Google Ads · Dental Groups & DSOs
High-intent paid search in one of the most expensive auctions in advertising, measured on cost per booked appointment rather than cost per click.
Dental Groups & DSOs specifically
The method below is the same whichever industry you are in. These are the parts that are not — and they are usually what decides whether the programme works.
Emergency dental converts in minutes at high cost per click. Implants convert over weeks. Run together, they produce a blended cost per lead that accurately describes neither and cannot be optimised against.
Dentistry is eligible for Google's Guaranteed format, which sits above traditional paid search and charges per lead rather than per click. Most practices we look at have never switched it on.
A large share of dental bookings still arrive by phone. An account with no call tracking optimises entirely toward the minority of patients who use a form, and reports a cost per lead that is roughly double the real one.
The method
Cost per click rose across 87% of industries year over year, and health and personal services sit near the top. Winning here is about conversion economics and negative keyword discipline, not bid aggression. The accounts we take over are usually losing money on broad match and unqualified geography rather than on bid strategy.
Call tracking, form attribution and booking-system integration where it exists. We report cost per booked appointment by location, because spend per click tells an operator nothing about whether the practice is filling. A campaign with a great cost per lead and a terrible show rate is a losing campaign reported as a winning one.
Radius targeting that overlaps between your own locations means your Dental Groups & DSOs bid against each other and you pay a premium to compete with yourself. Splitting by location with clean geographic boundaries is unglamorous and often the single largest efficiency gain available in a multi-location account.
Search term data from paid campaigns is the fastest source of truth about how patients actually phrase things. It feeds the organic content plan and the AI prompt set directly — paid tells you the language, organic and AI visibility compound on it.
Scope
Yes, with one correction to how the phrase is usually sold. Dental lead generation is normally pitched as buying a list of names and handing it over. We do not do that, and you should be wary of anyone who does — a bought patient list for a dental group is people who never asked to hear from you.
What we run is demand you already have: the searches happening in your market now, answered on your terms and measured to a booked appointment rather than a click. Campaigns are segmented by service, conversion tracking is configured before any spend starts, and if most of your enquiries arrive by phone then call tracking goes in first or the numbers mean nothing.
The honest limit: paid buys attention while it runs and stops when you stop. The compounding half is being named without paying — which is the AI visibility work, and why the two are usually bought together.
Category specifics
The method does not change between industries. The questions your patients actually ask, the sources the engines trust, and the rules you have to advertise inside all do.
Prompts we run for this category
Rules this category advertises inside
Citation layer
Each engine resolves a local recommendation through a different set of sources. These are the ones that decide whether a dental group gets named — and most of them are not your website.
Scope
Specifics rather than adjectives — and an equally specific list of what it does not cover, because unclear scope is the most common cause of a bad first quarter.
Included
Not included
What to expect, when
4 questions
10–15% of managed spend, depending on account count and complexity. Published on our pricing page rather than quoted on a call.
Below roughly $3,000 per month per market there is rarely enough data to optimise against. We will say so rather than take the account.
You do, always. We work inside your account and you keep every bit of history if we part ways. Agencies that run clients inside their own MCC are protecting themselves, not you.
The first four to six weeks are a learning phase and the numbers will be volatile. Judging performance inside that window is the most common way good accounts get killed early.
Get named by ChatGPT, Gemini, Perplexity and Copilot — and measure it monthly.
Read more →Local and organic search built to feed both Google and the AI engines reading it.
Read more →Demand generation on Instagram and Facebook, feeding the searches that follow.
Read more →Before any retainer, we run fifty prompts across four engines and show you exactly where you stand against the operators being named instead.
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