DENTISTRY

Event sold out
CPA from 50 to 13

How we filled a dentist event in 20 days, cutting cost per contact from 50 to 13 with targeted Meta Ads campaigns.

"We have an event in 20 days and we need to bring at least 20 people to fill the room!"

The client needed to fill an evening event about intraoral scanning and AI in dentistry. Here are the steps that brought 23 highly profiled dentists to sacrifice a free evening to attend.

Step 0 — Deep target analysis

I follow my analysis framework and we learn that:

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Our target is 40+ years old

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Enthusiastic about new technology, but not great at using it

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Reluctant to travel

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Strange but recurring objection: "I don't know what to do about dinner"

Step 1 — Strategy

Simple registration via form + human contact

The target is used to speaking with sales reps.

Profiling form

To avoid off-target leads, we also ask about the equipment they use, to distinguish those interested in training from those interested in the product.

Reminder sequence

Thank you page, reminder + spoiler 1 week before, 3 days before, and day-of via WhatsApp.

Step 2 — Creatives and ad structure

Little time, we want to show up often and be impactful:

1 CBO — 1 Interest-based geolocated Adset — 5 Ads

Using the best-performing formats already tested.

After 13 days at 30/day:

SOLD OUT

BEFORE — CPA 50

AFTER — CPA 13

THE WINNING CREATIVE

What I did to lower the CPA

Dismantled objections in the copy like "What about dinner?" — solved since the client offered a reception, but it wasn't being communicated.

Introduced scarcity on the number of seats.

Focused the copy and creatives on pain points and benefits, where before it was all about product features.

Video ads didn't work — static images performed better.

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Event sold out CPA from 50 to 13