Ads

Running a Google Ads campaign can be one of the fastest ways to bring new patients into your dental practice. But without the right strategy, it can also burn through your budget without delivering results. Many dental clinics unknowingly make avoidable mistakes in their pay-per-click (PPC) campaigns—causing missed clicks, wasted ad spend, and lost opportunities.

It's important to know what not to do and how to do it better if you want to develop your dental practice with Google Ads.

Mistake #1: Going After Too Many People

The Problem: A lot of dentists use phrases like "dentist" or "teeth cleaning" in their adverts that aren't very clear. These general phrases may get clicks, but they are generally from people who live outside of your service region or are not ready to book.

The Fix: Use longer, more specialized long-tail keywords that are more relevant to your area, such as:

· "emergency dentist close to [your city]"

· "Invisalign treatment near you"

· "pediatric dentist open on Saturdays in [your area]"

To avoid wasting money on searches that aren't connected to your business, use negative keywords like "free" or "training."

Mistake #2: Not Using Location Targeting the Right Way

The Problem: One of the quickest ways to lose money is to show ads to people who aren't in your service area.

The Fix: Set your geographical targeting in Google Ads to:

· "People who live in or often visit your target area"

Do not show adverts in areas you don't want to.
Adding your city or neighborhood to your headlines and ad copy will also make them more relevant to people in your area.

Mistake #3: Sending Visitors to a Generic Homepage

The Issue: You're paying for clicks, so why send them to a website that doesn't provide what they want?

The Fix: Always deliver ad visitors to landing pages that fit the ad's goal and convert well. For instance:

· Invisalign ad → page for Invisalign

· Ad for emergencies → page for emergency dental treatment

· Teeth whitening ad → page for cosmetic services

Use unambiguous calls to action (CTAs) like "Book Now," "Call Today," or "Schedule a Free Consultation" on these pages.

Mistake #4: Not Paying Attention to Ad Extensions

The Problem: If you don't use ad extensions, your ad takes up less space and is less valuable, which makes it less likely to be clicked.

The Fix: Use all of the ad extensions that are relevant, such as:

· Call extensions – Allow patients to call immediately from the ad.

· Location extensions – Show your address and how to get there.

· Sitelink extensions – Add links to services like "Emergency Care" or "Patient Reviews."

· Callout extensions – Highlight features like "Open Late" or "Same-Day Appointments."

These characteristics make your ad more visible and help it stand out from the rest.

Mistake #5: Not Keeping Track of Conversions

The Problem: If you don't keep track of things, you won't know which ads or keywords are really bringing in new patients.

The Fix: Set up conversion tracking in Google Ads so you can monitor:

· Phone calls

· Appointment bookings

· Contact form submissions

Link your Google Ads to Google Analytics and use tools like CallRail or built-in call tracking to find out how much money you're making from ads.

Mistake #6: Putting Up Ads Without a Clear Offer

The Problem: Ads that are too general and don't offer anything don’t give potential patients a reason to choose you over someone else.

The Fix: Show off deals that stand out, like:

· "Free Consultation for Invisalign"

· "New Patient Special: $99"

· "Emergency Dental Appointments Available on the Same Day"

Make sure your offer is clear and easy to find on both the ad and the landing page.

Mistake #7: Don't Set It and Forget It

The Problem: Google Ads isn't a platform where you can "set it and forget it." Even campaigns that are well-built need to be maintained often.

The Fix: Review campaign performance at least once a week. Look for:

· Underperforming keywords

· Wasted ad spend

· Opportunities to increase bids on converting terms

Refine your targeting, rotate ad copy, and keep your landing pages updated for best results.

Get More Out of Your Google Ads

If done effectively, Google Ads may make a big difference for dental offices. If you stay away from these common mistakes and follow best practices, you'll be more likely to get good leads, cut your cost-per-click, and book more appointments.

�� Want to get better results from your ads and expand your business?
Let’s speak about how to make your PPC approach smarter, more profitable, and more effective.

Questions and Answers (FAQs)

Q1: How much money should a dentist spend on Google Ads per month?
Most dentists achieve benefits with a starting budget of $1,000 to $2,500 per month, although this depends on where they are and what services they offer.

Q2: Should I hire someone to run Google Ads for me or can I do it myself?
You can start by yourself, especially with a limited budget. But collaborating with a professional ensures more effective targeting and higher ROI.

Q3: Do dentists in small towns get good results from Google Ads?
Yes! With less competition, your cost-per-click might be lower, and it's easier to dominate local search results.

Q4: What keywords should I use in my dental PPC ads?
Use local and intent-based keywords like:

· "emergency dentist in [your city]"

· "teeth whitening cost [your city]"

· "best dentist near me open now"

Q5: How long does it take to see changes?
Within days of launching your ads, you should start seeing traffic and leads. However, optimizing for the best ROI may take a few weeks.