Low Conversion Rates: Although the client’s ads were generating a reasonable amount of traffic, the conversion rate was below industry standards. This meant that while potential customers were clicking on the ads, they were not following through with inquiries or bookings, leading to fewer leads than expected.

High Cost per Conversion: The dental clinic was facing high costs for each conversion, resulting in a low return on investment (ROI). Despite investing significantly in digital advertising, the cost per patient acquisition was higher than expected, making it difficult to justify the ad spend.

Lack of Clear Performance Reporting from Previous Advertiser: The clinic had previously worked with another advertiser but did not receive transparent or detailed performance reports. Without insight into which keywords, ad copies, or strategies were driving results, it was challenging to assess campaign effectiveness or make informed decisions for improvements.

Overuse of Broad Match Keywords and Need for Ad Group Reconstruction: The clinic’s previous campaigns relied heavily on broad match keywords, leading to irrelevant traffic and inefficient ad spending. The ad groups were not well-structured, making it difficult to track performance and optimize effectively. This lack of organization and keyword precision hindered the clinic’s ability to assess campaign effectiveness, leading to missed opportunities for improvement and more targeted lead generation.

Keyword Refinement: We conducted a thorough keyword audit and introduced more relevant long-tail keywords. This helped in capturing qualified leads at a lower CPC.

Ad Copy Revamp: We restructured the ad copy to highlight the clinic’s unique selling points, including a special braces promotion starting from RM4,500, painless scaling with Airflow Dental Spa, a discounted teeth whitening offer, and flexible braces payment plans from RM150 per month.

Geotargeting: By implementing precise geotargeting, we set one campaign to target a 10km radius around the clinic and another for the broader Selangor area. For the Selangor campaign, we focused exclusively on keywords containing “Puchong,” ensuring ads reached relevant users while minimizing wasted clicks.

Bid Strategy:

• Phase 1: Maximize Clicks
  Initially, we set the campaign to “Maximize Clicks” to drive more traffic to the website and gather valuable data. This strategy was essential for a new campaign where we needed to understand user behavior, keyword performance, and identify which ad variations were generating the most engagement. By increasing the volume of clicks, we quickly built a pool of data to analyze and refine the campaign.
• Phase 2: Transition to Maximize Conversions
  Once sufficient data was gathered, we shifted the bidding strategy to “Maximize Conversions.” Armed with insights from the initial phase, we optimized the campaign by focusing on keywords, audiences, and ad copies that had the highest likelihood of generating leads. This allowed us to prioritize quality over quantity, targeting users who were more likely to take action, such as filling out a contact form or requesting a quote.

Ad Extensions

• Call Extension: Enabled mobile users to directly call the dental clinic with a single click, facilitating immediate contact and increasing the chances of conversion.
• Location Extension: Displayed the business address, helping users quickly locate the nearest branch for service, especially useful for local customers.
• Sitelink Extension: Directed users to key service pages such as “Book An Appointment,” “Teeth Whitening,” “Orthodontic Braces,” “EMS Airflow Dental Spa,” and “Reviews,” ensuring the ad content aligned closely with their search queries, thereby improving click-through rates (CTR).
• Callout Extension: Highlighted key service features like “Pain-Free Treatment,” “Friendly Staff,” “Family Dental Clinic,” and “Top-Rated Dental Clinic” to differentiate the practice and encourage clicks.
• Structured Snippet Extension: We used structured snippets to showcase the clinic’s service catalog, including “Dental Services,” “Orthodontic Braces,” “Wisdom Tooth Surgery,” “Dental Crown,” “Tooth Bridges,” and “Dentures.” This provided potential patients with a clear overview of available services directly within the ad, enhancing relevance and user engagement.

Conversion Tracking Set Up – Whatsapp Click Tracking

• Since the primary focus for the clinic is to drive inquiries through WhatsApp, we centered our strategy on maximizing engagement with the WhatsApp button. We added tracking parameters to the WhatsApp button on the clinic’s website, enabling us to monitor every time a visitor clicked to initiate a conversation. Used Google Tag Manager (GTM) to create custom events for WhatsApp clicks, ensuring data was accurately captured in Google Ads and Google Analytics.
• Monitored conversion metrics from tracked actions to identify high-performing ads and keywords. Adjusted ad copy, bidding strategies, and targeting based on insights from the tracked data to maximize campaign ROI.

Significant Growth: After optimizing our campaigns, we saw a steady increase in website traffic, highlighting the effectiveness of our targeted strategies.

Conversion Improvement: Conversions grew from 52 to 57, signaling a slight but steady uptick in lead generation.

CTR Boost: From 4.82% to 7.13%, showing that the ads became more relevant and engaging.

Cost Efficiency: Although costs increased by RM1K, the investment led to actual conversions, making the spend much more efficient and productive.

Local Traffic Growth: Local traffic from the targeted regions (Selangor and Puchong) grew by 30%, thanks to geotargeting efforts and a more localized approach to campaign messaging and website content.