If you have stumbled across this page on the internet, chances are that you either own or work for a dental office that is in need of more dental patients.
Owning and operating a dental practice requires a lot of staffing overhead, a bricks-and-mortar building, not to mention years of schooling just to have the opportunity to have a customer.
It’s Not Rocket Science
Luckily, driving new dental patients isn’t nearly as difficult as most of the things that you have already accomplished. But, it does take some basic understanding of how to drive customers.
Background On Our PPC Agency
Before we jump into things, here’s a little bit of background on us. We are an ad agency that works in 3 markets. We work with about 100 dental offices, 70 franchise brands, and 10 law firms. So, we stay very tight, focusing on the things that we do best.
High Level Metrics
Each month, we drive about 4,000 leads for our dental offices. About half of the leads come from Google Ads and the other half comes fro Facebook Ads. It costs roughly $35 to drive a lead on Google and $15 to drive a lead on Facebook.
Our numbers in general are quite a bit better than the industry standard. Most agencies can drive a Google lead for about $80-$120 and a Facebook lead for about $30-$50.
Here are a couple of tips that we find are extremely helpful when you’re trying to drive new patients online via Google and Facebook PPC.
Track Cost Per Sale
It seems kind of a like a no-brainer, but most dental practices that do advertise online have no idea how many patients they drive each month. You should know what your Cost Per Sale is each month, meaning, you should know how much it costs you to drive an actual customer each month or at least each quarter or year.
From a budgetary perspective, you’ll probably need to spend about $1,000 – $1,500 / mo. on your ads, not including whatever your agency charges you to do the actual work.
Start Small On Google Ads
If you have never advertised on Google before, we would recommend putting about a 60-70% of your budget into Facebook first. The leads are much cheaper on Facebook, and if you do not have a pre-existing Google Ads account, it takes several months for you to be competitive in your local market, so don’t blow all of your budget right out of the gate. After about 2-3 months, you can shift more of your budget toward Google, so you have roughly a 50/50 spread of your budget.
Google Ads Negative Keywords
Make sure that you have negative keywords on Google for every office that is in your area. Failure to do this will cause you to drive a lot of bad leads of people who are already working with a different dental practice and are just trying to call them to schedule an appointment.
Also, with keyword selection, don’t be afraid to focus on things like:
- Teeth Whitening
- Wisdom Teeth
- Oral Surgery
Some of these keywords may cost a little bit more (such as “dental implants near me”), but they can bring in some great revenue.
Facebook Ads Pictures
With Facebook, make sure to use good pictures. Not only is a picture worth 1,000 words, but a good picture can cut your Cost Per Lead down from $60 to $10.
Still Need Help?
If you need help with driving high quality dental patient leads, feel free to reach out. That way, you can focus on what you do best and so can we 🙂