180 qualified
demos
estimated SQLs across 90 days
AED 90K
five channels
AED 30,000 a month, re-split monthly
AED 503
per SQL
blended, about 900 leads at CPL AED 100
Who we talk to
The missed-call pain looks different in a dental chair than in an IVF clinic, so every segment gets its own creative, its own landing copy and its own read on cost and quality.
Clinic type
One creative set and one landing variant per type.
Size and buyer
- Single-site: owner or medical director decides fast.
- Multi-branch: clinic or ops manager champions, owner or CFO signs.
- Hospital groups: longer, LinkedIn-led cycle. Not the core of 90 days.
Emirate
Separate ad groups per emirate to read cost and quality per market. English and Arabic variants.
Channel priority
Where the 90K goes
Test wide in month 1, move money to the best cost per SQL in month 2, harvest the warm demand in month 3. Every number below is computed from five inputs per row, the same formulas as the spreadsheet.
Lime values are planning benchmarks for UAE B2B healthcare (CPM, CTR, lead conversion, SQL rate). Everything else is a formula. From week 2 these get replaced with live account data.
What they see
Rough and specific beats polished and generic. Each ad calls out one clinic type in one place, so Meta's delivery reads who it is for from the creative itself.
Awareness TOFU
It's 9:40pm. A patient calls your clinic. Nobody answers. They book at the clinic down the road.
The cost of a missed call, made concrete. Front-desk day-in-the-life and before-and-after call logs.
Proof MOFU
Proof of mechanism: Stella answering a WhatsApp, checking the diary and booking, start to finish.
Demo booking BOFU
Dental clinic in Al Barsha? Your after-hours calls are booking somewhere else.
Micro-specific call-outs, one per segment and emirate. One CTA: talk to Stella on WhatsApp.
Every step tracked
A custom event at every micro-step from click to booked meeting, so the data says why something failed instead of us guessing. CRM stages flow back to the ad platforms, so Meta and LinkedIn optimise for qualified clinics, not form fills.
Built it before
I have built this loop: a CRM that sends every pipeline stage back to Meta through the Conversions API. UTMs and click IDs on every lead trace each booked demo to its campaign and creative.
Weekly report
One page per channel and segment: spend, leads, qualified rate, demos booked, cost per SQL, and the one thing that changes next week.
Leads drop after week 3?
One change at a time, a week to read itEvents firing and deduplicating, form and WhatsApp number unchanged, CRM still sending stages. On one audit I found every purchase counted twice and ROAS inflated more than 50x, so I never touch bids before the data is proven clean.
The UAE clinic audience is small and week 3 is when frequency climbs. Frequency above 3, rising CPM or falling CTR on the same ads means new hooks and wider segments, not more budget.
Clicks steady, leads down: fix the page, form or Stella's opening message. Leads steady, SQLs down: read the conversations, tighten targeting.
Ramadan hours, summer travel and school holidays move clinic demand. Check search volume for the same week before cutting a channel.