How a 20+ location dental group grew local search visibility
The business
A dental group running more than twenty practices across the Northeast, offering general, cosmetic, orthodontic, periodontal and oral surgery care under one brand. A large share of patients pay out of pocket rather than through insurance, and the group serves patients in eight languages. High value treatment, implants and full arch restoration and cosmetic work, carries the commercial weight.
- Split paid search and paid social by catchment so each practice bids only inside its own radius
- Built separate campaign structures for the high value treatment lines
- Ran campaigns in four additional languages in the markets where those communities are concentrated
- Installed dynamic number insertion per location and offline conversion import
- Claimed, standardised and scheduled posting across every Google Business Profile
- Built a location by treatment page matrix in place of one national page per service
- Published a bottom of funnel content cluster on cost, insurance and comparison intent
- Surfaced existing review volume onto location pages with review schema
The constraint
No online booking anywhere in the funnel, and no call tracking. Every result had to be measured through a call centre rather than a booking system, which made offline conversion import a prerequisite for the work rather than a refinement of it.
What we would do differently
Install call tracking and offline conversion import in week one rather than alongside the campaign build. Everything measured before that point had to be reconstructed afterwards, and the first month of spend was optimised against lead volume rather than booked appointments.