Structure campaigns around services, not everything at once
A single campaign covering every service your practice offers makes it difficult to see which specific services are worth the spend and which aren't. Splitting campaigns by service, general dentistry, implants, cosmetic dentistry, for example, allows separate budgets, bids and landing pages tailored to the value of each service, rather than treating a low-value check-up enquiry the same as a high-value implant case.
Call tracking isn't optional
A significant share of healthcare enquiries still happen by phone rather than a web form, particularly for urgent or high-value services. Without a dedicated tracking number connected to your campaigns, you're reporting on clicks and impressions rather than actual enquiries, and you can't tell which specific keyword or ad group produced a booked patient versus one that only produced browsing traffic.
Landing pages matter as much as the ad itself
An ad promising information about dental implants that sends the click to a generic homepage loses a large share of that traffic before it has a chance to convert. Dedicated landing pages, matched specifically to the ad's promise, with a clear and immediate way to book or call, consistently outperform sending paid traffic to a general page.
Common mistakes that waste healthcare ad spend
Broad match keywords with no negatives
Without a solid negative keyword list, healthcare accounts frequently waste spend on searches for jobs, courses, or unrelated free information.
Sending traffic to the homepage
A generic homepage rarely converts as well as a landing page built specifically for the service or condition the ad targeted.
No call tracking
Without a dedicated tracking number, it's impossible to know how many of your phone enquiries came from a specific campaign versus organic search or referral.
One campaign for every service
Lumping all services into one campaign makes it impossible to see which specific services are producing a good return and which are wasting budget.