Coco Dental in London: reducing lead cost from £34 to £17
UK dental clinic: cut lead cost by 3x across London and Kent
A network of dental clinics in London and Kent specialising in advanced treatments:
Invisalign aligners — a modern way to correct tooth alignment.
Single implants — replacing a lost tooth with an individual implant.
All-on-4 — restoring a full dental arch using four implants.
Campaign objectives
Earlier campaigns had started losing effectiveness. The client asked us to improve results and lower enquiry costs.
Our work included:
- Auditing current campaigns to identify problems;
- Developing improvement hypotheses, including audience and creative optimisation and testing new formats;
- Implementing the changes to improve advertising performance.
Auditing campaigns and identifying issues
We audited the previous campaigns and identified key issues affecting performance. We organised our recommendations for the client:
- Creatives: add text and test new formats to prevent fatigue.
- Copy: refresh it and test 2–3 variations.
- Audiences: test interest targeting and lookalikes.
- Landing pages: improve lead forms, align page flow and strengthen trust.
- Strategy: grow social media for long-term engagement.
Introducing new creative formats
Video creatives: the client had not used video before, but competitor analysis showed that it could perform better. We prepared references — before-and-after examples, client reviews and doctor presentations — for the client to produce videos.
The client is currently recording the video materials needed for ads.
Launching Invisalign campaigns
- Video creatives: a broker explained the offer and its benefits on camera. This format performed best compared with static ads.
- Limited video materials: to keep results steady, we refreshed creatives regularly and prepared video production briefs in advance.
Launching Single Implant campaigns
- Created static ads highlighting one of the best prices in the UK.
- Split locations into two groups from the beginning to distribute budgets evenly.
Result: cost per enquiry fell from £32 to £22.
Ad creatives
Meta Ads campaign results: Invisalign account screenshots
Meta Ads campaign results: Single Implant account screenshots
Results in numbers
£1 854,83
Total ad spend
107
Total leads
£17,33
Average cost per lead
Conclusion
Working with this UK dental clinic significantly improved campaign results.
Key achievements:
- Detailed analysis and an improvement strategy identified issues and actionable hypotheses.
- Introduced video creatives, a format the client had not used before.
- Reduced enquiry costs:
Invisalign: £34 → £12
Single Implant: £32 → £22
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