Case study
A $150K monthly media budget was generating plenty of leads for this dental clinic. The problem was most weren't ready for treatment. We fixed the signal, not the spend.
The challenge
Lifestyle Smiles is a dental clinic running Invisalign, veneers, and cosmetic dentistry at scale - $150K a month across Google and Meta. CPL sat at $35. Looked efficient. Wasn't.
Lead-to-patient conversion was 7.5%. The enquiries coming in weren't treatment-ready. People exploring, people price-checking, people who clicked an ad but weren't close to a decision. The clinic's consultants were burning time on leads that were never going to book. CAC was climbing. The campaigns were optimising for form fills. That was the wrong target.
Our approach
We imported patient lifestyle goal data from HubSpot and used it to build a qualified lead signal the platforms could optimise toward. Form fills were out as the conversion event. Qualified enquiries - defined by treatment intent and lifestyle fit - were in. The campaigns got a new target and a tighter brief.
Google: Restructured around high-intent treatment terms for Invisalign and veneers. Cut broad match terms that were generating volume without patients. Applied local area targeting within a 10km radius of the clinic - people who could actually get there, not just people who could see the ad.
Meta: Ran a slightly broader geographic radius to build demand and awareness at the top of funnel, then used the HubSpot data to build lookalikes and suppress low-quality profiles from retargeting. Creative was rebuilt around before-and-after treatment results, B-roll from inside the clinic, and UGC from real patients - content that filters for intent by nature. People who aren't serious about treatment don't click a veneer transformation ad twice.
Results
Lead-to-patient conversion rate moved from 7.5% to 12%. New patients per month grew 28%. CAC dropped 22%. CPL went up - expected and intentional. Fewer wasted leads means each one costs more. That is the right trade.
The consultants were spending their time on enquiries from people who had done their research, understood the treatments, and were ready to have a conversation about booking. That shift in lead quality is what drove patient volume up, not a change in spend.
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