166% more leads, 62% lower cost per lead
Over a 6-month window, Houtbay Dental Studio saw a 166% increase in leads while cost per lead dropped 62%.
The challenge
Houtbay Dental Studio is part of Chris Kerr-Peterson's Smileway dental portfolio in Cape Town. We picked the account up alongside The Dental Collective. In the baseline period the account was generating 173 leads at R24 per lead. The campaign structure was loose and the website was mid-rebuild, so conversion tracking and lead attribution were unreliable.
What we did
We ran a full account audit and rebuilt the campaign structure from scratch. We set up Google Tag Manager and conversion tracking properly so every lead could be tied back to a keyword and an ad. We pointed paid traffic at dedicated SwipePages landing pages with Dynamic Keyword Insertion, so the headline matched what each person searched for. We then ran ongoing weekly optimisation on cost, conversions and cost per conversion.
The results
In the following 6 months, leads increased from 173 to 460 — a 166% improvement. Cost per lead dropped from R24 to R9 — a 62% reduction.
