Cut cost per call 30% across 50+ dental offices
A multi-location DSO ran broad PPC that generated low-quality leads and uneven results across offices. Segmented campaigns cut cost per call 30% and grew PPC conversions 20%.
A multi-location DSO across Central Florida and Tampa Bay
Smile Design Dentistry started in Dade City, Florida and grew into one of the most recognized dental support organizations in Central Florida and Tampa Bay, with more than 50 locations offering cosmetic, emergency, preventive, and specialty care.
Offline reputation was strong, but scaling digital was hard. Broad campaigns pulled unqualified leads, tracking was thin, and office capacity varied by location, so uniform spend created uneven results.
Spend went up. Patient quality didn't.
Broad PPC targeting
Campaigns pulled leads that rarely converted into booked patients.
Weak tracking
Little visibility into ROI or where patients dropped out of the funnel.
Uneven office capacity
Some offices had room to grow while others were full, but spend didn't reflect it.
A bottom-of-funnel rebuild: segment, localize, measure, scale
Restructured PPC by funnel and geo
Per-location, per-stage campaigns routed high-intent patients to offices with real capacity.
Brand-consistent landing pages
High-converting pages that matched ad creative with local trust and national brand consistency.
CallRail analytics integration
Patient-quality scoring on every call so optimization targeted booked patients, not just rings.
Full-funnel paid social
Awareness through conversion campaigns built on video and demographic precision.
Continuous A/B creative testing
Ongoing creative iteration with capacity-aware budget across high and lower-volume offices.
Geo-modified targeting at bid level
Bid logic per neighborhood, not just per office, to capture patients in drivable range.
Higher conversions and lower cost per call across 50+ offices
Headline: -30% cost per call, +20% PPC conversions. Weekly reporting, per-location.
PPC conversions grew 20%, with higher engagement from high-intent patient leads.
Cost per call fell 30%, lowering acquisition costs and improving ROI.
Optimized campaigns launched across 50+ locations with scalable PPC and social.
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