How We Increased Conversion Rate By 45% for Dental Clinic

At Clarini Online Marketing, we specialize in delivering results-driven marketing strategies, and our success with a dental clinic serves as a perfect example. Here’s how we helped increase their conversion rate by 45% through a well-executed Google Ads campaign.

The dental clinic faced several challenges:

• Low Conversion Rates.
• High Cost per Conversion.
• Lack of Clear Performance Reporting from Previous Advertiser.
• Overuse of Broad Match Keywords and Need for Ad Group Reconstruction.

• 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.

Within two months:

• 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.

This case highlights how effective Google Ads strategies can transform a business. We can assist you if you’re prepared to increase traffic, create leads, and expand your brand.

Contact us today for a free consultation and let’s create a customized strategy to achieve your goals!