Medical Aesthetics · Şişli, Istanbul · Meta Ads
Jou Klinik: a similar weekly budget, nearly five times the messages
Cost per message, first week to last week
TRY 155TRY 34
What we tried in the Meta account of Jou Klinik, a medical aesthetics clinic in Şişli, between 15 Sept – 2 November 2026: what worked and what burned budget. The campaign is still running, so this is an interim record, not a final result.
Data: Meta Ads Manager · Pulled 3 November 2026
Measured results
The account in 49 days
- 864
- Conversations started
- Instagram Direct + WhatsApp
- TRY 34
- Per message, last week
- First week TRY 155
- 78%
- Drop in cost per message
- Last week against first week
- TRY 73,513
- Total ad spend
- 548,080 impressions
A message is a started conversation, not an appointment. The ad account holds no appointment or revenue data, so none appears here.
Source: Meta Ads Manager, 15 Sept – 2 November 2026.
02
The fall took weeks, and the real break came in week three
Week one brought 90 messages on TRY 13,965. The last week, on nearly the same budget of TRY 15,169, brought 440: 4.9 times as many. CPM fell 25% over the same period, but that alone does not explain it. Messages per thousand impressions rose from 1.1 to 3.6.
| Week | Spend | CPM | Messages | Per message |
|---|---|---|---|---|
| 6 Oct – 12 Oct | TRY 13,965 | TRY 168 | 90 | TRY 155.16 |
| 13 Oct – 19 Oct | TRY 10,144 | TRY 309 | 73 | TRY 138.95 |
| 20 Oct – 26 Oct | TRY 15,191 | TRY 245 | 215 | TRY 70.66 |
| 27 Oct – 2 Nov | TRY 15,169 | TRY 126 | 440 | TRY 34.48 |
Source: Meta Ads Manager, 15 Sept – 2 November 2026.
03
Three setups, three costs
TRY 226
per message
September: a broad test
All of Istanbul, all genders, Instagram placements only, WhatsApp only. 46 messages. They came in, but not at a cost worth scaling.
TRY 133
per message
5 October: a narrower audience
A 15 km radius around Nişantaşı, women, Instagram and Facebook, WhatsApp and Instagram Direct. Purpose-built videos explaining the treatment. Cost fell, but stayed high.
TRY 33
per message
21–23 October: the winning creatives
Two standout videos moved into their own ad sets and took the budget. The age floor went to 25, and anyone who had messaged in the last 30 days was excluded. They used 29% of messaging spend and brought 67% of all messages.
In step three the creative, age floor, exclusion and budget all changed together. It was not a controlled test, so we cannot say how much of the fall came from which.
04
One metric, seven ad sets
Message ad sets with at least 15 messages, cheapest first. The bars share one scale: the gap between cheapest and dearest is more than tenfold.
| Ad set | Spend | Messages | Per message |
|---|---|---|---|
| Cold audience, winning creative 2 | TRY 9,659 | 375 | TRY 25.76 |
| Cold audience, winning creative 1 | TRY 9,254 | 206 | TRY 44.92 |
| Cold audience, first round | TRY 26,661 | 201 | TRY 132.64 |
| September test, carousel | TRY 2,531 | 16 | TRY 158.17 |
| September test, broad audience | TRY 5,392 | 25 | TRY 215.66 |
| Cold audience, client testimonial videos | TRY 4,248 | 19 | TRY 223.60 |
| Retargeting, 60-day engagers | TRY 4,468 | 16 | TRY 279.27 |
Two sets with fewer messages (5 and 1) are left out because the samples are too small.
Source: Meta Ads Manager, 15 Sept – 2 November 2026.
05
We publish what failed too
Retargeting was the most expensive channel
The audience usually expected to be cheapest finished far behind cold traffic here: 16 messages at about TRY 279 each. The audience was small and CPM reached TRY 457.
Testimonial videos did not land with cold audiences
19 messages at about TRY 224 each, far behind the winning creatives in the same audience. This data cannot say why, but it gave no reason to keep budget there.
The instant form did not replace messaging
The form was stopped at 8 leads and TRY 354 per lead. A lead is not the same as a message, but at that volume and cost there was no case to continue.
Non-message objectives need judging separately. The awareness campaign brought 38,046 ThruPlays (TRY 0.09 each) and the profile-visit campaign 1,088 visits (TRY 1.41 each). Neither is a message, so neither enters the ranking above.
06
What this data does not say
- How many messages became appointments, or how many appointments became treatments. That data is not in the ad account.
- Whether the cheaper messages are of the same quality. Whatever lowered the cost may also have brought weaker demand.
- That the fall will last. The data covers seven weeks, the winning sets have run for about two, and creatives tire over time.
- What the earlier awareness campaign contributed. The winning sets may have benefited from people having already seen the clinic’s ads.