Established in 1996, the Glasgow Smile Clinic has been a leader in Cosmetic Restorative and Implant dentistry in Scotland. Located in a highly competitive area with numerous dental practices, the clinic needed a marketing solution to stand out and attract new patients.
The clinic aimed to increase the number of new patient inquiries while reducing the overall marketing budget. With intense local competition and outdated campaigns, achieving this required a fresh approach and strategic optimizations.
After reviewing the campaigns, we found they had become stale and needed optimization to remain competitive in such a challenging market. We also discovered low-quality scores and underperforming keywords, which led to wasted budget and reduced efficiency.
To address these issues, we split the campaigns by service and narrowed down the keywords, removing non-performing terms. The ad text was rewritten to be service-focused, with multiple versions created for A/B testing to identify what resonated best.
We updated the landing pages to include all the information users needed while encouraging inquiries with strong calls-to-action. By narrowing the geographic targeting, we minimized wasted budget on out-of-area traffic.
We focused heavily on achieving high Quality Scores for all keywords to reduce both cost-per-click and cost-per-conversion, driving better performance overall.
In addition, we introduced Search Campaign Optimization to refine ad copy, enhance keyword relevance, and improve Quality Scores.
To complement this, we launched a Performance Max Campaign, utilizing Google’s machine learning to extend reach and boost conversions across multiple placements, including Search, Display, YouTube, and Discover.
Within the first 60 days of our new account management, conversions increased significantly – 3x. We were able to reduce our cost per conversion (CPC) from £9.33 to just £7.46. And as there was no bounce-back area, we were confident that we were generating more valuable leads.
