Advertising for Dental Clinics and Practices
An empty chair in the schedule, calls only about price
The job of the advertising here is to fill the schedule with appointments for the procedures you want to do, not only emergency check-ups and price enquiries. The way I work is called “the urgent kept separate from the planned”. The two cases are caught at a different moment, with different words and with different measurement.
Request a quoteWhy ordinary advertising does not fill the schedule
Three things set a dental practice apart from any other local business, and each of them breaks the standard setup.
01
Platforms restrict the health category
Meta treats health as a sensitive topic. You cannot target by condition and the text cannot address the person about their problem. A setup written for a commercial business is either rejected here or shown to people who have nothing to do with the practice.
02
The urgent and the planned are not the same patient
A person in pain looks for the nearest free appointment now and reads little. A person thinking about implants or orthodontics compares dentists and practices before deciding. One campaign for both feeds the easier case and leaves the expensive procedure without enquiries.
03
The choice goes through the dentist, not the procedure
The patient does not compare methods, they compare people and practices. Advertising that shows a procedure and a price brings in exactly this — calls about price that never reach a booked appointment.
The mechanism
The urgent kept separate from the planned
I do not write one message for the whole clinic. I split the cases by when the person decides, and lead each of them to a different action.
- Urgent and planned in separate campaignsQueries about pain, a broken tooth and a free appointment today run in their own campaign, with their own display hours and with the phone up front. Implants, orthodontics and aesthetic procedures run in another, with more explanation and with reaching back to the person while they are thinking it over.
- The dentist in front of the procedureThe listing and the page carry the dentist's name, their experience and what the first visit includes. Reviews are used as proof, not as decoration. This way the conversation starts from trust, not from a price list.
- Local presence, not just advertisingThe Google and maps profile is arranged before the budget — address, opening hours, photos of the practice, replies to reviews. Some of the appointments start there, without passing through the website, and this has to be visible.
- The booked appointment is the measureCalls, online bookings and messages are counted, together with which query they come from and whether anyone picked them up. A form that is sent and forgotten is not a result. The result is an appointment in the schedule.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I review the account, the appointment booking form, the website and the tracking. Where data is being lost and where money is being lost.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Google Search | The main entry point. This is the moment of decision — both for the emergency case and for the person who has already chosen a procedure and is looking for a practice. Queries are split by intent and each group goes to the page that matches it. |
|---|---|
| Google and maps profile | Local presence around the address. The call from the map, the route, the opening hours and the reviews bring bookings on their own and support everything else. |
| Meta and reaching returning visitors | The health category is restricted, so here there is no talk about the person's condition. What works is recognition, the faces of the dentists and reaching back to people who have already been on the website or viewed the clinic's profile. |
When I am not the right choice
- The phone is not answered during working hours and nobody is there to take the booking. The advertising then increases missed calls, not patients.
- The schedule is full and there is no spare capacity for new patients. In that case the solution lies in pricing and in selecting cases, not in advertising.
- You expect copy that promises treatment results or compares dentists. This does not pass the platforms' rules and I do not write it.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
