Dental case study, 2022 to 2024
Cut cost per call 30% while scaling high-quality leads across 50+ dental offices.
Smile Design Dentistry, a DSO with 50+ locations, faced inflated ad spend, poor leads and weak tracking. We rebuilt the PPC accounts, added full-funnel paid social and launched dedicated landing pages. The result was better leads, better ROI and growth that scales across the network.
PPC conversion rate rose by 20%, with more engagement from high-intent patient leads at every location.
Cost per call fell by 30%, which lowered acquisition costs and raised ROI for paid channels.
We launched optimized campaigns across 50+ locations, with PPC, social and landing pages built to scale.
CLIENT SNAPSHOT
The brief
A multi-location dental support organization built on cosmetic, emergency and preventive care at scale.
Smile Design Dentistry opened its first office in Dade City, Florida, in 2004. It has grown into one of the best-known dental support organizations (DSOs) in Central Florida and Tampa Bay. With more than 50 locations, it offers a full range of care. That runs from cosmetic and emergency dentistry to checkups and specialty treatments.
Its offline name was strong, but scaling its digital marketing was hard. Loose campaign structure, wasted ad spend, poor leads and weak tracking all got in the way. Together they limited how many high-value new patients it could win.
The problem
Spend went up. Patient quality didn't.
What we did
A bottom-of-funnel rebuild to segment, localize, measure and scale.
We sent ad spend and leads to the offices best placed to turn them into patients.
We rebuilt the PPC and social media plan for scale and precision. Bottom-of-funnel search campaigns, split by funnel stage and area, send high-intent leads straight to the offices best able to handle them.
Dedicated landing pages raised relevance and conversions. CallRail analytics showed which leads booked and which did not. At the same time, we launched the first paid social campaigns for Smile Design with a full-funnel plan. Ad variation tests, video and demographic targeting moved prospects from awareness to conversion.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
Campaigns split by location and stage, so high-intent leads went to offices with room, not the next free phone.
High-converting landing pages that match the ads, with local trust and a consistent national brand.
Every call is scored for patient quality, so we optimize for booked patients, not just rings.
Campaigns for awareness, then consideration, then conversion, built around video and precise demographic targeting.
Creative keeps changing, and budgets shift between busy and quieter offices based on their capacity.
Bids set by neighborhood, not just by office, to reach patients searching within driving distance.
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