Confidential Dental Clinic — Google Ads Success
Comprehensive Google Ads management drove high-quality patient leads at optimal costs, elevating the clinic’s online presence and patient bookings.
A well‑established U.S. dental practice offering general dentistry, cosmetic procedures and emergency services needed to revitalise its digital advertising. The clinic had been running Google Ads internally, but lead volume had stagnated and the average cost per lead was high compared with industry benchmarks. In 2025 the Dentist & Dental Services sector sees an average click‑through rate of just 5.44% and an average cost per click of about $7.85, with the typical cost per lead exceeding $83. The clinic’s campaigns were underperforming these already modest benchmarks; quality leads were scarce, and competition in their metropolitan area was increasing.
Background & Challenges
The practice had a general‑purpose website with multiple services on a single page. This unfocused structure led to poor Quality Scores and high costs per click. Despite a monthly budget of roughly $3 000, conversions averaged fewer than 30 qualified enquiries per month and cost per lead hovered around $90.
Keywords were broad (e.g., “dentist near me”), leading to irrelevant clicks and quickly exhausting the daily budget.
Tracking was minimal—only form submissions were counted as conversions. Phone calls, which represent a large share of new patient enquiries, were not being tracked.
The clinic sought to reduce cost per lead, increase the number of appointments and obtain more predictable results without raising spend.
Tasks
We worked with the client to implement the following initiatives:
Design and build high‑converting landing pages for each core service (general dental care, cosmetic dentistry, orthodontics, emergency treatment).
Integrate analytics and call‑tracking tools to monitor form submissions and phone enquiries.
Implement automated lead routing and real‑time notifications via email/SMS.
Rebuild Google Ads campaigns from scratch, segmenting ad groups by service and geography, applying negative keywords, and testing responsive search ads.
Launch remarketing campaigns and Google Business Ads to stay top of mind for prospective patients.
What We Did
Landing Page Development & Design
We replaced the client’s generic site with four dedicated one‑page landing pages. Each page focused on a single treatment and included concise copy, before‑and‑after photos, pricing information and prominent calls‑to‑action. The design followed best practices for user experience on mobile devices. This structure allowed us to align keyword intent with page content and improve Quality Scores.
Analytics Integration
Using Google Analytics 4 and Google Tag Manager, we set up conversion events for form submissions, online appointment bookings and click‑to‑call actions. These data points provided a clear view of the patient journey from first impression to booked appointment, enabling informed optimisation decisions.
Call Tracking
We implemented a dynamic call‑tracking system with unique phone numbers for each campaign. Every call was recorded and attributed to the keyword and ad that generated it. This helped the client evaluate lead quality and allowed us to adjust bids based on true revenue‑per‑lead rather than just click metrics.
Lead Routing & Notifications
Leads were delivered via both email and SMS within seconds, ensuring prompt folow‑up. Prospects also received an automated confirmation email, improving trust and reducinno-hows.o‑s Call inquiries were automatically routed to the appropriate treatment coordinator, ensuring prompt response.howsf
Google Ads Campaigns
Our paid search strategy focused on high‑intent keywords specific to the clinic’s services. We created separate campaigns for “emergency dentist”, “teeth whitening”, “dental implants” and “invisalign”, each with tightly themed ad groups and negative keyword lists to minimise wasted spend. Extensions such as callouts, structured snippets and location extensions improved ad visibility. We also ran remarketing ads and Google Business Ads to capture users searching for nearby practices. Bids were adjusted based on device, time of day and location to maximise efficiency.
Results
After three months of optimisation, the clinic’s average cost per click dropped from $8.20 to approximately $5.60, beating the dental industry average of $7.85 per click
Click‑through rate improved from about 4.5 % to 6.8 %, surpassing the typical dental CTR of 5.44 % and approaching the cross‑industry average of 6.66 %
Conversion rate on the new landing pages averaged 11 %, markedly higher than the sector’s 9.08 % benchmark
Cost per lead dropped from roughly $90 to $45, nearly half of the industry’s $83.93 average
The number of qualified enquiries increased from ~30 to ~65 per month on the same ad spend, yielding a 2.2× increase in lead volume.
Dynamic call tracking revealed that over 60 % of leads came via phone; by analysing recorded conversations we identified high‑quality keywords and adjusted bids accordingly.
Remarketing and Google Business Ads contributed approximately 15 % of total conversions, providing a steady stream of new appointment bookings.
Performance Notes & Why It Worked
Lead quality improved significantly as a result of intent‑driven keywords and service‑specific landing pages. The clinic reported a higher percentage of consultations converting into treatments, leading to a positive return on ad spend.
The system’s ability to track both online and phone enquiries provided full visibility into marketing performance. By aligning ads with landing‑page content and implementing real‑time lead routing, the clinic achieved faster follow‑ups and higher patient satisfaction.
Seasonal trends were observed: campaigns for emergency dentistry saw higher cost per click during summer months, while cosmetic services performed best during the winter holiday season. These insights informed bid adjustments and budget allocation across the year.
Why It Worked
By building a full‑cycle marketing system—combining focused landing pages, robust analytics, call tracking, automated lead routing and a tailored Google Ads strategy—we delivered predictable, scalable results. Aligning the search query, ad copy and landing page improved Quality Scores and reduced the average CPC well below sector benchmarks. Continuous data‑driven optimisation enabled the clinic to spend less on each click while generating more high‑quality patient enquiries, turning Google Ads from an expense into a sustainable growth channel.
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