Warnambool Smile Dental - Google Ads Case Study
• The Project
Warnambool is a dental clinic in Victoria, Australia. They provide affordable dental care to its community, ranging from dentures, implants, aligners, veneers and whitening. Situated in a highly competitive area with many other dental clinics, Warnambool’s requirement was to procure eligible leads through Google ads.
• Challenges
- High Competition: Warnambool Smile Dental is located in a highly competitive area with numerous other dental clinics offering similar services. Standing out in a saturated market was a significant challenge.
- Lead Quality: The clinic needed to procure not just any leads, but eligible leads that were likely to convert into patients seeking specific dental treatments such as dentures, implants, aligners, veneers, and whitening.
- Budget Constraints: Operating within a limited budget for Google Ads meant that optimizing ad spend to achieve the best possible return on investment (ROI) was crucial.
• Strategy
Our approach was two-pronged, utilizing both Search and Performance Max campaigns to maximize reach and effectiveness.
- Search Campaigns: We conducted comprehensive keyword research to identify long-tail keywords with high intent, specifically targeting patients seeking dental services. These keywords formed the foundation of our search campaigns, geo-targeted around the clinic’s vicinity to attract local patients. Additionally, we performed in-depth competitor research to understand their strategies, ad copy, and targeting techniques, allowing us to develop a superior approach and gain a competitive edge.
- Performance Max Campaigns: Leveraging insights from our competitor research, we crafted unique and compelling ad creatives and copy that stood out in the market. We targeted a broad audience within Warnambool’s service area, focusing on lead generation. Performance Max campaigns enabled us to utilize Google's machine learning to optimize ad placements across multiple channels, ensuring maximum reach and engagement.
• Results
Our dual approach using Search and Performance Max campaigns yielded significant results for Warnambool Smile Dental:
- Increased Lead Generation: The targeted keyword strategy and geo-focused campaigns led to a 500% increase in lead generation (phone calls & form submissions) throughout the year we've taken over Warnambool's Google ads. Patients searching for specific dental services such as dentures, implants, aligners, veneers, and whitening were successfully directed to the clinic.
- Improved Conversion Rates: By optimizing our ad copy and leveraging insights from competitor research, we achieved a 1200% improvement in conversion rates compared to previous media buyer. The compelling and unique ad creatives resonated well with the target audience, driving higher engagement and action.
- Cost Efficiency: The integration of Performance Max campaigns allowed for better budget utilization through automated ad placements and optimization. This resulted in a 86% reduction in cost-per-lead (phone calls & form submissions), ensuring a higher return on investment for the clinic.