338% more leads, 77% lower cost per lead
Over a 3-month window, Hugo Orthodontics saw a 338% increase in leads while cost per lead dropped 77%.
The challenge
Hugo Orthodontics is a Johannesburg-based orthodontic practice, part of the wider Smileway group. They came to us to grow new patient enquiries from Google Ads. During the baseline period, they were generating 32 leads at R435 per lead.
What we did
We rebuilt the Search campaigns around brand, generic orthodontist terms and city-level searches like 'orthodontist in Johannesburg'. We added a long list of exact-match negatives to block name searches and doctor lookups that were burning budget on research traffic. We also tightened up conversion tracking with the in-house Hugo Systems team so we could bid against real enquiries, not just clicks.
The results
In the following 3 months, leads increased from 32 to 140 — a 338% improvement. Cost per lead dropped from R435 to R100 — a 77% reduction.
