Case Study: GM Media — Optimizing Paid Strategy for Healthcare Marketing

Client Challenge

GM Media is a high-performing creative social media house specializing in the demanding Dental Practice niche. While their team excelled at producing high-quality, engaging organic content—including reels, testimonials, and video—they faced a critical hurdle: a lack of clear, scalable strategy for paid Meta (Facebook/Instagram) advertising. This resulted in inconsistent performance, wasted ad spend, and an inability to reliably leverage their excellent content to generate qualified, profitable leads for their clients. They needed an expert to translate creative excellence into consistent paid marketing ROI.

The Integrated Solution

We implemented a comprehensive, data-driven Meta Ads Strategy that aligned their premium organic content with a highly structured paid media funnel, providing the marketing strategy component necessary to complement their Creative Direction.

1. Full-Funnel Strategy & Creative Direction Alignment

• Funnel Restructure: We shifted from an inconsistent, product-focused campaign structure to a full-funnel approach (Awareness, Consideration, Conversion). This ensured GM Media's high-end video content was properly utilized for top-of-funnel reach, while specific testimonial and offer-based creative was reserved for middle/bottom-of-funnel conversion.

• Audience Segmentation: We implemented sophisticated lookalike and interest-based audience testing, specifically targeting demographics highly likely to seek high-value dental services (e.g., cosmetic dentistry, implants) rather than generic healthcare consumers.

2. Ad Creative Strategy & Testing

• Creative Direction for Paid: We directed GM Media to categorize and test their existing content based on ad objectives. This involved identifying the highest-performing organic videos and giving them a targeted paid ad life, ensuring that the creative direction was optimized for conversion metrics (not just engagement).

• Message/Offer Testing: We implemented a A/B testing framework to efficiently test new patient offers, call-to-action formats, and geo-targeting variations to quickly identify the most profitable combinations.

Results & Key Impact

By aligning our marketing strategy expertise with their existing high-quality content production, we translated creative excellence into consistent digital performance. This collaboration provided GM Media with a repeatable, full-funnel framework for running effective Meta ad campaigns, ensuring their clients—dental practices—could reliably convert their premium content into qualified, high-value new patient leads. This strategic integration positioned GM Media for greater scalability and solidified their role as a truly integrated creative and marketing partner in the healthcare space.