Turning Inconsistent Leads into Predictable Growth
How a Dental Practice Increased Enquiries by 30% While Spending 25% Less
The client
Our client is a well-established dental practice offering both aesthetic treatments, such as Invisalign and composite bonding, and high-value dental solutions like dental implants and zygomatic implants (work valued at £4,000+ per patient).
While they were successfully filling event days marketed by another agency, the approach left them in a cycle of “boom and bust.” They’d experience a spike in leads during event periods but struggled to maintain consistent enquiries.
Compounding the issue, the previous agency’s poor advertising practices led to their Meta account being permanently banned. This meant the practice needed to start from scratch with a new Facebook page, further disrupting their marketing efforts.
Focussing on ad improvements and targeting made a huge difference from day 1.
The challenge
The practice faced multiple challenges:
Disjointed Marketing Efforts: Google PMax ads lacked clear tracking, making it impossible to assess their ROI.
Event Reliance: Marketing efforts were concentrated on paid event days, creating an unsustainable spike-and-slump workflow.
Meta Ban: Their previous Facebook page was blocked, requiring a complete rebuild of their social media presence.
Website SEO Issues: Key services were poorly described, and the language used didn’t match what potential patients were searching for online.
The practice needed consistent, measurable marketing efforts that prioritised steady lead generation and reduced reliance on disruptive event days.
The solution
We overhauled their approach with a comprehensive marketing and operational strategy:
New Facebook page and optimised Meta presence
Built a fresh Facebook page and migrated existing clients to it.
Installed a new pixel to track conversions and gather valuable user data.
Optimised their Instagram account to ensure a consistent brand presence across Meta platforms.
Website SEO and content update
Enhanced on-page SEO by rewriting content to align with common search terms (e.g., replacing technical terms with more simple terms, for example “zygomatic implants” with “dental implants”).
Increased the quantity and relevance of content to improve search engine rankings.
Highlighted the practice’s location, expertise, and unique offerings to better capture local traffic.
Targeted Meta ads campaigns
Designed tailored ads targeting women aged 30-49, the demographic most likely to convert.
Balanced ad spend to keep a steady flow of leads from Instagram and other audience segments, ensuring a robust funnel.
Created ads that focused on the value of consultations without requiring upfront payments, removing the barrier of entry for potential patients.
Consistent lead flow
Transitioned the practice away from event days by generating a steady stream of 1-2 leads per day.
Enabled potential clients to book consultations at times that suited their schedules, including evenings and weekends.
Simplified lead management for the dental team, allowing them to focus on their core work.
Data-driven refinements
Analysed engagement and conversion data to refine campaigns and messaging.
Improved ad performance and reduced cost per lead by 40% over six months.
We continue to see the steady performance of these leads - there isn't capacity for quicker growth.
The results
In short, more leads at a lower cost. Better performance all round.
Increased Efficiency: Reduced the reliance on disruptive event days, creating a smoother workflow.
Lower Costs: Cut marketing spend by 25% compared to the previous agency.
Higher Volume of Leads: Achieved a 30% increase in monthly enquiries.
Improved ROI: Delivered consistent, high-quality leads with a cost-per-lead reduction of 40% over six months.
Flexibility: Prospective clients now book consultations at their convenience, improving the overall experience and increasing conversion rates.
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