Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a lead-generation business in this space actually involves.
Dental splits into two completely different businesses. Routine check-ups are low value and high volume; implants, orthodontics and cosmetic work are high value and long consideration. Running them in one campaign guarantees the cheap leads swamp the profitable ones.
What I report on: Cost per booked and attended appointment, split by treatment value.
Health advertising policies restrict before-and-after imagery and outcome claims on both platforms. Radius targeting matters — nobody drives an hour for a cleaning. No-show rates make booked appointments a misleading metric on their own.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Dental clinics.
Usually because treatment tiers are mixed in one campaign. Separating routine from high-value work fixes most of it.
Realistic travel distance for the treatment. Routine care is a few miles; implants and orthodontics justify considerably further.
Restricted on Meta and risky on Google. Process and environment content is the compliant alternative and performs well.
Track attended appointments rather than bookings, and feed that back into the platform so bidding optimises toward people who actually turn up.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.