The Perfect Smile


The Perfect Smile are a leading cosmetic dentist practice operating in Hertford, England. They offer dental services relating to veneers, braces and implants. A typical client journey would be, the client signing up for a free consultation at a location in London and then after the preliminary consultation they would book  any follow up treatment/procedures which they require for their teeth in the main clinic in Hertford.

Challenges & Goals

The Perfect Smile had been running Facebook Ads for a number of years and achieving questionable results as the CPA was high and not sustainable. Their website tracking was a major issue as the Facebook pixel had not been set up correctly. Getting this fixed was a priority.


Our immediate goal was to implement accurate website tracking, in order to collects lead data from all traffic sources on the site.


Our main objective was to significantly reduce the CPA as requested from “The Perfect Smile”. A CPA target of £30 and below would be our goal for all future campaigns.


We also had to ensure the quantity of the leads were sufficient to scale and that the quality of enquiries were qualified and relevant to TPS.

Our Strategy

To better understand which profile demographics would result in the most conversions (enquiries), we added an on-click conversion event goal to their “Submit” button on the contact form page; any user that filled out their contact details and then clicked the submit button would be captured as a lead.


This gave us detailed insights into the profile types who were most likely to convert. We found that women, over 35 were more likely to request The Perfect Smile’s service and we adjusted the campaigns accordingly to achieve more leads from females in this age banding.


Using Facebook’s radius targeting we created two radiuses; one 25 miles around The Perfect Smile’s practice in Hereford and 25 miles around the consultancy location in central London. Using this method we were able to find qualified patients who were willing to travel to either the practice or the consultancy location. This allowed us to also filter the most qualified leads who were more likely to convert and use The Perfect Smile’s services.


As the pixel wasn’t initially placed correctly across the website, the data that we collated on visitors to the site was partial. Instead of creating a conversion event right away we had to rebuild the data profile, so we optimised the campaigns for traffic to the website and remarketed the traffic with tailored ads with a call to action. This strategy drastically lowered the CPA as we were able to manage the traffic volume and quality while increasing the budgets to the remarketing campaigns, creating an efficient lead funnel.


Once we had accumilated enough data through the traffic campaign, we created a lookalike audience of leads (with radius targeting) and replaced the traffic targeting with conversion optimisation. This targeting method found users similar to The Perfect Smile’s existing leads with an intent to sign-up for the free consultancy.



(%) Reduction in CPA

27 %

(%) Increased Month on Month Leads by

Adding the correct tracking and finding an optimal target audience allowed us to reach qualified customers who want to get their teeth restored. Strong creatives also allowed us to increase our CTR and entice users to go and browse the website to find out more.