuildable.
What the audit also found, in your own account:
- No website tracking at all. There is no pixel on thechirocentre.com. Meta cannot optimise your ads towards bookings, cannot retarget anyone who read your offer and hesitated, and cannot build audiences from people who actually became patients. Every ad pound has been spent blind.
- Reputation was never switched on. The review module sits at zero. You have 240+ five-star reviews on your own website and around 10 on Google. Your nearest competitor has roughly 400.
- Three reactivation sequences were built and never ran once. The dormant-patient campaign exists, fully written, and has never been sent to anybody.
- A WhatsApp message asking to book got no reply. Tested live on 18 August at 11:45. It reached the inbox and nothing responded.
- The diary was never connected. No two-way sync with Clinic Office, so availability has always been a guess reconciled by hand.
None of this is written to criticise a supplier. It is written because every item on that list is a thing you are already paying for and not receiving — and because each one is fixable within weeks, not years.
Build one — measurement, £1,000
Tracking, attribution and the pages your ads land on
You have been buying advertising for months with nothing counting what it produced. Until that changes, nobody can honestly tell you whether a lead was any good, which clinic it belonged to, or whether the money came back. That is why this is the first build rather than a line item inside another one.
- The Meta pixel and server-side conversions. Checked live on 4 September: there is still no pixel on your site — not on the homepage, and not on the condition pages your ads point at
- Google Analytics 4, configured for a clinic rather than a default install — booking started, booking completed, call button pressed, form sent, each recorded as its own event instead of one undifferentiated “visit”
- Call tracking. A great many of your patients still book by phone, and a call that came from an ad is currently invisible to every system you own
- An independent attribution layer covering both clinics — a second record that does not rely on Meta marking its own homework, so a booked assessment can be traced back to the ad, the audience and the clinic that produced it
- One live dashboard, both clinics. Brentwood and Billericay side by side and combined: spend, leads, booked assessments and cost per booked assessment, by clinic and by campaign. Open whenever you want it, not a PDF once a month
- Fast landing pages for the conditions you actually treat — back pain, sciatica, neck and shoulder, headaches, arthritis. One page per condition, one clear action, booking straight into the diary or a tracked call, and every action counted
Why the ad pages do not go on your website
Your site takes between three and five seconds to send its first byte — measured directly on 4 September, several times, on the homepage and on the condition pages. Paid traffic does not wait that long, and you pay for every click that leaves. These pages therefore sit in your own platform, load immediately, carry the tracking, and keep the ad attached to the booking. Your website is untouched and carries on doing the SEO work it is already doing well.
The scope, in writing
The list above is the whole of it. If you want something added that is not on it, I quote it before it is built and you decide — so neither of us discovers the cost afterwards.
Not included: the website rebuild · AI call handling and telephony · new copy or creative written from scratch · Google Ads management, which we have discussed and which I would rather price separately than bury here.
£1,000Nothing up front. Combined with build two and taken as four monthly instalments — see the schedule below.
And the migration itself is included — at no charge
Everything that currently works moves into an account in your name before Autochiro access closes: your contacts, tags and conversation history, the twelve automations that carry the real work rebuilt in your own wording, the message library, your funnels and pages, WhatsApp routing on one number, team logins at sensible access levels, and a written record of what moved and what was deliberately left behind.
Rebuilding that from a standing start is a fifty- to sixty-hour job, because automations export but their triggers do not. Most of it is already done — I took a full export before your account closed and rebuilt a working version at my own cost. Given what you have said about the last four months, I am not going to invoice you for moving between platforms. You are paying for measurement and for the diary; the move comes with them.
What it takes to pay for itself
At an average care plan of £1,000, both builds together are covered by a little over two recovered patients. The dormant list that was written and never sent to should clear that on its own — and it is roughly what the current advertising spends in a month.
Build two — the diary, £1,200
The diary sync you were told was not possible
Separately, and on my own time, I have now proven that appointments can be created and updated in Clinic Office programmatically — an appointment was booked and then amended through the live API on 23 August. That is the two-way diary sync that would end running two diaries by hand and the double-booking risk that comes with it.
You said it yourself on our last call: without an API that connects the two, the rest is a waste of time. I agree. What Autochiro's calendar is doing to you now — two slots a day showing when the diary has far more, Brentwood listed and Billericay invisible, a twenty-four hour lead time that kills every same-day caller, and reserved blocks it never fills but Clinic Office cannot use either — is not a booking system, it is a leak.
The fix is one diary, and it is Clinic Office. Not some bookings in one system and some in the other. Availability is read live from Clinic Office and shown across both clinics, the patient books, and the appointment is written straight back into Clinic Office. Because that happens inside your own funnel rather than on a page you are handed off to, the ad that produced the booking is still attached to it — so you finally get a true cost per booked patient instead of an estimate.
It needs one thing from Pioneer before it can start — my server's address added to their permitted list — which costs nothing and is already requested. Until that is in place I can prove the writing of appointments but not yet the reading of live availability, and I will say so plainly rather than assume it.
£1,200Nothing up front. Combined with build one and taken as four monthly instalments — see the schedule below.
Measurement goes in first — that is the order of work, not a second decision to make later. This is the piece nobody has been able to give you, and it is the one that stops the leak.
How your ads would actually be run
The method, in one page — because this is the part you would otherwise be taking on trust.
Everything else in this document is evidence: the audit came out of your live account, and the diary integration was proven against the real API. Ad management is the one section where every supplier says the same four words — campaigns, audiences, creative, reporting. So rather than say them again, here is the actual method, and where your account sits inside it.
1. The shortlist — why ads can fail before anyone judges them
Meta does not weigh every ad against every person. It first assembles a shortlist of ads it considers close enough in meaning to that particular user, and only then scores the shortlist and picks a winner. An ad that never makes a shortlist never competes at all. It is not beaten — it is simply never retrieved.
“Meaning” is the whole ad read together: the image, the words on it, the copy above it, the video, and the page it leads to. Which is why five ads that say roughly the same thing in roughly the same style behave as one ad. They sit in a single position, chase a single pocket of people, and compete against each other for it — while the rest of the catchment is never shown anything at all.
Two clinics, two towns, and a catchment running out to Billericay, Wickford and Basildon. The people in it who need a chiropractor are not one audience with one reason — and one pocket of them is a small fraction of the demand already there.
2. The four S’s — where real variety comes from
Every ad we run is defined by four deliberate choices, written down before anything is made:
- Segment — which specific patient it is for. Not “people with back pain”, but the desk worker whose neck seizes by Thursday, or the new mother who cannot lift her own child comfortably
- Stage — how much they already know. Someone who has never once considered a chiropractor needs a different ad from someone who has decided to see one and is choosing between you and the clinic down the road
- Story — the angle and the hook. What the ad claims, and the first line that earns the second
- Style — how it is executed. A phone-shot clip in the practice, a patient talking to camera, a plain before-and-after, a post that does not look like an ad at all
Turning one dial at a time is how twenty genuinely different ads get made instead of twenty crops of the same one — and it is what makes the results readable afterwards. When something works, we know which of the four choices produced it, and can hold that one steady while moving the others.
3. The patient map — the whole plan on one grid
Segment down one side, stage across the top. Each cell is a different ad with a different job to do. We do not build all of them — we choose where to open, prove it, then work outward into the cells next to whatever won.
| Never considered it | Knows the problem | Weighing options | Comparing clinics | Ready to book | |
|---|---|---|---|---|---|
| Desk worker, 30–50 neck & shoulders | Name the pain | Open here | Why not just painkillers | What an assessment is | Book Thursday |
| New mother post-natal back | This is common | You are not stuck with it | Open here | Safe, gentle, quick | Evening slots |
| Ex-sportsperson, 40–60 stopped moving | It is not just age | Get back to it | Beyond a massage | Care plan explained | Assessment offer |
| Sciatica physio didn’t fix it | — | Why it came back | A different approach | Open here | This week |
Four patient types is where we would start, not where it ends. The map gets built from your own patient records and the language real patients use — not invented at a desk. Results are then read by row and by column: which patient type your money is actually buying, and at which stage they convert. A considerably more useful answer than one blended cost-per-lead for the whole account.
4. The batch line — why this is affordable inside £450
The fair question is how ads get run properly for less than you pay now. The answer is that the production is systematised rather than hand-cranked. The four S’s turn each chosen cell into a written brief, and the briefs go through the same line every month:
- Harvested, not invented — hooks and phrasing come from your reviews, your enquiry messages and what patients actually say, rather than from a copywriter guessing
- Built in batches — a month’s creative is produced in one pass against the briefs, so the cost per ad falls as the number of ads rises
- Judged, not just launched — anything that adds variety but weakens relevance is cut before it spends. Variety is the goal; sloppiness is not the price of it
- Fed back — every result updates the map, so next month’s batch starts from what your market has already told us
And none of it is theory held back for later. The patient map, the segment work and the first briefs can be built from day one out of your own records — independently of the new ad account set out at the end of this document.
5. What that means month to month — volume, budget and who does what
The method above is only worth anything if the numbers behind it are stated, so here they are.
| Every month | Included in the £450 |
|---|---|
| New concepts — each one a different cell on the mapa different Segment, Stage or Story — not a recolour of the last one | 3 |
| Executions cut from themthe Style dial: to-camera, before-and-after, plain text, clip in the practice | 10–12 |
| Live at any one time, per clinic | 2–3 |
| Results read | Weekly |
| Map, briefs and next batch reset | Monthly |
Why only two or three live at once, when the whole point is variety? Because variety and budget pull against each other, and pretending otherwise is how money gets wasted quietly. Meta needs a certain volume of results behind each ad before it can tell a good one from an unlucky one. Spread a modest budget across a dozen ads and none of them ever reaches that point — the account looks busy, and nothing is ever actually learned. So the variety happens across the months, deliberately, rather than all at once in a week.
One clinic at full budget beats two at half
The same logic applies to the two towns. If the budget is reduced, the right answer is not to halve it across Brentwood and Billericay — it is to put the whole of it behind one clinic until that clinic is working, then duplicate what won into the second. Two half-funded towns learn nothing twice. This is a real decision and it is worth taking on purpose rather than by default.
Never edit a live ad
A small rule with a large consequence, and one worth knowing because it explains something you have already seen. When an ad is edited rather than replaced, its results keep accumulating against the same ad — the before and the after are blended into one figure, and neither can be recovered afterwards. That is why some changes in your account appeared to produce no result: the result was there, and had been averaged into invisibility.
So nothing running is edited. A change means a new ad, launched alongside, with the old one retired once the comparison is clear. It costs nothing to work this way and it is the difference between a year of advertising you can learn from and a year you cannot.
Who does what
- Me — the map, the briefs, the scripts, the hooks, editing, versioning, launching, reading and the monthly reset. All of it inside the £450
- Max, or whoever is on camera — films to a written script, on a phone, in the practice, within five working days of receiving it. No production skill required; the script and the edit are mine. Ads with a real clinician in them outperform polished ones, and patients book the person they have seen
- Quoted separately — a professional shoot, a videographer on site, paid actors, or filming away from the clinic. None of that is needed to start, and none of it is assumed
If a month calls for more than the numbers above — a seasonal push, a new service, a second offer tested properly — I will say so and quote it before anything is built. Nothing gets added quietly.
The monthly — £450, both clinics
Management, growth & advertising
Three hundred pounds a month less than you pay today, covering both clinics, and weighted towards the three things that earn rather than towards platform for its own sake.
- The review engine switched on. Automated post-visit requests, closing the gap between your 10 Google reviews and your nearest competitor’s 400. It costs nothing to run, it lifts the quality of every lead that follows, and it has been sitting switched off
- Follow-up that actually fires. The twelve working sequences maintained and improved — lead follow-up, reminders, payment — plus the “call this patient back” alert and a visible count of how many times a lead has been called, which you asked for and never got
- The reactivation campaign that was written and never sent, finally sent, in batches, with the results tracked against the dashboard
- Your Meta ads run properly — the method above, executed every month: the patient map maintained, briefs written, a fresh batch built, launched and read. Not a boosted post and a monthly PDF. This begins as soon as your own ad account is live, which is days rather than weeks — nothing here waits on Autochiro
- Split-tested automatically, and broken down further than you have had before — by age and by gender, so you can see which patients your spend is actually buying rather than one blended number for the whole account
- Proper attribution, so a booked assessment can be traced back to the ad that produced it
- Expanded beyond Brentwood into the surrounding catchment as the numbers justify it
- The dashboard kept live and read with you each month — both clinics, separately and together
- The platform licence for both clinics, and logins for the staff who need them — included, not billed on top
- Reporting in the numbers that matter: cost per booked assessment and care plans started, per clinic — not one blended figure covering two very different towns
- Direct access to me, not a ticket queue
£450 / monthBoth clinics, all staff logins included. Six-month initial term, monthly after that. Ad spend additional.
Everything here covers both clinics. Brentwood and Billericay share one platform, one dashboard and one fee, and are reported both separately and together — so you can see which town is producing patients and which is not, rather than one blended number for a business that is really two.
Ad spend is additional and is not part of any figure here. Your advertising budget goes directly to Meta on your own payment method, exactly as it does now, so you see every penny of it and can raise or lower it whenever you choose. Both columns of the table below compare management fees only.
Message costs (WhatsApp, SMS, email) are additional and charged at cost — you pay exactly what the platform charges, with no margin added.
| Today | Monthly | Proposed | Months 1–4 | Month 5 on |
|---|---|---|---|---|
| Autochiro | £750 | Management, growth & Meta ads | £450 | £450 |
| Both builds, spread over four months | £550 | £0 | ||
| Current | £750 | Proposed | £1,000 | £450 |
Four months at £1,000 is £4,000 in total — £1,800 of that the ongoing management and your ads, £2,200 the two builds. For those four months you are £250 a month above where you are now. From month five you are £300 a month below it, every month thereafter. Taken over a full year, you pay £1,400 less than you would by staying where you are — £7,600 against £9,000 — and you own two builds outright rather than renting one. That is a comparison, not a commitment: the term is six months.
Put another way: the four months of overlap cost about £1,000 more than standing still, and they buy you a migration, a working diary integration, and a system in your own name. The following eight months hand that back and then some.
And what sits behind the smaller number is more, not less: an account you own, ads actually being run and measured, reviews being collected, and a dormant list being worked.
Your SEO tool is untouched by any of this. It is publishing an article a day with images to the Health Advice page and it is doing local search work — Wickford, Basildon, Billericay — that nothing here replaces. It stays exactly as it is, at the same cost, on both sides of this table. I would not switch it off.
Why six months, and not longer
Six months is not a lock-in, it is roughly how long this takes to be judged fairly. Tracking has to go in before anything can be measured at all. Then the flows need to run, reviews need to accumulate, the dormant list needs working, and the advertising needs enough weeks of real data to beat what you are doing now rather than merely differ from it. Judged at month two, none of that has happened yet and you would be deciding on a half-built system.
It is the only commitment asked for anywhere in this document. Everything you pay for is delivered inside those six months — both builds are complete and paid off by month four — so nothing is being carried into a long tail to justify the price.
After month six it is month to month. Everything is in your name throughout, and whenever you go, you leave with all of it — the account, the tracking, the dashboard, the pages, the diary integration. I would rather earn the seventh month than contract for it.
How we work
Nothing up front. Each build is delivered and demonstrated before it is invoiced. The first of the four instalments falls due when the migration is signed off — not before — and the remaining three follow on the next three monthly invoices.
Everything is in your name. The account, the pixel, the numbers, the ad account, the data. If we ever part company you keep all of it — including a full export. That is the specific problem we are solving, and it would be poor form to recreate it.
Nothing is switched on against live patient records without your say-so. The rebuilt system is deliberately disarmed until you confirm you are ready.
One thing needed from you
- The access on the checklist, and an hour of your time to grant it. The reason the ad account would never move is now settled: it was created by Autochiro’s agency and only shared into your business, and Meta does not let a business pass on an asset it does not own. That account stays with them. So rather than keep trying to move it, we build one that is genuinely yours — which takes minutes, not weeks — along with your own tracking, before their subscription ends. The full list, in order of deadline, is on the access checklist.
- The £400 outstanding balance still needs clearing, but for a different reason than I first assumed: not to unlock the transfer, simply because an account carrying an unpaid balance cannot spend. It was never the cause of the failures.
To start
Say yes and the migration begins immediately. The export and the rebuild are already done, which is what makes the September deadline achievable — and what keeps the set-up to four figures rather than five.
Nothing is invoiced until it is finished and you have seen it working, and even then it is £550 a month across four months rather than a lump sum.