Dental Practice Case Study
How strategic Google Ads management led to a 450% increase in qualified new patient leads for a local dental clinic, achieving a 15x return on ad spend.
The Process: Problems & Actions
Challenge #1: Low-Quality Leads & High No-Show Rate
The Struggle:
The clinic was generating leads, but they were often from price-shoppers or individuals who never booked an appointment. This wasted valuable front-desk time and ad budget.
Actions Taken:
- Implemented extensive negative keyword lists to exclude terms like "cheap," "free," and "government."
- Focused ad copy on high-value services like "dental implants," "Invisalign," and "cosmetic dentistry."
- Introduced qualifying questions in the lead forms to vet potential patients before they submitted their info.
Challenge #2: Fierce Local Competition
The Struggle:
The practice is located in a dense urban area with over 20 competing clinics in a 3-mile radius, making it difficult to stand out and maintain a high impression share on Google.
Actions Taken:
- Developed hyper-local campaigns targeting specific zip codes and neighborhoods with tailored ad messaging.
- Maximized the use of ad extensions (Location, Call, Sitelinks, Image) to increase ad rank and visibility.
- Launched a "Google Local Service Ads" campaign to appear in the trusted "Google Guaranteed" section.
Challenge #3: Poor Landing Page Conversion
The Struggle:
Ad campaigns were driving clicks, but the website's landing page was confusing and failed to convert visitors into appointments. The bounce rate was over 80%.
Actions Taken:
- Designed and A/B tested a new, dedicated landing page with a clear call-to-action and a simplified contact form.
- Added trust signals like patient testimonials, 5-star Google reviews, and "before & after" photos.
- Ensured the page was fully mobile-responsive with click-to-call functionality for easy booking.
Challenge #4: Inefficient Budget Allocation
The Struggle:
The ad budget was spread thinly across dozens of keywords, with no clear data on which services were actually profitable. Significant spend was wasted on low-intent search terms.
Actions Taken:
- Conducted a deep-dive conversion analysis to identify the most profitable patient services.
- Paused underperforming keywords and reallocated over 60% of the budget to high-ROI campaigns.
- Implemented strategic bid adjustments based on device, time of day, and geographic location to maximize spend efficiency.
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