Most dental practices get Google Ads wrong in the same way. They run one broad campaign mixing new patient check-ups with Invisalign enquiries, implant consultations and emergency calls. Each of those is a different patient with a different decision timeline and a completely different value to your practice. We build separate campaigns for each, measure on booked appointments, and manage spend across Australia where your patients are actually searching.
Not every campaign type works for every treatment. As a marketing agency focused on service businesses, we match the right campaign structure to the right service, whether that is an emergency call today or an Invisalign patient who needs six weeks of nurturing before they book.
Intent-mapped keyword structure split by treatment type, exact and phrase match with tight negative keyword lists, ad copy tested weekly against your competitors, and conversion tracking wired to calls and online bookings. The foundation of every dental Google Ads account we run.
For eligible dental practices, LSA places your practice above organic search results with a Google Guaranteed badge. You pay per verified lead, not per click. We handle setup, background check facilitation, dispute management and the review generation strategy that keeps your lead cost down.
Asset group builds structured by treatment type, audience signals seeded from your existing patient list, creative refresh cadence and strict placement exclusions so PMax never becomes a Display budget drain. We cap PMax so it complements your Search campaigns rather than cannibalising them.
High-ticket dental treatments like implants and Invisalign have decision cycles of four to twelve weeks. Patients visit your site, leave, and research two or three other practices before booking. RLSA and Display remarketing keeps your practice visible and raises the bid when a returning visitor searches again, so you win the appointment.
Before we rebuild a dental account, we run a full audit to find where the budget is going. These are the five failure patterns we see on almost every account we inherit.
Check-up patients, emergency calls, Invisalign enquiries and implant consultations all land in the same campaign. Google has no idea which conversions are worth A$180 and which are worth A$12,000. Smart Bidding optimises for volume, not revenue.
Form fills fire on every page load. Phone calls from Google Ads are never counted. The campaign reports 80 conversions last month but the front desk only took 14 new patient calls. Smart Bidding is making decisions on phantom data.
Searches like "how much does Invisalign cost" and "are dental implants painful" burn budget at high CPCs. The person asking is six weeks from a decision, not booking today. That traffic belongs in SEO content, not a paid campaign.
The campaign sends traffic to the homepage or a generic services page. No procedure-specific offer, no clear booking path, no phone number above the fold, and a slow mobile load time. Clicks cost money whether the page converts or not.
The account launched eight months ago. Nobody has mined search terms since month two. Ad copy has not been tested. Competitors have changed their offers. The results plateau and the agency sends the same report month after month.
PMax left uncapped pours budget into YouTube pre-rolls and Gmail placements that a dental patient was never going to click from. Without placement exclusions and asset-group controls, it becomes a budget drain on the wrong audiences.
Three pillars. The campaign stack built for dental treatment economics, the measurement layer that connects ad spend to booked appointments, and the weekly review cadence that keeps it compounding.
Separate campaigns for general dentistry, emergency care and each high-ticket cosmetic treatment. Search carries the core keyword work. LSA sits above for eligible practices. PMax is capped and structured by treatment type, not left to roam.
GA4 events, Google Ads conversion actions, call tracking and, where your practice management software allows, offline appointment import. Smart Bidding is fed the signal that matters: booked appointments, not page views or form visits.
Weekly search term mining, ad copy variant tests, bid adjustments and negative keyword additions. Monthly reports showing spend, appointments booked, cost per appointment and estimated treatment revenue. Client-owned account. No black box reporting.
Every keyword goes through an intent check before a single dollar is bid. Transactional and commercial queries get budget. Informational and DIY queries get handed to SEO or excluded entirely. Here is how that works across the dental treatment mix.
Dental Google Ads campaigns split into two distinct problems. Emergency and general dentistry have high intent and short decision cycles. A patient searching "tooth pain dentist open now" will book with the first practice they can reach. We bid aggressively and make sure call extensions are front and centre for these terms. High-ticket cosmetic treatments like implants and Invisalign are the opposite: long consideration cycles with multiple touch points before a booking. For these, we use Search to capture in-market researchers, RLSA to raise bids when they come back, and we exclude informational queries like "invisalign vs braces" because that reader is comparing options, not ready to pay a deposit. Mixing these two intent types into one campaign means you are either overpaying for emergency clicks or underinvesting in the treatment revenue that actually moves your practice forward.
Six steps from audit to ongoing growth. We do not optimise an account with broken measurement. Every Google Ads engagement starts with tracking before anything else is touched.
Full review of your current account structure, wasted spend, conversion tracking gaps and competitor overlap. Baseline CPA, ROAS, impression share and wasted spend percentage recorded before we touch anything.
GA4 events, Google Ads conversion actions, call tracking and practice management system integration set up from scratch. No campaign changes happen until measurement is verified and clean.
Campaigns rebuilt with treatment-level separation. Match types locked down. Negative keywords seeded from your search term history. PMax asset groups structured by cosmetic treatment, not left as a single catch-all.
14-day Smart Bidding burn-in with tight daily budgets and manual bid adjustments. Daily search term review. Weekly ad copy tests. Manual controls in place while we gather clean conversion data from real bookings.
tROAS or tCPA targets tightened once conversion data is stable. Budget scaled on campaigns hitting appointment targets. Underperforming ad groups paused, not optimised indefinitely. New treatment asset groups tested monthly.
Monthly report showing spend, appointments booked, cost per appointment and estimated treatment revenue. Quarterly strategy call. Year-over-year comparisons once the data is there to be meaningful.
Expect new patient enquiries in the first week of a properly set up campaign. Expect stable cost per booking by day 45 as Smart Bidding completes its learning phase. This is the cadence we follow.
We audit your existing account (or set a new one up), rebuild conversion tracking from scratch, verify call tracking is firing correctly, and establish a clean baseline before any campaign changes are made.
Treatment-separated campaign structure built. Negative keyword lists seeded. Ad copy drafted, reviewed with you and approved. Landing pages assessed and any critical conversion issues flagged or fixed. Campaigns go live.
Smart Bidding runs its learning phase. We mine search terms daily, run first ad copy tests, adjust bids manually and produce your first monthly report with real appointment data compared against the pre-engagement baseline.
Weekly search term mining to cut wasted spend. Weekly ad copy tests against your competitors. Monthly budget reallocation towards the campaigns booking the highest-value treatments. Quarterly strategy calls to plan the next growth phase.
Averages across active dental Google Ads accounts we manage across Australia. Numbers are defensible per account and will be shared with your account lead before any external use.
Both options include the same team, the same reporting, the same client-owned account and the same intent-first approach. Pick the one that fits your practice structure.
You focus on patients. We handle the ads.
For practices with an in-house marketer or group network.
We had been running Google Ads for two years across our three practices with the same agency and always felt like we were guessing. When MarketInc audited the accounts, they found conversion tracking had been broken for nine months. We had no idea. Within 60 days of the rebuild, cost per new patient booking was down 41% and we finally had real data connecting ad spend to chair time. The treatment-level campaign split was the difference. Our Invisalign bookings alone covered the management fee three times over in the first quarter.
If yours is not here, bring it to the audit call.
Get a free Google Ads audit. We will show you exactly where your current account is leaking spend, how your treatment campaigns are structured compared to what actually converts, what a properly built campaign stack would look like for your practice, and what a realistic cost per new patient looks like for your market and service mix.
Get a free audit that shows you exactly what is broken in your current account and what it will take to fix it. No obligation, no lock-in, just a clear picture of where your spend is going and what it should be delivering.
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