Meta Ads Campaign — Dental Services 02
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01Objective
Capture appointment enquiries for an anonymised dental clinic directly inside Facebook using instant lead forms.
02Audience approach
Local prospecting within the clinic catchment, kept deliberately simple so the small audience was not over-segmented.
03Campaign structure
A single campaign with five ad sets and eight ads, giving each creative enough delivery to be judged fairly.
04Creative & message testing
Eight ad variants tested service framing, imagery, and call-to-action wording head-to-head.
05Funnel & lead generation
Instant forms pre-filled contact details, cutting friction to a few taps and lifting completion from a small local audience.
06Retargeting
Form openers who did not submit were recaptured with a follow-up ad set.
07Optimisation focus
Ad-level pruning: pausing low-reach, low-lead variants early and concentrating delivery on the three strongest ads.
08Selected screenshots & visuals
Screenshots are anonymised — client names, campaign names, account identifiers, and other private details are masked or cropped.
09Key outcomes
10Tools used
11What I learned
Removing the landing-page step entirely is sometimes the biggest CRO win available to a local advertiser.