This project focused on generating qualified patient leads for a Spine Center offering treatment for Back Pain, Neck Pain, Sciatica, and Slipped Disc. The campaign was executed through Facebook Lead Generation Ads, targeting three competitive healthcare markets: Canada, Pakistan, and the UAE. The primary goal was to achieve consistent daily leads at a sustainable CPL while scaling spend across multiple regions without sacrificing lead quality.
- Fb ads
High-Volume, Low-Cost Lead Generation for a Spine Center
overview
1 Year
Duration
fb & insta adds
Platform
canada, pk, UAE
Market
The Challenge
The brand faced three core challenges:
Multi-Market Cost Disparity
Balancing budgets and CPL across three regions without allowing high-cost markets to drain overall performance required precise segmentation and constant monitoring.
Maintaining Lead Quality at Scale
The challenge was to generate 130+ daily leads while ensuring they were genuinely interested in spine-related treatments, not accidental or curiosity-based submissions.
Creative Fatigue in a
Sensitive Niche
Pain management is a highly sensitive and repetitive advertising niche, where audiences quickly disengage from overused visuals and messaging.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Segmented Campaign Structure
- Separate ad sets by country to control CPL and budget allocation
- Service-specific creatives aligned with user pain points (Back Pain, Sciatica, Slipped Disc, Neck Pain)
High-Intent Lead Forms
Facebook Instant Forms optimized for:
- Minimal friction
- Medical relevance
- Strong CTA (“View All Treatments”)
Pre-filled fields to increase completion rate while maintaining intent
Creative Approach
- Medical X-ray–style visuals to instantly signal healthcare credibility
- Pain-focused messaging addressing mobility issues and daily discomfort
- Clear service positioning as a Spine Center, not a generic clinic
Continuous Optimization
- Daily monitoring of CPL by region
- Pausing underperforming creatives quickly
- Budget reallocation based on lead efficiency rather than impressions
- Scaling winning ad sets once stable CPL was achieved
Results
$394,749 in attributed revenue
Across 12 months, the account delivered strong and sustainable growth:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$124476
Total Ad Spend
$1.17
Total Revenue Generated
Overall ROAS
Profitable Across all regions
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
$394,749 in attributed revenue
Precise audience segmentation is critical in multi-country healthcare campaigns
Facebook Lead Forms can generate high-intent patient leads when structured correctly
Scaling is sustainable only when optimization decisions are data-led, not budget-led
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