Paid Search Engine Rebuild for a Lifestyle Dental Brand
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Problem
Unstructured ads, untracked bookings
A 30-location lifestyle dental brand in the US Southwest was spending a six-figure monthly Google Ads budget through one unstructured account. Campaigns mixed every city and service into shared ad groups, a third of spend landed on irrelevant queries, and with no call tracking or booking attribution nobody could say which keywords actually produced a patient.
Solution
Attribution-led account rebuild
We rebuilt the account from the ground up: location-level campaigns split by service line, tightly themed ad groups with rebuilt negative keyword lists, and dedicated landing pages per treatment. Call tracking and online-booking events were wired into offline conversion imports, so bidding optimised toward booked appointments rather than clicks, with budgets reallocated monthly by market-level cost per booking.
Measurable Impact
What changed after launch
Cost per booked appointment dropped from $294 to $151 within four months of the rebuild
92% of paid-search bookings became traceable to a keyword and location, up from effectively zero attribution
31% of monthly spend previously lost to irrelevant queries was eliminated in the first 60 days
Search click-through rate improved from 3.2% to 6.1% on the restructured ad groups
Tech & Tools Used
What powered the build
Ready to Build your Dental Healthcare Business with Google Ads & Paid Search (PPC)
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