Meta Ads for Healthcare - WhatClinic | Nikolas

Case Information

Client

WhatClinic.com
Date

2020-2022
Category

Digital Marketing, Advertising
Budget

€ 285,000

The Brief / Challenge

WhatClinic wanted to promote its Concierge Service, a premium offering for patients seeking plastic surgery or hair transplants in Turkey. Through this service, a dedicated representative would handle all communication between the patient and multiple clinics — comparing offers, managing logistics, and ensuring the best deal. Patients paid extra for this support, making it a high-margin service for the company.

Until 2020, this service had no paid advertising support. I was tasked with finding a cost-effective way to generate qualified enquiries.

My vision was to gradually build a campaign structure that could scale across other services and markets in Healthcare, creating a reliable performance platform where we could advertise all major WhatClinic healthcare services and deliver customers to clinics worldwide.

The Mission

Introduce and scale Meta Ads (Facebook & Instagram) for the first time at WhatClinic, and turn them into a high-performing acquisition channel, with strong ROAS and sustainable lead flow.

The Idea / Strategy

I built a conversion-focused funnel using Meta’s full advertising ecosystem — starting with tracking and retargeting, and expanding into new markets.

In Year 1, I focused on retargeting non-converting visitors and creating Lookalike Audiences based on our most engaged users.
In Year 2, I scaled Meta Ads beyond Concierge — targeting high-intent audiences for services like dental treatments in Mexico and plastic surgery in Asia, especially from the US market.
In Year 3, I optimized spend to focus on performance audiences, while overall budgets shifted toward a new business line.

This phased strategy let me test, learn, and scale — while maintaining consistent performance and lead quality.

The Execution

I managed the full end-to-end campaign launch and optimization:

🔧 Set up and implemented the Facebook Pixel and event tracking
🎯 Built Lookalike Audiences from web traffic and lead data
🌍 Expanded to international markets with high demand and clear ROI potential
🎨 Designed all creatives for ads — including copy, visuals, and formats
🧪 Tested placements, objectives, and messaging across funnel stages
📈 Scaled spend and reach in line with ROAS benchmarks

The Results

✅ €285K total ad spend → €351K in tracked revenue over 3 years
✅ 123% average ROAS
✅ 600% ROAS in Year 1 with a €2.5K test budget → €15K revenue
✅ 2021–2022 performance: