Paragon Logistics
27% Increase in Conversion Rate
Open and Affordable Dental was struggling with somewhat ineffective Google Ads campaigns that wasted budget and failed to bring in enough new patients. 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 and Braces 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 hours (7:30 am to 7:30 pm Monday through Saturday), 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 services and multiple locations, Open and Affordable Dental wasn’t seeing the patient growth they expected from their Google Ads campaigns. Their clinics were competing against each other in search auctions, conversion tracking was incomplete, no exact or phrase match keywords in the account causing a significant amount of irrelevant search terms were wasting budget.
The Solution
I implemented a comprehensive overhaul of their Google Ads account to maximise performance and eliminate wasted spend.
Improved Tracking & Analytics
- Set up Google Tag Manager and implemented on the site
- Created conversion tracking actions for actual booked appointments for better quality data
- Established GA4 event tracking based on key conversion actions
- Added tracking for micro-conversions to understand the patient journey
- Created bespoke 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 – Didn’t use a separate branded campaign in this instance as clinics have a fixed budget that is not shared
Enhanced Ad Content & Extensions
- Created all-new ads highlighting USPs 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%
The Results
The restructured campaigns and optimised approach delivered impressive results in just five months (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
Ready to transform your Google Ads performance?
Let’s discuss how I can help you achieve similar results with targeted campaigns that reach the right audience and generate quality leads.
