A DENTAL PRACTICE TURNED PAID SEARCH INTO A SUB-$50 NEW-PATIENT LEAD ENGINE.
A conversion-focused Google Ads program with every call and form submission tracked as a conversion and fed back into the platform to drive bid optimization.
Client
George Family & Cosmetic Dentistry
Industry
Healthcare · Dental
Engagement
Google Ads
Conversion Tacking
Call & Form Lead Attribution
Performance Reporting
Campaign Window
Jul 30, 2025 – Jun 4, 2026
Primary Outcome
211
RESULTS QUAD COUNTY EXPERIENCED
211
Tracked New-Patient Leads - High-intent search traffic turning into patient inquiries.
$46.80
Cost Per Lead - A sustainable acquisition cost for a single-location dental practice
7.3%
Click-to-Lead Conversion Rate - More than 1 in 14 ad clicks became a tracked lead.
$9,875
Ad Spend -
Just under $10K in spend over roughly 10 months.
The Client
George Family & Cosmetic Dentistry is a general and cosmetic dental practice that depends on a steady flow of new-patient inquiries — exams, cleanings, and higher-value cosmetic cases — from its local service area.
For the practice, growth depends on more than website traffic. The real metric is whether paid search can turn local demand into patient calls and form submissions at a cost the business can sustain.
The Task
Turn paid search into a predictable new-patient engine.
The goal was to capture high-intent local demand at the moment someone was searching for a dentist, then convert that demand into tracked calls and form submissions at a cost per lead that made sense for a single-location practice.
The hidden problem
The practice had paid search running and a website live, but the system was not fully connected.
Paid media was generating activity, but spend and conversion tracking were not wired into one clean program where every lead source could be measured and improved.
- Calls and form submissions were not fully connected as conversion events.
- Google Ads did not have a complete feedback loop from click to lead.
- Reporting showed activity, but not a complete click → conversion → lead story.
- Budget decisions were harder because conversion data was not clean enough.
- The account needed signal quality, not just more traffic.
Research & Development
How do you make paid search reliably fill a dental schedule without overpaying per patient lead?
- Concentrate budget on high-intent, bottom-of-funnel dental searches.
- Track every form submission and phone call as a real conversion event.
- Feed conversion data back into Google Ads so bidding optimizes toward leads.
- Hold spend steady long enough for the algorithm to learn from clean data.
THE STRATEGIC SHIFT
“In local service search, the practice with the cleanest ‘this click became a patient lead’ signal wins the auction at the lowest sustainable cost.”
Every dollar was spent to sharpen that signal — not just to buy clicks.
The strategy was not simply to increase traffic. It was to help Google understand which searches, keywords, and users were most likely to become new-patient inquiries.
The Solution: Google Ads
A conversion-focused search program built around high-intent local queries, with every call and form submission tracked as a conversion and routed back into Google Ads to support bid optimization.
The campaign was built to capture people already searching for a dentist, then give the ad platform enough clean conversion data to find more people like them.
Campaign Run
Jul 30, 2025 – Jun 4, 2026
Impressions
94,912
Clicks
~2.9K
Click-through Rate
3.06%
Conversions
211
Conversion Rate
7.3%
Cost Per Conversion
$46.80
A 7.3% conversion rate on paid search is well above what many local-service campaigns achieve, and a sub-$50 cost per tracked lead means the program can scale without straining a single-location practice budget.
The Results
Just under $10K in ad spend over roughly 10 months produced 211 tracked new-patient leads at under $50 each.
The program was tuned to bring in patient inquiries, not just traffic — and built around the kind of clean conversion data that can continue improving over time.
~10
Months
Campaign run Time
211
Tracked
New-Patient Leads
$46.80
Cost
Per Lead
7.3%
Click-to-Lead
Conversion Rate