Case Study:

Scottish Dental Care

Scottish Dental Care logo

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.

quality leads generated


Reduction in cost per lead


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 optimisation.

About the Client

Scottish Dental Care is a clinically-lead and patient-focused dental provider, offering high quality dental care to patients across multiple locations based in Scotland.


Dentistry / Healthcare

Services rendered

  • Google Ads
  • Microsoft Ads
  • Facebook Ads

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 optimisation 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 optimised 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.


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:

  • 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)

don’t just take
our word for it

In addition to their expertise and responsiveness, Broadplace is also very transparent and accountable. They provide us with detailed reports on our campaign performance on a regular basis, and they are always willing to discuss any changes or suggestions we may have.

Overall, we have been extremely satisfied with the services provided by Broadplace. They have helped us to achieve our new patient acquisition goals, and we would highly recommend them to any business looking for help with their PPC and social media advertising.

Jennifer Stewart, Marketing Manager
Scottish Dental Group

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