Scottish Dental Care
Overview
Scottish Dental Care has worked with Broadplace for a number of years, and has continued to see impressive growth in new patient enquiries as a result of their advertising.
4,000
quality leads generated.
66%
Reduction in
cost per lead
88%
Increase in
new patients via paid channels
The Challenge
Our aim was to boost lead quality for 12 dental clinics across Scotland, while managing budgets and paying attention to the differing needs and objectives for each clinic. We primarily focused on achieving an increase in enquiries for specific treatments (such as dental implants, composite bonding, teeth whitening, invisalign and facial aesthetics), and implementing robust conversion tracking for performance measurement and optimization.
The Broadplace Approach
To supercharge the Google Ads performance, we adopted a highly granular strategy. We crafted a dedicated account for each dental clinic, enabling precise budget control and targeting, and allowing control with overlap between clinics located in close proximity. Further granularity extended to ad group level, enabling us to curate ads more closely aligned with prospects’ search behaviour We built a robust tracking strategy through Google Analytics and Google Ads for each account, ensuring precise reporting and insightful performance metrics enabling us to make data-driven optimization decisions.
Building upon prior Facebook advertising efforts, we adopted a treatment based campaign approach, allowing for a unified brand message and better control over budget allocation. Our recommendation was to run lead form campaigns that simplified the prospect’s journey, allowing them to register their interest directly in Facebook, enhancing lead volume. For audience targeting, we honed in on Facebook and Instagram users residing near the clinic locations, further refining audience demographics and interests for pinpoint accuracy. All our campaigns were built with optimized ad creatives provided by our in-house design team. These ads provided consistency in design, messaging and calls to action, ensuring a harmonious user experience.
Microsoft
In addition to Google and Facebook, we seized an opportunity to evaluate Microsoft Ads performance. Leveraging a promotional offer, venturing into this platform with minimal cost to the client.Despite lower search volume on Microsoft, it still proved to be valuable, especially considering the age demographics of Bing users. This was advantageous for promoting treatments tailored to this audience.
The Results
Over 12 months of our new strategy being implemented, we were able to deliver strong results for Scottish Dental.
We saw:
A 75% reduction in the average cost per lead (CPL)
4,000 quality leads generated in 12 months
80% growth in the number of new patients
A 75% reduction in the average cost per lead (CPL)
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