01
THE SITUATION
High expectations, tight budget, and strict ad policies
A well-known cosmetic surgery practice in the New York and New Jersey area came to us with a clear goal: generate qualified leads through Facebook advertising while keeping ad spend extremely lean, just $5 per day.
The client’s reputation in the region meant expectations were sky-high. But the medical industry, and cosmetic surgery in particular, presents unique advertising hurdles. Facebook’s policies around nudity and medical content made it difficult to run the kind of bold, visually compelling ads that typically perform well in aesthetic medicine.
They needed a partner who understood both the creative demands of the industry and the compliance landscape, someone who could generate consistent leads without risking account restrictions or wasting budget on disapproved ads.
❗ Key Challenges
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Ultra-low budget: $5/day ad spend ceiling
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Policy obstacles: Medical content & nudity restrictions
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High expectations: Well-known NY/NJ brand
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Consistency required: Steady lead flow, not spikes
02
WHAT WE DID
A process built on testing, targeting, and daily optimization
We started lean, testing multiple ad variations, then systematically doubled down on what worked. Every decision was driven by data and a deep respect for Facebook’s medical advertising rules.
Initial Ad Testing
Launched multiple ads with different headlines and descriptions to discover which messaging resonated with the NY/NJ audience. Performance improved month over month as we iterated.
Compliant Creative Strategy
Crafted appealing ad banners and call-to-action content that stayed within Facebook’s nudity and medical guidelines, no policy violations, no wasted spend on disapprovals.
Audience Building & Retargeting
Added the pixel for retargeting, created custom audiences from website traffic, and built lookalike audiences from May and June leads, dramatically improving ROI.
Daily Optimization & A/B Testing
Paused non-performing ads, ran continuous A/B tests, and optimized daily. This discipline kept cost per lead consistently low, even as we scaled reach.
03
THE RESULTS
Leads grew month over month — cost per lead stayed consistent
We maintained a steady cost per lead between $4.44 and $7.82 across all campaigns, while total lead volume increased dramatically. Here’s the campaign comparison data.
📈 Lead Growth
4x
From 11 (May) to 44 (July Form #3)
💰 CPL Consistency
$4–$7
Maintained across primary campaigns
🛡 Policy Compliance
100%
No account restrictions or disapprovals
04
THE TIMELINE
From launch to 44 leads in three months
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"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance