Own Project · Doc Mo × innodentum
€1.85M
Revenue generated through Meta Ads — by a single practitioner in a dental practice in NRW, Germany.
€184k
Total Ad Spend
9.709
Leads Generated
44M
Impressions
5.4M
People Reached
10x
ROAS
Meta Ads · €141.418 · 7.017 Leads
TikTok Ads · €42.517 · 2.692 Leads
Revenue Breakdown
Every Euro invested — tracked back to the patient chair.
€1.850.000
Estimated revenue from ads — Meta + TikTok · Invisalign + Veneers · 2020–2025
13x
Return on Ad Spend
€20.15
Cost per Lead (Avg)
€9.04
Best CPL Ever
The Full Funnel
From impression to patient chair.
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Monthly Performance
The machine at work — 18 months of data.
Leads & Ad Spend per Month
Both accounts combined · Sep 2023 – Feb 2025
Leads
Spend (€)
Top Campaigns
The creatives that generated the most leads.
Out of 326 tested campaigns — these 5 drove the highest volume.
Account Comparison
Two phases, one mission.
The practice ran across two separate Meta ad accounts over its lifetime.
innodentum · Phase 1
May 2023 – Oct 2024 · 18 months
Ad Spend€80.223
Leads4.697
Impressions13.127.210
Reach3.007.506
CPL ؀17.08
Best CPL€7.68
CPM€6.11
innodentum 2 · Phase 2
Oct 2024 – Feb 2025 · 5 months
Ad Spend€61.195
Leads2.320
Impressions8.507.941
Reach2.411.158
CPL ؀26.38
Best CPL€23.12
CPM€7.19
Meta vs. TikTok
Two platforms. One clear winner on CPM.
Same creatives. Same audience. Completely different economics.
Meta Ads (Facebook / Instagram)
May 2023 – Feb 2025 · 2 accounts
Ad Spend€141.418
Leads7.017
Impressions21.635.151
CPL ؀20.15
Best CPL€7.68
CPM€6.50
CPC€0.87
Campaigns tested326
TikTok Ads
Jun 2022 – Jun 2026 · 86 campaigns
Ad Spend€42.517
Leads2.692
Impressions22.389.246
CPL ؀15.79
Best CPL€4.29
CPM€1.90
CPC€0.43
Campaigns tested86
CPM Winner
3.4×
TikTok cheaper per 1k views
CPL Winner
22%
TikTok cheaper per lead
Volume Winner
2.6×
Meta generates more leads total
TikTok — Top Campaigns by Leads
Best CPL: €4.29 · „Deutschlandweit woanders"
Leads
CPL (€)
Real Results
The faces behind the numbers.
Patient images sourced from @doc_mo_dentist — shared with permission.
Key Learnings
What 7,017 leads taught us.
Video wins. Always.
3 million video views across both accounts. The top-performing campaigns used direct-to-camera videos — authentic, specific, and local. Stock imagery had 3–5x higher CPL.
Geo targeting is leverage.
The best CPL of €7.68 came from hyper-local targeting. "GANZ DE" (all of Germany) worked too — but local campaigns with radius targeting produced the highest-quality leads.
Scale slowly or CPL explodes.
March 2024: budget doubled — CPL jumped from €12 to €27. Facebook's algorithm needs time to recalibrate. The best months came from gradual, consistent scaling — not sudden budget spikes.
326 campaigns. One truth.
Out of 326 tested ad variations, the top 3 campaigns generated over 40% of all leads. Aggressive creative testing followed by concentration of budget is the real framework.
Invisalign = highest ROI service.
€4,000 per case × 250 patients = €1M from a €54k ad investment on the best-performing campaigns. The economics of high-ticket dental services make even a €25 CPL extremely profitable.
Peak: €100k/month as solo practitioner.
Driven largely by ad-generated patients, the practice hit record revenues of €100,000–€120,000 in a single month — with one treating dentist. Ads weren't just marketing. They were infrastructure.
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