125 conversations with new patients for a private osteopath in Israel

About the project

A private osteopath in Israel. The ads were in Russian and spoken by the osteopath herself: about the effects of tailbone injuries, children's posture, and how the abdomen affects overall wellbeing. They were shown to women aged 25+ in her city and nearby areas. The work started on 14 August 2026 and is ongoing.

What we had to keep in mind

• People choose an osteopath they trust. They want to understand what a session looks like and who will be treating them.
• The Russian-speaking audience in one city is small, so ads wear out quickly.
• We used posts from her profile as ads, so new people see her real content straight away.

In osteopathy, people go to a specialist they trust. So instead of discounts, the ads showed the work itself and clear explanations.

Tatyana Richmann, Meta Ads specialist

Campaign setup

• Conversations. The button opens Instagram Direct or WhatsApp, and the person writes to the osteopath directly.
• Profile visits. From September, low-cost Reels placements so people could get to know her and follow.

Audience. Women aged 25+, the city and nearby areas.

Ad creatives

• A profile video launched in August. The most conversations: 53 at ₪12.61. It was also saved most often (47 times) and brought 62 followers.
• A photo ad, “An osteopath appointment”, with before and after photos of a back. The cheapest conversations: 28 at ₪11.70.
• A video from a session where she works with a patient. 21 conversations at ₪15.54; 881 people watched it to the end.
• A Reel, “Ever fallen on your tailbone?” for profile visits: 885 visits at ₪0.21 and 27 followers.

We don't show the original creatives: the client hasn't agreed to publish them.

Launch and results

The first week was the best: 22 conversations at ₪9.24. Then the audience got used to the creatives, and by mid-September a conversation cost ₪28.72. On 23 September I launched new creatives and removed the placements that performed worse. The cost came back to ₪10–11 per conversation.

Conversations by week

Before → After: new creatives on 23 September

Three weeks before and three weeks after the refresh, with the same budget.

The cost per conversation fell by 37%, and there were 54% more conversations. In the last days of October the cost started rising again, so it's time for fresh creatives.

What else the data showed

• Women aged 35–44 wrote the most (40 conversations), while women 65+ were the cheapest: ₪9.33 per conversation.
• Facebook Feed conversations cost half as much as Instagram Feed ones: ₪8.67 vs ₪17.70.
• 141 new profile followers, and 111 of them came from the conversations ads.

Summary

• In 9.5 weeks, 125 conversations at ₪14.60 each.
• After the creative refresh, the cost per conversation fell by 37%.
• 141 new followers, an audience that will keep seeing her expert content.

Expert content works best here: a real session, before and after, clear explanations. People save it, follow the specialist and then write to her.

Tatyana Richmann, Meta Ads specialist

The figures in this case study relate to a specific business, city and period. Results in another niche may differ. A conversation is an inquiry, not a paid booking: this case study has no booking data.