Perfect Smiles Dentistry is a Seattle-based dental clinic offering a full range of services, from general and cosmetic dentistry to surgical procedures. Despite investing $5,000 per month in Google Ads, they had no visibility into whether those ads were actually generating new patients.

The Challenge

Before we took over, the account was plagued with major inefficiencies and poor tracking.

Key issues included:

• Multiple Performance Max campaigns targeting the same keywords, causing significant overlap.
• Inflated conversion data – many “conversions” were actually calls from patients trying to reach other practices.
• Ads triggering for irrelevant searches like “free implants” or “government dental grants.”
• Budget wasted on users looking for insurance plans the clinic didn’t support.
• Excessive spend on brand keywords, mostly existing patients trying to rebook, with no separation between brand and non-brand data.

In total, over 70% of their ad spend was being wasted.

Our Strategy

1. Eliminate Wasted Spend

We restructured the campaigns to stop brand and competitor traffic from consuming the budget unnecessarily. A dedicated, low-cost brand campaign was introduced to maintain visibility among existing patients without overspending. Competitor searches and irrelevant keywords were excluded to prevent wasted clicks and stop the daily influx of accidental calls from patients of other dental practices. This immediately reduced inefficiencies and ensured the budget was focused on attracting new, high-quality leads.

2. Restructure Campaigns for Relevance and Control

We simplified the account structure and segmented campaigns by service category, allowing for far more control and relevance. This structure enabled us to tailor ad copy to specific search intent and create distinct campaigns for key treatments such as Invisalign, dental implants, and emergency dentistry. As a result, ad messaging became more aligned with user needs, improving Quality Scores, engagement rates, and overall cost efficiency.

3. Build High-Converting Landing Pages

The client’s existing website was underperforming and limiting conversion potential. We designed dedicated landing pages for each core service, ensuring the content and messaging directly matched what users were searching for. These focused pages improved user experience, increased conversion rates, and reduced wasted traffic from unqualified clicks.

4. Continuous Testing and Optimisation

To keep performance improving, we implemented an ongoing testing and optimisation process. This included split-testing ad copy, experimenting with different bidding strategies, and refining landing page layouts based on user behaviour. Through this continual process, we were able to drive more new patient enquiries each month while steadily lowering the cost per acquisition.

The Results

With better structure, tighter targeting, and relevant landing pages, the account’s performance transformed within weeks.

• New patients increased from 44 → 68 per month
• New caller inquiries rose from 105 → 165 per month
• ROI improved immediately, with more patients generated at a lower cost per acquisition

All tracked and verified via Weave, ensuring reliable, data-backed performance insights.