Turning steady awareness into a steady stream of real enquiries.
Dental marketing is rarely impulsive. No one wakes up thinking, “You know what sounds fun? A consultation about sleep apnoea.”
But they do wake up tired. Frustrated. Snoring complaints echoing gently (or not so gently) through the house.
Which means the challenge isn’t creating demand. It’s reaching the right people at the right moment. That is, when poor sleep has stopped being annoying and started being a problem worth solving.
That’s where we came in, through targeted social media ads.
The Client: Dental Sleep Professionals
Dental Sleep Professionals focus on something life-changing: helping people breathe, sleep, and live better through tailored dental sleep solutions.
It’s a specialised service. Not flashy. Not loud. But incredibly important.
And when someone is ready to act, they’re serious.
The Challenge: Turn Awareness Into Enquiries
The brief wasn’t “go viral.”
It was:
- Generate real enquiries
- Drive qualified traffic
- Build meaningful awareness behind it
- And do it efficiently
Because in healthcare marketing, trust matters. And so does timing.
The Strategy: Always-On Awareness. Always-On Conversion.
We run both campaigns together, all year, with clear roles.
Conversion Campaign
- 161 total conversions
- $41.02 average cost per conversion
- $6,603.92 total advertising spend
- Conversion volume climbing month on month from February through July, peaking at 39 conversions in July
Not vanity clicks. Actual enquiries. The real stuff.
The kind that start conversations. And appointments.
Awareness Campaign
Running underneath it, always on, so the conversion ads never land cold.
- 184,031 people reached
- 400,283 impressions
- $4.96 CPM
That’s strong visibility at a controlled cost, ensuring Dental Sleep Professionals were showing up consistently in front of the right local audience on social media, then converting them when the intent arrived.
The Creative: Serious Problem, Not-So-Serious Ads
Most sleep apnoea advertising looks the same. Tired man. CPAP machine. Couple looking mildly disappointed in each other. Scroll past.
So we leaned into the everyday absurdity instead.
“Sleeping Beside a Leaf Blower?” For the partner. The one who isn’t the patient, but is very much living with the problem.
“Sleep Apnea Treatment Without the Space Helmet. No Mask. No Hoses. Just Sleep.” For the person avoiding treatment because of what they think it involves.
Both stop the scroll. Both make the problem recognisable in half a second.
Playful creative. Serious service.
The Results: Lean Spend, Clear Impact
Across both social media campaigns:
- 161 enquiries at an average of $41.02 each
- A cost per conversion that came down as volume went up
- Cost per 1,000 people reached improving steadily across the year
- Spend deliberately scaled back in August, on a campaign that had already done the work
For a specialised healthcare service, that’s truly efficient.
No inflated budgets. No wasted noise.
Just targeted reach, steady traffic, and measurable conversions.
Why It Worked
Because we respected the journey.
Sleep issues aren’t impulse buys. They’re considered decisions.
So we:
- Built trust through consistent, always-on awareness
- Drove traffic with clear messaging
- Captured intent with focused conversion campaigns
- Optimised month after month, so the same budget bought more enquiries at a lower cost
First visibility. Then engagement. Then action.
And Dental Sleep Professionals didn’t just gain impressions.
They gained 161 real enquiries.
