Dental PPC Marketing: Tips and Strategies for 2024

Using Google Ads, Bing Ads, or paid social media is a great way for dentists to target their ideal customers and reach different key locations within one’s budget.

Let’s dive into some essential PPC tips for dental practices that will help drive more leads and get the most out of your campaigns.

Determine Your Budget

First thing’s first, you’ll want to set an overall budget for your PPC campaigns. When doing so, consider what your competitors are running and the keywords you want to target. In PPC, you will be paying for every click that your ad receives so it’s important to set a realistic budget so that you are not overspending (or underspending).

While each paid platform is different, the majority allow you the option to set a daily budget. Be cautious when choosing this amount because paid platforms may spend over or under the allotted daily budget. You can maximize your budget as well by adjusting the times your ads are shown.

Research Your Keywords

Understanding the terms potential patients will be searching to find your services is important in determining your keywords. Be sure to target only the most relevant terms associated with your dental practice. Try to see things from the perspective of your ideal patient. What terms are they searching to find a practice that offers the services you provide? Some possible examples can include:

General

• “dentist near me”
• “dental services [city or state]”

Specialty Dental Services

• Veneers near me
• Dental implants [city or state]
• Dental implant services
• Pediatric dentistry near me

Emergency Dental Services

• Emergency dentist near [city]
• 24-hour dentist
• Emergency dental services

Use your dental expertise paired with keyword research to curate a list of terms to bid on. You’ll also want to make sure to exclude any terms that are irrelevant to your business or campaign (such as job-related searches) that you do not want your ads to show for.

Use Audience Targeting

Using PPC to target your optimal audience will bring quality leads and get the most out of your budget. Is the user searching for emergency dentists? Are they in need of a new dentist in their area? Refining your audience is an essential step in setting up your PPC campaigns.

There are various tools that can be applied to your campaigns to narrow down your targeted audience. Targeting can be refined by location, user interests, age, income level, gender, language, and more.

Capitalize on Your Local Traffic

Local targeting is used to target only people within a certain area or radius around that area. This is helpful for dentists because you want your ads to show to users local to your practice who are searching for dental services. In many cases, that can be as small as a five-mile radius. By targeting your ads to your local audience, you can reach your most qualified potential patients.

Utilize Captivating Content 

Creating optimized and compelling content is another important step in building an effective PPC presence. This includes ads, customized landing pages, and compelling calls to action. It’s important to keep the theme of your ads and landing pages uniform so that a clear message is conveyed to potential prospects. It is your ad copy that encourages a user to click on your ad, bringing them to your landing page, and then your CTA, which can turn that initial click into a conversion.

Optimize Ads for Phone Calls

Since dental practices typically receive a high volume of phone calls inquiring about services offered, you can use your PPC ads to generate calls as well as form submissions. In Google Ads, you’ll be charged the same amount for a phone call as a click to your landing page. Be sure to include your phone number in all of your ads so that a patient can easily and conveniently reach your practice.

Choosing between marketing types can be difficult. Here are some of the main reasons we suggest Facebook or Google Ads to our dental clients:

1. Transparent Data – Google Ads and other paid mediums allow you to see all the important pinpoints of your campaign, including your monthly spend, impressions, clicks, and conversions. Through this, you will easily be able to see how your campaign is performing at all times.
2. Ongoing Management – Unlike other dental PPC marketing agencies, we don’t outsource our work, and all of our paid strategists are in-house and consistently monitoring the campaign for success to ensure the account is at premium health.
3. Set Time and Budget – If you are on a tight budget, timeline, or both, pay-per-click is a great marketing method to invest in since both of those parameters can be set to help guide our team on how best to approach your campaign.
4. Communication – On top of you being able to see all the data, we will always be in touch with you to deliver monthly reports on the progress of your campaign, suggestions we have, the success of any promotion you’re offering, and anything else that is relevant.
5. Experience – We are a top-rated PPC management agency in Indianapolis, Chicago, Cleveland, Columbus, and Pittsburgh, with a team that has over 25+ years of collective experience in the marketing industry helping various business types, including dental practices.
6. Creative Customization – For all of our paid marketing clients, we take the time to create custom landing pages that are designed to convert, write landing page and ad copy, and perform A/B testing to ensure results.
7. Competitive Research – We know that one of the main reasons you are likely investing in marketing is to outrank your competitors and be the top choice for dentistry in your area. Our team will perform various analyses of your competitors so we know how to beat them on the web.

FAQs About Dental PPC Campaigns

How do you make the most out of my budget?

Through analyzing your competition, assessing keyword search volume, and determining what users are searching for when they click on your ads, we are able to help filter your campaigns to be selective and highly focused. This ensures you get the most bang for your buck.

Will I be able to know the campaigns are successful?

We will send you reports on a monthly basis that break down the key metrics you really care about. This includes metrics such as cost per click, impressions, and, most importantly, conversions. We also track all leads we acquire to better help you match them to who converts into a customer so you can see desirable ROI data from our work.

Should I invest in PPC over SEO?

This is entirely up to you. If you would like to invest in both pay-per-click services and search engine optimization for dentists, we would be happy to help. And if you would like to just start off with PPC, you can upgrade your services to include anything else we offer.

Absolutely! Paid advertising on search engines is an excellent way to drive leads for your dental business. In terms of social media, different platforms can highlight what your business offers visually and is an effective technique to reach an even broader audience.

In addition to working with you on pay-per-click, our team uses a variety of other digital marketing services to increase your dental company’s web presence, such as:

Our services don’t just end there; we also offer CRM management, conversation rate optimization, and consulting/auditing packages. Be sure to also check out our blog posts to see more of what our team brings to the table.