Through trial and error, I discovered several tactics that not only improved my ad performance but actually doubled my ROI. These strategies allowed me to generate more patient appointments while lowering my advertising costs.
Maximize Conversions with Smart Bidding
One of the most powerful tactics I’ve used to scale my practice is Smart Bidding. Instead of manually adjusting bids for individual keywords, I started using automated bidding strategies like Target CPA (Cost Per Acquisition) and Maximize Conversions. These bidding strategies use machine learning to optimize bids in real-time, ensuring that my ads are being shown to the most relevant potential patients.
With Target CPA, Google automatically adjusts my bids to get as many conversions as possible at the target cost-per-acquisition I set. This helped me save time while ensuring I was getting the most cost-effective conversions. Over time, I saw a significant decrease in my CPA, which directly contributed to a higher ROI.
Leverage Call Extensions to Drive Calls
Orthodontic practices rely heavily on phone calls, as many patients prefer calling directly to schedule appointments. I noticed a significant increase in patient calls once I started using Call Extensions more effectively. This simple ad extension allows me to display my phone number directly in my ads, making it easy for mobile users to call my office with a single click.
By incorporating call-only campaigns in addition to standard search campaigns, I was able to capture more high-intent leads who were ready to book an appointment on the spot. Combining call extensions with targeted ads for time-sensitive offers (e.g., “Call now to book your free consultation”) increased both the number of calls and conversions, which contributed to a noticeable boost in ROI.
Optimize for Mobile
Most of my patients search for orthodontic services on their smartphones, so mobile optimization was a game-changer. I made sure that my landing pages were mobile-friendly, fast-loading, and had clear calls-to-action (CTA) for users on the go. Additionally, I adjusted my bids to increase my ad visibility on mobile devices.
With mobile-first ads and landing pages, I saw a substantial increase in mobile-driven conversions. Google’s mobile bid adjustment feature allowed me to adjust bids based on the performance of mobile users. After tweaking my bids to give mobile devices a higher priority, I found that I was getting more qualified leads at a lower cost.
Harnessing Negative Keywords
A tactic I can’t stress enough is the proper use of negative keywords. Initially, I ran campaigns with broad keywords, which led to a lot of irrelevant clicks. Once I implemented a comprehensive list of negative keywords—such as “cheap dentist,” “dental implants,” and “free braces”—I was able to eliminate wasted clicks and improve the quality of my traffic.
By continuously monitoring my search term reports and updating my negative keyword list, I kept my campaigns highly focused and cost-effective. This tactic alone saved me a significant amount of ad spend and improved the overall efficiency of my campaigns.