Chapter 13: How Much to Spend on Marketing?

Google Ads & Online Marketing: What Works

When I talk about investing in marketing, the backbone of my strategy is digital advertising, especially Google Ads. The reason I invest so heavily in online marketing is that it delivers measurable results—you can track exactly where your dollars are going and how many patients you’re acquiring.

Google Ads for New Patient Acquisition

Google Ads is one of the best tools to capture potential patients actively searching for orthodontic services. The beauty of Google Ads lies in its ability to target specific keywords such as “braces near me” or “best orthodontist in [city]” to show up at the moment someone is looking for your services.

• Local targeting: Orthodontics is a local service, and Google Ads gives you the ability to target your local area with high precision.
• Intent-driven searches: When someone searches for orthodontic services, they are ready to make a decision. High intent searches convert better than social media or banner ads.
• Return on investment (ROI): By closely monitoring and adjusting bids, Google Ads can drive a steady stream of high-quality leads with a measurable ROI.

Other Paid Digital Channels

• Social Media Ads (Facebook/Instagram): Social media platforms provide an opportunity for you to get your brand in front of a wide audience that’s highly segmented by location, age, interests, etc.
• YouTube Ads: With video becoming a preferred form of content, YouTube ads can help you build brand awareness and credibility.
• SEO (Search Engine Optimization): Investing in SEO ensures that your website ranks for relevant keywords even when you aren’t running paid ads.