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Google Ads

2,220 patient bookings for a US dental clinic from $274K in Google Ads

How high-intent search, call ads and full conversion tracking turned $274K in ad spend into a steady flow of booked appointments.

Industry
Dental Clinic
Location
USA
Platform
Google Search + Call Ads
Duration
6+ months
Ad Spend
$274K
The challenge

The clinic was running Google Ads but could not see which keywords and ads were actually booking patients. Phone calls, the clinic's main booking channel, were not tracked, so budget went to clicks instead of appointments.

The goal

Grow booked appointments from high-intent local searches, track every call, form and booking, and bring down the cost per booking.

What we did

  1. High-intent keyword targeting

    Focused spend on searches from people ready to book, such as emergency, implant and "dentist near me" queries, and cut broad, low-intent terms.

  2. Search and Call Ads

    Ran Search campaigns alongside Call Ads, so mobile searchers could call the clinic in one tap.

  3. Full conversion tracking

    Set up tracking for calls, form submissions and bookings with Google Tag Manager, GA4 and call tracking, so every booking was tied to the keyword that drove it.

  4. Landing page optimisation

    Improved the landing page to turn more clicks into calls and booking requests.

  5. Budget optimisation and scaling

    Monitored the account regularly, moved budget to the keywords and ads that booked patients, and scaled what worked.

Results

$274K
Ad spend
713K
Impressions
2,220
Bookings and leads
$123
Cost per booking

Alongside the numbers, the clinic saw more phone calls and better quality appointments.

Full campaign compared with a single reporting period
MetricFull campaignSingle period
Ad spend$274K$20.8K
Impressions713KN/A
ClicksN/A1.19K
Conversions (bookings and leads)2.22K327
Cost per conversion$123$63.57

Proof

Google Ads dashboard: 713K impressions, $123 cost per conversion, 2.22K conversions, $274K cost
Google Ads, full campaign
Google Ads dashboard: 1.19K clicks, $63.57 cost per conversion, 327 conversions, $20.8K cost
Google Ads, single period

Key learnings

  • Call Ads were the fastest route to bookings on mobile.
  • Tracking calls, not just forms, showed which keywords actually booked patients.
  • Cutting low-intent keywords lowered cost per booking without losing volume.
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