Canada's Specialized Dental Marketing Agency · Serving Dental Clinics Coast to Coast
Paid search bought by case value
Most dental Google Ads accounts run on one blended cost per acquisition target, and that single number is wrong for every treatment it covers. We build the account by case value instead: implants, aligners, emergency and hygiene each get their own campaign, budget and ceiling, so the money reaches the chairs you want filled.
Why dental paid search is different
Search ads do not create demand. They buy the moment a patient has already decided to treat something and is only choosing who does it. That is the highest intent in dentistry, and the one position you can hold this afternoon rather than next year.
It is also the only lever that changes next month's schedule. Rankings decide who finds you in three years. Paid search decides who sits in the chair on Thursday.
The honest limit sits beside that. Paid stops the day the card stops, so run it for the cases you want now and build dental SEO underneath it.
Dental PPC rarely fails on the channel. It fails because the account was built as though every patient is worth the same.
Each treatment gets its own campaign, budget and ceiling, because none of them can afford the same lead price.
The highest case value in most practices and the deepest auction. It can afford a lead price nothing else in the account can, so it runs alone.
Compared against mail-order brands before you are ever called. The ad has to say why a supervised case differs, and the page has to answer the finance question.
Searched at night, on a phone, by somebody who will not fill in a form. It needs its own schedule, call-first formats and a page that says when you can see them.
Elective, researched for months, decided on the strength of your own cases. The click costs less than implants and the consult still has to be earned.
Small volume, attached to people who have avoided dentistry for years. They convert on reassurance rather than price, and arrive with treatment waiting.
The cheapest lead in the account and the one with the lowest ceiling. Worth buying only at a price that patient's first year can cover.
The sequence, and why it runs in this order
Your fees, consult show rate and close rate, treatment by treatment. Out of that comes a permitted cost per lead per tier, and the order we fund them in.
Separate budgets, targets and schedules, so a campaign returning several times over can never hide inside the average of one losing money.
Patients travel for full-arch surgery researched over two years. Nobody crosses the city for a cleaning, so a wide radius on recall is waste by design.
Implant traffic landing on a homepage is the commonest cause of an account with good clicks and no cases. One page per tier, one obvious next action.
Matching keeps reaching for readings of your terms you never intended, so search terms are read monthly, not filtered once at launch and forgotten.
Monthly, by treatment, on cost per started case rather than per click. Budget moves toward what produced cases, including away from our own ideas.
The number that quietly decides everything
Ask an agency what a good cost per acquisition is for a dental practice and you get one figure. That figure is the defect. Case values inside a single practice differ by an order of magnitude, and one target cannot be right for numbers that far apart.
Work out your own ceilings. Take one treatment, multiply the share of leads who attend the consult by the share of consults that start, then divide the case value by that fraction. That is the most a lead can cost before it loses money.
Do it again for hygiene. A single account target then has to sit between two ceilings that are nowhere near each other. Below the implant ceiling it never bids high enough to appear. Above the hygiene ceiling it buys every recall lead at a loss.
So the owner concludes paid search does not work for implants. It works. The budget was never allowed near them.
Heights show relationships, not amounts. Your ceilings come from your own fees, show rate and close rate.
Three leaks explain most of the distance between an account that produces cases and one that produces reports.
Job seekers, dental students, coverage and CDCP paperwork, home remedies for pain, searches for free clinics. All of it looks commercial to a matching algorithm and books nothing.
Somebody who searched for one treatment arrives at a menu of everything you do, and leaves. The page has to continue the sentence the search started.
In dentistry the lead is a phone call. What happens after it rings decides the return, and no bid strategy recovers a call nobody answered.
One flat monthly fee, month to month, one clinic per city. Never a percentage of your spend and never a price per lead.
Campaigns, budgets, schedules and geography set per tier, from the ceilings your own fees imply rather than a national benchmark.
One page per campaign that answers the search, carries the finance question, and gives a single obvious next step on a phone.
Search terms read every month, not once at launch, so the account does not quietly refill with job seekers, students and paperwork.
Every ring traced to the campaign, keyword and treatment behind it, missed calls texted back automatically, and after-hours enquiries routed rather than lost.
Conversions valued by treatment and matched against what was actually booked, so bidding optimises toward started cases rather than toward form fills.
Cost per started case by treatment, what we moved and why, and the tiers we would stop funding. Written to be read between patients.
Why Dental Marketing Canada
Exclusivity matters more in paid search than anywhere else, and the reason is mechanical. An agency running two practices in one city bids both accounts into the same auction, raising the price for both and charging both for it.
The ad account is opened in your practice's name, on your billing. We are linked as a manager and can be unlinked in a minute. Conversion history and search term data stay with you.
Flat monthly fee, never a share of what a campaign produces. Pay per lead ties an agency's earnings to the business it generates, and dental regulators direct the dentist to stay out of that arrangement.
It also stops us sending volume you have no chairs to treat. Month to month, because a contract should never be why an agency keeps an account.
See how we work with dental practicesEvery discipline, one operating system, one team.
Calls can start within days of a properly structured launch, and that speed is the honest reason to run paid search at all. Booked treatment is slower. Treat the first month as measurement: enough volume to learn which terms convert and where calls are being dropped.
No. Their break-even costs per lead are nowhere near each other, so a target set for one is wrong for the other. A shared budget also lets the weaker tier consume the stronger one while a blended average hides which is which. Separate campaigns, separate budgets, separate ceilings.
We will not print a number, because the honest answer is a calculation and any figure on a web page is a guess dressed as a benchmark. The floor is the lead volume a campaign needs monthly before a real change can be told apart from a quiet fortnight, multiplied by what a lead can cost on that tier.
Usually one blended target across treatments worth very different amounts, negatives set at launch and never governed, and traffic landing on a homepage. Then nobody watches what happens after the phone rings, so a front desk problem is reported for a year as an advertising problem.
No. One clinic per city, and paid search is where that line costs us most. The second practice in your market is a fee we turn down rather than a conflict we manage quietly, and your bid never ends up competing with your own agency.
Finally, dental Google Ads priced against what each of your treatments is actually worth.
Tell us which treatments you want more of, what a case is worth in your practice, and the city you compete in. We will work out what a lead on each tier can cost before it stops paying for itself, and whether your market is still available.
Thank you. We'll be in touch shortly. Need us sooner? Call (905) 906-7066.
Speak to a dental marketing specialist
Tell us about your practice and we will come back with a straight read on your market, what we would do first, and whether your city is still available.
Finally, Marketing Built For High-Value, Specialized Dental Services in Canada.
Paid search bought by case value