Click-to-message campaigns for patients and dentists, run from launch, with the inbox read by hand to find where people dropped off.
Cosmetic dentistry
Objective
Lead Generation
A US cosmetic dentist moving from content-only to paid, selling veneers to patients and a live course to dentists through Instagram and Facebook messages.
I set up separate retargeting for patients and doctors plus a cold feed, and updated every ad and auto-reply when the course date moved. Then I read the inbox by hand, 841 threads in two weeks, to see what happened after the click.
market
United States
period
Jul to Oct 2026
sector
Cosmetic dentistry
challenge
A brand-new paid account where every lead is a message, not a form, so the numbers that matter live in the inbox.
results
1,102 conversations at $8.46 each from launch in July to October. The inbox read showed the leak was after the ad: unanswered replies and phone numbers nobody followed up. I wrote the clean-up plan for the strategy lead.
What moved, in numbers. Figures come from the ad account and the client’s own records.