Orthodontics in Dubai - 41 cases closed across two language groups
A $4,500 average treatment value and 740% ROI, from running two language groups in parallel.
Aesthetic dentistry - veneers and Invisalign aligners - in Dubai for the expat audience. The demand sits with Russian-speaking, European and Indian expats who move to the UAE for a few years and want to fix their smile. The clinic's problem was that it had only ever worked the Russian-speaking audience and had hit a volume ceiling, while the English-speaking audience had come out more expensive and converted worse in earlier tests.
We ran Meta Ads as two parallel tracks: a Russian-language campaign with Russian creative and an English-language campaign with English creative. Each group had its own pain points, its own offer, its own tone. Russian speakers saw prices in dollars and specifics on timing - which matters to an expat who may be leaving. English speakers saw the emphasis on premium aligner brands and internationally certified doctors. The clinic's front desk was rostered in advance, with separate staff for Russian and English-speaking patients.
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan.
An orthodontic clinic in Dubai offering veneers and Invisalign aligners, with a $4,500 average value per course of treatment. The audience is above-average-income expats living in the UAE for between one and five years. The clinic worked only with Russian-speaking patients and had hit a ceiling on volume, while the English-speaking audience had been more expensive and converted worse in previous tests. We kept the working Russian track and added a second, English-language one alongside it. Here is how both performed.
The Russian track
We optimized the existing campaign: new creative, a form with qualifying questions, a fast reply from the front desk. The creative led on prices in dollars, treatment timelines and the option to complete everything in a single visit - an expat who may be leaving needs to know whether they can finish the treatment in time.
The English track
This one was built from scratch: a different tone of voice, different creative, a different landing page. The emphasis was on the clinic’s international certifications, its work with Invisalign’s manufacturers, and doctors holding degrees from US and European universities.
People on the clinic’s side
Each language group was assigned its own front-desk staff. Shifts were arranged so that an English-speaking patient always reached a native English speaker.
What five months showed
The English campaign came out slightly more expensive per appointment, but brought a higher average treatment value and better show-up rates. Running two separate tracks justified itself: each group has its own triggers, objections and price expectations, and tuning creative and landing page precisely to each delivered more in total than one combined campaign would have.
Combined figures across both tracks: $22,000 in budget, 1,180 inquiries, 387 appointments booked, 41 cases closed. At a $4,500 average value that is roughly $184,500 in revenue and a 740% ROI. Both campaigns are still running in parallel and continue to grow.
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