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Targeted advertising in Meta for Eurodental dentistry

How to increase the number of visits for an initial consultation and build a stable lead generation system via Facebook and Instagram

#TARGET

Input data

Client: Eurodental dentistry in Kyiv.

Timing: 1.5 years.

Team: targeting specialist, designer, project manager, proofreader.

Problem: high cost of a lead and unstable results stopped the use of advertising on Facebook and Instagram as a systematic channel for attracting patients.

Tasks:

set up multi-target campaigns in Meta Ads;

build a structure of audiences and segments;

prepare and test a series of static and video creatives;

optimize campaigns for stable scaling.

List of works

Audit and strategy. We conducted an audit of previous advertising activities and found that the main traffic was attracted through the Messages goal, which generated some untargeted calls. We rebuilt the strategy with a focus on lead quality and measurable conversions.

Building an audience structure. We created a multi-level system of segments: by interests, behavior, interaction with the profile, and also launched remarketing for a warm audience. This allowed us to work more precisely with user intent and control the effectiveness of each segment.

Creative concept. We developed a series of static creatives with a clear emphasis on the clinic's competitive advantages: free initial consultation with a specialized doctor, use of high-quality materials, and a guarantee for the work performed.

Testing and scaling. We launched campaigns with the goals of Messages and Leads (form the website). We tested different connections: messages + creative format + audience segment. We identified the most effective combinations and gradually scaled the budget specifically for them.

Results

During the period of cooperation, advertising on Meta has become a stable channel for attracting patients to the clinic:

- 938 requests in Direct were received during 1.5 years of work;
- 183 leads from the site were received during 9 months of active lead generation;
- on average, 55+ targeted requests per month.

Examples of developed advertising banners

Thanks to a change in strategy and system optimization, it was possible to increase the quality of requests and make the results predictable. The lead generation campaign on the site demonstrated a stable number of applications with a controlled average cost of a lead and scalable reach.

Summary results of the Lead Generation campaign: number of leads, average price and reach

Results

Examples of developed advertising banners

Summary results of the Lead Generation campaign: number of leads, average price and reach

Conclusions

A systematic approach to targeted advertising has made it possible to turn Meta Ads into one of the main channels for attracting patients for Eurodental. A clear audience structure, a well-thought-out creative strategy, and regular optimization ensured a stable flow of applications and the ability to scale without a sharp increase in the cost of a lead.

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