Direct bookings. No middleman.
How we built a website and paid social campaign that took BrightenUp off third-party discount platforms and put them in direct control of their bookings and revenue.
The client
Who is BrightenUp?
BrightenUp is a professional teeth whitening clinic just off Trafalgar Square in central London. Treatments are carried out by GDC-registered dentists using laser technology in a calm, professional setting. With over 500 five-star Google reviews and a 4.9 rating, the product and the experience are not in question.
The problem was not the service. It was the business model. BrightenUp had been relying on third-party discount platforms to drive bookings; platforms that discounted the service heavily and took a significant cut of every booking in the process.
GDC Registered
Qualified dental professionals
4.9 on Google
501 verified reviews
Central London
Just off Trafalgar Square
The problem
Giving away margin on every booking.
Third-party discount platforms were bringing in bookings but at a significant cost. The service was being presented to customers at a heavily discounted price, and the platform then took a further percentage of that already reduced fee. BrightenUp was doing the work and keeping a fraction of the revenue.
Beyond the financial impact, it was also attracting price-sensitive customers who had no loyalty to the brand and no incentive to return or recommend. The platform owned the customer relationship, not BrightenUp.
Before. Third-party platforms.
£149
Price discounted by the platform to drive volume. Then 25% commission taken on top. BrightenUp kept just £111.75 of a £199 service.
After. Direct bookings.
£199
Same price to the customer. 100% of the booking fee kept. Full control over pricing, availability, and the customer relationship.
The cost of the ad campaign is far less than the margin lost through platform bookings.
At 235 leads and £4.22 CPL, the total campaign cost is under £1,000. Every booking now comes direct at £199; no 25% commission, no discounting they did not choose, and no third party owning the customer relationship.
What we built
First the website. Then the campaign.
Before running a single ad, we built BrightenUp a website designed to do two things; convert paid traffic into bookings, and build credibility for anyone who searched the brand after seeing an ad. A professional digital presence was not optional for a clinical service asking people to trust them with their smile.
Website design and build
A clean, credibility-led website optimised for conversion; featuring the GDC registration, Google reviews, treatment detail, and a simple booking flow. Built to support both paid traffic and organic search.
Pain-point led creative strategy
Ads built around the fears and frustrations people have about yellowing teeth; self-consciousness, putting it off, and worrying about the process. Each creative addressed a specific objection; pain-free, clinically safe, fast results.
Trust-first messaging
GDC registration and 500-plus five-star reviews were front and centre in the creative. For a clinical aesthetic service, credibility is the conversion driver. We made it impossible to ignore.
Direct booking funnel
Traffic went straight to a booking page with no platform friction, no competitor comparison, and no discounting. BrightenUp controlled the price, the experience, and the customer from first click to appointment.
Campaign results
235 leads. £4.22 CPL. Full margin kept.
Over three months, the Meta paid social campaign delivered consistent, high-quality leads directly into BrightenUp’s own booking system; at a cost that makes the economics undeniable.
235
Leads generated
Direct bookings. No platform cut.
£4.22
Cost per lead
vs. £199 service value
19%
Hook rate
Pain-point creative that stopped the scroll
3%
Link CTR
High intent. Trust-first messaging.
4.9
Google rating
501 verified reviews
3 months
Campaign duration
Ongoing
Campaign results
235 leads. £4.22 CPL. Full margin kept.
Over three months, the Meta paid social campaign delivered consistent, high-quality leads directly into BrightenUp’s own booking system; at a cost that makes the economics undeniable.
| Metric | Result | What it means |
|---|---|---|
| Leads generated | 235 | Direct bookings over 3 months |
| Cost per lead | £4.22 | Against a £199 service. Exceptional ratio. |
| Hook rate | 19% | Pain-point creative stopped the right people scrolling. |
| Link CTR | 3% | Well above average. Trust-led messaging drove intent. |
| Google rating | 4.9 | 501 reviews supporting every ad impression. |
| Platform commission | £0 | Every booking fee kept in full. |
Running an aesthetic or wellness clinic? Let us talk.
If you are relying on third-party platforms to fill your diary and losing margin every booking, there is a better way. We can help you build a direct channel that you own.