Google Ads For Dentists

Our first step was to carry out a comprehensive audit of the existing Google Ads account analysing performance, reviewing campaign structure and settings, and identifying clear opportunities for improvement.

While some elements were set up well, we uncovered several outdated or inefficient tactics, along with significant keyword crossover between campaigns. Following this initial research phase, it was clear there was strong potential to increase appointment enquiries while reducing cost per lead through a more streamlined, locally focused strategy.

Our strategy was as follows:

✅ Review and improve conversion tracking – setting up accurate goals for key patient actions such as appointment bookings, contact form submissions, phone calls, and email clicks. We also implemented enhanced conversions and advised on cookie consent best practices to ensure compliance.

✅ Restructure campaigns for local efficiency – consolidating search campaigns and ad groups to reduce keyword cannibalisation and ensure budgets were focused on the highest-intent dental searches.

✅ Refine keyword match types – reducing reliance on broad match terms and replacing them with stronger-performing phrase and exact match keywords based on real patient search behaviour.

✅ Implement a robust negative keyword strategy – excluding irrelevant searches (such as training courses, jobs, or low-intent queries) and filtering out competitor brands that didn’t align with the clinic’s level of care or service.

✅ Create and test new responsive search ads (RSAs) – developing patient-focused ad copy highlighting treatments, local expertise, and quality of care, then testing these against existing ads to improve click-through and conversion rates.

✅ Optimise Performance Max campaigns – organising services into dedicated asset groups (for example hygiene appointments, teeth whitening, and general dental care) to improve relevance between ads, landing pages, and search intent.

✅ Separate brand and non-brand traffic – removing branded searches from Performance Max and introducing a dedicated brand campaign to maintain visibility while keeping acquisition costs low.

✅ Fine-tune location targeting – focusing spend on high-performing nearby areas and excluding locations that were costly or impractical for patients to travel from.

✅ Build a real-time performance dashboard – giving the clinic clear visibility of key metrics such as bookings, cost per lead, and conversion rates, allowing them to easily track progress and results.