Family Dental Clinic — Structured Growth Through Analytics & Advertising
Client:
Tools:
- Google Ads
- Meta Ads
- YouTube Ads
- IP-Телефония
- Google Analytics
- Facebook Pixel
- SMM
- Sales Script
Areas of dentistry we have worked with:
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Therapy
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Surgery
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Prosthetics
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Orthodontics
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Implantation
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Veneers
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Whitening
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Pedodontics
A family dentistry clinic approached us in a desperate situation, on the verge of closure. There were hardly any applications from the site, despite having telephony, but call tracking and get-call tools were not connected. Google Analytics was misconfigured and Meta analytics was completely absent. The site was running on a sparse CMS with limited opportunities for optimization and development. The Instagram account was maintained with a multitude of errors – from incorrect promotion strategy to spelling mistakes in the content. Direct requests were handled unprofessionally, resulting in low conversion to customers. The client, having received a recommendation about us, decided to entrust the project to our team in order to bring the clinic out of the crisis and restore the flow of clients.
Increase the number of applications
Attract potential patients interested in the clinic’s services.
Configure analytics systems
Configure analytics systems to understand the user path on the site, configure micro- and macro-conversions to train advertising accounts.
Configure IP telephony
Implementation of Telephony, including Call tracking and a callback widget.
Audit of marketing tools
Analysis of previous advertising campaigns and social media management to identify potential growth points.
The results of our work met expectations and allowed the family dentistry clinic to return to stable operations. The owner, aka the head doctor, had full confidence in our team and followed all recommendations, which played a key role in our success. In 9 months we have brought all indicators to a stable level, even with minimal advertising budgets, as the main goal is to keep the clinic afloat. Call-tracking and get-call were connected, Google and Meta analytics systems were set up, which made it possible to effectively track results and adjust strategies. Content and promotion errors in Instagram were eliminated, resulting in increased applications and conversions in Direct. At the moment, the clinic is steadily attracting new clients and remains afloat thanks to our coordinated actions and constant support.
1. Meta Ads:
Launching advertising campaigns for correspondence in Direct & Messenger.
2. Google Ads:
Launching advertising campaigns for conversion on the website (Online booking and Calls)
3. YouTube:
Promoting videos to increase clinic recognition.
4. IP telephony and call tracking:
Tracking incoming and outgoing calls.
5. Connecting Google & Meta analytics:
Setting up goals and synchronizing with advertising accounts.
6. Working with Instagram Direct and SMM:
Wrote scripts for working with incoming requests, took over the account for its repackaging and subsequent management.
Social Media Marketing:
Profile before repacking
Profile after repacking
The client requested profile packaging and minimal page maintenance to keep the page active.
Prior to the work, publications were chaotic, highlite design was irrelevant, and visual style was lacking. The page was also maintained irregularly.
The clinic brand had its own logo and corporate colors, based on which a unique visual style was created. A correctly designed profile header now helps the clinic appear in search engine results for potential clients. The visual has gained character in the stories, highlites and feed, where understated photos and expressive accents add to the brand’s status.
Thanks to regular posting on a clear schedule and well-chosen rubrics, content, especially reels, receives organic reach from 1.5 thousand. Top publications reach 12.5 thousand organic views, while before our cooperation the page received only 200-300 reaches.
Work on the page continues, creating unique content with unique visuals, which helps to attract new audiences and clients for the clinic.
Meta Ads:
According to the results of the audit of the advertising account, we saw a low CTR and a low percentage of conversion to an application. We assumed that the advertising creatives did not attract proper attention and the audience settings were more very “narrow” than this niche requires.
Replaced old ad creatives with new, more engaging ones, and organized the shooting of new content.
Launched new creatives in advertising to 4 updated audiences. On the very first day of the advertising campaign, from the first two case studies we received an appointment for a consultation. This happens in every case study, but it gave us hope that all was not lost for this clinic.
Google Ads:
In the process, we used search advertising to capture hot queries and attract those users who were already actively searching for the clinic’s services. Campaigns tuned for maximum effectiveness helped us to cover different platforms and interact with the audience at all stages, from interest to booking an appointment. Video advertising on YouTube helped to highlight the brand using dynamic visual formats, which helped to increase recognition and build trust among potential clients.
By setting up the analytics as needed, we got a full understanding of how visitors behave on the site: what pages they are interested in, what steps they take before contacting us, and from which channels they most often call. This helped us not only to better understand the audience, but also to make advertising more accurate and effective.
We used different approaches in advertising: search campaigns to capture hot queries, the “Maximum Effectiveness” format to work with different platforms, and video advertising on YouTube, which helped draw attention to the brand and product through the video format. This integrated approach helped to reach more potential customers and drive them to a targeted action.
IP-Telephony:
The client had telephony connected, but without important tools for analysis.
Calls were coming in, but how many, where they came from, and what quality they were – remained unknown.
In addition, the advertising accounts did not receive data on the number of these calls.
CallTracking – a tool that allows you to track from which advertising platform, campaign and from which keyword an incoming call came.
GetCall – a tool that increases the number of calls. It is a pop-up window “Want us to call you back in 30 seconds”, which also fixes the source of the call and is the preferred communication option for some potential customers.
Thanks to call tracking and getcol we started to record the actual number of calls received and from which advertising campaigns they come.
During the period of work, it was calculated that 80% of enquiries to the Dental Clinic are made through calls.
200+
Organic subscriptions
60
Average number of applications per month
$4
Average cost of application
1229
Unique calls from the site
$300
Google Ads budget per month
$500
Meta Ads budget per month
This project showed that there are no hopeless situations if you work with professionals and follow their recommendations. The client’s complete trust and openness played a key role in achieving stable results, even with limited budgets. This proves that competent optimization of advertising campaigns and proper setup of analytics can keep the business running without large financial outlays.
We took the clinic to a new level by connecting call-tracking tools and system analytics, which allowed us to track every stage of interaction with clients. It is important to realize that successful promotion is possible even with minimal budgets if you clearly understand your goals and effectively allocate resources.
