DSOs own the generic terms
“Dentist near me” is a bidding war with chains. You win on procedures and on neighborhoods, not on the broadest term.
A $200 cleaning and a $25,000 full-arch case live in the same keyword. We separate them.
Dental search is big, expensive and mostly run badly. Corporate DSOs outspend everyone on “dentist near me”. Meanwhile the high-value searches, implants, veneers, emergency, sit there waiting for a practice that bids on them properly.
We build campaigns by procedure value, write ads that make your practice the obvious choice, and track to the scheduled appointment and the treatment accepted.
From $200 cleanings to $25k+ full-arch cases. The upside is real. So is the waste, and here’s where it usually comes from.
“Dentist near me” is a bidding war with chains. You win on procedures and on neighborhoods, not on the broadest term.
“Dentist that takes Medicaid” and “does insurance cover” searches cost money and rarely book high-value work.
If you only count appointments, a $25k implant patient and a $0 no-show look the same to Google.
Campaigns by procedure value: Implants and full-arch, cosmetic and veneers, emergency, Invisalign, general new patient, sedation. Each bid to its own value.Emergency campaign that runs after hours: Toothaches happen at night. Click-to-call ads with budget when the pain hits.Negatives for insurance and DIY: Medicaid (unless you take it), free clinic, dental school, “how to”, salary. Weekly.Tracked to treatment: Call tracking plus your practice management system (Dentrix, Open Dental, Eaglesoft), so bidding learns from accepted treatment, not calls.Examples from dental accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Carefully, in a small campaign with neighborhood targeting. The real money is in procedure campaigns. We let the tracking decide how much the generic term deserves.
Yes. We connect call tracking and your practice software so we know which keyword brought in each scheduled patient and what treatment they accepted.
Yes, usually as an Invisalign campaign inside your account. See our orthodontics page for how we handle aligners.
Cash-pay, $5k to $20k a procedure, and a patient who researches for months. Patience and precision win.
How we run it →Botox every 3 months for 10 years is the business. One cheap syringe is not.
How we run it →Medical, cosmetic and surgical derm are three businesses. Your ads should know which one they’re selling.
How we run it →High-ticket procedures. Patients who research for months. Campaigns that respect both.
How we run it →Talk to a senior PPC expert who has run dental accounts. Never a junior.