Google Ads for Dentists Demystified: A Step-by-Step Guide to Energizing Any Dental Clinic’s Business

Does your dental clinic have unfilled appointment slots?  Are you interested in filling them?  It may be time to start Google Ads for dentists.  Strategic planning and targeted campaigns can attract more patients and boost your online presence.  This guide will take you through the process of using Google Ads.  But before we begin, I’ll share a story from a personal experience.

We were in the middle of the lake, the boat was sinking, and we were bailing water.

Worse still, I’d expected this kind of scenario.  And here’s how it all began.

I went with some friends to a cabin on a lake.  When the time came to leave, we loaded up the boats with our gear.  There was a larger boat and a smaller boat.

I volunteered to go in the smaller boat, along with three friends.  We were sitting really low in the water with our equipment in the boat.  No one appeared concerned except for me.  Not wanting to be a worry-wart, I didn’t say anything.

With our meagre trolling engine revved up, we pushed off and headed out from the calm of the dock to the lake’s open water.  All was good until we hit the wind and the waves.  That’s when our troubles began.

The direction we were heading put us directly into the oncoming waves.  Any “normal” boat would have been fine, but we were doomed because we were weighted down and lacked a powerful engine to propel us.  Each wave we hit crested above the top of the boat’s bow.  We immediately started to take on water.

Determined to make it, we started bailing water like our lives depended on it 

I was fuming, mostly at myself.  Why didn’t I object to such a silly idea?  The prospect of going for a swim and losing all of our gear was a real possibility.  We could have avoided our situation with a bit of strategic planning. 

Strategic planning will be the factor that determines whether a Google pay-per-click ad campaign is wildly successful or sinks like an overloaded dinghy.  Google is more than happy to take your money.  That’s why they make getting started with ads so very easy.  Just follow their prompts and enter your credit card number.  Google then pushes you away from the safety of the dock to the turbulence of the PPC advertising world.  A bigger ad budget will keep you afloat for longer, but disaster is inevitable.  It takes planning, preparation, and patience to survive and achieve a positive ROI on your ad campaign.  The very first planning step is going through this article.  We’ll cover:

1. The why and how of Google Ads
2. Getting started with Google Ads
3. How to target the right audience
4. Creating an effective ad campaign
5. Tracking and measuring success

Let’s begin, shall we?

I. The why and how of Google Ads

We all know how important for our business to have a strong online presence.  It’s no different for dental clinics.  If someone requires dental work, and they don’t already have a dentist, they’ll be using Google.  That’s when Google Ads comes into play.

Google Ads used to be known as Google Adwords.  It’s a pay-per-click (PPC) platform that allows advertisers to pay to have their business appear first in the search results.  Google Ads most often appear above the organic search results (non-paying companies).  But sometimes, ads also appear at the bottom of the search results page.

We all know that the most valuable search result position is number one.  With Google Ads, the real power is in targeting specific audiences with a particular ad.  Google Ads also provides for geographic targeting.  Your dental clinic can appear as the number one result for your local community.

The Purpose of this Step-by-Step Guide

Google Ads offers enormous potential for acquiring more patients and growing a dental clinic.  Understanding this is just the beginning.  Unfortunately, getting started can be intimidating.  Online advertising can appear very complex.  This guide aims to help dental clinics take charge of their online presence.  We’re prepared this five-step guide with the hopes of demystifying Google Ads.

We will break down the process of creating a successful Google Ads campaign into manageable and actionable steps.  Regardless of whether your clinic is established and looking to grow, or if you’ve opened a new clinic and on boarding your first clients, this guide can help.  

Growing a dental practice using Google Ads involves strategic data-driven decisions and creative messaging.  We’ll review each process step while giving valuable insights and practical tips.  We’ll go through account setup, selecting keywords, writing compelling ad copy, and split testing.  Finally, we’ll discuss the success of the campaign.  We want you to feel confident that you can use Google Ads to your advantage.  A recommendation – read through this whole guide before you get started online.  There’s much info to take in at once.  If you’re ready, then let’s create that Google Ads account.

II. Getting Started with Google Ads

Creating a Google Ads Account

Google has made it easy to create an account for ads.  Here are the steps:

• Visit the Google Ads website: Head over to the Google Ads website (ads.google.com) and click on the “Start Now” button to begin the account creation process.  Sign into your Google account or create a new one.  Google will ask you to enter info about your business, link your Google accounts, and add your billing information.
• Choose your campaign goal: Google Ads offers various campaign goals, including website traffic, phone calls, and form submissions.  Select the one that aligns with your dental clinic’s objectives, such as increasing appointment bookings or promoting specific dental services.  Pro tip: When Google asks where you want your ad to appear – the Google Search Network or the Google Display Network, or both – do not choose both!  For now, choose the Google Search Network.
• Define your target location: Specify the geographic area where you want your ads to be displayed.  This is typically the local community or a specific radius around your practice location.
• Set your budget: Determine your daily or monthly budget for Google Ads.  Start with a conservative amount and adjust it as you gain more insights into your ad performance.
• Create ad groups: Organize your ads into relevant ad groups based on dental services or treatment types.  This structure allows you to customize ad messaging for each group, maximizing relevance to potential patients.
• Craft your ad copy: Write compelling ad copy highlighting your dental clinic’s  unique selling points.  Incorporate relevant keywords in your headlines and descriptions to increase the ad’s relevance.

Let’s take a look at the Google Ads interface.

Staying on top of our campaigns after we’ve created them is very important.  We want to continuously optimize them to make the campaigns as effective as possible.  Fortunately Google Ads offers a wealth of data and tools to help with this.  Here are a few:

• Dashboard overview: The Google Ads dashboard provides an overview of your campaign’s performance, including key metrics like clicks, impressions, click-through rate (CTR), and conversions.  The data presented here will give you insights into your ads’ performance.
• Keyword planner: This tool lets you to discover relevant keywords for your dental services and estimate of their search volume and competition.  Use the keyword planner to refine your targeting and find valuable keywords to add to your campaigns.
• Ad performance analysis: Dive into the performance of individual ads and ad groups.  Identify which ads generate the most clicks and conversions.  Use this information to optimize your messaging and calls-to-action.
• Budget management: Keep a close eye on your budget utilization and adjust it as needed.  Allocate more budget to high-performing campaigns and make data-driven decisions to maximize your return on investment.
• Ad scheduling: Determine the times and days when your ads will appear.  Consider aligning your ad schedule with your dental clinic’s operating hours for maximum effectiveness.
• Bid strategy: Choose the right bid strategy that aligns with your campaign objectives.  Whether it’s maximizing clicks, conversions, or targeting a specific cost per acquisition (CPA), your bid strategy influences the visibility and performance of your ads.
• Ad extensions: Use ad extensions to enhance your ad’s appearance and provide more information to potential patients.  Add extensions like call extensions to encourage phone inquiries or location extensions to showcase your dental clinic’s address.

Now that we have an overview of account creation and the Google Ads interface, we will look at the finer details.  Becoming proficient at the following topics will improve the ROI you get from your Google Ads campaigns.  The next topic we cover helps us target the right audience.

III. Keyword Research and Targeting

If what we’ve covered so far was the blueprint for a successful Google Ads campaign, then competent keyword research is the foundation.  If our keyword research is faulty, our Google Ads campaign will struggle to be effective.

Keyword research involves identifying potential patients’ specific words and phrases when searching for dental services online.  We can ensure that our ads appear in front of the right people by knowing the terms they use when searching online.  How do we do this?  Two steps:

• Analyzing patient intent: Start by putting yourself in the shoes of your prospective patients.  Consider their needs, concerns, and goals when seeking dental care.  Are they searching for routine check-ups, cosmetic dentistry, or emergency treatments?  Understanding patient intent will help you identify relevant keywords that align with their search queries.
• Utilizing keyword research tools: Google Ads provides a powerful Keyword Planner tool that aids in identifying relevant keywords and their search volumes. Additionally, various third-party keyword research tools offer insights into related keywords and search trends.  Leverage these resources to build a comprehensive list of dental-related keywords.

Try compiling a list of potential keywords

Once we’ve compiled a list of potential keywords, we must refine and prioritize them.  Based on what?  Based on their relevance and potential impact on your dental clinic’s business growth.  Some tips to consider:

• Focus on local keywords: Incorporating location-specific keywords for dental clinics targeting a specific geographical area is crucial.  Phrases such as “dentist near me” or “dental clinic in [your city]” can significantly boost your clinic’s visibility for local searches.
• Long-tail keywords: Long-tail keywords are more specific phrases that typically have lower search volumes but higher intent.  For instance, “teeth whitening services in [your city]” is a long-tail keyword that can attract individuals seeking teeth whitening solutions in your area.
• Competitive analysis: Research your competitors’ keywords to identify opportunities and gaps in the market.  By understanding which keywords drive success for others, you can tailor your strategy to capitalize on untapped keywords or offer a unique selling proposition.

No one likes headaches… or toothaches

Having an excellent understanding of keyword match types helps avoid Google Ads pain.  What are keyword match types?  They are the rules that Google puts in place for how to match up search terms with your Google Ads keywords.  The suitable keyword match types will ensure your ads reach the most relevant audience.  The wrong keyword match types will cost us much money.  Let’s define them:

• Broad match: This option displays your ads for a wide range of variations and related searches.  While it provides the broadest reach, it may also lead to displaying ads for less relevant searches.
• Broad match modifier: By adding a “+” symbol before essential keywords, you can target a more focused audience while still allowing for some variations.
• Phrase match: This option displays your ads for searches containing the exact keyword phrase or close variations with additional words before or after the phrase.  It offers a balance between reach and precision.
• Exact match: With exact match, your ads will only show for searches that exactly match your specified keyword.  This option provides the highest level of precision but may limit your ad’s reach.

Pro tip: start by using exact match and phrase match keyword match types.  It will begin a campaign slower, but it will avoid spending a lot of budget quickly.  Using broad match will go through any ad budget really fast.

With time and experience, a successful Google Ads campaign will have a mix of keyword match types.  By continuously monitoring our Google Ads campaigns, we can adjust our keywords.  Optimization is an ongoing process.  With that in mind, we’re ready to move on to point #4.

IV. Crafting Effective Ad Campaigns

Author Dan Kennedy teaches the three M’s to successful marketing campaigns – market, media, and message.  We’ve targeted our market with keywords, Google Ads is the media we’ve chosen, and the message is what we’re about to work on.

Where do we start?

We begin by creating compelling ad copy.  Our ads aim to capture potential patients’ attention and differentiate our dental clinic from the rest.  The message in our ads needs to resonate with our audience.  We want to evoke emotions while communicating the unique benefits of choosing our dental clinic.  A few points on how we can do this:

• Addressing patient pain points: Identify the common pain points or concerns that your target audience may have regarding dental services.  Whether it’s dental anxiety, the desire for a beautiful smile, or the need for emergency care, addressing these pain points in your ad copy can establish a personal connection with potential patients.
• Highlighting unique selling points: Showcase what sets your dental clinic apart. It may be your state-of-the-art technology, experienced staff, or a commitment to patient comfort.  Emphasize these unique selling points to attract patients seeking exceptional dental care.
• Crafting compelling headlines: The headline is your ad’s first impression on potential patients.  Create attention-grabbing headlines that are concise, engaging, and aligned with your target keywords.

Compelling ad copy is more than just headlines

We want to take advantage of all the opportunities for ad copy within Google Ads.  The more information we give, the more ad space we occupy.  Improved ad campaign results will follow.  Google Ads provides ad extensions for these additional details.  Use them all to your advantage.  They include:

• Call extensions: Enable call extensions to allow potential patients to contact your clinic directly with a simple button click.  This feature is handy for mobile users who prefer to make quick phone inquiries.
• Location extensions: If your dental clinic has multiple locations or serves specific regions, use location extensions to display your clinic’s address and contact details.  This ensures that local patients can easily find and visit your practice.
• Sitelink extensions: Sitelinks direct potential patients to specific pages on your website, such as services, testimonials, or appointment booking.  Utilize sitelink extensions to guide users to relevant information, making their journey smoother and enhancing their overall experience.

As we create our Google Ads campaigns, carefully completing every step, we may assume that success is guaranteed.  But it isn’t.  We may not get our messaging right on the first attempt.  To improve our odds, we test.

Thankfully Google Ads allows for split testing

Also known as A/B testing, split testing involves running multiple variations of our ads simultaneously.  We can determine which ad elements resonate the most with our target audience from our results.  Split testing involves doing the following:

• Testing ad copy: Create different versions of your ad copy, such as varying headlines or calls-to-action, and monitor their performance.  Analyze which ad copy generates higher click-through rates (CTR) and conversions to refine your messaging further.
• Experimenting with visuals: If you’re utilizing image or video ads, test different visuals to determine which ones capture the most attention and drive better results.  Images showcasing happy and smiling patients and pictures of your dental team can foster a sense of trust and connection.
• Optimizing ad scheduling: Experiment with different ad schedules to understand when your ads perform best.  Adjust your bidding and scheduling based on the time of day or day of the week when potential patients are most active.

Everything we do is about improving our ads, making them more effective, and getting better results.  How do we know if our efforts are having an impact?  We’re moving on to our fifth and final point.

V. Tracking and Measuring Success

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” ~ John Wanamaker

I can speak for all of us; the above quote is not where we want to be.  We want to know exactly how profitable our advertising is, which campaigns are the most effective, and where we can improve.  To get there, we must track and measure.

It’s easy to overlook conversion tracking

There’s work involved in configuring it correctly and ensuring it reports accurate results.  But first – what is conversion tracking?  It’s the recording of events.  The most common forms of conversion tracking include recording when a contact form is submitted, an appointment is scheduled, or a phone call is made.  By setting up conversion tracking, you gain valuable insights into the effectiveness of your ads and their impact on your dental clinic’s growth.  There are a couple of steps:

• Defining conversion goals: Before implementing conversion tracking, clearly define your conversion goals.  These goals should align with your dental clinic’s objectives: increasing appointment bookings, boosting inquiries for specific services, or increasing overall patient acquisition.
• Conversion tracking setup: Google Ads provides an easy-to-use conversion tracking tool that allows you to track various actions on your website.  Place the conversion tracking code on the relevant pages, such as the “thank you” page after form submission or the page that indicates a successful phone call.

With conversion tracking configured and reporting, we can analyze key performance metrics.  These metrics include the following:

• Click-Through Rate (CTR): The CTR measures the percentage of people who click on your ad after viewing it.  A high CTR indicates your ad is compelling and relevant to your target audience.
• Cost-Per-Click (CPC): The CPC measures the average cost you pay for each click on your ad.  By monitoring your CPC, you can manage your budget effectively and adjust bidding strategies to achieve a better return on investment.
• Conversion Rate: The conversion rate represents the percentage of users who complete a desired action, such as submitting a form or making a call, after clicking on your ad.  A higher conversion rate indicates that your ad and landing page effectively encourage potential patients to take action.

Data is our friend. 

Data empowers us to make wise optimization decisions.  We can continuously improve our Google Ads campaigns, generate higher ROIs and grow our business.  Here are four ways we can utilize the data we have:

• Identify top-performing keywords and ads: Review your keyword and ad performance data to identify which keywords and ad variations generate the most conversions.  Allocate more budget to these top performers to capitalize on their success.
• Refine ad targeting: Use the insights gained from conversion tracking to fine-tune your ad targeting.  Adjust geographic targeting, device targeting, and demographics to focus on the audience segments that are most likely to convert.
• Optimize landing pages: Ensure your landing pages align seamlessly with your ads and conversion goals.  A well-optimized landing page can enhance the user experience and encourage potential patients to take the desired action.
• Implement bid adjustments: Utilize bid adjustments to prioritize specific times of day or devices that generate the most conversions.  If they yield better results, bid more aggressively during peak hours or on mobile devices.

Getting started with Google Ads should be somewhat intimidating

There are many steps to follow and tactics to implement.  If Google Ads isn’t intimidating at first, it’s highly likely that some costly mistakes will be made.  Here’s the thing – starting slow and getting familiar with everything we’ve discussed, you’ll have the tools you need to make good decisions and increase the chance of running a very successful ad campaign.  Planning, preparation, and patience – just as we said in the introduction.  Finally, a quick review of the points we covered in this article:

1. The why and how of Google Ads
2. Getting started with Google Ads
3. How to target the right audience
4. Creating an effective ad campaign
5. Tracking and measuring success

Did the boat sink?

Amidst our frantic bailing, my friends and I started laughing.  We couldn’t believe what we’d gotten ourselves into!  We kept pushing forward, realizing we’d either sink or make it to shore.  Eventually, we got the boat into a more sheltered part of the lake.  The waves no longer crashed over the bow, and we could quit bailing water.  Our perseverance paid off, leaving us with a great story to tell.

If this guide helped you with your Google Ads we’d love to hear about it.  Feel free to send an email with questions or comments to Steve@Canopy3Sixty.com.  We’re compiling a much larger, more in-depth guide to Google Ads for Dentists.  To be notified when it’s ready, comment “Send me the big Google Ads guide” in your email.  Want to keep reading?  I’d recommend our article “From Dark to Light: Optimizing Organic Traffic with Google Analytics.”  Cheers.