Meta Ads: Lead generation for dentistry in Odesa

Set up system advertising for a dental clinic (Ukraine, Odesa). Thanks to the segmentation of advertising streams by service check, clear analytics, and testing of different funnels — we stabilized the flow of inquiries and obtained a predictable cost per lead. Before our work, the advertising was launched chaotically, without data collection.

Project output data

GEO: Ukraine, Odesa
Niche: Dental clinic
Campaign period: June – October 2025
Goal: Lead generation for consultations and treatments (distribution between expensive and mass services).
Total reach: ~454,500 unique users.

Work structure and statistics
For proper hypothesis testing, we divided the traffic into 2 separate offices.

Office No. 1: Expensive services (implantation, prosthetics, treatment under a microscope)

Format: Conversion campaigns (traffic to the website)
Spent: $9,658
Leads obtained: 760
Average cost per lead (CPL): $12.71
CTR: 2.23%
Website conversion: ~4.3%
Lead conversion to appointment booking: 32% (traffic to the website resulted in higher user intent).

Office No. 2: Mass services (hygiene, filling, whitening)
Format: Meta leads / quiz-survey (Adsquiz)
Spent: $2,485
Leads obtained: 704
Average cost per lead (CPL): $3.53
CTR: 1.91%
Lead conversion to appointment booking: 24% (lower cost per lead, but a higher percentage of those who did not follow up).

Overall results and next steps
In total, over 1,464 leads were generated with an average cost of $8.2. The campaigns showed stable results within market indicators for the region.

Next scaling steps:
Launch retargeting on the website (video creatives + call for consultation).
Preparation and launch of search campaigns in Google Ads.
Setting up CRM filtering of leads by quality indicators.

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