Instant forms brought in names that never booked. I moved the account to website enquiries and traced every lead to the chair.
Cosmetic dentistry
Objective
Lead Generation
A US cosmetic dental practice where Meta instant forms produced cheap leads that rarely picked up the phone. The client had given the account about a month to prove itself.
I moved conversion off instant forms and onto the practice’s own website form and chat, so every lead landed in their CRM. The account was split into three campaigns by intent: retargeting on a custom website-enquiry event, landing-page views, and Instagram profile visits. Then I matched every lead by hand to booked and attended patients.
market
Wisconsin, US
period
May to Sep 2026
sector
Cosmetic dentistry
challenge
Cheap form leads, almost no bookings, and a client deciding whether paid social was worth keeping.
results
Four patients traced from the ads attended, carrying $67,139 in quoted treatment value against $11,181 of spend. Website-form leads booked at 50%, against 6.5% from chat, which showed the practice exactly where the budget should go.
What moved, in numbers. Figures come from the ad account and the client’s own records.