A private implant clinic was running generic 'dentist near me' campaigns attracting NHS patients and check-up inquiries. We rebuilt campaigns around high-value treatments, created implant-specific landing pages, and implemented call tracking by service type. Within 117 days: 185 implant enquiries at £42 CPL.
Implant Enquiries (117 days)
Cost Per Lead (from £124)
Treatment Value Attributed
Clinic Revenue Growth YoY
The Challenge
The practice ran one generic 'dentist' campaign treating all search intent identically. Someone searching 'dentist check-up near me' (£150-250 value) and someone searching 'dental implants Bristol' (£3,500-12,000 value) got the same ads, same landing page, same bid. 80% of conversions were low-value check-ups.
Cost per enquiry was £95 but masked the real issue: no call tracking by service type, no landing page separation, no audience targeting. Geo-targeting was 5-mile radius - wrong for implants where patients travel 30+ miles for a specialist. The practice had zero visibility into which enquiries were high-value.
Our Strategy
Separate campaigns for Implants (high-value, aggressive bidding, broad geo), Cosmetic Dentistry (medium-value), and General/Emergency (low-value, tight geo). Forced spend prioritisation on high-value services.
Dedicated implant landing page with 25+ before/after cases, treatment timelines, pricing transparency (£3,500-12,000), and patient testimonials. Form completion rate increased from 4% to 11%.
Dynamic call tracking with unique numbers per campaign. Practice could track which calls were for implants vs check-ups and which converted to consultations and treatment.
Expanded implant geo-targeting from 5-mile to 30-mile radius (45-minute drive). General dentistry stayed local. Reached specialist-seeking patients who will travel for quality.
Separated ad copy per service tier. Layered in-market audiences for dental implants, age 40+ demographic, and excluded existing patients to focus budget on new patient acquisition.
The Results
117 days: 185 implant enquiries (from ~23 previously, +897%). Cost per qualified lead: £42 (down from £124 -86%). 35% consultation booking rate. 49 full implant consultations booked. £240K treatment value attributed (20 full-arch cases at £10.4K-15.6K each). 58% YoY clinic revenue growth.
Implant Enquiries (117 days)
Cost Per Lead (from £124)
Treatment Value Attributed
Clinic Revenue Growth YoY
Key Takeaways
100 check-up leads at £95 each is worse than 20 implant leads at £150 each. Measure by service profitability, not total leads.
Breaking out implant calls from check-up calls revealed the previous strategy was 80% wrong. Call tracking revealed the problem; campaign restructure fixed it.
Check-up seekers want proximity (5 miles). Implant patients travel 30 miles for a specialist. Geographic targeting must align with service type and patient journey.
For implants, visuals are the sale. A 25-image gallery increased form completion 175%. Healthcare is unique - showcase your work.
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