Client
BrightSmile Dental Group
Industry
Dental & Cosmetic Dentistry
Locations
4 Dental Practices
Services
General Dentistry, Cosmetic Dentistry, Emergency Dental Care & Invisalign
Primary Channels
Google Ads & Performance Max
Engagement
Paid Advertising, Conversion Tracking & Landing Page Optimization
BrightSmile Dental Group is a fictional multi-location dental practice offering general, cosmetic, and emergency dental services.
The practice was already investing in Google Ads, but its campaigns weren’t consistently producing enough qualified new-patient opportunities.
The problem wasn’t simply a lack of traffic.
Potential patients were clicking the ads, but too much of the advertising budget was being spent on low-intent searches, campaign structures made it difficult to understand performance by location and service, and the website wasn’t converting enough visitors into appointment requests.
BrightSmile wanted to increase new-patient acquisition while making its advertising budget more efficient.
The primary challenges included:
The goal was clear:
Generate more qualified patient leads without relying solely on a larger advertising budget.
The Health Ad developed a more structured digital advertising strategy designed around how prospective patients search for dental care.
Rather than treating every service and location the same, we separated campaigns according to patient intent, service type, geography, and stage of the decision-making process.
This gave us greater control over budget allocation and allowed optimization decisions to be based on actual patient acquisition performance.
We reorganized the Google Ads account around individual practice locations and high-value dental services.
Campaigns were separated into areas such as:
Targeting prospective patients searching for dentists, dental checkups, cleanings, and routine dental care.
Capturing high-intent searches from people actively looking for immediate dental treatment.
Targeting patients interested in veneers, teeth whitening, smile improvements, and other cosmetic procedures.
Creating dedicated campaigns for patients specifically researching orthodontic treatment options.
Protecting branded searches and helping existing prospects quickly find the correct practice location.
This structure allowed budgets and bidding strategies to be adjusted according to the value and performance of each service.
For a local dental practice, generating clicks outside the actual service area can quickly waste advertising dollars.
We tightened geographic targeting around each BrightSmile location and aligned campaigns with the areas each practice wanted to serve.
Location-specific advertising also allowed us to make the messaging more relevant.
Instead of generic messaging such as:
“Looking for a Dentist?”
ads could emphasize local intent:
“Looking for a Dentist Near You? Schedule an Appointment With BrightSmile Dental.”
The objective was simple: make the advertising feel relevant to the patient’s immediate need and location.
Increasing traffic wasn’t the priority.
Increasing qualified traffic was.
Search-term data was reviewed regularly to identify queries unlikely to produce new patients.
Negative keywords were expanded to reduce spend from searches related to employment, education, research, free services, unrelated specialties, and other low-value queries.
At the same time, higher-intent searches received greater emphasis.
Examples included searches such as:
The result was a larger percentage of the advertising budget being directed toward people actively looking for dental care.
Before scaling the campaigns, we strengthened conversion tracking so advertising decisions could be based on meaningful patient actions rather than clicks alone.
Key conversion actions included:
Tracking patients who completed an online appointment or consultation form.
Measuring calls generated directly from Google Ads.
Tracking visitors who clicked the practice's phone number after arriving through advertising.
Measuring prospective patients who requested additional information.
This gave BrightSmile greater visibility into how its advertising contributed to patient acquisition.
Launching the campaigns was only the beginning.
Performance was reviewed continuously to identify opportunities to improve efficiency and increase qualified lead volume.
Optimization focused on:
Budget could then be shifted toward the campaigns, services, and locations producing stronger patient acquisition results.
Within six months, BrightSmile Dental Group saw substantial improvements across its paid advertising program.
Campaign restructuring, stronger search targeting, and improved landing pages helped more than double monthly lead volume.
More advertising dollars were directed toward searches with stronger patient intent, reducing wasted spend and lowering acquisition costs.
Better alignment between ads and landing pages helped turn a larger percentage of website visitors into appointment inquiries.
Improved campaign efficiency allowed BrightSmile to generate greater estimated revenue from its advertising investment.
| Performance Metric | Before | After | Improvement |
|---|---|---|---|
|
Monthly Patient Leads |
67 |
146 |
+118% |
|
Cost Per Lead |
$94 |
$55 |
-42% |
|
Landing Page Conversion Rate |
4.2% |
7.4% |
+76% |
|
Return on Ad Spend |
1.8X |
3.4X |
+89% |
BrightSmile didn’t need more clicks.
It needed a better system for turning existing demand into patient opportunities.
By connecting search intent, advertising, landing pages, conversion tracking, and ongoing optimization, The Health Ad created a more efficient patient acquisition strategy.
Instead of asking:
“How can we get more traffic?”
we focused on a more important question:
“How can we turn more of the right searches into new patients?”
That shift shaped the entire strategy.
Healthcare advertising requires more than launching campaigns and watching clicks accumulate.
At The Health Ad, we build digital advertising strategies around the patient journey—from the moment someone begins searching for care to the moment they contact your organization.
Our approach combines:
Capture prospective patients actively searching for healthcare services.
Build awareness and reach relevant audiences across Facebook and Instagram.
Develop campaigns around the services and patients that matter most to your organization.
Improve the experience between ad click and patient inquiry.
Understand which campaigns, services, and advertising channels are generating meaningful actions.
Identify wasted spend, missed opportunities, and areas for growth.
Whether you’re a single-location dental practice, a growing multi-location dental group, or another healthcare organization, The Health Ad can help you develop a more measurable approach to patient acquisition.
We’ll review your current advertising, identify opportunities, and develop a strategy around your goals, market, services, and budget.
Let’s talk about where your patient acquisition strategy is today—and where you want it to go.
