For many dentists, it comes as a surprise when we enter the workforce that we’re not just medical professionals… We’re marketers, too!
Attracting new patients is a key focus for any dental practice that wants to stay in business. But patient acquisition is not just about bringing in new faces. It is also about keeping patients engaged, encouraging them to return for future treatments, and ensuring a steady flow of appointments.
Traditionally, referrals and strong local reputations were enough to maintain a thriving practice. But now, the pace of digital marketing is changing the game. More patients than ever are searching for dentists online; digital marketing and building a brand have become crucial tools.
Paid advertising, whether through Google, Facebook, or Instagram, offers an effective way to reach potential patients at the exact moment they are considering treatment.
However, running ads is not as simple as setting a budget and hoping for the best. Without a clear strategy, advertising can become costly without delivering results. Used effectively, however, ads can help practices attract high-value patients and provide a strong return on investment.
Why Paid Ads Matter for Dental Practices
When a patient needs a new dentist, their first step is often an online search. Whether they are looking for a local practice or searching for a specific treatment such as Invisalign, the results they see will heavily influence their decision.
Paid ads allow practices to position themselves at the top of search results or on social media feeds, helping them stand out in a competitive landscape.
Google Ads ensure that a practice appears prominently when potential patients search for relevant keywords such as “orthodontic treatment near me.” Facebook and Instagram ads, on the other hand, allow practices to reach local users who may not yet be actively searching for a dentist but who are potential candidates for treatment. Retargeting ads can also be used to reach those who have already visited the practice’s website but have not yet booked an appointment.
However, simply running an ad does not guarantee success. Ads need to be well-targeted and structured in a way that turns clicks into real bookings.
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How to Make Ads Work for Your Practice
If an advertising campaign has not delivered the expected results, it may not be due to the platform itself but rather the strategy behind it.
There are several key elements that influence the success of paid advertising campaigns, including:
1. Targeting the Right Audience
One of the most common mistakes in advertising is trying to market to everyone.
A more effective approach is to focus on high-intent patients, such as those who are already considering dental treatment and are more likely to take action.
Google Ads, for example, allow practices to target users searching for specific treatments, such as “dental implants near me” or “teeth whitening in [city name].” Facebook and Instagram provide demographic and location-based targeting options, allowing practices to reach people who may not yet be searching for treatment but fit the profile of an ideal patient.
2. Using Clear, Patient-Friendly Messaging
The most effective ads address patient concerns in a way that is easy to understand. Rather than focusing on technical details and using dentistry-specific jargon, it is more impactful to highlight the benefits of treatment.
For example, instead of your ad saying, “We offer orthodontic treatment,” a more engaging approach might be, “Straighten your teeth discreetly with Invisalign—book a free consultation today.” This shifts the focus from the service itself to the benefits that matter most to the patient, and tells them what to do next (“Book an appointment”).
3. Optimising Landing Pages
Once a patient clicks on an ad, what they see next is just as important as the ad itself.
Many campaigns fail because they direct users to a generic homepage rather than a targeted landing page that aligns with the ad’s message.
A well-optimised landing page should include:
- A clear call to action, such as “Book Your Consultation Today”
- Simple, easy-to-read information about the specific treatment or service you’re advertising (if your ad is about Invisalign, don’t mention anything about teeth whitening on that page – you don’t want to confuse your reader).
- Patient testimonials or before-and-after images to build trust
Don’t forget that many of your patients will be clicking on your ad and navigating the web using their phones, not on a desktop. Make sure you test your landing page and make it easy to use on mobile devices, too!
4. Testing and Refining the Strategy
Advertising success does not happen overnight. The most effective campaigns involve continuous testing and refinement. Small adjustments to headlines, images, or audience targeting can really make a significant difference in how an ad performs.
It is also important to monitor results carefully.
Looking at key performance metrics such as click-through rates and conversion rates can help determine whether an ad is delivering a strong return on investment. If a campaign is not bringing in enough patients to justify the spend, adjustments may be needed.
Are Ads Worth the Investment for Dentists?
Paid advertising can be an effective way to attract more patients and increase bookings, but it works best when combined with a strong online presence and a well-structured patient journey. Having a well-designed website, clear calls to action, and an effective follow-up system in place will help convert ad clicks into long-term patients.
For practices that are not currently using paid advertising, this may be the time to explore its potential. When approached with the right strategy, digital ads can help practices reach the right audience, increase patient acquisition, and grow their business.
Learning Marketing at the LDi
At the London Dental Institute, we know that today’s dentists need versatile skills that will last them throughout their careers. That’s why on each of our postgraduate diploma courses, we not only teach you the treatments you need for success, but also how to market your new skills to your existing patients.
If you’re ready to take the next step in your career, browse our postgraduate courses on offer and enrol with the LDi today.
