Avicena Lviv project
Input data
Tariff
Subject
Dentistry in the city of Lviv
Instagram link:
Monthly budget:
About the client:
Goal
Results
Tariff package project
The short result
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80%
Subscribers grew by
385%
Number of appeals
150%
Number of clients per month
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: target in dentistry Avicena Lviv — Meta Ads
The story of how Meta Ads turned views into confirmed appointments with a dentist. The Potrbi Ludy team built a funnel based on intent: urgent care, professional hygiene, implants/prosthetics, aesthetics, orthodontics. Each group received its own creatives, micro-lending, and a "smart" form with the date, symptom, and preferred communication channel — unnecessary calls disappeared, CPL stabilized, and ROMI grew.
Context and goals: what ice is suitable for quick recording
A lead is considered suitable if it contains the following information: date/time range, symptom or service (pain, caries, chip, cleaning, implantation, braces/aligners), tooth location/sector, preferred consultation format (clinic/online), communication channel (call/messenger). Additionally, a photo of the problem area. This structure allows the administrator to offer a slot and prepare a doctor without unnecessary clarifications.
The goals were set before the start: managed CPL in the dental niche, the share of applications that go to "Booking_Confirmed", reduction in median time to reply, ROMI by direction (therapy, hygiene, implantation, orthodontics, aesthetics).
Funnel architecture: intent → service page → form → confirmation
TOFU — ads by intent: “toothache — urgent treatment today,” “professional hygiene + polishing,” “implantation with treatment plan,” “aesthetics — whitening/veneers,” “orthodontics — braces/aligners.” The first frame names the problem, the second explains the procedure in two lines, the third answers “what’s next”: selecting a doctor and available dates.
MOFU — micro-landings for services with a short structure: indications, stages, approximate check, contraindications, photo cases "before/after". The form appears after 30–40% of scrolling: date/time, symptom/service, dentition sector, communication channel, consent to data processing; for implantation and orthodontics — option to upload a panoramic image.
BOFU — retargeting for registration and proving value: reminders about free slots, packages “hygiene + fluoridation”, “caries treatment + light-cured filling”, “initial implantologist consultation + treatment plan”. For abandoned forms, quick polls are launched: “when convenient — tonight, tomorrow, another day”.
Creatives: empathy and specificity without clickbait
Honest messages worked best: “pain/swelling — appointment today,” “dental hygiene in 60 minutes,” “implantation — 3 stages, transparent plan,” “aesthetics — gentle whitening,” “aligners — predicted course.” Visuals — real offices and instruments, stage diagrams, UGC photos of smiles with patients’ permission or mock-ups without identification.
CTAs correspond to the following intentions: “Make an appointment”, “Send a photo of your tooth”, “Get a treatment plan”, “Make an appointment for a cleaning”, “Orthodontist consultation”. Added microtexts with expectations: “response within 15 minutes”, “confirmation of slot in Viber/Telegram”.
Logic of directions: therapy, hygiene, implantation/prosthetics, aesthetics, orthodontics
Therapy. Emphasis on rapid admission, anesthesia, rubber dam, and tissue preservation. Creative formula: symptom → treatment stages → estimated time/cost → “confirm slot.”
Professional hygiene. Tone — prevention and comfort: ultrasound + AirFlow, polishing, care recommendations. Package offers reduce CPA and increase return after 6 months.
Implantation/prosthetics. Explanation of the stages (consultation → surgery → osseointegration → crowns), transparent payment terms, photo cases. Mandatory form field — availability of a photo; without it — offer of a free on-site assessment.
Aesthetics. Whitening, restorations, veneers - before/after examples, restrictions for sensitive teeth, care recommendations. Retargeting shows continuation: mouthguards/remineralization.
Orthodontics. Braces/aligners, course duration, check-ups, transparent cost by stages. For adults, the emphasis is on aesthetics, for teenagers, on predictability of the result.
Analytics, Optimization, and Scaling: How to Maintain CPL and Grow ROMI
Tracking is based on the events Lead (form submitted), Slot_Request (interval selected), Media_Upload (photo/snapshot added), Booking_Confirmed (booking confirmed), Follow_Up (repeat visit). The UTM structure links "creative × service × doctor/office". Analytics focuses on the transitions Slot_Request → Booking_Confirmed and the share of applications with Media_Upload - these are the markers that correlate with quality and ROMI.
Optimization is based on three loops. 1) The first frame and headline — fewer general words, more specifics about the procedure and time; CPC drops without losing intent. 2) Forms — date/time masks, symptom prompts, photo upload in one tap; communication channel options and automatic notification about the accepted application reduce the time to response. 3) Frequency and intersections — negative audiences between directions, separate frequency limits for "pain now" and "scheduled" services, disabling placements with low form completion.
Scaling occurs through micro-landings for each service, localization of creatives for city districts, and personal pages of doctors with a 2-click slot. Packages “therapy + hygiene”, “implantologist consultation + treatment plan”, “orthodontics + professional hygiene every 6 months” increase LTV. The principle is simple: creatives speak the language of symptoms and solutions, forms collect exactly what is needed for registration, and retargeting reminds of free windows - this way the CPL remains on target, and the ROMI of client services increases.