Canada's largest orthodontic network replaced uncoordinated paid spend with conversion-first, capacity-aligned, multilingual campaigns — 97% more booked consults, 58% lower cost-per-consult, and 105% higher conversion rates.
Canadian Orthodontic Partners (COP) is one of Canada's largest orthodontic networks with 65+ locations across 8 provinces. Operating under a house-of-brands model, they provide community-based orthodontic clinics with centralized marketing, HR, and admin support.
Despite strong offline operations and a substantial budget, COP struggled to prove ROI from digital — uncoordinated efforts lacking clinic-level precision.
Ad spend was high but poorly attributed, resulting in vanity leads. Clinics received inquiries they couldn't service due to provider shortages, while others with capacity were underused. Budgeting often ignored regional + seasonal differences.
One-size-fits-all approach failed to connect with diverse audiences, especially non-English-speaking communities.
We rebuilt COP's media ecosystem around consults + treatment starts. Dynamic budget shifts based on clinic capacity + market potential + seasonal performance. Localized + translated for French + Mandarin communities. Paid Search + Meta + Performance Max integrated with HubSpot data.
COP transitioned from wasted spend to a scalable growth engine — 97% surge in booked consultations, 58% lower cost per consult, doubled conversion rates.