Women's wellness brand
How isolating creative variation across 4 simultaneous ad formats unlocked a $0.45 CPL and generated 221 qualified patient leads.
THE STRATEGIC THINKING
Audience targeting plateaus quickly. Creative testing doesn't.
Wellness and healthcare booking decisions are anchored in emotional relief, not intellectual comparison. Most agency competitors in this category default to generic discount angles ("Get 20% off your first consult"), attracting low-commitment bargain hunters.
We formulated four creative formats running in parallel against an identical broad demographic audience: static typographic proof, customer testimonial, carousel breakdown, and founder-led clinical empathy video.
The founder-led empathy video addressing chronic back and posture pain completely dominated the sprint: it dropped CPL to $0.45 and generated nearly three times more bookings than the nearest runner-up.
“Audience targeting plateaus quickly. Creative testing doesn't.”
EXECUTION BLUEPRINT
What actually went into the accounts
- +Four creative formats tested simultaneously with identical copy, CTA, and landing page destination
- +Single consolidated audience eliminating ad set auction overlap and budget skew
- +Web-based lead forms prioritized over in-app instant forms to ensure genuine patient intent
- +Winning creative scaled immediately to 80% budget allocation while pausing bottom 2 formats
| Creative Format Tested | Leads Generated | Cost per Lead (CPL) |
|---|---|---|
| Format 01 · Static Typographic Proof | 79 | $0.52 |
| Format 02 · Short Testimonial Cut | 32 | $0.63 |
| Format 03 · Feature Carousel | 44 | $0.52 |
| Format 04 · Clinical Empathy Video | 221 | $0.45 |
Format 01 · Typographic Static
Format 02 · Short Testimonial Cut
Format 03 · Feature Carousel
Format 04 · Clinical Empathy Video
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