Industries · Dental
A new dental patient is worth years, not one appointment.
Practices that bid on the value of a single cleaning will always lose to the practice that understands what that patient is worth over a decade.
Four things that decide a dental account.
Lifetime value changes what you can pay
A new patient who stays five years is worth many multiples of their first visit. Once that number is known, an acquisition cost that looked reckless becomes obviously correct. Most practices have never calculated it.
High-value procedures need their own funnel
Implants, Invisalign and full-arch cases are researched for weeks and carry ticket sizes that justify a completely different budget from a cleaning. Running them through the general new-patient campaign wastes both.
Insurance is the first question, so answer it in the ad
Whether you take a caller's plan determines whether the appointment happens. Putting accepted plans on the page filters out calls your front desk was going to lose anyway, and lifts the quality of the ones that come through.
No-shows are an advertising cost
A booked appointment that does not arrive cost you the same as one that did. Confirmation sequences are not a marketing nicety here — they directly change cost per acquired patient.
02
What the searches look like
Emergency dental converts immediately and commands the highest cost per click. New patient and cleaning searches are steady volume with insurance as the deciding factor. Cosmetic and implant terms are researched over weeks and need real content, real cases, and financing answers. Meta advertising for dental carries category restrictions — the copy has to be written with those in mind.
Specific to this trade.
- 01Separate campaigns for emergency, general new patient, and high-value cases
- 02Accepted insurance plans surfaced in the ad and above the fold on the page
- 03Appointment confirmation and reminder sequences to cut no-shows
- 04Call tracking that distinguishes booked appointments from insurance queries
- 05Ad copy written against health-category restrictions rather than around them
04
What ads can’t fix
Paid media cannot fix a practice with no chair availability for three weeks. New patients calling to be told the next opening is in a month will book elsewhere and you will have paid for the privilege. Capacity first.
Fifteen minutes on your dental market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.