I recently partnered with a dental practice to improve their Google Ads results. Despite investing heavily in ads, the client was receiving a high volume of irrelevant clicks, low-quality leads, and had no streamlined way to track or follow up with inquiries.
Here’s how we revamped their campaign for success by targeting the right audience, managing clicks, and leveraging CRM integration. 💼
♢ Previous Campaign Situation
➙ High Ad Spend with Low ROI: The dentist’s campaign had been active for a few months, but the return on investment was disappointing. High ad spend wasn’t translating into appointments.
➙ Irrelevant Clicks and Generic Targeting: Due to broad targeting and generic keywords, the practice received many clicks from users who weren’t genuinely interested in booking.
➙ Lack of Lead Tracking: Without a CRM, leads were inconsistently managed, leading to delayed follow-ups and missed conversion opportunities.
🎯 My Strategic Approach:—-
✅ Precision Targeting and Keyword Optimization:—
—- Refined keywords to focus on high-intent terms like “same-day dental appointments” to attract users ready to book.
—- Implemented negative keywords to prevent irrelevant searches from triggering ads, filtering out clicks from non-serious users.
✅Reducing Irrelevant Clicks with IP Exclusion and Scripts:—
— IP Exclusion: Excluded IP addresses associated with frequent irrelevant clicks, minimizing wasted ad spend.
— Click-Fraud Prevention Scripts: Implemented scripts to monitor and filter out suspicious or bot-like activity, which helped ensure the ad budget was spent on genuine prospects.
✅ Compelling, Targeted Ad Copy:—
— Wrote ad copy focused on the client’s unique services to capture the attention of serious leads.
— A/B tested various ad copy versions, identifying the messaging that resonated best with potential patients.
✅ Geo-Targeting and Bid Adjustments:—
—- Narrowed the campaign’s targeting to specific areas near the dental practice and increased bids in locations with historically high lead quality.
—- Leveraged CRM data to continually optimize targeting and bidding for better results.
✅ CRM Integration for Enhanced Lead Quality and Tracking:—
—- Set up a CRM to automatically capture and categorize leads from Google Ads, enabling organized tracking and faster follow-up.
—- Used CRM analytics to prioritize high-quality leads, increasing booking rates and overall conversion efficiency.
✅ Ongoing Optimization and Performance Monitoring:—-
—- Regularly monitored the campaign to make data-driven adjustments based on lead quality, cost per click, and ROI.
—- Conducted bi-weekly reviews with the dentist to fine-tune strategy, review lead quality, and implement ongoing improvements.
📈 Results
— 23% Increase in Total Leads
— 30% Reduction in Irrelevant Clicks
— 18% Increase in ROI
