Research shows that 71% of people looking for a dentist conduct an online search before scheduling an appointment[1], which makes digital marketing one of the top priorities for dentists.
Still, dentists don’t have the time and energy for a spray-and-pray approach and need concrete and clear strategies that will generate maximum results.
Luckily, in this article, we will cover everything you need to know about advertising for dentists. From benefits and top seven strategies in 2024 to a detailed case study that helped Icy Bear (a dental company) reach an average ROI of 10x.
Benefits of Advertising for Dentists
If you are in doubt whether you need advertising for your dental practice, here are the main advantages:
- Higher patient acquisition: Dentists who advertise typically see an increase in new patient appointments compared to those who don’t.
- More trust and authority: Advertising allows dentists to educate potential patients about treatments before they visit. This pre-education can lead to fewer inquiries about procedures and more appointments.
- More leads for specific procedures: With targeted marketing, you can promote individual procedures (for example, “implants”) and increase specific sales.
- Enhanced brand recognition: Consistent advertising can increase local brand awareness, leading to more word-of-mouth referrals.
- Specific patient demographics: Dentists can use targeted advertising to attract desired patient groups (e.g., children, professionals), potentially increasing their ICP (ideal customer persona) base.
- Faster filling of appointment gaps: Practices using targeted ads can fill last-minute cancellations quickly, minimizing lost revenue.
- Higher average patient lifetime value: Through targeted retention campaigns (email, texts), dentists can often see an increase in patient lifetime value compared to non-advertisers.
6 Strategies to Maximize Advertising for Dentists
1. Invest in SEO
Implementing a comprehensive SEO strategy is important for dental practices that want to improve online visibility and attract local patients. Here’s a detailed breakdown of key SEO components, and if you need more information and examples, don’t miss our SEO for dentists article.
Technical SEO
Optimize your website infrastructure to improve search engine crawling and indexing, ensuring your dental website is easily discoverable and ranks higher in search results. Ultimately, this will increase visibility and patient acquisition.
- Aim for page load speeds under 3 seconds using tools like Google PageSpeed Insights
- Implement a mobile-responsive design that adapts to all screen sizes
- Use the HTTPS protocol to secure patient data and improve search rankings
- Create an XML sitemap and submit it to the Google Search Console
- Implement proper URL structure (e.g., domain.com/services/teeth-whitening)
Local SEO
Improving visibility for location-based searches will help your practice appear in local search results, Google Maps, Apple Maps, and the Local Pack – important for attracting nearby patients seeking dental services.
- Fully optimize your Google Business Profile with accurate business hours, services, and high-quality images
- Maintain consistent Name, Address, and Phone (NAP) information across at least 50 online directories
- Actively encourage patients to leave reviews and respond to all reviews within 24-48 hours
- Create location-specific pages for multi-location practice. For example, www.yourbrandnamel.com/dental-implants/london/uk.
Meta Data
Meta data is information in HTML code that describes a page’s content to search engines and users. Improves click-through rates from search results by clearly communicating your services and value proposition to potential dental patients.
- Craft unique, keyword-rich title tags (50-60 characters) for each page, including location for local SEO
- Write compelling meta descriptions (150-160 characters) with clear call-to-actions
- Optimize header tags (H1, H2, H3) with relevant keywords and proper hierarchy
Schema Markups
Schema markups are structured data vocabulary that helps search engines understand website content.
- Implement LocalBusiness and Dentist schema to enhance search result appearance
- Use Review and Aggregate Rating schemas to display star ratings in search results
- Add FAQ schema to service pages to potentially earn featured snippets
Product/Category Pages:
Dedicated pages for specific dental services or treatments help with targeted optimization of each service, improving search rankings for specific treatments and providing detailed information to potential patients.
- Create dedicated, in-depth pages (800+ words) for each dental service offered
- Optimize content with relevant keywords (2-3% keyword density) and patient-focused information
- Include clear calls-to-action, pricing information, and FAQ sections on each service page
Blog
Your dental blog should be an updated section of a website featuring informative articles.
- Publish 1-2 high-quality, informative posts (1000+ words) per week
- Focus on addressing common dental concerns, treatments, and frequently asked questions
- Incorporate relevant images, infographics, and videos to enhance engagement
- Optimize each blog post for 1-2 long-tail keywords
- Divide each topic into three sections: before, during, and after the procedure to address different queries and levels of knowledge
E-E-A-T
EEAT is Google’s framework for evaluating content quality based on Experience, Expertise, Authoritativeness, and Trustworthiness. It builds credibility with both search engines and potential patients, which is important for healthcare-related websites to rank well and attract new patients.
- Create detailed “About Us” and individual dentist profile pages showcasing credentials and qualifications
- Include patient testimonials and before/after case studies with proper consent
- Link to and maintain active profiles on reputable dental associations’ websites
- Regularly publish expert-approved content (with a badge)
Internal Linking
Internal linking between your web pages improves website navigation, distributes page authority, and helps search engines understand your site structure, potentially boosting overall SEO performance.
- Implement a clear, logical site structure with no page more than three clicks from the homepage
- Use descriptive anchor text for internal links to improve relevance and user experience
- Create topic clusters linking related content to establish topical authority
Backlinks:
Backlining is the process of acquiring links from other websites to your dental practice’s website.
- Develop relationships with local businesses for cross-promotion opportunities
- Participate in and sponsor local community events to earn press coverage and links
- Create high-quality, shareable content (e.g., infographics, studies) to naturally attract backlinks
By implementing these detailed SEO strategies, dental practices can significantly improve their search engine rankings and online visibility.
Don’t forget to regularly monitor key performance indicators using Google Analytics and Search Console, such as organic traffic growth, keyword rankings, and conversion rates. Aim to review and update your SEO strategy quarterly to stay ahead of algorithm changes and maintain a competitive edge in the local and global dental market.
2. Use PPC Ads
Now that we covered organic SEO advertising let’s move on to PPC (pay-per-click) advertising.
Google Ads is the perfect tool for dental practices looking to increase their online visibility and attract new patients.
We will use the case study of Icy Bear, a UK-based dental company, to demonstrate how dental facilities can leverage Google Ads effectively.
Focus on Relevant Keywords
Icy Bear’s campaign focused strongly on keywords relevant to their products. For dental practices, this means targeting keywords such as “dentist [your location],” “teeth cleaning services”, or “emergency dental care.” Use Google’s Keyword Planner to identify high-volume, low-competition keywords specific to your services and location.
Create Engaging Ad Copy
Wondeirng how to win dentistry clients with PPC? Icy Bear’s success was partly due to creative ad copy that enticed potential customers. For your dental practice, craft compelling ad copy that highlights your unique selling points.
For example:
“Expert Dental Care in [Your City] | Same-Day Appointments Available” “Painless Root Canals | Experienced Dentists | Free Consultation”
Optimize Your Website
Ensure your website is optimized for both search engines and user experience. This includes fast loading times, mobile responsiveness, and clear calls-to-action. Make it easy for potential patients to book appointments or contact your office directly from your ads.
Monitor and Adjust Performance
Icy Bear’s campaign involved close monitoring of ad performance. Regularly review your Google Ads metrics, including click-through rates (CTR), conversion rates, and cost per acquisition (CPA). Adjust your bids, ad copy, and targeting based on this data to improve performance over time.
Implement Performance Max Campaigns
Icy Bear achieved exceptional results with a Performance Max campaign, yielding a 9.59% conversion rate. This type of campaign uses Google’s machine learning to optimize ad delivery across multiple channels. Consider setting up a Performance Max campaign to showcase your dental services across Google Search, Display, YouTube, and more.
Use Branded Search
Icy Bear’s branded search campaign delivered strong results with a 9.19% conversion rate. Create a separate campaign for your dental practice’s brand name and variations. This ensures you capture high-intent searches from people already familiar with your practice.
Set Clear Goals and Track ROI
Icy Bear achieved a remarkable 13x return on ad spend (ROAS) and an average ROI of 10x. Set clear, measurable goals for your Google Ads campaigns, such as a target cost per new patient acquisition or a specific ROAS. Use Google Analytics in conjunction with Google Ads to track the full patient journey from click to appointment.
Start with a Focused Budget
Icy Bear invested £12,000 in ad spend to generate £165,000 in revenue. While your dental practice’s numbers may differ, start with a focused budget on your most profitable services or treatments. As you see positive results, gradually increase your budget and expand your campaigns.
Use Ad Extensions
For dental practices, consider using:
- Location extensions to show your office address
- Call extensions to allow potential patients to call directly from the ad
- Sitelink extensions to highlight specific services or promotions
Collaborate with Experts
Icy Bear’s success was attributed in part to close collaboration with digital marketing experts at NUOPTIMA. Consider partnering with a Google Ads specialist familiar with the dental industry to maximize your campaign’s effectiveness.
By applying these strategies learned from Icy Bear’s successful campaign, dental practices can effectively use Google Ads to increase their online visibility, attract new patients, and grow their practice.
Remember to continually test, refine, and optimize your campaigns for the best results in your specific market and location.
Does PPC work? Yes, PPC generates £165K at 13X ROAS.
3. Be on Dentist Review Sites
Maintaining a strong presence on dentist review sites is important for attracting new patients and building trust. Here’s a breakdown of key platforms to be on:
Google Business Profile
A free business listing on Google Search and Maps, and often the first place potential patients look for local dentists. What to do:
- Claim and verify your profile
- Keep information up-to-date (hours, services, contact info)
- Regularly post updates and respond to reviews
Healthgrades
A platform for finding and reviewing healthcare providers, widely used for researching dentists and their credentials is a great digital advertising for dentists opportunity. What do to:
- Claim your profile and ensure all information is accurate
- Encourage satisfied patients to leave reviews
- Highlight your specialties and experience
Vitals
A doctor review and rating website that provides detailed information about dentists’ qualifications. How to apply:
- Complete your profile with comprehensive information
- Showcase any awards or recognitions
- Respond professionally to all reviews
RateMDs
A physician rating and review website that allows patients to rate dentists on multiple criteria. How to apply:
- Monitor your profile regularly
- Address any concerns raised in reviews
- Highlight positive feedback on your website
Zocdoc
An online booking platform for healthcare appointments that helps patients to book appointments directly and leave reviews. What to do:
- Set up a profile if you’re in a covered area
- Keep your availability up-to-date
- Respond promptly to appointment requests
Yelp
A popular review platform for local businesses that many potential patients consult when choosing a dentist. Action steps:
- Claim your business listing and keep it updated
- Respond professionally to all reviews, positive and negative
- Consider Yelp’s advertising options for increased visibility
4. Email/Text Marketing
Email or text-based marketing is an effective way to retain your older customers. Here is how you can do it:
- Build a patient email/phone number database (with consent)
- Send appointment reminders and follow-ups
- Share dental health tips and special promotions
- Use segmentation to send targeted messages (e.g., reminders for annual check-ups)
5. Geofencing/Location-based marketing
If you want to master digital advertising for dentists, set targeting ads or push notifications to target people within a specific geographic area you’ve marked with virtual points (geofences). This technology helps reach potential patients when they’re near your practice. Action steps:
- Set up geofences with service providers
- Target areas around your practice, competing dental offices, or relevant locations (e.g., orthodontist offices for general dentists)
- Create compelling ads or push notifications that encourage immediate action (e.g., “Walk-ins welcome” or “Same-day appointments available”)
6. Video Advertising on Social Media & Your Website
Use video content to advertise on platforms like Facebook, Instagram, and YouTube and engage potential patients with dynamic, informative content. Action steps:
- Create short, engaging videos showcasing your practice, treatments, or patient testimonials
- Use platform-specific features (e.g., Instagram Reels, YouTube Shorts) for increased visibility
- Implement targeting options to reach your ideal patient demographics
- Include clear calls-to-action in your videos and ad copy
- Monitor performance metrics and adjust your strategy accordingly
Conclusion
In this article, we’ve briefly touched upon the main benefits of internet advertising advertising for dentists and provided the ins and outs of six effective advertising strategies.
However, picking, starting and optimizing each strategy can be a difficult task for dentists who don’t have time to test out marketing approaches. Luckily, our SEO and PPC agency will take care of all the hard work for you, and just deliver reports with what we achieved.
Book a call with our team at NUOPTIMA to see how we can help you maximize your advertising budget.
FAQ
Advertise your dental services through a combination of SEO, Google Ads, and presence on dental review sites. Implement targeted PPC campaigns focusing on local keywords, create engaging ad copy, and optimize your website for conversions. Finally, try email marketing and social media video internet advertising for dentists to reach potential patients.
As a new dentist, focus on building a strong online presence. Claim and optimize your Google Business Profile, create profiles on key dental review sites and invest in local SEO. Leverage social media to showcase your expertise and engage with potential patients. Consider offering introductory promotions and encouraging patient reviews to build credibility and kick off your internet advertising for dentists.
Digital advertising for dentists refers to marketing efforts aimed at promoting dental services and attracting new patients. It encompasses various strategies, including digital marketing (SEO, PPC, social media), traditional advertising (print, radio), and reputation management through online review platforms.
