How 9M Clinic Increased Patient Enquiries By 114% While Reducing Cost Per Conversation By 27%
9M Clinic scaled its Meta Ads campaigns with AD360, generating more than twice the number of patient conversations while bringing down the cost of acquiring each enquiry.
9M Clinic is a healthcare clinic based in Gurgaon, India, offering specialised treatments and consultations across multiple areas of care.
For a clinic like 9M, digital advertising isn't simply about generating clicks. The real opportunity begins when someone actively considering a treatment takes the next step and starts a conversation with the clinic.
Meta Ads had already become an important acquisition channel for 9M Clinic, particularly for generating patient enquiries through WhatsApp.
As the clinic looked to reach more prospective patients, the challenge changed. The question was no longer whether Meta Ads could generate enquiries. It was whether those enquiries could be scaled without making each new conversation progressively more expensive.
More Patient Enquiries Were Needed. But Simply Increasing The Budget Wasn't The Answer.
Before AD360 began managing the campaigns, Meta Ads were already generating patient conversations.
Between January and July 2025, the account generated 1,435 WhatsApp conversations from ₹4.06 lakh in advertising spend.
The average cost per conversation stood at ₹283.47.
There was clear demand, but scaling the existing campaign structure by simply increasing budgets could also increase acquisition costs.
The challenge for AD360 was therefore different:
Could we significantly increase patient enquiry volume while making the account more efficient at the same time?
AD360 Rebuilt The Account Around The Economics Of Each Patient Conversation.
Instead of treating lead volume as the only measure of performance, we looked at how audience, creative, campaign structure and budget allocation were influencing the cost of generating each conversation.
The objective was to give Meta stronger performance signals while continuously moving advertising spend towards the combinations producing enquiries more efficiently.
This meant restructuring how the account approached audiences, treatment-specific communication, creative testing, budget allocation and campaign optimisation.
A Focused Approach To Scaling Patient Conversations.
Campaigns Were Structured Around Treatment Intent
Different treatments attract different patient needs, concerns and levels of intent. Rather than approaching the market as one broad healthcare audience, campaigns were structured around individual treatment categories and their respective patient journeys. This allowed us to understand which treatments, audiences and messages were creating the strongest response.
Creative Became Part Of The Optimisation Strategy
We continuously tested different treatment propositions, communication angles and creative formats. Performance was evaluated against actual patient conversations rather than engagement metrics alone. As stronger combinations emerged, budgets could progressively move towards the creatives and messages demonstrating better enquiry performance.
Budgets Followed Performance
Scaling wasn't approached by increasing budgets evenly across campaigns. Campaigns, audiences and creatives were evaluated based on their ability to generate conversations efficiently. More budget was allocated where performance justified it, while weaker areas were refined, reduced or replaced. The account was allowed to scale where the data showed it could.
Audience Expansion Was Managed Alongside Frequency
Increasing spend can easily result in showing more advertisements to the same audience. We monitored reach and frequency alongside lead generation to ensure the campaigns continued finding new potential patients as budgets increased. This helped the account reach 21.4 lakh people while average frequency decreased from 2.84 to 2.36.
01Campaigns Were Structured Around Treatment Intent
Different treatments attract different patient needs, concerns and levels of intent. Campaigns were structured around individual treatment categories and their respective patient journeys, helping us see which treatments, audiences and messages created the strongest response.
02Creative Became Part Of The Optimisation Strategy
We continuously tested treatment propositions, communication angles and creative formats, evaluating performance against actual patient conversations rather than engagement alone.
03Budgets Followed Performance
Budgets were not increased evenly. More was allocated where performance justified it, while weaker areas were refined, reduced or replaced.
04Audience Expansion Was Managed Alongside Frequency
We monitored reach and frequency alongside lead generation. The account reached 21.4 lakh people while average frequency decreased from 2.84 to 2.36.
More Budget Went Into The Account. But Every Conversation Became Less Expensive.
Between August and November 2025, advertising spend increased as the campaigns began scaling.
The result was not simply more leads because more money was being spent. The underlying efficiency of the account improved as well.
Before AD360
(Jan – Jul 2025)With AD360
(Aug – Nov 2025)The outcome wasn't driven by one campaign, one audience or one creative. It came from continuously improving the system around them.
Better campaign segmentation helped us understand where demand was coming from. Creative testing helped identify which messages converted that demand into conversations. Performance-led budget allocation allowed stronger campaigns to scale. And audience expansion helped the account grow without relying on repeatedly reaching the same people.
Together, those changes allowed 9M Clinic to generate more than twice as many patient conversations while reducing the cost of generating each one.
Scaling Paid Media Shouldn't Mean Accepting A Higher Cost Per Lead.
If your Google Ads or Meta Ads campaigns are already generating leads, the next question is whether they can continue doing so efficiently as your business grows. AD360 helps businesses connect paid media, conversion tracking, campaign data and continuous optimisation to build acquisition systems designed to scale.
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