Dental Google Ads management, one service line and one office at a time
Google Ads is the quickest way to put a dental office in front of someone who has already typed a search. It is also the easiest way to pay for clicks from people who wanted a job, a school or a product. We build and run the account for you so the clicks line up with the part of the appointment book you want filled.
It is one piece of our paid ads management, and it pairs well with the work on your Maps listing.
Aim the campaign at an empty Thursday afternoon, not at everyone
Open the day sheet for next week and look for the gap. Maybe the hygiene column is full but the doctor's column goes quiet after lunch on Thursday. Maybe the second location has new-patient exam slots that nobody has taken. Those gaps are what a campaign is for. A Google Ads account that spends across the whole county with one generic campaign fills nothing in particular.
So the account is split the way the book is split. One campaign for each service line the office wants calls for, kept apart by location, each with its own wording, its own page to land on and its own budget line. If the owner wants consult slots for implants, that campaign has a page about implant requests and nothing else on it. If the owner wants family dentistry in one town, the campaign says one town.
Nobody can promise a number of calls or a place in the ad slots. What we can promise is that you see where the money went, search by search, and that you can change a campaign the week the schedule changes.
How a dental Google Ads account is split into campaigns
| Campaign for | Dentist searches it listens for | Kept out with negative keywords | Day-sheet column it feeds |
|---|---|---|---|
| Family dentist, home office | People looking for a family dentist in the office's own town, such as family dentist near me | Job, school and salary searches; chain names | New-patient exam slots in the doctor's column |
| Cosmetic dentist consults | A person with a specific case in mind who types the service and the word dentist | Product shopping, home kits, other towns | The consult slots held for larger cases |
| Implant consult page | Searches such as dental implants near me and the longer research that follows | Supplier and equipment searches, student searches | The consult slot, not the hygiene column |
| Crowns and root canals | Searches that name a crown or a root canal and the word dentist | Dental school, textbook and supply wording | Doctor's column gaps you can see coming |
| Whitening line | Searches that name whitening and the office's town | Store products, toothpaste and home trays | Quiet stretches in a hygienist's afternoon |
| Second location | The same lines, with the second office's town and address | Searches that belong to the first office's town | The second office's half-empty book |
What goes into a dental practice's ad account
- Wording
Ad text written about the office and the service line
Short headlines that name the line and the town, with the office's name. Nothing about outcomes, prices, offers, feelings or credentials, and the dentist approves every line before it runs.
- Calls
A call button and call tracking for each location
Each campaign carries the office's phone number so a mobile searcher can ring from the ad, and the call is logged so the front desk can tell which campaign rang the phone.
- Maps
The office's Maps listing attached to the ads
When an ad shows the address and map pin from the listing, a person near the office has the street and the phone in one place. Keeping that listing right is part of our local SEO work.
- Exclusions
A negative keyword list kept up weekly
Job seekers, dental school searches, salary questions, supply shoppers and other offices' names all get added so the budget is spent on people who might book.
How we set up and tune the account around the appointment book
Read the next two weeks of the book with the owner
We ask which columns are full, which are thin and which service lines the office wants the phone to ring for.
Open the ad account in the practice's own name
The account is under your login and your card goes straight to the platform. If you leave, the account and its history stay with you.
Write the campaigns and the landing pages together
One campaign for each service line and location, each pointing at a page with a request form and a booking link, built with the site from our website design work.
Watch the search list, not just the totals
Each week we read which searches brought clicks, add exclusions and move budget between lines when the book changes.
Send the owner a plain note on what rang the phone
Calls and form requests by campaign, in plain words, so the front desk can match them to what actually arrived.
What an owner can expect from the ad account
- Ad spend is paid straight to Google, separate from our monthly management fee.
- No startup fee and no contract; the plan runs month to month.
- The campaign structure is explained in dental office terms, not in account jargon.
- Ad copy and landing page copy are approved by the dentist before they run.
- No patient names, photos or medical details in ads, forms or landing pages.
- Nobody promises a position, a click price or a number of new patients.
Questions dentists ask before running Google Ads
Do I pay Google or do I pay you for the ad spend?
You pay Google directly, from a card in your own account. Our fee covers management only, and the pricing page shows the monthly plan for one, two or three platforms.
How much should the office budget for dental Google Ads?
It depends on the town and on which service line you want filled. We suggest a starting budget for each campaign after we have read the book, and you can raise or lower it any week.
Can ads run for emergency calls?
Whether the schedule holds room for emergency calls is the owner's decision. If it does, we can build a campaign around that kind of call, with wording you approve. We do not promise anything about hours or response.
Why are some of my clicks from people who wanted a job?
Broad matching lets a dentist's ads show for searches about dental jobs and schooling. That is why the negative keyword list is real work for this trade, and why we read the search list every week.
Can I see which campaign rang the front desk?
Yes. Each location's campaign carries call tracking, so the note you receive lists calls and form requests by campaign.
Can the ad aim at people with a certain condition?
No. We target by town, by the service line the office offers and by the wording of the search, never by anything about a person's condition. Google's own policies on this are for the owner to read.
Show us the quiet columns in next week's book
Tell us about the office, its locations and the stretches of the schedule you would like busier. We will reply with how we would split the campaigns. For search work that keeps filling the book between ad flights, read about our dental SEO plans.
Which column of the book is thin this week?
Name the column you would like to fill first, such as new-patient exams, the hygiene schedule or larger cases, and say how many offices share the book. Rough notes are enough. Leave patient names and health details out, because this is a marketing conversation and never an appointment.
Which column of the appointment book looks emptier: new patients or hygiene?
Tell us how many operatories run on an ordinary day, which service lines you would like more exams in, and whether the gap is next week or next quarter. Rough notes and round figures are fine.
The little day sheet fills as you read. It is a picture of how a schedule can be planned, not a forecast of any practice.