Euro Dental - a $20 qualified lead from the US and Canada
A dental clinic in Los Cabos serving medical travellers who fly in from the US and Canada. The previous advertising produced cheap leads and no sales. We found the leak, rebuilt the system and got 87 qualified leads at $20 with a 45% qualification rate.
The client had advertising and leads were arriving - they just did not buy, and nobody knew why. The leak ran through every stage. A CRM formally existed but was not used at all: no stages configured, no structure to how the sales staff worked. The previous media buyer had run a single piece of copy across five creative designs with no offer testing - and, critically, the messaging campaigns had been launched across every available placement at once.
We started with a deep audit of the advertising: where the leads were coming from and why they did not convert. The root cause turned out to be placements. We relaunched the campaigns with new offers and new landing pages, commissioned video from the client against worked-out scripts, prepared large batches of static creative and tested everything. Our commercial director implemented a CRM with proper funnel stages and runs weekly training calls with the clinic's sales staff. The advertising optimizes toward qualified leads.
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan.
Context
Euro Dental is a dental clinic in Los Cabos, Mexico. This is medical travel: the core audience is residents of the US and Canada, for whom treatment in Mexico is markedly cheaper than at home at a $4,000-plus average value. We began with the Russian-speaking diaspora in the US and Canada, and the system proved itself on that segment first.
What we did
An audit and the hunt for the leak. We broke the previous campaigns down by placement, offer and creative, found the reason for cheap leads that never bought, and rebuilt the campaign structure around it.
New offers and landing pages. Instead of one piece of copy across five designs, we worked the offers against what the audience actually wants and moved the advertising onto new landing pages.
Creative: scripted video plus static at volume. We organized a video shoot at the clinic with scripts covering every key desire and objection a patient has, added a large volume of static creative and tested all of it.
CRM and the sales team. Our commercial director implemented the CRM, configured every funnel stage and runs weekly training calls with the clinic’s managers.
Optimizing on qualification. The advertising learns from qualified leads - patients with a need, a budget and genuine interest - rather than from raw form fills.
Timeline
May 2026. Project start. Advertising audit, CRM implementation, sales training, and the advertising moved onto new offers and landing pages. The first result came in the opening week after the relaunch.
June 2026 onward. Steady performance on the Russian-speaking audience in the US and Canada at a $20 qualified lead. We are now scaling into the English-speaking group.
Results over the period
- $1,800 in budget deployed
- 192 leads generated
- 87 qualified leads with a need, a budget and genuine interest
- 45% lead-to-qualified conversion
- $20 per qualified lead
- Geography: Russian-speaking audience in the US and Canada
- First result within the opening week after relaunch
What made the difference
Analysis instead of a blind relaunch. The client did not know why the leads were not buying. We found the answer in the placement breakdown and the campaign structure, and fixed the cause rather than the symptom.
A system around the lead. New offers and landing pages at the entry, a CRM with real stages and weekly manager training at the exit. The leak ran through every stage, so we closed every stage rather than only the advertising.
The point of this case: a cheap lead that never buys is not a bad niche; it is a badly assembled system. When the advertising optimizes on qualification and the sales team is trained and working inside a CRM, medical travel produces a qualified patient at $20 against a $4,000-plus treatment value.
Facing something similar?
We will review your situation, show the closest cases from your vertical and give you a cost-per-lead forecast with a launch plan. Free, no strings attached.
- Ad account audit within 24 hours
- Unit economics modeled against your offer
- Cases from your own vertical