Google Ads Case Study: Dental PPC Doubles Conversion Rate & Increases ROAS
This campaign focused on driving more leads while increasing the return on ad spend (ROAS) — a challenge in the competitive dental PPC landscape. Over a 90-day period, we optimized the account to improve conversion efficiency, reduce wasted spend, and elevate revenue performance.
The result? A sharp increase in lead volume, nearly double the conversion rate, and stronger revenue generation without increasing the cost per lead.
Goals
- Increase Conversion Rate: Turn more clicks into qualified appointment leads.
- Improve ROAS: Generate greater return on every ad dollar spent.
- Lower CPA: Cut cost per conversion while maintaining lead quality.
- Sustain Lead Volume Growth: Keep conversion totals rising quarter-over-quarter.
Quarterly Performance Highlights
Conversion Rate: Rose to 7.61% (↑3.59% / +89.3%)
ROAS: Increased to 3.89 (↑0.48 / +14%)
Cost per Conversion: Dropped to $16.84 (↓$3.18 / -15.9%)
Total Conversions: Climbed to 241 (↑39 conversions / +19.3%)
With nearly double the conversion rate and stronger ROAS, this campaign proved that refining the full funnel — from click to contact — drives deeper performance and profitability.
Campaign Strategy:
Key Takeaways:
- Conversion Rate Optimization (CRO): Simplified landing page structure and improved mobile experience
- Refined Targeting: Prioritized high-converting zip codes and time-of-day segments
- Ad Copy Testing: Rotated variations highlighting insurance acceptance, family care, and urgent appointment availability
- ROAS-Focused Bidding: Adjusted bids based on conversion value and historical performance
- Ongoing Negative Keyword Expansion: Filtered out low-intent search traffic daily
- Lead Quality Feedback Loop: Call recording insights shaped future ad and keyword decisions
- Full-Funnel Wins: From ad click to booking, every touchpoint saw measurable improvement
- Stronger ROAS: More revenue per dollar, with lead costs at record lows
- High-Quality Leads: Feedback confirmed that improved targeting brought in better-fit patients
- Scalable Strategy: Account now positioned for expansion into specialty services (e.g., implants, Invisalign, emergencies)
How we did it:
- Call Tracking with Recording to monitor lead quality and optimize sales conversations
- Instant + Scheduled Reporting (Daily, Weekly, Monthly) for transparent performance tracking
- Real-Time Feedback Loop between the client and our marketing team for rapid optimization
- High-Intent Traffic Targeting via strict Google Search and Search Partner placement only
- A/B Split Testing of Ad Variations to isolate top-performing creative and messaging
- Consumer-Centric Ad Copy built around local pain points and search behavior
- In-Depth Keyword Research + live Search Term Optimization for better alignment
- Aggressive Negative Keyword Expansion to eliminate budget waste and refine targeting
- Click Fraud Protection System to automatically block invalid traffic
- Upgraded Google Analytics Tracking for deeper engagement and funnel insights
This case study proves that with the right mix of targeting, testing, and real-time feedback, even highly competitive verticals like dentistry can outperform the average. Doubling conversion rate while boosting ROAS isn’t just growth — it’s momentum.
Smarter Digital Campaigns. Measurable Client Results.
Dental Marketing in Action: SEO, PPC & More
Our business has experienced a major transformation since we started working with Realtop Marketing. The team demonstrates professionalism while showing deep knowledge and complete dedication to achieving results. The company has delivered better-than-expected outcomes across all their services including SEO and paid advertising and lead generation and conversion optimization. – L Mcmillon
Frequently Asked Questions About This Dental Practice Google Ads Campaign
How many conversions did the dental practice generate?
The campaign delivered 197 total conversions, showing strong appointment growth over the quarter.
How much did the cost per conversion improve?
Cost per conversion dropped to $20.57, reducing spend and increasing efficiency.
Was high traffic volume sustained during the campaign?
Yes, the clinic maintained 4.8K clicks, with consistent visibility and engagement across all stages of the campaign.
Can these strategies help other clinics or practices?
Absolutely. With strong targeting, better ad alignment, and conversion path optimization, this approach works across multiple healthcare verticals.
