Paid Social Campaign
Lead Generation, Video Production & Year-End Conversion Strategy
Content Creation & Campaign Management for TSO Georgetown
Texas State Optical Georgetown needed to drive year-end appointments while their patients still had vision insurance benefits to use. The challenge was twofold: capture immediate conversions from people ready to book and build awareness with those who weren't quite there yet. I developed a dual-objective Facebook and Instagram campaign that balanced lead generation with brand building, creating 14 ad variations across video, static, and carousel formats.
Over 44 days, the campaign produced 37 qualified leads at $8.54 per lead while reaching 47,247 unique users in the Georgetown market. With a projected 14-24× ROI based on patient lifetime value, the strategy proved that small budgets can deliver big results when you match the right message to the right moment.
High-Intent Lead Capture
Efficient Market Penetration
Dual-Objective Budget Management
Video Content Production
Ad Copywriting & Messaging
Audience Segmentation & Targeting
The Strategy
Two campaigns ran simultaneously.
One focused on lead generation with conversion-optimized messaging for people actively searching for eye care.
The other prioritized brand awareness with educational content for a broader audience.
I built six ad sets targeting different segments. Parents saw pediatric eye exam content. Working professionals got messaging about eye strain and comprehensive care. Insurance holders received year-end benefit reminders.
Lead generation measured completed appointment forms. Awareness tracked video views and reach. Budget flowed automatically toward top performers.
Campaign Architecture
Dual-objective strategy with automated budget optimization
The Content
Video Series
Seven 30-second Q&A videos featured TSO doctors answering common patient questions. Dr. Orr covered pediatric topics. Dr. Salone addressed adult concerns. Each video was formatted for vertical mobile viewing on Instagram Reels and Stories.
SEE SAMPLE VIDEO
Static & Carousel Ads
Static ads connected symptoms to action. Headaches became reasons to book comprehensive exams. The carousel walked through year-end insurance urgency across four cards: benefits expire, appointments fill up, you already paid for coverage, use it now.
Lead Capture
The Facebook Lead Form pre-filled contact information and included qualifying questions. The whole process took under 15 seconds. Anyone who submitted was excluded from seeing lead ads again. Budget shifted to new prospects.
Campaign Results
Over 44 Days