A rebuilt Google Ads account that stopped a $5,000 monthly budget leaking on the wrong searches, and turned it into a steady, trackable flow of new dental patients.
Perfect Smiles Dentistry is a Seattle dental clinic offering a full range of care, from general and cosmetic dentistry to surgical procedures. Despite spending $5,000 a month on Google Ads, they had no clear view of whether that budget was actually bringing in new patients.
The account looked busy but performed poorly. Campaigns competed against each other, conversion data was inflated by misdirected phone calls, and a large share of the budget reached people who would never book. We rebuilt the account around a single question: is this spend producing new patients?
Multiple Performance Max campaigns chased the same keywords, overlapping in the auction and driving up costs with nothing to show for it.
Many recorded conversions were calls from patients trying to reach other practices, while heavy spend on brand terms counted existing patients rebooking as new demand.
Ads triggered for irrelevant terms like "free implants" and "government dental grants", and for insurance plans the clinic did not accept.
We restructured the account so brand and competitor traffic stopped consuming the budget unnecessarily. A dedicated, low-cost brand campaign kept the clinic visible to existing patients without overspending, while competitor searches and irrelevant keywords were excluded to prevent wasted clicks and the daily influx of accidental calls meant for other practices. This focused the budget on attracting new, high-quality patients.
We simplified the account and segmented campaigns by service category, giving far more control and relevance. This let us tailor ad copy to specific search intent and run distinct campaigns for key treatments such as Invisalign, dental implants and emergency dentistry. Messaging aligned more closely with what patients were searching for, improving Quality Scores, engagement and cost efficiency.
The existing website was underperforming and capping conversions. We built dedicated landing pages for each core service, so the content matched exactly what people had searched for. These focused pages improved the experience, lifted conversion rates and reduced wasted traffic from unqualified clicks.
An ongoing testing process kept performance improving: split-testing ad copy, experimenting with bidding strategies, and refining landing page layouts based on real patient behaviour. Each round drove more new patient enquiries while steadily lowering the cost per acquisition.
With the budget focused on real intent and tracking finally reliable, the account's performance transformed within weeks.
New patients rose from 44 to 68 a month, and new caller enquiries grew from 105 to 165. The same $5,000 budget now produced more patients at a lower cost per acquisition, with every result tracked and verified through Weave for reliable, data-backed reporting.
| Metric | Before | After |
|---|---|---|
| New patients +55% | 44 | 68 |
| New enquiries | 105 | 165 |
| Monthly budget | $5,000 | $5,000 |
| Wasted spend | ~70% | Minimal |
Same $5,000 budget. 24 more new patients and 60 more enquiries every month, all tracked and verified.
We run Google Ads as a single, accountable system, built around new patients and real revenue rather than vanity metrics. If you want a paid programme that brings more patients through the door and stops your budget being wasted, let's talk.
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