Over 77% of prospective patients search online to find a dental clinic.
Pay-per-click ads can get your dental office in front of your target audience. They make your brand more visible on search and social media platforms by proactively targeting people looking for a dentist.
In this article, we’ll discuss the specifics of PPC marketing for dentists and how you can leverage these ads to attract more patients and grow your practice.
What is PPC for dentists?
PPC advertising for dentists is a digital marketing strategy where dental clinics only pay a fee when their ad is clicked.
This strategy enables dentists to prominently display ads on search engines like Google and Bing, where they appear when someone searches for specific dental-related keywords.
For example, if a person searches for “teeth whitening services” or “emergency dental care,” PPC ads from relevant dental clinics can appear on the search engine result page (SERP).
You can also place PPC ads on social media platforms. Here, instead of appearing based on specific keyword searches, these ads display to users based on their browsing behaviors, interests, demographics, and other profile information.
For instance, a dental clinic could target its ads to users in a specific age group or location or those who have shown interest in dental health or similar services.
The pay-per-click model is effective for dentists looking to promote their services online to a targeted audience and attract new patients.
What are the benefits of running PPC ads for dentists?
PPC ads offer various strategic advantages for dental clinics looking to attract more patients. Here are some of the benefits of dental PPC marketing:
- Provides instant online visibility
- Helps reach a targeted audience
- Allows easy measuring
- Makes budgeting simple to control
- Gives you a competitive advantage
Provides instant online visibility
PPC ads provide immediate visibility on search engines and social media platforms. This contrasts with search engine optimization (SEO), which can take months to yield results.
This gives dental clinics immediate exposure to potential patients actively searching for dental services or those interested in dental health.
In other words: quicker patient acquisition.
Helps reach a targeted audience
PPC allows you to target their desired audience precisely.
For instance, you can reach out to people based on location, ensuring your ads reach local residents.
Also, demographic targeting focuses on specific age groups or interests, like families for pediatric dentistry or older adults for dental implants.
Allows easy measuring
Every aspect of your PPC marketing campaign is measurable, from the number of clicks and impressions to the conversion rate.
This data-driven approach shows you what’s working and what isn’t, allowing agile adjustments to improve campaign effectiveness and return on ad spend (ROAS).
Makes budgeting simple to control
You can set a predefined budget for your PPC campaigns. This is particularly beneficial for smaller clinics that must be mindful of their marketing expenses.
You’re not committed to a large outlay of funds upfront. Instead, you can adjust your spending based on the campaign’s performance.
This makes PPC a financially viable option for dental practices.
You can fine-tune your spending in real-time to maximize your marketing return on investment (ROI) while maintaining tight control over dental advertising costs.
Gives you a competitive advantage
The number of active dentists has increased over the past decade.
PPC ads help dental clinics stand out in a crowded market.
Your clinic gains visibility among potential patients by appearing in targeted search results and tailored social media feeds. This is important for new or smaller practices competing with well-established ones.
This increases exposure and directly connects you with those seeking dental services, giving you a tangible edge in attracting new patients.
1. Target high-intent keywords
Focus on the right keywords that indicate immediate need or strong interest, such as “emergency dental care” and “teeth whitening near me.”
This strategy attracts patients actively seeking specific dental services.
For instance, if someone searches “urgent toothache relief,” your ad for emergency dental services should ideally appear.
Use PPC keyword research tools like Google Keyword Planner to find high-intent keywords relevant to your services.
2. Go hyper-local in targeting
Set your PPC campaigns to target the specific geographic location around your clinic.
This ensures potential patients see your ads in your area.
For example, if your clinic is in Boston, focus on keywords that target specific locations, like “Somerville dental clinic.” Or use settings in Google Ads to specify a radius around your practice’s location.
This local focus of geo-targeting advertising increases the likelihood of attracting patients who can visit your clinic.
3. Create separate campaigns for individual services
Segment your dental PPC advertising campaigns based on the different services you offer, like orthodontics, cosmetic dentistry, or pediatric dentistry.
This allows you to personalize your ad messaging and landing pages more effectively.
For instance, an ad campaign for orthodontic services may highlight braces or Invisalign. Then it leads to landing pages detailing these specific offerings, leading to more relevant clicks and higher conversion rates.
4. Leverage ad assets
Enhance your Google search ads with ad assets (previously called extensions) that provide additional information and contact options.
Ad assets can include direct links to pages like ‘Contact Us,’ ‘Book an Appointment,’ or specific services.
Use phone call asset for mobile ads, allowing potential patients to contact your clinic directly from the ad.
These assets make it easier for patients to find the information they need and take action immediately.
5. Optimize for mobile users
Tailor your pay-per-click advertising for mobile users, considering many potential dental patients search for services like emergency dental care on their smartphones.
Again, include easy-to-use features like click-to-call buttons in your ads. And ensure your landing pages are mobile-friendly with fast load times.
6. Incorporate patient testimonials
Add patient testimonials to your ads to build trust and credibility.
Use text quotes for search ads and combine images or short video testimonials for social media campaigns.
For example, a Facebook ad for cosmetic dentistry could feature a video testimonial from a satisfied patient, highlighting the quality and impact of your services.
7. Use the right tools for enhanced campaign insights
You need the right tools to refine and scale your efforts on PPC marketing for dentists.
So, find good PPC analytics tools to manage and optimize your ad campaigns.
At HawkSEM, we use ConversionIQ, our proprietary marketing technology. It tracks every step of the buyer’s journey, providing a comprehensive understanding of which aspects of a campaign are performing well and which areas need improvement.
ConversionIQ also offers deep insights into the target audience.
This enables us to build strategies that extend beyond PPC, covering other channels like SEO and social media. We can leverage these insights to scale our client’s online presence effectively, enhancing their overall market reach and profitability.
All active HawkSEM clients get access to this tool for free. Contact us to learn more.
8. Run time-sensitive promotions
Leverage seasonal trends in dentistry to offer time-sensitive promotions in your PPC ads.
For instance, offer discounted teeth whitening services during wedding seasons or special rates on pediatric check-ups before school starts.
These timely offers create urgency, encouraging potential patients to make prompt decisions and book appointments to take advantage of the limited-time deals.
9. Un-target negative keywords
Use negative keywords to prevent dental PPC ads from appearing in irrelevant searches. This will save your budget and improve campaign efficiency.
For instance, if you don’t offer orthodontic services, include terms like “braces” or “orthodontist” as negative keywords to avoid unqualified traffic.
10. Test and refine ad copy and design regularly
Continuously experiment with different versions of your PPC ad copy and design to see what resonates best with your target audience.
This could involve changing the wording, using different images, or altering the layout of your ads.
For dental clinics, this might mean testing different calls-to-action, like “Book a Free Consultation” versus “Learn More About Our Services,” to see which generates more patient inquiries.
11. Analyze competitor ads for insights
Keep an eye on competitors’ PPC campaigns. Look at their ad copy, design, and offers to glean insights into what might work for them.
Make a note of competitors emphasizing certain services, like cosmetic dentistry or pain-free treatments. And consider how you can differentiate your ads to highlight your unique strengths or offerings.
You can use tools like Semrush’s online Advertising Research for competitive analysis.
How to set up a dental PPC advertising campaign: A walkthrough
The process of creating a dental PPC ad campaign varies from one platform to another. In this walkthrough, we’ll focus on Google Ads.
Note: Before creating your search ad campaign, research keywords and audience. Understanding which keywords to target will ensure your ads appear for relevant queries. Similarly, understanding your target audience will let you create compelling ad copy and landing pages that convert better. If you need help with research, reach out to our experts.
Open your Google Ads account and create a new campaign.
Next, choose your campaign objective. For dental clinics, this would typically be “Leads.”
Select “Search” as your campaign type.
Select the ways you’d like to reach your goal. Let’s go with “Website visits.”
Name your campaign and click “Continue.”
Next, you’ll get to configure the campaign, which includes:
Setting your budget.
Choosing your target audience (based on factors like location, language, habits, and more).
Adding your keywords.
Creating your ad by adding headlines, descriptions, assets, and URL paths.
Follow along and complete all the steps based on your campaign’s needs and goals.
As a last step, review the campaign. Look at the “Campaign optimization score” and follow the recommendations to improve it.
How much does PPC for dentists cost?
“We typically see dental clinics spend anywhere between $500 and $5,000 a month on PPC campaigns,” says Rambod Yadegar, President of HawkSEM.
“Paying more doesn’t always mean better results. We have seen marketers spend a lot of money only to end up with no or poor-quality leads. The key to optimizing PPC cost is going after commercial-intent keywords that have higher chances of conversions. Their average CPC might be higher, but serving users relevant and compelling ad copies increases the conversion rate. So, the net ROI is always excellent.”
The cost of PPC for dental clinics varies widely, primarily depending on factors like the competitiveness of keywords, geographic segmentation, and the campaign’s specific goals.
For dental services, generic keywords like “dental implants” or “emergency dentist” can be more expensive on Google Ads due to higher competition.
These keywords get more expensive if they’re location-specific.
Typically, a local dental clinic may spend less on effective PPC than a clinic in a large, competitive city due to differences in market saturation and audience size.
The cost also fluctuates based on the campaign’s scope. A broad, national campaign will naturally require a larger budget than a targeted local campaign.
Plus, the ad platform chosen (Google Ads, Meta, etc.) influences the cost. Each platform has its pricing structure, with some offering more cost-effective options for smaller, localized campaigns.
Common PPC terms to know
- Cost per click (CPC): This refers to the amount you pay each time someone clicks your ad. (The goal is to keep those clicks affordable while still attracting your target audience.)
- Impressions: The number of times your ad shows up in search results (the higher your ranking, the more impressions you receive). More impressions mean more people are seeing your message.
- Click-through rate (CTR): The % of impressions that convert into actual clicks. A high CTR signals an ad that grabs attention and interest.
- Conversion rate: The % of clicks that drive a desired action, like scheduling an appointment.
- Keyword bidding: The process of bidding on specific keywords related to dental services so that your ad appears when users search those terms.
- Quality Score: A metric Google uses to determine an ad’s relevance and quality based on your chosen keywords, ad text, and landing pages.
- Audience targeting: The practice of selecting specific groups of people to show your ads to based on criteria like demographics, interests, and behaviors.
- Retargeting: An audience targeting method that lets you show ads to users who previously visited your site.
- Geotargeting: Targeting potential patients based on their geographic location, which can be useful for local dental clinics.
Find a (reliable) dental PPC agency: 5 factors to consider
Running a dental PPC campaign is challenging, especially if you’re focused on maximizing returns. So, getting help from experts is highly recommended.
Here are the factors to consider when hiring a dental PPC agency:
- Experience with dental clinics
- Proven track record with relevant wins
- Dedicated team of specialists
- Regular meetings for transparency
- Cost-effective pricing aligned with your budget
Experience with dental clinics
Look for an agency with experience in the dental industry.
Their familiarity with dental services, patient behaviors, and market trends is important.
An agency that successfully managed PPC for small businesses like dental clinics will have a deeper understanding of the nuances of dental marketing.
Proven track record with relevant wins
Evaluate the agency’s past successes.
Ask for case studies of successful PPC campaigns they’ve run for dental clinics.
This evidence of their capability should include metrics like improved patient acquisition rates, increased website traffic, or enhanced ROI for their clients.
Dedicated team of specialists
Ensure the agency has a team of in-house experts who will handle your campaigns from start to finish.
This includes strategists, copywriters, designers, and analysts who are well-versed in PPC and know how to lower CPC.
A dedicated team means your campaign is managed with consistent quality and expertise.
Regular meetings for transparency
The agency should be committed to transparency and regular communication.
Weekly scheduled meetings:
- Provide updates on campaign performance through weekly monthly reports
- Allow for collaborative planning
- Ensure your goals are continuously aligned
This open line of communication is key to a trusting partnership.
Cost-effective pricing aligned with your budget
Choose an agency that offers pricing structures that align with your budget.
This doesn’t necessarily mean the cheapest option, but rather a service that provides value for your investment.
A good agency will work with you to maximize your budget and lower customer acquisition costs, ensuring efficient use of funds for the best possible outcomes in your PPC campaigns.
Get in touch with PPC experts at HawkSEM
HawkSEM is one of the fastest-growing digital marketing agencies working with the biggest brands like Microsoft, Verizon, and Honda.
With a large and multi-disciplinary team of experts, we offer end-to-end dental PPC management services.
Our performance-driven approach enables us to create and execute dynamic, agile, and highly effective ad campaigns on search and social. This helped us achieve remarkable results for our clients in dentistry.
“For our client Camarillo Dental Arts, we were able to increase patient bookings by 279%,” says Yadegar. “A big reason we have consistently maintained such high ROAS for our dental clients is our commitment to understand their business and target audience.”
“We take time to learn about their practice and patients. Instead of pawning off research, planning, and execution to AI tools, we have a hands-on approach with extensive human touch at every step. This is why every campaign has a dedicated senior strategist who works in sync with each client.”
If you want to attract more patients to your dental clinic, talk to a PPC consultant today.
The takeaway
Dental PPC marketing can strongly position your clinic in a competitive market so that you’re more discoverable to the right audience at the right time.
With targeted advertising — refined through tools and expertise — you can reach and engage potential patients more effectively.
So, take a step forward in creating a PPC strategy for your dental practice and start attracting more patients in a matter of hours. Book your free consultation today.