What Should My Dental Practice Promote Using Google Ads?

Are you getting into Google ads but aren’t sure where to start? Feel like you’re behind in a sea of crazy technology and marketing jargon? Not sure how your cosmetic dentistry practice can best adapt to digital advertising? With these tips, you can use Google ads to attract more patients to your cosmetic dentistry practice by optimizing what you’re showing to your patients. With the right ads and landing page, you can start reaching more patients than ever before.

Once you’re interested in using Google ads, you might wonder what your dental practice should promote. The answer is you should show images that represent your customer and align with your seasonal marketing. 

For example, let’s say you’re wanting to run an ad in springtime. It’s an underutilized time of year for cosmetic dental practices, so you might want to drive engagement around then. In the springtime, there are graduations, vacations, and weddings. Let’s focus on weddings. What can you promote for weddings? You can talk about your services for teeth whitening or teeth cleaning. Brides (and grooms!) hire photographers to take amazing, expensive photos for $2,000 to $3,000 with a high-def camera and video equipment. Those pictures are an incredible memento of a day that, for the bride and groom, tends to fly by. Their bridal and couples portraits, wedding party pictures, family pictures, and the pictures of the party at the reception are wonderful memories. They want those pictures to look perfect. Why not remind them that you’re there as an option to help them bring out their best smile using your dental services? 

Then, there are vacations. You might’ve had a customer call your office and say, “Dr., I have a toothache, but I’m nowhere near you!” They might have to see a dentist, but they’re in another state or completely out of the country. You don’t want your patient to be in that scenario because they’d have to find a new dentist wherever they are and possibly get emergency surgery. Or they may have to wait in pain until they get back stateside, which nobody wants to do! 

So it’s a lot easier to say, “Hey, are you going out on vacation? Why don’t you bring your family in and we’ll take care of any checkups.” That way you do some preventative work, and you make sure that they know that you’re looking out for their best interest while they’re going on vacation. 

There’s also graduation! “Dads and grads” and all those events happen around springtime. You could promote teeth whitening again for graduation photos. But really, the graduation photos already happened a couple of months back. Instead, look at it as someone’s kids graduating. They may be going out for their first job, or they may be rolling off of their parents insurance. Their parents probably have a better insurance package than the student that’s starting as an entry-level employee. That’s a great opportunity to talk about some of the services that you have. If they didn’t get that root canal yet, if they need crowns or any other advanced cosmetic surgery procedure, they can get it before they leave their parents’ insurance. This is an excellent opportunity for you to showcase your services and tell your ideal cosmetic client why you should be checking them out right now. 

Whatever you promote, make sure that you have amazing website or landing page experience. Even if you don’t have a page, make sure that you have a call to action. A call to action, for example, is to request an appointment. Maybe they could click a button and go to a simple form, with three or four fields, to input some patient information. Don’t try to have them do the entire patient onboarding on that form because most people are visiting from mobile devices, since that is where Google is promoting. If you give them a huge form, they more than likely are not going to complete the process. Instead, try to keep it as minimal as possible. 

You could also have a chat bot on your website. That’s a great option for people to communicate with your staff in real time if they have any questions about scheduling appointments or services that you offer. 

Again, make sure this is mobile responsive. In a website on mobile view, you want them to notice the call to action at the very top. That way, it’s easy for people to see it and the brand colors, click it, and go to the form. Same thing with the chat: clearly label it and place it where people will see it. That lets people know right away: “Hey, we’re here for you. Reach out to us!”

We are on a mission to help 500 cosmetic dental practices double their revenue by 2026, and we want yours to be one of them. Now that you know how Google ads can help you find your next patient, would you be interested in a free consultation for your dental practice?