Work & Results: Case Studies and Tests

Case study

From boosting posts at 3 clinics to one patient system across 5.

Multi-location orthodontic and pediatric dental group · Ontario · 3 → 5 clinics · 2 brands · Since March 2024

1,400+patient leads

540+booked appointments

10xmonthly ad budget growth

8.6xproduction to ad spend, best clinic

$120K+ in ad spend managed across five clinics in 2026
3.3x return at the pediatric brand: 160+ new patients and $250K+ in estimated production
Up to 8.6x production to ad spend at clinic level
3x lower cost per lead from patient-story creative
Monthly ad budget grew from about $2K to about $20K as results came in

Results January–September 2026. Production estimated from the client's average patient values. Returns measured at brand or clinic level; the 3.3x figure covers ad spend plus management, and the 8.6x figure is one clinic, Meta ad spend only.

Where they started

Three clinics running on organic social. The plan was to "boost some Facebook posts." No tracking. No follow-up system. No way to tell which clinic's ads produced patients.

How it grew

The group opened two more clinics while we worked together. The system grew with them. Each new location got its own ad account, budget, targeting and lead routing, plugged into the same follow-up and reporting.

What we built

Clinic-level media.Each clinic runs as its own market: its own account, budget and targeting. Always-on campaigns, a monthly testing plan, and TikTok lead gen alongside Meta.
A creative testing engine.Our content partner leads and shoots the creative. We use the data to decide what to make and scale.
Automated follow-up.Every lead from Meta, TikTok, the website and dentist referrals flows into one CRM, gets routed to the right clinic and gets a text instantly. Then a six-day sequence of texts, emails and staff calls.
Online booking.Set up and rolled out for the pediatric brand, without breaking the existing lead pipeline.
Patient-level reporting.Booked leads matched against practice records to see who came in and started treatment. Reporting moved from cost per lead to cost per patient.

Everything we delivered

Paid media

Meta lead generation for 5 clinics, each with its own account, budget and market
TikTok lead generation, tied into the same follow-up
Campaigns rebuilt from quarterly budgets into always-on daily budgets
Postal-code targeting audited across all 5 catchments
Audience and geographic targeting tests
Budget modelled per clinic from spend and booking data
Campaigns for a new clinic location
Ad copy variants and lead form questions

Creative strategy

Creative-level data decides what to shoot, scale and retire
Doctor-led, patient-visit, POV, process-and-result and problem-led concepts
Voiceover scripts for patient stories
Four content pillars and a tiered approval workflow
Copy guardrails for offers and coverage messaging

Lead automation and CRM

LeadSigma across both brands and all 5 locations
Meta, TikTok, website and referral forms connected through Pabbly Connect
Per-clinic routing and source tracking
A six-day cadence of texts, emails and calls from form submission
Staff workflows and SOPs for tasks, call outcomes and lead status
A hand-off template between the CRM and practice software

Online booking

Booking options evaluated for the pediatric brand
Treatments, providers and schedules configured at both locations
Location booking pages coordinated with the web vendor and clinic managers
Existing contact form and lead pipeline protected throughout

Measurement and reporting

Monthly insights and next-step reports for both brands
Clinic-level, year-to-date breakdowns
Ad platform data reconciled against CRM data
Year-over-year performance analysis
A patient verification audit against practice records
Results restated as cost per attended patient and per treatment start

Strategy and operations

A 6-month paid media plan with monthly tests and checkpoints
Ad platforms and lead software moved to per-clinic billing
Meta Business Manager access, page connections and verification
Vendors managed across CRM, automation, booking and web

Measurement & testing

Tested, not guessed.

Every test answers one question. Then the answer changes what we do.

Creative · Dental group

Tested: Real patient-experience videos vs. polished brand intros, same audience.
Result: Patient stories won, at about 3x lower cost per lead.
What changed: Shoots now start from what the data says works.

Measurement · Dental group

Tested: Do booked leads actually show up?
Result: 385 booked leads checked against practice records.
What changed: Reporting moved from cost per lead to cost per attended patient.

Creative & research · PepsiCo

Tested: Research and creative testing on national promotions.
Result: A 12% sales lift across the brand portfolio.
Who: Sajid, agency-side.

Tests we run

A/B creative
Audience
Offer
Geo and postal code
Brand lift
Conversion lift
Geo lift
Foot-traffic studies

Sajid led testing programs for Staples and Bath & Body Works: A/B, brand, conversion and geo lift, and foot-traffic studies.

More results

Big budgets. Small shops. Same rules.

Staples, North America · 2021–2025

Three businesses. One dashboard.

Sajid was lead account manager and strategist across Staples online, in-store and Staples Advantage (B2B) at AdParlor. $700K+ monthly budgets, 20+ client stakeholders, a team of 5, and one dashboard pulling every media source together. Plus seasonal and Black Friday pushes for Bath & Body Works.

20% YoY growth in media investment and renewals

Chocolates Etc., Niagara · 2020

Closed by COVID. Open online.

The shop had to close its doors. Sajid set up their Shopify store and ran social, with product photos by Mikhow Media's team.

Revenue up 92% quarter over quarter

Ontario grants · 2020–2021

Someone else paid for it.

One owner said he'd only go digital if someone else paid for it.

So Sajid wrote the Ontario government grant applications for him and others. They were approved.

$90K+ in grants for several businesses

Earlier work · Agency-side

Where Sajid learned the craft.

PepsiCoNational promotions with a 12% portfolio sales lift. A 7UP campaign that gained 600K followers.

UNICEF · End Child Marriage26 million people reached. The campaign won at the Effie and Telly Awards (2018), plus five Commwards including Best in Digital. Role: digital campaign management.

skitto by Telenor100K+ users in four months. Commward winner 2018: Best Launch Video and Best Integrated Digital Campaign.