Facebook Ads
TikTok Ads
Shopify
Medical aesthetics clinic: 23,098 leads and 1,618 confirmed appointments in 18 months.
The client is a medical aesthetics clinic (anonymised) offering lip injections, Botox, blepharoplasty, under-eye correction and body treatments for women across Romania. Before working with ALLSoft Agency, growth depended entirely on referrals and organic Facebook page activity: volatile sources that could not be scaled. We took over full management of Meta Ads in December 2024 with a clear mission: generate a steady volume of new appointments each month through geographically targeted lead generation campaigns in 30+ cities.
December 2024–May 2026: 18 months of lead generation.
From the Meta ad to CRM validation and an appointment confirmed by the clinic's team, every stage has a clear role. The difference between 23,098 raw leads and 10,063 validated leads reflects automatic CRM filtering: duplicates, invalid numbers and geographically unqualified leads. The 16.1% rate is calculated exclusively from validated leads.
Geolocated targeting, rather than a generic national message.
Campaigns simultaneously covered all regions of the country, with targeting by city and procedure. Each local market received a specifically calibrated campaign. Midsized cities consistently delivered the best conversion rates, up to 33% lead-to-booking, due to lower competition on Meta and less saturated audiences.
From ad to appointment: automatic capture, validation and human contact.
Meta ad (Facebook + Instagram)
Native Meta form, completed directly in the app, with minimal friction and maximum completion rate. Geolocated targeting by city and procedure.
Automatic validation through Zapier
Every new lead enters the clinic's CRM instantly through a Zapier integration. The system filters duplicates, checks the phone number and distributes the lead to the booking team in seconds.
Contact and appointment confirmation
The clinic's team calls the lead within 24 hours. Average conversion rate: 16.1% of validated leads become confirmed appointments, peaking at 29–33% in midsized cities.
Appointments through Messenger (additional channel)
Some patients contact the Facebook page directly after seeing the ad, without completing the form. These appointments are managed separately and are not included in the 16.1% rate. Their number is reported separately using its own calculation base; we do not add it to the form conversion rate without a comparable cohort.
55–60% retention
Between 55% and 60% of patients return. This rate turns each new lead into a long-term relationship and significantly multiplies the real ROI of each appointment generated.
Analysis of the 10,063 validated leads shows a clear hierarchy of demand.
Data that directly guides budget allocation and prioritisation of targeted procedures. In this project, lip procedures represented the largest demand category and received dedicated campaigns.
Beyond leads and appointments: national awareness.
Over 18 months, the clinic's ads reached almost 3 million unique people in Romania. The average cost was approximately RON 40 per validated lead. Of the 10,063 validated leads, the clinic's team confirmed 1,618 appointments, or 16.1%.
Six decisions that set this campaign apart.
Precise geotargeting
Each city received its own campaign, with messaging adapted to the local context. We did not run vague nationwide campaigns. Patients knew exactly what they were signing up for.
Operational continuity monitored
Restrictions and interruptions can arise in this category. We used access, verification and escalation procedures compatible with platform policies; continuity cannot be guaranteed.
Automated CRM · lead tracking
The Zapier integration meant that no lead waited in an inbox to be found manually. Every prospect entered the system in seconds and received a call within 24 hours.
Midsized cities outperformed
Brasov, Ploiesti, Pitesti, Slobozia, Bistrita: 24–33% conversion rate. Lower Meta competition and less saturated audiences explain the difference from major cities.
Retention changes the economics of the relationship
The 55–60% retention rate is client-reported. Cost per lead is different from cost per patient or per visit, so we do not conflate them without reconciling appointments and receipts.
CRM filtering before the phone call
Duplicates, invalid numbers and geographically unqualified leads are removed before the clinic's team invests time in contact. Human attention goes only to real patients.
The data comes from two automatically integrated sources: Meta Ads API (spend, impressions, reach and raw leads) and Google Sheets CRM connected through Zapier (validated leads, statuses and confirmed appointments). The 55–60% retention rate is client-reported. No targeting strategy, winning creative or personal data is disclosed.
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