Systematic ad creative testing, concentrated on the winner, landed a cost-per-enquiry more than 55% below the market average — with receipts, not adjectives.
The clinic runs two core service lines through paid social. Rather than splitting budget evenly, we tested both against each other — and the gap told the whole story.
The top-performing treatment line came in at RM6.12 per enquiry — 69% below market — and drove about 60% of the account's 473 enquiries. The second line sat at RM13.65: still well under market, but the 2.2× gap between the two lines is the optimization story. Once the winner was clear, budget was concentrated behind it.
Ad frequency stayed at 1.16× — virtually no creative fatigue — while the top campaigns ran near 100% budget utilization. That combination means genuine scale headroom: proven winners that simply need more spend behind them, not new creative.
Multiple ad creatives tested monthly across both service lines to find what actually converts.
Weekly monitoring and A/B testing surfaced the winning treatment and cut spend on the rest.
A data-true monthly performance report made the budget-concentration decision an easy one to make — and to trust.
References available on request.
