Zencare, a therapist marketplace, reduced acquisition costs on Meta by over 75% through strategic paid social campaigns
75% decrease in platform cost per conversion, 39% average below industry cost
*monthly average
Zencare is a therapist marketplace focused on helping clients find the right therapist and book consultations directly through the platform.
Before working with us, they had struggled to launch paid campaigns that could reliably drive appointment bookings. Previous media buyers were optimizing for link clicks instead of actual consultation bookings, which led to poor lead quality and CPAs climbing into the hundreds of dollars.
In a category where acquisition costs can be extremely high, we had to find a way to launch campaigns that converted as a much lower cost than average.
We immediately shifted to conversion-optimized campaigns tied directly to booked consultations, allowing the algorithm to prioritize higher-intent users rather than low-quality traffic.
Overhauling their creative strategy was our primary focus. We developed audience-specific ads that spoke to different segments, including social-first, trend-inspired video for younger audiences and clean, professional creative for more traditional users. We also introduced testimonial-style UGC featuring therapists and real clients to build trust and improve conversion quality.
With the new campaign structure and creative system in place, we continuously tested variations, scaled top performers, and paused underperforming ads. This approach ensured ad spend was focused on the audiences and creative driving the lowest cost per consultation, turning paid social into a consistent, scalable source of bookings.
With the new campaign structure and creative system in place, Zencare quickly saw more efficient and predictable performance. By optimizing directly for consultation bookings and continuously scaling the top-performing creative, we were able to bring the cost per booking down to a consistent $25.
At that level, each acquisition was valued at over $100, giving the campaigns strong unit economics and a 4× return on ad spend. The improved efficiency also allowed Zencare to confidently scale their investment, increasing their monthly budget from $3,000 to $25,000 while maintaining performance.
On average, the campaigns now generate more than 700 consultation bookings per month, turning paid social into a reliable, scalable growth channel for the business.
“Working with Sarona Markewting has been great! They are very positive, responsive, and clearly know what they’re doing. Communication is always transparent and timely. We collaborated on launching a complex Facebook Ads campaign, and they guided the entire process—from creative strategy to execution, audience targeting, and optimization. Their expertise made everything seamless. Highly recommend!”
Maria B, Marketing Manager
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