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SmolerXpress
Case Study
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Dental
Facebook Ads
4.08X
Return on Ad Spend
Learn how Facebook Ads helped SmolerXpress reach denture wearers and convert them into candidates for a premium full-arch implant service.
The Problem
Smoler Smiles set out to change the patient experience for denture wearers with SmolerXpress, a full-arch dental implant solution delivered in minutes. Still, they faced four compounding obstacles: a high-cost procedure not covered by Medicare or Medicaid that limited the addressable audience, tight restrictions on treatment-outcome messaging under Meta's healthcare advertising policies, the recent removal of detailed targeting options that made denture wearers genuinely hard to pinpoint, and Facebook leads historically converting at a lower intent level than Google Search.
A Deeper Dive
A closer look at the challenges
Challenge
01
SmolerXpress is a high-cost procedure not covered by Medicare or Medicaid, limiting the service to specific income demographics.
Challenge
02
Meta's healthcare advertising policies place tight restrictions on how treatment outcomes can be described, narrowing the messaging available in this category.
Challenge
03
Facebook's removal of detailed targeting options made denture wearers genuinely difficult to pinpoint.
Challenge
04
Facebook leads have historically been less intent-driven than Google Search, adding an additional barrier to conversion.
The Solution
The Digital Resource team built a Facebook Ads strategy centered on proof-based creative, lookalike audiences drawn from the existing patient list, and conditional-logic lead forms to pre-qualify prospects — working around Meta's targeting and messaging restrictions to reach denture wearers and convert them into candidates for SmolerXpress.
Implementation
Step 1
We built ad creative emphasizing the speed and ease of the procedure, using testimonial-based content to build trust and foregrounding Dr. Smoler's expertise and the patented technology behind SmolerXpress.
Step 2
We built lookalike audiences from the existing patient list to expand reach, layering in retargeting against website visitors and prior ad engagers as a workaround for the detailed targeting Facebook had removed.
Step3
We ran sustained audience testing across the engagement, optimizing for lead quality rather than lead volume.
Step 4
We implemented conditional-logic lead forms to pre-qualify prospects inside the form itself, cutting unqualified leads and lifting conversion rates downstream. We also offered a free CT scan and consultation as a concrete, low-friction incentive to lower the barrier to entry on a high-cost procedure, with ads localized to areas of high patient potential.
Impact
4.08X
Return on Ad Spend
$208,020
Revenue Generated
1,244
Total Leads
$20,802
Average Patient Value
