- Headline result: Appointments booked from paid search up 54%
- Industry
- Dental and orthodontics
- Market
- UK, Canada and the UAE (composite of multi-location groups)
- Duration
- 90 days
- Type of client
- Health and wellness
- Services used
- Google Ads management, call tracking, offline conversion import, landing pages
- Evidence type
- Illustrative composite
Measured impact over 90 days
Appointments booked from paid search up 54%
Cost per booked patient down 31% at similar spend
Share of enquiries that became bookings rose from 36% to 58%
High-value treatment enquiries doubled
Challenge context
Every clinic ran its own campaigns, all optimized for form submissions. Google learned to find people who filled in forms, not people who booked, and reception teams spent hours chasing enquiries that never turned up.
Starting point
- Separate, overlapping campaigns for each clinic bidding against each other
- Conversions counted on form submits, including spam and duplicates
- Phone calls, the main booking route, not tracked at all
- One generic landing page for every treatment
Implementation phases
- Phase 1Tracking rebuild: call tracking, form clean-up and booking import from the practice software (Weeks 1-3)
- Phase 2Account restructure by treatment and location radius (Weeks 3-5)
- Phase 3Treatment landing pages with clear next steps and clinic choice (Weeks 4-8)
- Phase 4Bidding moved to booked appointments, with weekly lead-quality reviews (Weeks 6-13)
Use the framework, not just the headline number.
- Optimize ads for the outcome you are paid for, not the first click that looks like a lead.
- Calls are often most of a clinic's bookings: track them before changing anything else.
- Check healthcare advertising rules in each country before writing ad copy and testimonials.
How this applies worldwide
The approach works anywhere: track calls and bookings, import real appointments into Google Ads, and check your country's healthcare advertising rules.
Context and limitations
Illustrative composite built from common Axzora Solutions engagements across our markets (UK, Canada and the UAE (composite of multi-location groups)). Figures are representative of this type of project; results vary with budget, competition, seasonality and how quickly recommendations are implemented.
Case study FAQs
How were bookings sent back to Google Ads?
Each enquiry carried a click ID into the practice system. When a patient booked, a daily export matched it and uploaded it as an offline conversion.
Were there advertising rules to follow?
Yes. Each country has its own rules on healthcare claims, before-and-after images and testimonials, and every ad and page was checked against them.
Can a dental group worldwide use the same setup?
Yes, as long as your practice software can export bookings. The structure, tracking and landing pages carry over; the compliance review and ad wording are adjusted for your local rules.
Want a similar rollout?
Share your current baseline and we will map a phased execution plan to your growth goals.
