Cardon attracts 36% more buyer enquiries at a 31% lower cost per lead.

A treatment table is part of a practitioner's working business. The purchase has to make sense for the services they provide, the patients or clients they work with and the space they operate in.

A massage therapist and a tattoo professional can look at related equipment and need different answers. A generic product pitch risks missing both.

Cardon needed a larger flow of enquiries without simply increasing the advertising budget. The opportunity was to make the products more relevant to each professional audience.

We organised campaigns around different applications, including massage therapy and tattoo work. The ads could show the equipment in a context the buyer recognised, instead of treating the whole market as one audience.

We also used Cardon's existing enquiry data to inform targeting. Updated CRM lists helped us reach people with similar characteristics, alongside audience tests based on professional interests.

New videos and product-led creative gave the campaigns fresh material. We drew on content from the brand's own social presence where the team had already seen it earn a response.

The US and Canadian markets were reviewed separately. We looked at product demand and audience performance within each, rather than assuming one allocation would suit both countries.

Cardon generated 36% more Meta leads at a 31% lower cost per lead, with slightly less total Meta spend.

The sales team gained more opportunities to introduce its equipment to prospective buyers. The advertising also gave the business a clearer view of which applications and markets were attracting interest.

We approached Cardon's growth through the buyer's business needs. That connected specialist equipment with a more relevant sales story and helped expand demand without requiring a larger Meta budget.