Dentist · Google Ads / PPC Performance

The Challenge

The practice was paying more than its competitors and still showing up lower in the results. New-patient cost had climbed to a point that was hard to justify, and the calendar still had gaps. The assumption was that they simply needed a bigger budget, when the real issue was how the account was built.

We audited the account, and a handful of problems were quietly driving costs up:

• One catch-all campaign lumped every treatment together
• Ad copy was generic and did not match what people searched
• Every ad pointed at the homepage instead of a relevant page
• There was no tracking of which treatments actually drove calls
• Low relevance meant low Quality Scores, which meant high costs and low rankings

Match the ad, the search, and the page

The old account sent everyone to the homepage with one generic ad. We lined up each keyword with an ad that speaks to it and a landing page built for that exact treatment, which is what Google rewards with a higher Quality Score.

• One intent per campaign: someone searching dental implants and someone searching Invisalign want very different things, so we stopped forcing them through the same ad and page.
• Ads that match the search: treatment-specific copy answers the actual query, which lifts click-through and tells Google the ad is relevant.
• Landing pages that match the ad: each ad points at a page about that treatment, not the homepage, so visitors find what they clicked for and book instead of bouncing.
• Higher Quality Score, lower cost: better relevance raised Quality Scores across campaigns, and that alone pulled click costs down while lifting position.

Track calls by treatment so budget follows profit

Before, nobody could say which treatments the ads were actually bringing in. We tracked calls by treatment so the practice could pour budget into the most profitable work through a clean measurement setup.

• Calls tagged by treatment: CallRail ties each call to the campaign and treatment that drove it, so an implant call and a cleaning call are no longer counted the same.
• See what pays: with calls tied to treatment, it was obvious that implants and Invisalign were worth far more than a cleaning, so budget moved accordingly.
• Budget follows value: spend shifted toward high-value treatments, which is why high-value inquiries rose 65% rather than just total call volume.
• Fewer wasted dollars: money stopped going to low-relevance clicks and low-value treatments, which helped drop cost per new patient 38%.
• Reporting leadership trusts: GA4 and call tracking connect spend to booked appointments, so decisions are based on real numbers, not guesses.