Overview

MiSmile is the largest network of Invisalign providers in the UK, offering a discreet, removable clear aligner system for teeth straightening. The network comprises over 120 independent dental practices nationwide, delivering treatment through experienced, UK-registered dentists and orthodontists.

MiSmile engaged us to transfer ownership of their existing Meta Business Suite and ad account setup so that it would be fully owned and managed by MiSmile Media. We worked closely with the MiSmile team to execute a seamless transition, ensuring there was no disruption to live campaigns, lead flow, or individual dental practices.

Strategic Audit & Insight Development

We conducted a full audit of the existing Meta account structure and transitioned the agency-owned setup into MiSmile’s direct ownership. A new Meta Business Suite was built with an ad account structure designed to support the size and complexity of the umbrella organisation.

This transition was executed with zero downtime, ensuring there was no negative impact on lead generation, pipeline volume, or operational performance.

Channel Rebuild & Creative Implementation

We restructured the Meta ad accounts to create a consistent, scalable framework across the entire business suite. This included consolidated, always-on scaling campaigns, alongside separate creative testing environments.

This structure ensured a steady flow of high-quality leads, while allowing newly tested creatives to be validated independently before replacing scaled assets that had reached creative fatigue. It also enabled us to move away from fragmented campaigns using multiple audiences and diluted budgets, consolidating into a single broad audience strategy. This allowed creative to act as the primary lever for targeting the ideal customer profile and improving lead quality.

Server-Side Tracking

We implemented server-side tracking via Meta’s Conversion API to enrich targeting signals, reduce cost per lead, and improve lead quality.

The dental industry also faced a restriction on conversion objectives, preventing optimisation towards Meta’s native “Lead” objective. To address this, we developed a custom server-side conversion solution that replicated the original lead action using Conversion API tracking only.

Despite the removal of Meta’s lead objective, this approach enabled continued optimisation, resulting in lower CPL and consistently strong lead quality.

Results

During our engagement with MiSmile, we achieved:

• 27% reduction in cost per lead

• 21% increase in overall lead quality