Smile Design Dentistry, a growing DSO with 50+ locations, struggled with inflated ad spend, poor-quality leads, and limited tracking. Redefine Web restructured PPC accounts, added full-funnel paid social, created tailored landing pages, and optimized with call tracking—resulting in higher lead quality, better ROI, and scalable growth.

Smile Design Dentistry’s growth was limited by challenges in both marketing and operations. Their PPC campaigns targeted too broadly, generating leads that rarely converted into patients. This led to high acquisition costs, low ROI, and wasted staff time on unqualified leads.

Tracking and analytics were weak, offering little insight into performance, ROI, or where leads were lost in the funnel. Without segmentation or optimization, the marketing team couldn’t improve efficiency or effectiveness.

Operational capacity added pressure. Some locations could take on more patients, while others lacked staffing, yet marketing spend wasn’t tailored to these differences—resulting in uneven performance.

Social media was also underutilized. Engagement was low, and paid social wasn’t leveraged as a growth channel. Overall, Smile Design’s marketing approach was scattered, thinly spread, and unscalable. What they lacked was precise targeting, stronger analytics, and a strategy flexible enough to support over 50 locations.

Redefine Web executed a restructured PPC and social media strategy designed for scale and precision. We built bottom-of-funnel search-focused campaigns, segmented by funnel stage and geography, to channel high-intent leads directly to the locations best equipped to handle them. Dedicated landing pages increased relevance and conversions, while CallRail analytics enabled differentiation between leads that booked and those that didn’t.

In parallel, we launched Smile Design’s first paid social campaigns with a full-funnel strategy, nurturing prospects from awareness to conversion. Through continual ad variation testing, video-based engagement, and demographic-focused targeting, we built strong local audience pipelines across all major service areas.

Key steps included:

• A custom-designed landing page for each campaign improved local conversion opportunities
• Optimized PPC targeting by funnel stage and location increased efficiency and quality
• Managed budgets to boost high-capacity offices while maintaining full network coverage
• Call analytics refined targeting toward higher-value patient leads
• Full-funnel paid social campaigns built strong audience engagement and long-term brand lift