Why Dentists Lose Money on Google Ads
Many dental clinics spend thousands on Google Ads without seeing steady bookings. The main reasons include poor keyword targeting, broad match ads, low-quality landing pages, and no conversion tracking. If your campaigns aren’t structured for your treatment types, you’re likely attracting clicks that don’t lead to new patients.
Choosing the Right Campaign Structure
Start by picking the right goal. If you want more calls or bookings, use the “Leads” objective. Break your campaign into ad groups by treatment type, like teeth whitening, emergency dental, or veneers. This lets you control spend and messages more precisely. Use manual CPC or maximise conversions with a strict daily budget.
Targeting High-Intent Dental Keywords
Focus on bottom-of-funnel terms like:
- Emergency dentist near me
- Cosmetic dentist Sydney
- Book dental checkup online
- Avoid general terms like “dentist” or “toothache” unless your location targeting is tight. Use phrase or exact match keywords and add negatives like “free,” “course,” or “DIY.”
Creating Location-Specific Ad Groups
If you serve multiple suburbs, create ad groups for each one. For example, “Emergency Dentist Parramatta” and “Emergency Dentist Blacktown.” This improves ad relevance and lets you adjust bids based on suburb performance. Use suburb names in headlines and display paths.
Writing Compelling Ad Copy That Converts
Use simple, clear language. Mention services and include your suburb, availability, and CTA. Example:
- “Open 7 Days | Book Emergency Dentist in Campbelltown Now”
- “No Gap Checkup & Clean | Bulk Billing Available”
- Highlight what patients care about: fast booking, affordability, and trusted care.
Using Landing Pages That Turn Clicks Into Patients
Don’t send traffic to your homepage. Create separate landing pages for each service or suburb. Keep the layout simple:
- Headline: Matches the ad (e.g. “Emergency Dentist in Parramatta”)
- Short copy: Focus on benefits
- Form and phone number above the fold
- Reviews and FAQs lower down
- Include trust signals like clinic photos, dental association logos, and Google reviews.
Tracking Conversions Accurately
Without conversion tracking, you’re guessing what’s working. Use:
- Call tracking (with number swapping)
- Form submission tracking
- Google Ads conversion tags
- GA4 event setup
- Link Google Ads with GA4 and set up goals that reflect actual business results, like bookings.
Managing Budget and Daily Spend
Set daily budgets by ad group or campaign. If you’re testing new areas, start with lower budgets and scale once you see conversions. Pause low-performing keywords or ad groups quickly. Don’t let the platform spend on broad, low-converting terms.
Leveraging Google Ads Extensions
Use all relevant extensions:
- Callout: “Open 7 Days”, “No Gap Dental”
- Structured snippets: “Services – Veneers, Fillings, Whitening”
- Call: Add phone number with call tracking
- Location: Link your Google Business Profile
- These improve visibility and help boost your ad rank.
Testing and Improving Ad Performance
Review search terms weekly. Add negatives, pause low performers, and test new ads every month. Run A/B tests on headlines and descriptions. Review conversion data, not just clickthrough rates.
When to Get Expert Help
If you’ve tried multiple campaigns and still aren’t seeing ROI, it may be time to bring in a specialist. Pracxcel helps dental clinics across Australia run local Google Ads that bring real patient bookings, not just clicks.
