Is Your Google Ads Strategy Giving You a Toothache? Fix it With These Tips For Dental Practices!

In today's digital world, a solid online presence is crucial for any business, and dental practices are no exception. Google Ads can be a powerful tool to attract new patients and grow your practice, but only if done right. After running Google Ads for Dentists for more than 10 years, these are some of the recommendations we try to implement and provide to our dental partners: 

1. Target Beyond the "Dentist Near Me" Keyword: While "dentist near me" is a popular search term, relying solely on it can be costly and competitive. Many dentists are bidding on this keyword, driving up the cost and making it harder to stand out.

Our suggestion: Diversify your keyword strategy. Consider targeting more specific procedures like "teeth whitening [your city]," "dental implants [your city]," or "Invisalign [your city]." This allows you to reach patients actively seeking those specific services, increasing the likelihood of conversion. Also, consider bidding on keywords related to dental problems like "toothache relief" or "emergency dentist" to capture patients in urgent need.

2. Highlight Your Unique Selling Propositions (USPs): What sets your dental practice apart from the competition? Do you offer flexible payment options, Saturday appointments, or specialize in a particular procedure? Make sure your ads highlight these unique selling points.

Solution: Instead of generic ad copy, emphasize what makes your practice special. For example, "Weekend appointments available," "Free consultations," or "Sedation dentistry offered." This helps you attract patients specifically looking for those features and differentiates you from other dentists in the area.

3. Don't Neglect Negative Keywords: Negative keywords are terms that you don't want your ads to show up for. For dentists, this might include terms like "dental schools," "DIY teeth whitening," or "dental jobs."

Solution: By excluding irrelevant searches, you can refine your targeting, reduce wasted ad spend, and ensure your ads are only shown to potential patients actively seeking dental services. Regularly review your search terms report to identify new negative keywords to add to your campaign.

4. Track Your Results and Make Adjustments: Running a successful Google Ads campaign requires ongoing monitoring and optimization. More importantly, it requires accurate tracking and visibility. 

Solution: Build a setup to differentiate between new and repeat patients and optimize accordingly. More importantly, include your third-party booking software data as offline conversion to optimize based on actual appointments instead of just leads. If you have revenue data, connect your CRM to Google Ads so that you can bid on revenue and ROI. This will significantly improve the efficiency of your paid campaigns.  

5. Target Audiences Based on Life Events: Life events like moving to a new city, getting married, or having children often trigger the need for dental services.

Solution: Utilize Google's life event targeting to reach potential patients experiencing these life changes. For example, target ads for "family dentistry" to new parents or "teeth whitening" to newly engaged couples. This allows you to connect with potential patients when they are most likely to seek dental care.

6. Showcase Patient Testimonials in Your Ads: Social proof is a must! Reviews are a powerful tool for building trust and credibility.

Solution: Incorporate positive patient testimonials directly into your ad copy. For example, " 'Best dentist I've ever been to!' - John S." This helps build confidence in your practice and encourages potential patients to choose you over the competition.

Implementing the strategies outlined in this post ensures your practice stands out in the crowded digital landscape. Remember, the key to success with Google Ads lies in continuous monitoring, analysis, and refinement. Stay proactive, adapt to the ever-evolving online environment, and watch your practice grow.