Open and Affordable Dental – Case Study
27% Increase in Conversion Rate
TLDR: Following an in-depth audit, I implemented a complete account restructure, improved tracking, and optimised landing pages. The changes lead to Open and Affordable achieving a 36% increase in new patients, 19% increase in booked appointments, and 25% increase in revenue in just five months.
Who are they?
Open and Affordable Dental offers exceptional dental care that’s both accessible and affordable. Since opening in Bennett Colorado in 2014, they’ve grown to 21 locations across the state. They provide comprehensive dental services from routine cleanings to complex procedures. Their key USP’s include flexible opening hours, same day appointments, and accepting almost all insurance plans.
Key Results:
- 36% increase in new patients
- 19% increase in booked appointments
- 25% increase in revenue
The Challenge
Despite having excellent doctors and multiple locations, Open and Affordable were not seeing the patient growth they expected from their significant Google Ads budget. Their clinics were competing against each other in search auctions and conversion tracking was incomplete. Combining this with minimal structure and purely broad keywords meant a free-for-all for Google’s algorithms (they like to spend).
The Nitty Gritty
Down to work: A comprehensive overhaul of their Google Ads account to maximise performance and eliminate wasted spend.
Improved Tracking & Analytics
- Set up a Google Tag Manager account and implemented on the website
- Created conversion tracking actions for actual booked appointments for improved data
- Setup direct to Google Ads conversions, no imports
- Created GA4 event tracking based on the key conversion actions
- Added tracking for micro-conversions to understand the patient journey
- Created a bespoke and detailed looker studio report
Restructured Campaigns
- Separated branded terms from service keywords
- Segmented further services by keyword theme with exact and phrase match strategy
- Moved from radius targeting to zip code targeting to prevent clinic competition
- Implemented Target CPA bidding with ad group level targets, reducing branded CPCs considerably. I didn’t use a separate branded campaign in this instance as each clinic has a fixed budget that is not shared among the group
Enhanced Ad Content & Extensions
- Created all-new ads highlighting USPs, benefits and value propositions
- Implemented A/B testing across all ad groups
- Used multiple headline pinning to ensure relevance and readability
- Developed bespoke ad extensions for each campaign
- Turned off all “auto apply” settings, including extensions
Optimised Landing Pages
- Working with their developer I helped build dedicated PPC landing pages for each clinic
- Highlighted key USPs: convenient hours, insurance acceptance, same-day appointments
- Improved above-the-fold content to drive conversions
- Increased conversion rate to 22%
- Provided high-converting template for Emergency Dental landing pages
Big Smiles
The restructured campaigns and optimised approach delivered excellent results (December to April).
+ 36%
New patients
+ 19%
Booked appointments
+ 25%
Revenue
+ 36%
Account Quality Score
- 15%
Ad Spend reduction (month 1)
+18%
Click-Through Rate
+27%
Conversion Rate
(landing pages now converting at 22%)
“We’re hitting records on all fronts. Will update with May numbers soon. Expect to see June numbers jump up as we add new doctors and availability. Tracking very well. Thanks for all of the great work. Continued success.”
— Dr Jason Stott, Founder, Open & Affordable Dental
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Let’s discuss how I can help you achieve similar results with targeted campaigns that reach the right audience and generate quality leads.
