Held a retargeting campaign through a learning-phase spike instead of resetting it, and cost per lead came down.
Cosmetic dentistry
Objective
Lead Generation
A Texas practice focused on veneers, running patient retargeting on Meta.
When cost per lead jumped during Meta’s learning phase, I held the campaign steady and changed creative rather than restarting it, so the algorithm could settle.
market
Texas, US
period
Jun to Jul 2026
sector
Cosmetic dentistry
challenge
A sudden cost spike and pressure to switch the campaign off.
results
Cost per lead fell from $27.65 to $20.18, down 27%, with 52 leads in 30 days.
What moved, in numbers. Figures come from the ad account and the client’s own records.