Smile Lab: cheaper treatment leads with Google Ads
A chain of two dental clinics in Kyiv was spending its budget on irrelevant clicks. We rebuilt Google Ads around calls and bookings and tripled new patients in six months.
−41%cost per lead
×3.2new patients
68%of leads turn into visits
7.1ROMI over six months
Challenge
The clinic ran ads in-house: one broad campaign, no negative keywords and no call tracking. Half the budget went on searches like “free dentist” and “dentist jobs”.
The goal was to lower cost per lead and fill the new chairs at the second clinic.
What we did
- End-to-end analytics: connected call tracking and imported bookings from the clinic CRM into Google Ads.
- New structure: 14 campaigns for specific treatments — implants, veneers, aligners, paediatric dentistry.
- Geo-targeting: separate campaigns for a 5 km radius around each clinic.
- Landing pages: 6 treatment pages with prices and reviews.
- Profit-based bidding: trained Target ROAS on real patient revenue.
Results
Cost per lead fell from $38 to $22, and new patients grew from 64 to 205 per month on the same budget.
The second clinic reached full capacity in 4 months, and the chain opened a third location ahead of schedule.
We finally know what every hryvnia in ads brings back. Our front desk can barely keep up with bookings.
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