General dentistry in Minsk - ads paid off from the first month

A market where the main competitor is free medicine

A private dental clinic in Minsk offering therapy (fillings, cleaning) and prosthetics (crowns, dentures), with an average ticket of $80-250. In Belarus state medicine is free and takes a large share of the audience, so private clinics compete for people willing to pay. The client wanted the advertising to be profitable in the first month

The offer: see a doctor in 2-3 days

People go to a paid clinic mainly because they are tired of waiting in line. So the main offer became an appointment within the next 2-3 days, with discounts in the background. The landing page was built as «book for tomorrow», with a block of free slots for the next 3 days that the administrator updated by hand

The second filter was concrete prices in Belarusian roubles right in the creatives. The form asked about the type of service so the administrator saw the call priority immediately

How the channels were split

Yandex Direct worked with formed demand: the person has already decided to see a dentist and is choosing where. Prices in the ad, appointments within days and a clear route to the clinic decided it

Telegram Ads reminded people who had been putting off a visit. In Minsk city and news channels we ran short texts in the format «When did you last see a dentist?». The Telegram audience in Belarus is active, and clicks were good

Month-one economics and after

The budget over 3 months was $4,200. It brought 2,100 inquiries at $2, a booking cost $4.4, and 45% of inquiries became bookings. By the end of the first month, the patients who came in covered the ad spend with room to spare

Then the problem flipped: chairs are booked a month ahead and the administrator keeps a waiting list. The client is discussing a second branch