When I first started with Google Ads, I approached it with the same mindset I had for other forms of marketing—focus on broad reach and try to get as many clicks as possible. However, I quickly learned that more clicks didn’t necessarily translate into more patients. Over time, I refined my approach and focused on these key insights.
Quality Over Quantity: Narrow Your Focus
One of the biggest insights I gained from scaling my practice with Google Ads is the importance of targeting the right audience rather than just casting a wide net. Early on, I focused on getting as many clicks as possible, but soon realized that only certain types of clicks—those with clear intent—actually converted into patients. For example, targeting keywords like “affordable braces” or “Invisalign for teens near me” brought in more qualified leads than just bidding on “orthodontist near me.”
By narrowing my focus to more specific, long-tail keywords and hyper-local targeting, I was able to reach people who were actively searching for orthodontic services, which significantly increased conversion rates and lowered the cost per acquisition (CPA).
Testing and Iterating: Continuous Optimization is Key
Google Ads is not a "set and forget" type of marketing platform. It requires regular monitoring, testing, and optimization. Through A/B testing, I continuously tested different ad copies, bidding strategies, and landing pages to see what resonated most with my audience. This constant iteration helped me discover small changes—like adjusting my call-to-action or refining my ad copy—that led to huge improvements in my ROI.
I also learned the value of negative keywords. Early on, I neglected to add enough negative keywords, and as a result, I was wasting money on irrelevant clicks. Once I implemented a comprehensive list of negative keywords, such as “dentist” or “dental implants,” I noticed an immediate decrease in wasted spend and a sharper focus on users genuinely looking for orthodontic services.
Importance of Local Targeting
Since orthodontic practices are typically localized businesses, local targeting has been one of the most effective ways to improve my Google Ads campaigns. I initially set up campaigns without geo-targeting in mind, but once I refined my ads to focus on specific cities, zip codes, or even neighborhoods around my practice, the results were dramatically better. I used geo-fencing and location-based ad scheduling to ensure I was reaching people when they were most likely to convert—during office hours or when they were in close proximity to my practice.