Case Study — Private Dental Clinic in Europe
Promoting a Private Dental Clinic in Europe
Over 12 months, the clinic received around 1,185 qualified inquiries, acquired 390 new patients and held the average cost of acquiring a new patient at €200.
Qualified inquiries
Over 12 months of promotion
New patients
Inquiry-to-patient conversion ~33%
Cost per new patient
On a €78,000 ad budget
The Client
A Private Dental Clinic
The clinic is located in a prestigious district of a major European city. At the start it had a low-converting website on Tilda, an Instagram account with modest engagement, a specialized CRM, a virtual PBX without proper configuration, and no end-to-end analytics.
Inquiries were coming in from multiple channels, but the clinic couldn't reliably identify their sources, evaluate ad performance, or calculate the actual cost of acquiring a new patient.
The Approach
An Acquisition and Tracking System
Over 12 months, we conducted a full audit of the marketing tools, developed a new conversion-focused website, set up Google Analytics 4, Meta Pixel, a virtual PBX and call tracking, and connected the ad channels, website, telephony and CRM into a single system.
The average monthly ad spend was €6 500 (€2,500 Instagram and Facebook Ads + €4,000 Google Ads). Website development cost €8,500 — a separate, long-term investment not included in the advertising cost of patient acquisition.
What We Did
Four workstreams, one system
Marketing Audit
Analysis of the website, ad accounts, Instagram, positioning, telephony, CRM, and the patient journey from first contact to booking.
New Corporate Website
A conversion-focused website with a service structure, dedicated landing pages by treatment area, doctor profiles, testimonials, and a fast mobile version.
Instagram & Meta Ads
Expert content, doctor videos, testimonials, ad campaigns for awareness, inquiries, and retargeting an interested audience.
Google Ads + Video + Analytics
Search campaigns by dental treatment area, video promotion, configured telephony, call tracking, and CRM integration.
Project Investment
First-Year Budget
Spending was distributed unevenly and adjusted for seasonality, doctors' workload, and the effectiveness of individual channels.
Website Development
| Work | Cost |
|---|---|
| Corporate website development | €8 500 |
Ad Budget
| Channel | Per month | Over 12 months |
|---|---|---|
| Instagram and Facebook Ads | €2 500 | €30 000 |
| Google Ads | €4 000 | €48 000 |
| Total ad budget | €6 500 | €78 000 |
Results Over 12 Months
A measurable patient pipeline
Meta Ads generated demand and raised the clinic's visibility, while Google Ads captured users with already-formed demand. End-to-end analytics and CRM integration made it possible to precisely measure every inquiry and booking.
Average cost per inquiry
€78,000 ÷ 1,185 inquiries
Conversion to patient
390 patients from 1,185 inquiries
First-year investment
€78,000 ads + €8,500 website
Meta Ads Results
| Metric | Result |
|---|---|
| Ad budget | €30 000 |
| Qualified inquiries | около 545 |
| Average cost per inquiry | около €55 |
Google Ads Results
| Inquiry type | Count | Average cost |
|---|---|---|
| Phone calls | около 400 | около €80 |
| Website form submissions | около 240 | около €67 |
| Total inquiries | около 640 | около €75 |
Overall Results
| Metric | Result |
|---|---|
| Engagement period | 12 месяцев |
| New website development | €8 500 |
| Total ad budget | €78 000 |
| Total first-year investment | €86 500 |
| Inquiries from Meta Ads | около 545 |
| Calls from Google Ads | около 400 |
| Website form submissions from Google Ads | около 240 |
| Total inquiries | около 1 185 |
| Average cost per inquiry | около €66 |
| New patients | около 390 |
| Inquiry-to-patient conversion | около 33% |
| Ad cost per new patient | €200 |
| Cost including website | около €222 |
Summary
From scattered channels to an acquisition system
Over 12 months, we built a full patient acquisition and tracking system for the clinic. The new website became the central conversion point, Google Ads delivered a stream of inquiries from users with already-formed demand, and Meta Ads together with video content helped raise awareness and generate additional interest in the services.
As a result, the clinic received around 1,185 qualified inquiries, acquired around 390 new patients, held the advertising cost per new patient at €200, and gained a transparent analytics system for scaling marketing further.
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The data and results presented in this case study are based on actual project analytics and are published with the client's consent. In accordance with confidentiality agreements and NDA terms, identifying and commercially sensitive information has been anonymized, and individual figures have been rounded without changing the overall dynamics and project totals.