Rodericks

Rodericks Dental asked us to manage their Meta Ads activity with a key goal of driving NHS-funded new patient bookings across more than 150 practices.

There was strong demand for NHS appointments, but the setup created a challenge. Half of the practices used one online booking engine, and the other half used a different one. Only one of these allowed us to implement Google Tag Manager, which meant we could only track confirmed bookings for part of the account.

We worked with Roderick’s tracking partner to implement full conversion tracking in the booking engine, which supported Google Tag Manager. This allowed us to track online bookings for the connected practices and give Meta clear conversion signals to optimise against.

For the practices on the other booking engine, we could not track bookings directly. Instead, we used link clicks as the closest available signal of intent and built a separate campaign around that.

We built two separate campaigns to match the tracking reality.

The first focused on practices with full tracking, optimising for NHS new patient bookings and letting Meta use conversion data to find the people most likely to book. Budget was managed carefully to keep delivery stable while the algorithm learned.

The second focused on practices without tracking, optimising for link clicks as a proxy for intent and driving as many qualified visitors as possible to the booking pages.

To stop spending from concentrating in a handful of locations, we managed budgets at the ad set level. This made sure all practices got a fair share of impressions, rather than performance being dominated by a few easy wins.

We kept targeting broadly, focusing on people aged 18 and over in relevant local areas. This allowed Meta to lean on its conversion data and behavioural signals rather than manual targeting inputs.

We produced creative assets across Facebook and Instagram feeds, stories and mobile placements, leading with NHS availability and the benefit of booking early.

Alongside static images, we built lightweight video-style units by animating carousel images into motion-based executions. This gave us stronger engagement without the time and cost of full video production.

For practices with full tracking, we delivered 4,701 NHS new patient bookings at an average cost of £2.30 per booking from £10,808.42 in spend. The campaign reached 500,699 people across 1,996,375 impressions.

For practices without tracking, the link-click campaign generated 67,886 clicks at £0.13 each, with a spend of £9,015.16. It reached 843,773 people and had 3,368,633 impressions.

Together, both campaigns helped Rodericks Dental promote NHS availability across all 150+ practices, even with the challenges of two booking engines and uneven tracking.