$60 per click, zero new patients—if this sounds familiar, read on.
Spending on Google Ads but not seeing new patients? Many dentists face the same challenge—high ad costs, wasted budget, and little to no return. Running PPC campaigns without the right setup leads to clicks that never become appointments.
But ignoring PPC isn’t an option. 98% of marketers rely on Google Ads, proving its importance in bringing in new business opportunities. Patients actively look for dental services online, and if your clinic isn’t showing up at the right time, another practice is taking those appointments instead.
In this blog, I’ll share 11 proven PPC strategies that help practices maximize the return on ad spend and consistently attract new patients.
3 Prerequisites for a Successful PPC Campaign
Successful campaigns start with a solid foundation. For a dentist, every dollar spent on ads should bring in actual patient appointments, not just clicks. Before launching a PPC campaign, it’s crucial to have a clear plan in place. Here’s what you need to have sorted before launching your PPC campaign:
1. Define Clear Patient Acquisition Goals
A general goal like “getting more patients” is too vague. Instead, set clear objectives:
Increase emergency dental visits by 20% in 60 days
Generate 50 Invisalign leads per month
Boost teeth whitening appointments by 30%
2. Identify the Most Profitable Treatments for Advertising
Different treatments require different ad strategies. High-value services like dental implants need educational ad funnels, while emergency cases benefit from immediate call-to-action ads. Focus on services that generate higher lifetime value or attract new patients who are likely to return.
For example:
- Profitable for PPC: Invisalign, dental implants, veneers, emergency dentistry
- Low Return on PPC Spend: Basic cleanings, fluoride treatments, general check-ups
3. Set a Realistic Budget Based on Local Market Costs
PPC costs vary by location and service. A clinic in Los Angeles or New York will have much higher ad costs than one in a small town. Before launching ads, research the average cost per click (CPC) and cost per new patient acquisition for your area.
Example of estimated CPC for dental services:
- Emergency Dentist – $10-$25 per click
- Invisalign – $8-$20 per click
- Dental Implants – $20-$50 per click
11 Proven PPC Strategies to Grow Your Dental Practice
Now, let’s get started! Want to attract more patients without overspending on ads? These 11 proven PPC strategies will help you run smarter campaigns and boost your practice’s success:
1. Enhance PPC Ads with a Strong USP
A Unique Selling Proposition (USP) differentiates between an ignored ad and a booked appointment. With multiple dentists running PPC ads, patients need a clear reason to choose their practice over others.
Your USP should answer: “Why should a patient pick your clinic?” Focus on what truly adds value:
Exclusive Offers
- 30% Off for New Patients
- $99 Cleaning, Exam & X-Ray – Limited Time
Reputation & Trust
- 15,000+ Happy Patients
- 500+ 5-Star Reviews
Convenience & Accessibility
- Same-Day Appointments
- Emergency Care – Open 24/7
- Your ad copy should showcase what sets you apart
Example of a High-Impact Ad
- Headline: Same-Day Dental Implants | 0% Financing
- Description: Get a confident smile today! Flexible payment plans & free consultation. Call now!
2. Organize Your Google Ads Account
A well-structured Google Ads account makes managing campaigns easier, improves tracking, and ensures better budget allocation. Without proper organization, ads become harder to optimize, performance tracking gets messy, and adjustments take longer. Here’s how you can properly organize your PPC Ads account
Segment Campaigns by Service Type
Instead of running a single campaign for all services, separate them into focused campaigns. Example:
- General Dentistry Ads → Cleanings, checkups, and preventive care
- Cosmetic Dentistry Ads → Invisalign, veneers, teeth whitening
- Emergency Dentistry Ads → Root canals, urgent dental care
Use the Right Campaign Types
- Search Ads – Best for attracting patients actively searching for dental services.
- Display Ads – Great for retargeting and brand awareness.
- Call-Only Ads – Ideal for generating phone appointments directly from search results.
Set Up Automated Bid Strategies
Google’s automated bidding adjusts bids in real time based on user behavior. Popular strategies include:
- Maximize Conversions → Focuses on getting the most appointments for your budget.
- Target CPA (Cost-Per-Acquisition) → Aims to acquire new patients at a set cost.
Test Device Performance & Adjust Accordingly
Patients searching for a dentist near me are often on mobile. Run tests to see if mobile ads perform better than desktop, and adjust bid settings based on device performance.
3. Research PPC Keywords
Patients search with specific intent, and understanding their search behavior allows you to create ads matching their needs. Effective PPC campaigns don’t rely on random keyword selection. Use data-driven research, organize keywords by intent, and align ads with patient needs to get better clicks, lower costs, and more appointments.
Start by identifying patients’ words and phrases when searching for a dentist. Use tools like:
- Google Keyword Planner – Free and reliable keyword research
- SEMrush / Ahrefs – Competitive insights on what works
- Google Search Autocomplete – Real-time search trends
Instead of using broad terms like “dentist,” break keywords into focused groups based on the treatments you offer.
Examples of Keyword Groups for Dental PPC Ads
- Cosmetic Dentistry: “teeth whitening near me,” “Invisalign specialist,” “best veneers in [City].”
- General Dentistry: “family dentist near me,” “dental cleaning cost,” “affordable dentist.”
- Emergency Dentistry: “24/7 dentist,” “tooth pain relief now,” “emergency root canal”
4. Build High-Converting Landing Pages
Sending paid traffic to a generic website homepage leads to high bounce rates, wasted ad spending, and lower conversion rates. Landing pages must be developed for immediate action. A dedicated, optimized landing page ensures every visitor has a clear path to becoming a patient. Essential elements include:
- Headline That Matches the Ad
Patients should immediately see what they clicked for. If your ad promotes “Same-Day Dental Implants,” the landing page should reinforce that with a clear headline and supporting message. - Fast-Loading, Mobile-Friendly Design
Most searches come from mobile devices. Keep it simple, fast, and easy to explore. - Click-to-Call & Appointment Booking Form
Make it effortless for patients to schedule an appointment. Include:
Click-to-call button for immediate bookings
Short contact form (Name, phone, service needed) to capture leads - Social Proof & Trust Signals
Patients trust real experiences. Include:
Google reviews and ratings
Before-and-after images (cosmetic treatments, Invisalign, etc.)
Certifications and awards to establish credibility
5. Research Competitor PPC Strategies
Instead of starting from scratch, build on what’s already working in your market. If a competing dental clinic is consistently running PPC ads, they’re doing it because it’s profitable. Studying their strategies can save time and help you launch campaigns with a strong foundation. Here’s what you can analyze in Competitor PPC Campaigns:
Which Services Do They Advertise?
Are they focusing on emergency dentistry, Invisalign, or cosmetic treatments? Identifying their priorities helps you spot profitable service areas that attract high-value patients.
Ad Messaging & Offers
Look at their headline structure, promotional offers, and call-to-action. Are they offering discounts, financing, or free consultations? If certain offers appear repeatedly, it’s because they convert.
Landing Page Experience
Study their layout, trust signals (reviews, certifications), and booking process. A strong landing page structure can be adapted and improved for your campaigns.
Tools to Research Competitor PPC Strategies
- Google Ads Transparency Center – See what ads competitors are actively running.
- SpyFu / SEMrush / Ahrefs – Analyze competitor keywords, ad copy, and landing pages.
- Facebook Ad Library – View competitor Facebook & Instagram ads.
6. Audience Targeting Strategies for PPC
Effective PPC campaigns ensure your ads reach the right people at the right time. That’s where audience targeting comes in. Instead of displaying your ads to a broad, unfiltered audience, you can focus on potential patients most likely to need your dental services:
- Demographic Targeting: Narrow your audience by age, gender, income level, and household status. For example, targeting adults aged 25-45 may yield better results if you specialize in Invisalign.
- Location Targeting: Focus your ads on users within a specific geographic radius around your practice. You can target people within a specific zip code city or those who have recently visited your area.
- Behavior & Interest-Based Targeting: Platforms like Google Ads and Facebook Ads allow you to reach users based on their online behavior. You can target people searching for dental services, reading oral health content, or engaging with competitors’ pages.
- Retargeting (Remarketing): Not every visitor converts immediately. Use retargeting ads to stay top-of-mind for people who have previously visited your website but didn’t schedule an appointment.
7. Target Local Traffic
A dental practice serves a specific local area, so your PPC ads should only reach potential patients nearby. Local targeting ensures that your ads appear for people looking for a dentist in your city, not someone halfway across the country or the world. Here’s why local targeting matters for dental PPC strategy:
- Higher-Quality Leads – People searching for “dentist near me” or “Pediatric dentistry in [Your City]” are ready to book an appointment.
- Prevents Budget Waste – Running ads without location filters means you pay for clicks from users who will never visit your practice.
- More Visibility for Nearby Patients – Google prioritizes local businesses in searches, making location targeting essential for dentists.
How to Target Local Patients Effectively?
- Set Geographic Targeting in Google Ads
Adjust location settings to only show ads within a specific radius (e.g., 5-10 miles around your clinic). - Use Location-Based Keywords
Include phrases like “best dentist in [City]”, “emergency dentist near me”, or “teeth whitening [City]” to attract local intent searches. - Enable Call-Only & Location Extensions
Make it easy for patients to call or get directions directly from the ad with Google’s call and location extensions.
8. Optimize Your PPC Ads for Phone Calls
For a dental practice, a phone call is often more valuable than a website visit. Many patients prefer calling to book an appointment rather than filling out a form. Google Ads allows you to turn ad clicks into direct phone calls, making it one of the fastest ways to generate new patient leads. Here’s how phone call optimization of PPC Ads helps:
- Higher Conversion Rates – Patients calling your clinic are usually ready to book.
- Same Cost as a Click – Google charges the same for a call as a landing page visit, but a direct call removes extra steps.
- Faster Patient Acquisition – Calls instantly connect potential patients with your staff, eliminating follow-ups.
How to Maximize Call-Driven PPC Ads?
- Use Call-Only Ads
Google’s Call-Only Ads prioritize phone calls over website visits. When users tap the ad, their phone automatically dials your clinic instead of going to a landing page. - Add Your Phone Number to All Ads
Use call extensions to display your phone number directly in text ads, making it easy for patients to call with one tap. - Schedule Ads During Office Hours
Running call-focused ads when no one can answer leads to missed opportunities. Set ads to display only when your clinic is open, ensuring every call is answered.
9. Use Ad Extensions
PPC ads have limited space, but ad extensions allow you to provide more information and make your ads more engaging and valuable to potential patients. These extensions give searchers additional ways to interact with your dental practice, increasing click-through rates and conversion potential.
Types of Ad Extensions for Dental PPC:
- Location Extensions – Display your clinic’s address, phone number, and business hours directly in the ad, making it easier for local patients to find and contact you.
- Call Extensions – Add a clickable phone number so users can call your practice directly from the ad, increasing appointment bookings.
- Sitelink Extensions – Include links to multiple service pages (e.g., Teeth Whitening, Emergency Dentistry) so patients can quickly navigate their needs.
- Callout Extensions – Highlight benefits like “Same-Day Appointments,” “Free Consultations,” or “0% Financing Available” to grab attention.
- Structured Snippet Extensions – Showcase specific treatments or services, such as “Cosmetic Dentistry, Implants, Pediatric Care,” helping patients see what you offer at a glance.
10. Maximize on Other Paid Marketing Channels
While Google Ads is dentists’ most popular PPC platform, other paid marketing channels help expand reach, build brand awareness, and optimize ad spend. A strategic mix of platforms ensures you connect with the right audience at the right time, driving more appointments and long-term practice growth.
Top Paid Advertising Platforms for Dentists:
- Bing Ads – While less popular than Google, Bing Ads can be a cost-effective way to reach an older, high-income audience that still uses Microsoft’s search engine.
- Facebook & Instagram Ads – Perfect for brand awareness and engagement. These platforms allow detailed audience targeting based on location, demographics, interests, and behaviors, making them ideal for promoting special offers, patient testimonials, and high-value services.
- X (Twitter) Ads – A great way to build brand visibility and interact with your local community. You can promote tweets, trends, or accounts to increase engagement and awareness.
- LinkedIn Ads – Ideal for targeting professionals or promoting high-end dental services like cosmetic or reconstructive dentistry. It’s also useful for networking with other healthcare professionals.
11. Track Your Results to See What’s Working
Running PPC ads without tracking is like guessing what works and hoping for the best. To get the most out of your ad budget, you need to know which ads bring in new patients and which ones are just eating up your spend. Proper tracking helps you make smarter decisions, improve performance, and stop wasting money on ineffective ads.
Essential Tracking Tools for Dental PPC:
- Google Ads Conversion Tracking – See which ads lead to calls, form submissions, or appointment bookings so you can focus on what’s driving actual patient leads.
- Call Tracking Software – Know exactly which ads make your phone ring. This helps you optimize campaigns that bring in the most calls and eliminate the ones that don’t.
- Google Analytics – Understand how visitors interact with your landing page. Are they staying and booking an appointment or leaving without taking action? These insights help you tweak your page for better results
Stick to Dentistry, Leave the PPC Hustle to the Experts
Running a dental practice is already a full-time job. Adding PPC marketing, ad optimization, and A/B testing turns it into a second career you never signed up for. You didn’t spend years mastering dentistry to juggle ad campaigns, keyword research, and conversion tracking.
PPC is a science of its own, requiring constant testing, optimization, and data analysis—time you don’t have. Your expertise is in patient care, not adjusting ad bids or keeping up with Google’s ever-changing algorithms. Instead of spending hours trying to make PPC work, leave it to marketing professionals who handle it daily. Let the experts manage your digital ads while you focus on delivering outstanding dental care.
Grow Faster and Smarter with INSIDEA’s Digital Marketing Subscription
At INSIDEA, we deliver powerful digital marketing strategies that elevate your brand’s presence, attract the right audience, and drive measurable growth. Our expert team is dedicated to creating top-tier marketing solutions to meet your unique business needs. With in-depth industry knowledge, we craft customized strategies that align perfectly with your goals, all within our all-in-one digital marketing subscription.
Our comprehensive subscription includes everything you need to succeed in the digital space.
From Search Engine Optimization (SEO) that boosts your search rankings and drives organic traffic to WordPress Management, ensuring your website is visually appealing, highly functional, and optimized for conversions.
Our content marketing services establish your authority with engaging, insightful content. Social media marketing builds your presence across platforms with interactive and authentic strategies. Our email marketing solutions also connect directly with your audience, driving engagement and conversions.
With INSIDEA’s all-in-one subscription, you can access these services seamlessly, supported by our dedicated digital marketing experts committed to delivering measurable results for your business.
Book a meeting with our experts to explore how we can support your business goals.
