Cleanin' up.

Attracting dental patients for new and existing practices takes some finesse. We helped five clinics increase web traffic and target local prospectives in their respective locations.

The Client

5 Private Dental Clinics

Location

Southwest, USA

Services

A Little Background...

These dental clinics range in services (general exams, restorative care, cosmetic dentistry, sleep apnea, implants) but all share one common goal: increasing clientele.

The Problem

One of the major pitfalls of working with a marketing agency specializing in a specific industry (say, dentists), is the great potential for competition. That’s why specialization is important. Although the five clients were in the same large city, they occupied different neighborhoods and suburbs. Two of the practices were new so we had to help them break into the market. The other three were existing practices. All five were struggling to attract new clients that would turn into long-term patients. That’s where Google Ads came in.

The Solution

SEE OUR PROCESS

Based on market research, we found that people rely on Google for new dentists near them, whether they’re looking for a general exam and cleaning, or something more specific like veneers or invisalign. We worked with each of the clients to leverage their locations, specialties, services, and overall competitive advantage to not only help match them to the best clients, but keep their Google Ads costs down.

Analyze

Online Presence Audit: As is often the case, we started with a comprehensive audit of each clinic’s online presence, with a keen eye toward paid advertising.

Drivitize

Google Ads: Paid ads showed promise for those with local search intent e.g. “find dentist near me”. We created new campaigns for each client with this in mind.

“Just need a cleaning”: All five dentists offered general exams and cleaning. We utilized keyword targeting for all, including their suburb or neighborhood name in search.
Speciality services: Each dentist had unique offerings. We relied on these differences to flesh out a variety of keyword targeting e.g. cosmetic dentistry, restorative dentistry, emergency dental treatment, laser dentistry, etc.
Stay on brand: All Google Ads’ copy should be tightly related to strong website content. We relied on the respective content and voice for each website.
Local search: To avoid driving up costs, we targeted a 5-10 miles radius around each address to avoid competing areas.
Audience targeting: We targeted more mature audiences for practices focused on dentures and restorative tactics, and targeted middle-aged parents of children for family dentistry.

A little extra somethin' somethin'...

Don’t reinvent the wheel: Successes with one dental office helped us roll out the same successes to other offices, while still focusing on their respective competitive advantages

The Results

By following our internal best practices, and utilizing expert conversion tracking we garnered a nice industry average conversion rate and cost per action.

traffic channels

Diversified website traffic channels to include paid and more direct sessions

Google Ads

According to Wordstream, average industry benchmarks for health & medical on the search network include:

Right on the money cost per click: $2.62 (ranged from $2.55-$2.80, the average being $2.67).
Above average conversion rate: 3.36% (ranged from 3.23%-18.21%, the average being 11.54%)