Attracted applications for ophthalmic surgeries

In a month of work, I developed and implemented a strategy for a highly competitive medical niche that allowed for a steady flow of quality leads at a cost three times lower than other audiences. My work also included solving complex technical issues with the client's business account that blocked the launch of advertising.

Task:
My task was to attract patients ready for lens replacement surgery for a well-known ophthalmic surgeon. The key goal was to achieve a consistently low cost per qualified application (lead) by filtering out the non-target audience.

Problem:
Technical deadlock: The work began with the client's "buggy" business account, which did not allow for the launch of advertising due to constant Facebook errors with access rights and verification.

Audience uncertainty: There was no clear understanding of which audience was the most profitable: the patients themselves (aged 60+) or their adult children looking for solutions for them.

Solution (step by step):
Technical revival: I resolved all issues with the business account, which essentially allowed for the launch of advertising. This step demonstrates my ability to solve unconventional and complex technical tasks of the platform.

Strategic A/B Test: I launched two separate ad groups with different creatives targeting the "Patients 60+" and "Their Adult Children 35-55" audiences to gather objective data.

Analysis and optimization: After analyzing the initial results, I saw that the "Children" audience was generating leads three times cheaper. I immediately disabled the ineffective group.

Scaling: I concentrated 100% of the budget on the winning audience, which allowed for stable and predictable results throughout the entire month.