Cost Per Lead Reduced Through Full-Funnel PPC – Dental Clinic Case Study

Our solution

Midsummer Agency implemented a comprehensive, integrated PPC strategy across Google Ads and Meta Ads, focusing on data-driven optimization and continuous creative testing to address the client’s lead generation challenges.

Google Ads Strategy:

We executed a strategic transition from a highly segmented Search-only campaign structure to a unified Performance Max approach. This shift was informed by three critical data points:

1. Volume optimization opportunity: Despite initial improvements, lead volume remained below targets and CPA needed further reduction to achieve sustainable growth.
2. Creative performance insights: Video content on Meta platforms consistently outperformed static images and text-based ads, demonstrating strong audience preference for dynamic, engaging content. Performance Max’s video placement capabilities across YouTube and Google Display Network provided the ideal framework to leverage this insight.
3. Strategic alignment with business goals: The client had strategically shifted focus toward maximizing lead quantity while maintaining quality thresholds, making Performance Max’s broader reach and automated optimization well-suited to their objectives.

This approach enabled us to:

• Expand reach across multiple high-intent touchpoints including Search, YouTube, Display, and Gmail
• Utilize Google’s machine learning algorithms to scale impressions and conversions beyond traditional keyword limitations
• Implement continuous asset group optimization based on real-time performance data, prioritizing top-performing ad formats and geographic segments

Meta Ads Strategy:

We developed and refined a hybrid approach utilizing Instant Forms and WhatsApp campaigns to maximize lead capture efficiency on Meta platforms.

Implementation included:

• Strategic audience segmentation by language preferences and geographic location to enhance relevance for international dental tourism patients.
• Collaborative creative development working closely with the client’s in-house team to ensure brand alignment and market authenticity
• Comprehensive content format testing including patient testimonials, before/after case studies, educational video content, and procedural reels.
• Systematic optimization of messaging combinations, visual elements, and call-to-action strategies based on performance analytics.

This iterative, creative-focused methodology resulted in measurable improvements in both engagement metrics and conversion rates across Meta platforms.