Dental clinics Google Ads Case Study

CHAIN OF INDEPENDENT FAMILY RUN DENTAL PRACTICES

The client had a chain of independent dental practices and wanted to put more of

an emphasis on digital marketing. There were no active advertising campaigns and

social media channels were seldom used. The plan was to grow all these channels

and generate leads through both Google Ads and organic social media marketing

whilst generally improving their social reach.

Google Ads

The first phase was to do keyword research for the ads. By looking at organic search terms that led visitors to the website before and adding in our own, an initial campaign was set up for one practice, which was then rolled out to more branches.

As the expertise lay with the staff at the practice in terms of being able to advice patients, call-only campaigns were set up to start generating incoming calls.

There were both evergreen ad groups and ads, and ones for specific promotions.

After a short period of time, optimisations kicked in and target CPA was set up to further reduce the cost-per-conversion meaning more calls could be generated using the same budget.

Instagram

For each of the three practices, Instagram followers increased from 120 to 800+ each in the first month. Potential followers were targeted using a criteria that meant it’s very likely that they live within the area that the practices serve. Posts and stories would be posted that blended being informative and education, with relevant promotions to keep audiences engaged and most importantly, generate enquiries.

Website management

To future-proof the websites, we worked with their developers to convert them to WordPress sites. This meant that content could now be posted (and we did) for both educational reasons which fit in line with the marketing strategy drawn up, but also to drive patient enquiries. As we have recently added a web design and development team to Little Yoda, the maintenance of the website was also moved over to us.

Other services

In addition to the three main services above, we also worked with our client to

provide other marketing services either monthly or on a rotation basis from

maintaining and optimising Google My Business listings, other business listing profiles

and reviews. We are currently embarking on a mission to garner more reviews by

setting up automated reminders for all patients to review their visit to showcase the

competence and high quality services that they provide, but also to learn more

about their patients and how to better serve them.

Conclusion

Our relationship with this client has started off with a few services, and over time itgrew to encompass more things; something that we hope continues in the future so as we learn more about them every day, we can optimise and improve the work we carry out for them.