📋 Overview 🚦 Traffic 🎯 Lead Gen 📝 Content Plan 🎬 Ad Calendar📅 Month 1-3 Plan 📊 Metrics
📢
Awareness
Active
Creative refresh
🚦
Traffic
$25/day
Content angles
🎯
Lead Gen
$25/day
Main driver
📊
CBO Setup
10+ ads
1 campaign, 1 ad set
🦷
3-Month Campaign Strategy

Traffic. Retargeting.
Lead Generation.

Illawarra Dentists already has strong foundations in place with active campaigns and existing audience engagement. This next phase focuses on refining what’s already working, refreshing creative direction, and building a more efficient pathway toward qualified enquiries.

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Strategic Approach

Three campaigns.
Clear objectives.

Illawarra Dentists already has active campaigns and conversion data. The strategy now shifts from launching to optimisation — using Traffic to refresh audiences, Retargeting to re-engage warm users, and Lead Gen to scale qualified enquiries.

Campaign Architecture for Illawarra Dentists

Awareness Campaign

Active

Builds recognition, needs LoFi creative refresh

Traffic Campaign

$25 AUD/day

Audience warming, relatability, educational content, and creative refresh.

Retargeting Campaign

Reactivated

Warm audience nurturing, trust-building, and conversion support.

Lead Gen Campaign

$25 AUD/day

Optimisation, scaling, and conversion-focused campaign

Total Budget

~$50 AUD/day

Traffic + Retargeting + Lead Generation budget allocation

Strategic Direction

Illawarra Dentists already has strong foundations in place with active campaigns and existing audience engagement. The current strategy focuses on refining what is already working through refreshed creative direction, stronger audience warming, retargeting support, and scaling the strongest-performing lead generation assets.

Campaign 1

Traffic Campaign:
Audience warming & refresh.

The Traffic campaign now acts as a creative refresh and audience warming layer. The goal is to reduce audience fatigue, improve landing page traffic quality, and continuously feed warm audiences into Retargeting and Lead Gen campaigns.

Traffic Campaign
Objective: Traffic (Landing Page Views)
$25/day CBO
Campaign Goal
Drive high-quality website visitors through relatable, educational, and content-angle LoFi ads. Build connection and trust. Warm up audiences for Lead Gen campaign. Not service-specific — focus on relatability and information.
Targeting
  • Location: Illawarra region (4–7km radius from Wollongong CBD)
  • Age: 25-65+
  • Interests: Family health, preventative care, local businesses, health & wellness
  • Placement: Facebook Feed + Instagram Feed + Reels
LoFi Creative (4 Ads)
Content angles: Relatability, education, trust-building. iPhone-quality footage, real people, emotional hooks.
Relatable: Overdue Check-Up
Reel (20s)
Hook
It's been two years since your last check-up. We get it.
Body
Life gets busy. The dentist gets pushed down the list. But small issues turn into big ones when you wait too long. Book a check-up with us. We'll tell you what's going on, what (if anything) needs attention. No judgment. Just honest advice.
CTA
Book your check-up → Link in bio
Visual Direction (LoFi):
  • Person in waiting room (real person, relatable)
  • Warm LoFi aesthetic — approachable not clinical
  • Text overlay: "It's been two years..."
  • Golden Sandstone (#BD9F6D) accent
Educational: What Happens at a Check-Up
Reel (30s)
Hook
Not sure what happens at a dental check-up?
Body
Here's the full walkthrough. First, we look at what's going on — any pain, any concerns. Then we do a full exam. X-rays if needed. We'll tell you what we found, what (if anything) needs attention, and what it costs before we do anything. No surprises.
CTA
Learn more → Visit website
Visual Direction (LoFi):
  • Dr walking through consultation room
  • Explain process casually to camera
  • B-roll of clinic, tools (non-intimidating)
  • iPhone quality, natural lighting
Trust-Building: 40 Years in Illawarra
Static Graphic
Hook
New to Illawarra? Here's your local dentist.
Body
We've been part of this community for 40 years. We know your neighbours, we sponsor local schools, and we treat your dentist visits like what they should be — straightforward, honest, and not rushed. First check-up is bulk-billed with a valid health fund.
CTA
Book online → Link in bio
Visual Direction (LoFi):
  • Clinic exterior or team photo (real location, real people)
  • Warm aesthetic — welcoming not corporate
  • Text: "40 years in Illawarra"
  • Brand colours (Golden Sandstone, Ivory Linen)
Transparent Pricing / Fees Ad
Static Graphic
Hook
No surprises. No hidden fees. Just honest pricing.
Body
See our full fee schedule online — we believe in transparent pricing from the start. Bulk-billing available with valid health fund.
CTA
View our fees → Link to fees page
Visual Direction (LoFi):
  • Clean, minimal design
  • Text: "Transparent pricing" in Morion font
  • Ivory Linen (#EDE7DC) background
  • Link directly to fees page on website
Campaign 2

Lead Gen Campaign:
Optimisation & scaling.

The Lead Gen campaign drives bookings and enquiries with service-specific, emotion-led LoFi ads. Focus on implants (anxious patient angle — priority), Invisalign, veneers. These ads speak to specific pain points and convert to consultations.

Lead Gen Campaign
Objective: Leads (Meta Lead Form or Website Conversions)
$25/day CBO
Campaign Goal
Drive qualified enquiries for implants, Invisalign, veneers, and new patient appointments while improving efficiency and scaling the strongest-performing creative angles.
Targeting
  • Location: Illawarra region (4–7km radius from Wollongong CBD)
  • Age: 28-65+ (service-dependent)
  • Interests: Dental services, cosmetic dentistry, dental anxiety, implants, Invisalign
  • Behaviours: High-intent signals (searched for dental services, engaged with dental ads)
  • Placement: Facebook Feed + Instagram Feed + Reels
LoFi Creative (5 Ads)
Service-specific ads that lead with emotion. Real patient interactions, iPhone-quality footage, honest messaging about cost and process.
🚨 Top Priority — Launch This First
Implants — Anxious Patient Angle
Reel (25s)
Hook
If dental visits have felt overwhelming in the past, you're not alone.
Body
We see anxious patients every single week. Dr Mohit is trained specifically to work with nervous patients — he takes the time, explains everything, and never rushes. If you've avoided sorting out your missing teeth because you're scared, we get it. Let's start with just a conversation. No drills. No pressure.
CTA
Book a free, no-pressure consultation with Dr Mohit
Visual Direction (LoFi):
  • Dr Mohit with patient, calming interaction
  • Soft, warm lighting — safety over clinical
  • iPhone quality, natural environment
  • Text overlay: "If you're terrified..."
Implants — Emotional Relatability Angle
Static Graphic
Hook
You've been avoiding this for three years.
Body
Every time you smile, you feel it. Every photo, you hide it. We've been helping Illawarra locals replace missing teeth for 40 years. Dr Omar specialises in implants. He'll walk you through what's possible, what it costs, and what happens next. No pressure. Just honest answers.
CTA
Book a free implant consultation
Visual Direction (LoFi):
  • Dr Omar with patient (real interaction)
  • LoFi: iPhone quality, natural lighting
  • Text overlay: "You've been avoiding this..."
  • Golden Sandstone accent
Invisalign — Regret Hook
Static Graphic
Hook
"I wish I'd done this ten years ago."
Body
That's what most Invisalign patients tell us. Because they finally stopped thinking about their teeth in every photo, every work meeting. We've helped hundreds of Illawarra locals straighten their teeth without metal braces. If you've been putting this off, let's talk about what's realistic.
CTA
Book a free Invisalign consultation
Visual Direction (LoFi):
  • Patient holding Invisalign aligner (real patient)
  • iPhone quality, natural environment
  • Text overlay: Quote in white serif
  • Golden Sandstone accent
Veneers — Perfectionism Hook
Static Graphic
Hook
You may have spent years feeling self-conscious about your smile.
Body
Every selfie. Every group shot. Veneers aren't about perfection — they're about exploring options that may help you feel more comfortable with your smile. Dr Omar has helped Illawarra locals achieve the smile they've been visualising for years. Let's talk about what's realistic, what it costs, and whether it's the right move for you.
CTA
Book a free veneers consultation
Visual Direction (LoFi):
  • Person looking at phone (editing photo) — relatable
  • iPhone quality, natural environment
  • Text overlay: Hook in white serif
  • Golden Sandstone accent
Welcoming Dr. Ayesha To Illawarra Dentists
Carousel (3 slides)
Hook
Not all wisdom teeth need immediate removal — but some signs shouldn’t be ignored.
Body
Dr. Ayesha explains common signs patients should look out for when wisdom teeth start becoming problematic. Educational, approachable, and designed to reduce fear-based messaging while improving treatment understanding.
CTA
Book a consultation → Learn your options
Visual Direction (LoFi):
  • Headshots of each practitioner per slide
  • Short bio on each slide
  • Warm, professional iPhone-quality photos
  • Brand colours throughout
Content & Ads — What's Coming

Dr. Ayesha introduction
+ Dr. Omar video content.

Based on your content planning notes, here's how we'll integrate the upcoming content into the campaign strategy.

Dr. Ayesha Introduction Ad

Dr. Ayesha has recently joined the practice from a local hospital. We'll create an introduction ad — this is a good opportunity to bring across some of her existing patient base and build brand recognition across locations.

Campaign: Awareness Campaign (trust-building angle)
Format: Reel (20-30s) — Dr Ayesha introduction, casual to-camera
Hook: "Meet the newest member of our team"
Body: Dr Ayesha shares her background, why she joined Illawarra Dentists, commitment to local care
CTA: "Book your appointment with Dr Ayesha"
Timeline: Add to Awareness campaign Week 3
Transparent Pricing / Fees Ad

You'd like to run an ad promoting your fees page — focused on pricing transparency. We'll create a social ad and point it to the fees page. This is effective for attracting price-conscious patients earlier in their decision-making.

Campaign: Traffic Campaign (already included above)
Format: Static graphic
Hook: "No surprises. No hidden fees."
Body: "See our full fee schedule online — we believe in transparent pricing from the start."
CTA: "View our fees → Link to fees page"
Dr. Omar — All-on-4 Video Content

Still outstanding from several weeks ago: the scheduling challenge. Dr. Omar is only at the clinic Monday and Wednesday, and those are difficult evenings for you.

Options discussed:

Option 1: Film at his Sydney clinic — Tue or Thu after hours
Preferred — dentist on camera is most effective

Option 2: Use a content creator / influencer (via CreatorFlow, ~$300/video)
Last resort only — less effective than dentist-led content

Plan: You'll try to organise 2–3 videos with Dr. Omar at his Sydney clinic on a Tuesday or Thursday. If that continues to be blocked, we'll discuss the influencer option as a bridge. Dentist-led content will always outperform influencer content for implants specifically.

Timeline: Add to Lead Gen campaign Month 2 (if filming confirmed)
Creative Production Plan

Recommended Ad Creative Volume.

The strategy works best when campaigns are continuously refreshed with new creative. Instead of relying on one or two ads for long periods, the goal is to maintain a steady rotation of relatable, LoFi-style creatives across Traffic, Retargeting, and Lead Gen campaigns.

Short-Form Videos

8–10 / Month

Educational reels, treatment FAQs, pricing transparency, Invisalign explainers, veneer education, and local trust-building content.

Static Graphics

4–6 / Month

Treatment comparison graphics, pricing transparency creatives, veneer/composite education, and trust-building ads.

Carousel Ads

2–3 / Month

Cost transparency, veneer education, Invisalign FAQs, and treatment explainer creatives.

Creative Refresh Cycle

Every 3–4 Weeks

Prevent ad fatigue and maintain CTR performance.

Recommended Monthly Split

Traffic Campaign: 4–5 videos + 2 graphics
Retargeting Campaign: 2–3 videos + 1–2 graphics
Lead Gen Campaign: 3–4 videos + 2 graphics + 1 carousel

Priority should remain on short-form LoFi videos, as these are currently the strongest-performing format for attention, engagement, and qualified enquiry generation across Meta platforms.

Recommended Creative Direction

Recommended High-Performing Content Angles
  • Understanding the true cost of veneers
  • Porcelain vs Composite comparisons
  • Invisalign lifestyle & FAQ content
  • Wisdom teeth education & recovery explainers
  • Natural-looking veneers educational reels
  • Monthly payment & consultation-focused creatives
  • Short-form “real dentist explanation” iPhone-style videos

The strongest-performing direction for the next phase is educational, native-looking short-form content focused on relatability, transparency, and treatment understanding rather than highly produced promotional-style ads.

Execution Plan

Month 1-3:
Launch, optimise, scale.

Clear actions for each month. Launch Traffic and Lead Gen in Month 1. Refresh Awareness creative. Optimise in Month 2. Scale in Month 3. Focus on CPL (Lead Gen) and LPV (Traffic).

1

Month 1: Creative Refresh + Retargeting Reactivation

Launch refreshed Traffic creatives, reactivate Retargeting, and optimise funnel efficiency.

  • Week 1: Campaign Launch
    Traffic Campaign: Launch with 4 LoFi ads ($25/day CBO) — overdue check-up, what happens at check-up, 40 years Illawarra, transparent pricing.

    Lead Gen Campaign: Launch with 5 LoFi ads ($25/day CBO) — anxious patient implants (priority), grief hook implants, Invisalign regret, veneers perfectionism, family dentistry.

    Retargeting Campaign: Reactivate warm audience campaigns using website visitors, social engagers, and video viewers.
  • Week 2: Performance Review
    Review after 7 days. Traffic: Which ad has highest LPV? Target CTR > 1.5%. Lead Gen: Which ad has lowest CPL? Expected: Anxious patient implants outperforms. Target CPL < $25 in first 2 weeks.
  • Week 3-4: Budget Optimisation
    CBO will naturally shift 60-70% of budget to top performers. Traffic: Pause ads with CTR < 1.0% after 14 days. Lead Gen: Pause ads with CPL > $30 after 14 days. Monitor frequency — if > 2.5, creative fatigue is setting in.
Expected Month 1 Results:

Traffic: 1,200-1,600 LPV | CTR: 1.5-2.0% | CPC: $1.00-1.50
Lead Gen: 40-60 leads | CPL: $18-28 | Anxious patient ad = top performer
Total Spend: $1,500 (Traffic + Lead Gen)

2

Month 2: Optimisation + Creative Iteration

Reduce CPL. Add Dr. Omar content. Scale top performers.

  • Week 1: CPL Reduction Focus
    Lead Gen: CBO should have shifted 60-70% of budget to anxious patient ad by now. Target CPL < $20. If CPL still > $25, test broader audience targeting (expand interests to "meditation", "therapy", "natural health").

    Traffic: Maintain CTR > 1.8%. If declining, refresh creative with new hooks.
  • Week 2: Dr. Omar All-on-4 Content
    If filming confirmed: Launch 2-3 Dr. Omar All-on-4 videos in Lead Gen campaign. Format: Reel (25-35s). Focus on process explanation, patient care approach. AHPRA-compliant, no outcome promises. These should perform alongside anxious patient angle.
  • Week 3-4: Creative Iteration
    Create 2 new variations of top-performing lead gen ad (different hooks or visuals, still LoFi). Test seasonal angles if relevant (e.g., "New year, new smile" in Jan). Monitor frequency — rotate creative every 3-4 weeks to avoid fatigue.
Expected Month 2 Results:

Traffic: 1,600-2,000 LPV | CTR: 1.8-2.4% | CPC: $0.80-1.30
Lead Gen: 60-80 leads | CPL: $15-22 | Anxious patient ad = 60-70% of budget
Total Spend: $1,500

3

Month 3: Scaling Top Performers

Scale what works. Test budget increase. Expand reach if needed.

  • Week 1: Budget Increase Test
    If Lead Gen CPL < $18 consistently, test 20% budget increase ($30/day). Monitor for 5-7 days. If CPL stays below $22, continue. If CPL rises > 25%, revert to $25/day. Traffic can remain at $25/day unless LPV cost drops below $1.00 consistently.
  • Week 2: Geographic Expansion
    If Illawarra audience saturated (frequency > 2.5, CTR declining), expand radius to 20-25km. Keep "40 years in Illawarra" messaging — local identity still matters. Test: Does CPL/CPC stay within target ranges with expanded targeting?
  • Week 3-4: Seasonal Refresh
    Test seasonal LoFi angles: (1) "New year, new smile" (Jan), (2) "Before the holidays" check-up (Nov-Dec), (3) "Back to school" family dental (Feb). Rotate creative messaging to avoid ad fatigue. Anxious patient angle remains core — seasonal ads supplement.
Expected Month 3 Results:

Traffic: 2,000-2,400 LPV | CTR: 2.0-2.8% | CPC: $0.70-1.20
Lead Gen: 80-110 leads | CPL: $12-20
Total Spend: $1,500-1,800 | Ready to scale if metrics hold

Key Performance Indicators

What to track.
What to optimise.

Traffic Campaign: Track LPV, CTR, CPC. Lead Gen Campaign: Track leads, CPL. Both campaigns: Monitor frequency (ad fatigue indicator). Optimise weekly. Scale monthly when metrics hit targets.

Traffic: Landing Page Views
1,600-2,200
Target per month (Month 1-2). Scale to 2,400+ by Month 3.
Traffic: CTR
1.8-2.6%
Target range. Below 1.2% = pause ad. Above 2.6% = scale budget.
Lead Gen: Leads
60-110
Target per month progression. Month 1: 40-60 | Month 3: 80-110
Lead Gen: Cost Per Lead
Variable by treatment type
Target range. Above $28 = pause ad. Below $12 = scale aggressively.

Weekly Reporting Checklist

  • Monday: Review weekend performance. Calculate CPL (Lead Gen) and CPC (Traffic). Flag underperforming ads.
  • Wednesday: Check CBO budget distribution. Is anxious patient ad getting 50-60% of Lead Gen budget? Is it maintaining lowest CPL?
  • Friday: Frequency check across all campaigns. If frequency > 2.5 and CTR declining, creative fatigue is setting in — plan refresh.
  • Weekly Report: LPV, CTR, CPC (Traffic) + Leads, CPL (Lead Gen). Flag top performers. Recommend optimise/scale actions for next week.

When to Pause vs When to Scale

Pause if: CTR < 1.0% after 2 weeks (Traffic) | CPL > $28 after 2 weeks (Lead Gen) | Frequency > 3.0 with declining performance | Leads/LPV declining 3 weeks in a row

Scale if: CTR > 2.2% consistently (Traffic) | CPC < $1.00 consistently (Traffic) | CPL < $18 consistently (Lead Gen) | Anxious patient ad outperforming by 30%+ | Metrics stable or improving week-over-week

Shoutout Digital

Illawarra Dentists — Funnel Optimisation Strategy