Google Ads can be an incredibly effective tool for dentists looking to attract new patients, increase brand visibility, and stay ahead of local competitors. But without the right structure, targeting, and ongoing optimisation, campaigns can quickly become expensive and ineffective.
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This step-by-step guide to managing Google Ads for dentists will walk you through everything from setting up your account to refining campaigns that deliver consistent, high-quality leads.
Setting Up Your Google Ads Account Correctly
Before launching your first campaign, make sure your Google Ads account is properly structured. Use a dedicated Google Ads account for your dental practice rather than sharing one across multiple businesses.
- Create a Google Ads account at ads.google.com
- Link your account to your Google Business Profile
- Connect to Google Analytics for performance tracking
- Set up conversion tracking to measure actions such as online bookings, phone calls, or contact form submissions
Proper setup ensures you can monitor performance accurately and attribute your ad spend to real patient enquiries.
Planning Your Campaign Goals
Decide what you want to achieve from your ads. Most dentists run Google Ads to generate leads from:
- New patient registrations
- Emergency appointments
- Cosmetic treatments (e.g. teeth whitening, veneers)
- High-ticket services (e.g. dental implants, Invisalign)
Define your key performance indicators (KPIs), such as cost per lead, number of calls, or appointment form submissions, to measure campaign success.
Structuring Campaigns by Services or Intent
The next step in managing Google Ads for dentists is to organise your campaigns and ad groups in a logical structure. A common and effective way is by service type or user intent.
Example campaign structure:
Campaign 1: General Dentistry
- Ad Group: Routine Check-Ups
- Ad Group: NHS Dentist
- Ad Group: Family Dentistry
Campaign 2: Emergency Dentistry
- Ad Group: 24/7 Dentist
- Ad Group: Toothache Relief
- Ad Group: Broken Tooth
Campaign 3: Cosmetic Dentistry
- Ad Group: Teeth Whitening
- Ad Group: Veneers
- Ad Group: Smile Makeover
This structure helps you write highly relevant ads and control budget allocation across different service types.
Conducting Local Keyword Research
Use tools like Google Keyword Planner, Ubersuggest or SEMrush to identify high-intent keywords used by people searching for dental services in your area.
Prioritise location-specific and service-specific keywords, such as:
- “emergency dentist Birmingham”
- “Invisalign provider in Manchester”
- “teeth whitening near me”
- “dental implants London price”
Include variations with “near me”, city or neighbourhood names, and long-tail phrases that reflect how people naturally search for dental help.
Crafting High-Performing Ads
When writing your ad copy, focus on clear messaging, benefits to the patient, and a compelling call to action. Use responsive search ads to allow Google to test different headline and description combinations.
Ad example:
Headline 1: Emergency Dentist in Leeds
Headline 2: Open Evenings & Weekends
Headline 3: Same-Day Appointments Available
Description: In Pain? Book Now with Our Caring Dental Team. Walk-Ins Welcome. Call Today.
Best practices for ad copy:
- Include primary keywords in your headlines
- Mention your location or service area
- Highlight unique selling points (e.g. pain-free treatment, free consultations, flexible finance)
- Use call-to-action phrases like “Book Online” or “Call Now”
Don’t forget to set up ad extensions such as site links (e.g. “Teeth Whitening”, “Meet Our Team”), callouts (e.g. “0% Finance Available”) and structured snippets (e.g. “Services: Check-Ups, Fillings, Root Canals”).
Targeting the Right Audience by Location and Time
Use location targeting to focus your ads on the catchment area for your practice. You can set this by radius (e.g. 10 miles around your clinic) or postcode/city-level targeting.
Enable advanced location settings to “People in or regularly in your targeted locations” rather than “interested in”, which helps avoid irrelevant clicks from outside your service area.
Set ad schedules based on your clinic’s operating hours or when people are most likely to book appointments — for example, early mornings, lunchtimes, and evenings.
Setting and Managing Your Budget
Start with a daily budget based on your capacity and cost per lead expectations. For example, if your average cost per lead is £25 and you want 40 leads per month, your monthly budget should be around £1,000–£1,200.
Use manual bidding at first to control cost-per-click, or test smart bidding strategies like Target CPA once you’ve accumulated enough conversion data.
Optimising Landing Pages for Conversion
Ensure your landing pages match the ad content and are designed to convert visitors into leads.
Essential elements for dental landing pages:
- Clear headline and subheadings
- Quick summary of services and benefits
- Prominent “Book Now” or “Call” button
- Mobile-friendly design
- Testimonials or reviews
- Photos of the clinic and team
- Compliance information (GDC registration, GDPR, etc.)
Avoid sending traffic to your homepage unless it’s specifically optimised for that service.
Monitoring Campaign Performance
Regularly check key performance metrics to understand how your ads are performing:
- Click-through rate (CTR)
- Conversion rate
- Cost per conversion (CPC and CPL)
- Quality Score
- Impression share
Use this data to adjust bids, pause underperforming keywords or ads, and reallocate budget to what’s working.
It’s also helpful to use Google’s search terms report to discover new keyword ideas or identify irrelevant searches that can be excluded using negative keywords.
Remarketing to Increase Patient Bookings
Use Google’s remarketing features to re-engage users who visited your website but didn’t book. You can show targeted display or search ads encouraging them to return, book an appointment, or explore a specific treatment.
Example remarketing ad: “Still looking for a trusted dentist in Edinburgh? Book with us today – same-week appointments available.”
Final Thoughts
Managing Google Ads for dentists step by step involves much more than simply choosing keywords and writing ads. It’s about building a clear strategy, targeting the right audience, continuously optimising, and aligning your ad efforts with your clinic’s goals.
With a structured, data-driven approach, Google Ads can become one of the most valuable tools for growing your dental practice and acquiring new patients consistently.
