264% more leads, 36% lower cost per lead
Over a 3-month window, Concelo Orthodontics saw a 264% increase in leads while cost per lead dropped 36%.
The challenge
Concelo Orthodontics is a South African orthodontic practice and part of the wider Smileway group, which includes Hugo, Trust and Greenside Orthodontics. They came to us to grow new patient enquiries from Google Ads. During the baseline period, they were generating 28 leads at R359 per lead.
What we did
We restructured the Google Ads account and ran a landing page test to see if we could lift the conversion rate. We built a dedicated SwipePages landing page and tested it against the existing site. The SwipePages version won, so we switched all the paid traffic over to it. We also worked with the wider Smileway team to clean up conversion tracking so we could bid for real new patient enquiries instead of any click on the site.
The results
In the following 3 months, leads increased from 28 to 102 — a 264% improvement. Cost per lead dropped from R359 to R230 — a 36% reduction.
