⚠️ Illustrative example — all figures and names here are fictional. It exists only to show the required case-study format.
Healthcare · مصر · May — Jul 2025 (8 weeks)
Generate confirmed bookings (with an actual appointment) for a specialised clinic instead of collecting uninterested phone numbers.
- Meta Ads
- TikTok Ads
01
Business Challenge
The clinic received 120 weekly messages but only 20% became bookings. The “per message” cost looked low, while the real cost per booking was high. Reception also replied hours later, by which time intent had cooled.
02
Strategy
Instead of optimizing “messages”, the funnel was designed around the booking: • The objective was switched to an in-platform Lead Form asking for speciality and city before the phone number. • An automated WhatsApp confirmation within one minute. • Retargeting for form starters who did not finish. • TikTok for awareness only; Meta for booking.
03
Execution
A custom “confirmed booking” event was fired from the clinic system when the appointment was actually confirmed — not when the form was submitted. A weekly report separated form sent, conversation, confirmed booking, and attended.
04
Optimization
Week 2: excluded three specialities that consumed 45% of budget and produced under 10% of bookings. Week 4: added a district question to cut out-of-area bookings. Week 6: reduced TikTok to 15% of budget after its conversion stayed weak. Week 7: reallocated back to Meta after confirmed-booking cost dropped.
05
Results
| Metric | Value | Definition |
|---|---|---|
| Cost per confirmed booking | EGP 96 | Spend ÷ bookings confirmed in the clinic system (not forms submitted). |
| Show-up rate | 78% | Attended ÷ confirmed bookings within the same period. |
| Form-to-booking rate | 34% | (20% before optimization) — calculated on completed forms only. |
06
Key Learnings
Had the metric stayed “cost per message”, the campaign would have looked successful while losing money. Changing the metric to “confirmed booking” changed every decision after it.