A 3-month paid ads strategy to move South Perth Dental Surgery into a focused Traffic and Lead Gen campaign structure — and drive consistent, trackable patient bookings from the local catchment.
A well-established family dental clinic with a strong service menu, QIP accreditation, 5 experienced practitioners, and acceptance across 22+ health funds. The paid ads infrastructure is already in place. This strategy is about making it perform.
One of the most trusted practices in the South Perth catchment — serving Como, Manning, Karawara, and Kensington. A reputation that paid ads can amplify, not build from scratch.
Dr. Shahid Qureshi, Dr. Akanksha Dalwadi, Dr. Namodee Withanage, Dr. Madhura Dharmana, and Hannah Zhou (OHT). A full clinical team capable of handling significant lead volume.
HBF, Bupa, Medibank, NIB, DVA, CDBS, Zip, SuperCare, and more. The widest possible net for health fund holders — a strong EOFY campaign angle in June.
Strong social proof already exists. When someone clicks an ad and searches the clinic, the Google profile closes the trust gap. The review base supports paid activity at scale.
The account has an active Awareness campaign and a strong traffic signal from the New Patient Offer. The next step is a clean transition into a Traffic Campaign and Lead Gen Campaign — the two-campaign structure designed to drive measurable, attributable bookings from the South Perth catchment.
CAPI status and landing page form submission events need to be verified before the Lead Gen campaign is activated. This is a standard pre-launch step — once confirmed, the Implant Lead Gen campaign is ready to go live immediately. The Traffic Campaign can launch in parallel while tracking is being verified.
741 landing page views per month with a 2.25% CTR tells you the offer works. The move now is into Traffic Campaign + Lead Gen Campaign — with the Awareness campaign switched off once both are active.
Each audience segment maps to a specific campaign type and service. Targeting is geographically constrained — South Perth, Como, Kensington, Bentley, Karawara, Victoria Park — with radius adjusted per campaign objective.
Age 30–50. Higher household income. Considering Invisalign, whitening, or veneers. Instagram-first audience. Free cosmetic assessment as the conversion offer.
Age 45–70. Missing teeth, failing dentures, or actively researching implants. Facebook-primary. The Implant Lead Gen campaign is ready to activate for this segment once tracking is confirmed.
Age 25–50. Recently moved to the South Perth catchment. Geotargeted broadly. The $200 New Patient Special is the primary offer — already converting at 2.25% CTR.
All ages. Holding dental extras that expire June 30. High purchase intent in May–June. South Perth Dental accepts 22+ health funds — a strong, timely creative angle inside the Lead Gen campaign.
The standard setup is a Traffic Campaign running alongside a Lead Gen Campaign. The existing Awareness campaign continues during the transition and is switched off once both new campaigns are confirmed live — keeping the account clean, measurable, and spending efficiently.
All ad creative must comply with AHPRA advertising guidelines. No patient testimonials used as endorsements, no outcome guarantees, no "best" or "cheapest" claims. No before/after imagery. Cosmetic injectables and comparative whitening pricing remain blocked until compliance flags are resolved by the compliance team.
Each concept is matched to the right campaign objective, audience segment, and funnel phase. Awareness, relatability, and lead gen are used as creative angles within campaigns — not as separate campaign types. Copy is direct, practical, and written for a local South Perth audience.
Offer-led creative for the Traffic Campaign. Drives Landing Page Views to the New Patient Special booking page. Clear, direct, no jargon — already proven at 2.25% CTR in the existing setup.
"New to South Perth or just overdue? Our $200 New Patient Special includes a full check-up, X-ray, scale and clean, and fluoride treatment. Book online — same week appointments available."
A practitioner-led video introducing the clinic and team. Used inside the Traffic Campaign as a warmth-building creative angle to build familiarity with the local audience before they see the offer.
"South Perth Dental Surgery has been looking after families in South Perth, Como, and Kensington for over 30 years. We're Dr. Shahid, Dr. Akanksha, Dr. Namodee, Dr. Madhura, and Hannah — and we'd love to meet you."
For the Implant Lead Gen campaign — activates once CAPI and landing page tracking are confirmed. Targets 45–70. Education-first, no pressure. Free consultation as the conversion offer. Lead form: name, phone, preferred date, current situation.
"Missing a tooth and not sure where to start? South Perth Dental Surgery offers free implant consultations. We'll walk you through your options — no pressure, just honest advice from our experienced team."
Introduced as a creative angle inside the Lead Gen campaign in June. Targets health fund holders across the South Perth catchment. Urgency framing — dental extras reset July 1.
"Your dental extras reset on July 1. South Perth Dental Surgery accepts HBF, Bupa, Medibank, NIB, and 18+ more health funds. Book your check-up before June 30 — use what you've already paid for."
Month 3 expansion creative for the Lead Gen campaign. Targets 30–50 professional demographic. Aspirational but not pushy. Complimentary assessment as the entry point. AHPRA-reviewed before launch.
"Thinking about straightening your teeth or improving your smile? Our team can walk you through whether Invisalign or cosmetic options may be suitable for you — at your own pace, no obligation. Book your complimentary assessment online."
Awareness-angle creative inside the Traffic Campaign. For parents with eligible children. Many families don't know they qualify — this ad does the education and the CTA in a single, simple message.
"Did you know your child may be eligible for dental treatment under the Child Dental Benefits Schedule? South Perth Dental Surgery accepts CDBS. Book their check-up online today."
Awareness, relatability, and lead gen are not separate campaigns — they are creative angles applied within the Traffic Campaign and Lead Gen Campaign. Each angle serves a different audience mindset and is rotated based on performance and phase.
Introduces the clinic to a cold local audience. Practitioner-led content, clinic environment footage, and service education. Goal is to build familiarity and drive Landing Page Views. Used early in Month 1 when the audience is coldest.
Builds warmth and trust with the local South Perth audience. Team introductions, local community connection, "this is your neighbourhood clinic" framing. Rotated in alongside awareness content from Month 1 onward.
Direct conversion creative — free consultation offers, the $200 New Patient Special, EOFY health fund urgency. Clear CTA, specific service, lead form. Used exclusively in the Lead Gen Campaign once tracking is confirmed.
A time-sensitive creative angle introduced inside the Lead Gen Campaign in June. "Use your dental extras before June 30." South Perth Dental accepts 22+ health funds — one of the strongest seasonal hooks available for this catchment.
Running separate campaigns for every audience mindset fragments the budget and makes performance harder to read. Rotating awareness, relatability, and lead gen creative within two clean campaigns keeps spend consolidated, signals stronger to the Meta algorithm, and gives the team a clear structure to manage and optimise month by month.
All video creative for South Perth Dental Surgery follows a clear, consistent approach. The goal is to build trust and communicate the offer clearly — not to entertain or go viral.
Videos do not need to be professionally produced to perform. A practitioner speaking clearly on camera in the clinic — good lighting, stable shot, clear audio — outperforms over-produced content in dental advertising. The credibility comes from the person and the clarity of the message, not the production value. iPhone footage with a ring light and lapel mic is sufficient for all campaign creative at this stage.
Two service categories require compliance sign-off before they can be included in any paid campaign. Standard dental services — check-ups, Invisalign, implants, the New Patient Special — are clear to proceed. The blocks apply to these two categories only.
The website promotes cosmetic injectables (anti-wrinkle + filler) under a "Complimentary Facial Consultation." This falls under TGA regulation — specifically the Therapeutic Goods Advertising Code 2021. No paid promotion referencing this service can run until TGA compliance is confirmed. Any video or static creative that references or implies injectable services is also blocked. This must be reviewed and cleared by the compliance team before it is included in any campaign.
The in-chair whitening offer references a comparative price point. The pricing itself may be permissible under AHPRA, but the basis for the comparison must be documented and verifiable before it is used in any paid creative. The price comparison basis needs to be confirmed and on file before this offer is included in any campaign creative. Once cleared, whitening is a strong Month 3 expansion service.
New Patient Special ($200), Dental Implants / All-on-4, Invisalign, Veneers, General Dentistry, Emergency Dentistry, CDBS, and EOFY health fund campaigns are all clear for paid promotion once creative is AHPRA-reviewed.
Each campaign runs at a standard $25 AUD/day. Additional campaigns are introduced as each phase is confirmed — keeping spend focused and performance readable at every stage.
| Campaign | Objective & Setup | Daily Budget | Est. Monthly | Phase |
|---|---|---|---|---|
| Traffic Campaign | Landing Page Views · <10 videos: 1 campaign, multiple ad sets, 1 ad/ad set @ ~$1.55/ad set · 10+ videos: CBO, 1 ad set, multiple ads, $25/day | $25 AUD/day | ~$775/mo | Month 1 — launch first |
| Implant Lead Gen Campaign | Lead Generation · Lead Form · Activate once CAPI + landing page tracking are confirmed | $25 AUD/day | ~$775/mo | Month 1 — once tracking confirmed |
| Awareness Campaign (existing) | Keep running during transition · Switch off once Traffic Campaign and Lead Gen Campaign are both confirmed live | — | Paused after transition | Month 1 — switch off post-launch |
| Cosmetic Assessments Lead Gen | Lead Generation · Lead Form · 30–50 professional demographic · AHPRA-reviewed creative required | $25 AUD/day | ~$775/mo | Month 3 — when CPL data supports |
Every week has a clear campaign, a creative angle, and specific ad formats. This gives the execution team a precise brief — what to produce, where it runs, and what it needs to achieve.
Weeks 1–2 launch the Traffic Campaign with awareness-style creative — the first ads most locals will see from South Perth Dental Surgery. Weeks 3–4 continue the Traffic Campaign with relatability and offer-led creative while the Implant Lead Gen campaign is activated once tracking is confirmed. Weeks 5–6 introduce the EOFY health fund creative angle inside Lead Gen (June timing). Weeks 7–8 shift to scale — A/B testing, Lookalike Audiences, and cosmetic assessment expansion.
May 2026 · Awareness angle · Cold local audience — South Perth, Como, Kensington, Bentley, Karawara, Victoria Park
Dr. Shahid speaks directly to camera — who he is, the clinic's history in South Perth, what patients can expect. Warm, calm, professional. 20–30 seconds. This is the first ad most locals will see from the clinic.
One team member per slide — Dr. Shahid, Dr. Akanksha, Dr. Namodee, Dr. Madhura, Hannah. Name, title, one sentence about their approach. Clean, factual, no superlatives. Positions the clinic as a full practice, not a one-person operation.
Entrance, reception, waiting area, treatment room, equipment. Natural, phone-filmed, 30–45 seconds. Answers "what will it be like?" before a patient has to ask. Reduces anxiety for first-time visitors.
May 2026 · Offer angle · Broadening reach, driving Landing Page Views
Clean offer graphic. Check-up, X-ray, scale and clean, fluoride — all included. Clear CTA to booking page. No jargon. Straightforward and direct. The offer that's already proven at 2.25% CTR.
One service per slide — General check-up, Invisalign (free consult), Dental Implants (free consult), Teeth Whitening, Veneers. Final slide: 22+ health funds accepted, HICAPS on-site. Links to the relevant landing page.
A practitioner briefly explains CDBS eligibility and what's covered. Targets parents in the catchment. Many families don't realise they qualify. 20–30 seconds, plain language, no jargon. CTA to book a children's check-up.
May–June 2026 · Relatability angle (Traffic) · Conversion angle (Lead Gen) · Awareness campaign switched off this week once both campaigns are confirmed live
A practitioner speaks to camera about how the team handles nervous or anxious patients. Calm, empathetic, factual. Describes the approach — not a claim about outcomes. Addresses the single biggest barrier to booking for non-patients.
Targets 45–70. Education-first headline: "Missing a tooth and not sure where to start?" Lead form: name, phone, preferred date, brief situation. No pressure framing. Dr. Shahid or Dr. Namodee as the face of this ad.
"What does a dental implant actually involve?" — one question per slide, plain-language answer. Cost, timeline, healing, what to expect. Paired with the lead form ad. Addresses the objections that stop 45–70 patients from booking.
June 2026 · Performance review · Refresh underperformers · Begin EOFY build
Dr. Shahid briefly speaks to the clinic's history in South Perth — 30+ years, same location, the same community. Positions the clinic as a permanent, trustworthy local presence, not a chain or a newcomer.
Same audience, different angle: "Dentures causing problems?" — targets patients currently wearing dentures who may be candidates for implant-supported alternatives. Different entry point, same lead form structure.
Clean graphic listing the major accepted health funds — HBF, Bupa, Medibank, NIB, and more. Warms the EOFY angle ahead of Week 5–6. Simple, factual, high save rate from health fund holders.
June 2026 · Seasonal urgency · Health fund holders in South Perth catchment · Extras reset July 1
"Your dental extras reset on July 1." Clean, urgent graphic — list the accepted health funds (HBF, Bupa, Medibank, NIB, and 18+ more). CTA: Book your check-up before June 30. Direct to booking page.
A team member speaks directly to camera: "If you haven't used your dental extras this year, June 30 is the cut-off — and we're accepting new patients." 20 seconds, warm tone, factual. Not salesy.
"Is Invisalign right for me?" — one question per slide, plain answers. Who it suits, how long it takes, free consultation offer on the final slide. Targets 25–45 demographic. Begins warming the cosmetic audience for Month 3.
Late June 2026 · Lookalike Audiences from Month 1 data · EOFY final week urgency
Best-performing implant creative from Weeks 3–4, now served to a Lookalike Audience built from confirmed leads. Same ad, broader reach. Monitor CPL closely — scale spend only if CPL remains within the $15–25 target range.
"Only 7 days left to use your dental extras." Tight urgency copy. Same fund list graphic from Week 5 — refresh the headline only. High conversion window — this is the most time-sensitive creative in the calendar.
Brief explainer on payment options — Zip, SuperCare, DVA, health fund HICAPS. Removes the cost barrier objection for patients who've been putting off treatment. 20–30 seconds, conversational.
July 2026 · A/B creative testing · Cosmetic assessments campaign · Best performers scaled
Targets 25–45 professional demographic. "Thinking about straightening your teeth?" Lead form: name, phone, which service interested in. No outcome guarantee. Links to Invisalign landing page. AHPRA-reviewed before launch.
Same format, different service. "Thinking about improving your smile?" Targets the same 25–50 demographic. Complimentary assessment CTA. One lead form field: which service are you most interested in? Separates Invisalign vs veneers interest for the sales team.
Take the best-performing Traffic Campaign video from Weeks 1–4. Run a headline variant — test a direct offer headline against a curiosity-based headline. Same video, different copy. Identifies the framing that drives the highest CTR for Month 3 scaling.
July 2026 · Budget reallocation based on CPL data · Creative refresh on high-frequency ad sets
Identify the single lowest CPL ad set from Months 1–2 (Implant, New Patient, or Cosmetic). Increase daily budget on that ad set. This is data-driven — not a creative decision. Scale what the numbers confirm, not what looks best.
Any ad set hitting frequency 3.0+ gets a creative refresh immediately. New video or carousel — same message, different delivery. Prevents audience fatigue and keeps CPL stable as the account matures into Month 3.
The $200 New Patient Special continues to run in rotation throughout Month 3 — it's the lowest-barrier entry point and broadest audience of all campaigns. Keep it live as a always-on conversion anchor alongside the higher-ticket service ads.
KPIs are tracked per campaign, not account-wide. Each phase has a primary focus metric. Overall account performance is reviewed weekly — budget is reallocated toward lowest CPL campaigns monthly.
Every item below must be confirmed before any new campaign goes live. This protects the account from spending budget that can't be tracked, attributed, or optimised.
This is not an awareness play. Every campaign in this strategy has a measurable output — leads generated, cost per lead, and bookings attributed. Here's what the full 3-month execution produces.
Traffic Campaign and Lead Gen Campaign running with a clear transition plan for the existing Awareness campaign. No overlapping spend, no budget fragmentation — every dollar is in the right campaign doing the right job, with performance that's readable and actionable from day one.
The Implant Lead Gen campaign is ready to activate once tracking is confirmed. This means the highest-revenue service category has a direct, measurable lead pipeline running within the first month — not the second or third.
The health fund extras seasonal angle — introduced as a creative rotation inside the Lead Gen campaign in June — captures high-intent patients before the July 1 reset. With 22+ health funds accepted, South Perth Dental is positioned to benefit more from this window than most local competitors.
Two months of clean CPL data by service means Month 3 budget and creative decisions are made on real numbers — not assumptions. Cosmetic assessments and additional services expand only when the data confirms the economics work.