This approach highlighted the benefits of challenging traditional demographic boundaries, as parents engaged strongly with the ads, validating our hypothesis. Through this campaign, we learned that expanding audience scope can reveal substantial interest in healthcare services for children, demonstrating valuable growth potential. However, expanding into a new audience presented its risks, such as the possibility of low engagement or misalignment with Apex Hearing's brand perception. To mitigate these risks, we closely monitored the impact of our optimisations and adjusted the campaign in real-time based on ongoing performance data. An example of this is where we saw stronger engagement coming from computers and phones when compared to tablets - and placing a ‘downbid’ on this device to reduce wasted spend on those devices, when they were unlikely to convert. 

These insights suggest that the hearing industry could benefit from recognising and targeting younger audiences, as early intervention for children gains increasing attention. This case exemplifies how questioning demographic assumptions can open doors to new, high-engagement markets, providing a roadmap for future campaigns in similar sectors.

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