As a dentist, attracting more patients to your practice is key to growing your business. One of the most effective ways to do this is by leveraging Google Ads. In this blog, we’ll explore how to set up Google Ads specifically for dental practices, focusing on local targeting, effective campaign structures, and advanced strategies like remarketing.
By the end of this guide, you’ll know how to set up successful Google Ads campaigns that will help you drive more paying customers to your dental practice. Let’s dive in!
Why Google Ads Is Essential for Dentists
Google Ads provides dental practices with the ability to connect with potential patients when they search for dental services in their local area. By targeting the right keywords, using location targeting, and setting up your campaigns effectively, you can significantly boost the visibility of your dental practice. Plus, with additional features like call extensions and remarketing, you can increase conversions and get more patients through the door.
1. Campaign Structure: Setting Up for Success
The first step in setting up a Google Ads campaign for your dental practice is creating a clear, organised campaign structure. A well-structured campaign ensures that your budget is optimised and that your ads reach the right people at the right time.
Organising Campaigns by Service
Consider creating separate campaigns for different services, such as general dentistry, cosmetic dentistry, orthodontics, and emergency dental care. This allows you to tailor your ads and keywords to specific patient needs, which improves relevance and increases the chances of converting clicks into paying customers.
For example:
- Campaign 1: General Dentistry
- Campaign 2: Cosmetic Dentistry
- Campaign 3: Emergency Dental Services
This structure also makes it easier to control budgets for each service type, allowing you to allocate more spend to high-priority areas.
2. Keyword Research: Find the Right Search Terms
Effective keyword research is essential to making sure your ads appear when potential patients are searching for dental services. The key is to target keywords with high intent – meaning people who are actively looking to book an appointment, rather than just gathering information.
Start with Localised Keywords
Since your practice likely serves a local audience, focus on geographically relevant keywords. Examples include:
- “dentist near me”
- “emergency dentist in [city]”
- “best cosmetic dentist in [city]”
Use tools like Google’s Keyword Planner to identify local search volumes and potential competition for each keyword. Aim for a mix of high-volume and long-tail keywords (e.g., “affordable dentist in [city]”) to capture various types of search intent.
Negative Keywords
Don’t forget to set up negative keywords to avoid showing your ads for irrelevant searches. For example, if you don’t offer cosmetic services, you may want to exclude terms like “teeth whitening kits” or “dental veneers at home.”
3. Location Targeting: Focus on Your Local Area
One of the biggest advantages for dentists using Google Ads is the ability to target ads based on location. By using geo-targeting, you can ensure your ads are only shown to people within a certain radius of your practice.
Setting Location Radius
For a local dental practice, targeting your immediate surrounding area makes sense. You can set a radius around your practice (e.g., 10-20 miles) to reach potential patients who live or work nearby. Google Ads allows you to narrow your focus to specific neighbourhoods, postcodes, or cities.
You can also adjust bids based on location. For example, if you know that patients from a certain suburb are more likely to convert, you can increase your bid to make sure your ads are more visible to users in that area.
4. Ad Copy: Use Location Insertion and Service Keywords
Writing ad copy that speaks directly to potential patients is crucial. One powerful technique is to use location insertion in your ad copy. This feature dynamically inserts the user’s location into the ad, making it more relevant to the person seeing it.
For example, if a potential patient in Manchester sees your ad, it could say: “Experienced Manchester Dentist – Book Your Appointment Today.” This personalised approach helps to increase engagement and click-through rates.
Highlight Benefits and Call to Actions
In addition to location, make sure your ad copy highlights the benefits of your services. Focus on what sets your dental practice apart, such as “Same-Day Appointments Available,” “Emergency Services,” or “Trusted Family Dentist.”
Don’t forget a clear call to action (CTA), such as “Call Now to Schedule” or “Book Online Today.” This encourages users to take immediate action.
5. Call Extensions and Online Booking Goals
Call extensions allow potential patients to contact your practice directly from the ad without needing to click through to your website. This feature is especially useful for mobile users who may want to call for an appointment right away.
Set Up Call Tracking
By setting up call tracking, you can measure how many patients call your practice directly from the ads. This data helps you optimise your campaigns based on which ads are driving the most calls.
Online Booking Goals
If your practice offers online appointment booking, set this as a conversion goal in Google Ads. You can track how many people complete the booking process and adjust your campaigns to maximise these conversions.
6. Remarketing: Bring Back Potential Patients
Remarketing is a powerful feature in Google Ads that allows you to target users who have previously visited your website but haven’t yet booked an appointment. These users are familiar with your practice, so they are more likely to convert with a follow-up ad.
Set Up Remarketing Lists
Create remarketing lists for different segments of your website visitors, such as:
- Visitors who viewed the booking page but didn’t complete the process.
- Users who visited service-specific pages (e.g., orthodontics or cosmetic dentistry).
By serving these users tailored ads that remind them of your services, you can encourage them to return and book an appointment.
Conclusion: Growing Your Dental Practice with Google Ads
Google Ads is a highly effective tool for dentists looking to attract more paying patients to their practice. By setting up a well-structured campaign, focusing on local keywords, and utilising features like location targeting, call extensions, and remarketing, you can drive more traffic and increase conversions.
Whether you’re targeting new patients for routine cleanings or emergency dental care, these strategies will help you build a successful Google Ads campaign that grows your practice.
If you’re a dental practice owner looking to improve your Google Ads or get started with PPC, feel free to reach out for personalised advice!