Dental America.
Healthcare · Dental Equipment · B2B Lead Generation
Dental America connects dental clinics with equipment and supply solutions. The goal was generating high-quality B2B leads — clinic owners and practice managers looking to buy dental equipment — at no more than $100 per lead. We cut that target in half, reaching 3,936 qualified decision-makers at $48.64 CPL on $191,480 total spend.
Geo
USA
Source
Meta · FB + IG
Period
Ongoing · 2024
Tier
Healthcare · B2B
ROAS by creative variant
Highest-performing ad set highlighted
The Setup
What we were working with.
The Problem
B2B dental equipment leads average $120–200 on Meta due to narrow professional audience and high competition. Generic agency creative treats dentists like consumers — wrong format, wrong message, wrong result.
The Audience
Dental clinic owners, practice managers, and procurement decision-makers. Interest + occupational targeting, layered with dental business intent signals. Exclusions: students, hygienists, non-decision-makers.
Our Solution
Static banners only — showing equipment with favourable price positioning clearly differentiated from competitors. No video, no lifestyle, no fluff. B2B buyers respond to clarity and price transparency. 95 campaigns A/B tested across audiences and creative variants.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Static banners outperformed video 4:1 for B2B dental
Every agency test in this vertical defaults to video. We tested 40+ static banner variants against video creative. Static won every time — B2B decision-makers are scanning LinkedIn-adjacent content and respond to clear, price-led product ads, not storytelling.
Price transparency in creative cut CPL by 38%
Adding a specific price point ("from $1,890") to banner creative reduced CPL from $79 to $48.64 versus generic product-benefit ads. B2B buyers self-qualify on price — showing it upfront attracts serious buyers and filters out browsers.
95 campaigns — systematic testing is the edge
Running 95 campaigns over the campaign period allowed rapid identification of winning audiences. We never had "one big bet" — the structure meant a losing ad set cost us $40, not $4,000. Wins were scaled immediately.
51% below CPL target created significant margin for the client
When you set a $100 CPL target and deliver $48.64, every additional lead is profit the client didn't plan for. The effective return on ad spend was 3.4× — above the 2.5× breakeven at $3,108 AOV.
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