Malika jarroh
Patients booking consultations via Direct
- 385Direct messages
- $0.34cost per message in October
- −41%lower cost per message
- Industry
- Surgery
- Ad goal
- Patients booking consultations via Direct
- Ad budget
- $184
- Duration
- September – October 2026
Before / After
| Metric | Before | After |
|---|---|---|
| Direct messages | 0 | 385 |
| Cost per message (average) | — | $0.48 |
| Cost per message: September | — | $0.58 |
| Cost per message: October | — | $0.34 |
| Total ad spend | — | $184 |
Challenge
The surgeon's page ran without ads: consultations were booked only through personal referrals.
Strategy used
- Launched Direct Messages campaigns with creatives featuring the doctor herself — trust matters to patients.
- Tested two ad versions in September to find which delivered cheaper messages.
- In October built a new campaign on those insights and cut the cost per message by 41%.
Result
With a $184 budget, 385 people messaged on Direct asking for a consultation. In October the cost per message fell 41% versus September: from $0.58 to $0.34.