New Dental Practice Enquiries
Turning urgent searches into high-value patients for a Southampton dental practice
Client
Southampton Dental Practice
Industry
Dentistry
Services:
Google Ads Management
Landing Page Design
Challenge:
Generate high-quality leads, fast, for a new dental clinic on a limited ads budget.
Outcome:
Google Ads became a reliable and scalable source of new emergency patients for the practice.
Quickest Route To High Intent Patients
This Southampton dental practice provides emergency and general dentistry in a highly competitive urban area. They needed a reliable way to generate new patients using a limited Google Ads budget, while ensuring spend translated into real appointments.
The objective was simple: turn high-intent local searches into measurable patient acquisition.
The Challenge
Despite operating in a high-demand location, their initial advertising performance was severely constrained by budget and inefficient traffic allocation.
Key challenges included:
• Only 10% Search Impression Share, with 75% lost due to budget limitations
• Budget being consumed by low-intent searches, which rarely convert immediately
• Keywords were triggering searches outside their target area
• A landing page that did not fully support or reinforce patient conversion
This meant the practice was missing the vast majority of potential patients actively searching for dental services in their local area.
With such limited visibility, growth was impossible without restructuring both the campaign strategy and conversion pathway.
The Strategy
• Restricted targeting to a focused radius to maximise budget efficiency
• Excluded research-stage searches and prioritised urgent, high-intent keywords
• Created a dedicated emergency campaign to capture immediate patient demand
• Built a conversion-focused emergency landing page aligned with patient intent
• Introduced Call-Only ads, allowing patients to contact the practice instantly
This ensured budget was focused on patients ready to book immediately.
Precise geographic targeting
Campaigns were restricted to a tightly controlled radius around the practice. This ensured budget was focused on patients most likely to attend, rather than being diluted across wider areas.Prioritising high-intent searches
Budget was redirected away from research-stage searches, which rarely convert immediately. Instead, campaigns focused on urgent treatment searches where patients are actively seeking immediate care.Conversion-focused landing experience
A dedicated landing page was created to align with patient intent, clearly communicating availability and encouraging immediate contact.Call-first advertising approach
Call-Only ads were introduced, allowing patients to contact the practice directly from Google search results. This removed friction and significantly improved conversion rates for urgent enquiries.Results
“Emergencies have been through the roof at the moment. I can’t believe how busy it has been. We are over the moon.”
The campaign delivered rapid and measurable commercial impact.
Within the first week:
• 2 new patients acquired directly from Google Ads
The campaign has already paid for itself!
Following optimisation and budget increases:
• Search Impression Share increased from 10% to 60% and eventually 90%
• 98% of ads appearing at the top of Google search results
• Emergency campaign delivering consistent new patient flow
A clear foundation for future growth
Google Ads became a reliable and scalable source of new emergency patients for the practice.
By focusing on high-intent searches and removing wasted spend, the campaign delivered consistent patient acquisition and strong return on investment, while providing a clear foundation for future growth.
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