The documented result
74tracked leads at a $17.94 average cost per lead
One January campaign month
The challenge
Launch paid search with enough targeting and measurement discipline to produce leads well below the client's $400 CPL target.
What we connected
We focused keywords and negatives, matched ads to the practice's differentiators and landing pages, reconciled location-extension calls, and used lead feedback to guide spend.
Measurement note: The 74 leads and $17.94 CPL cover the documented January campaign period, when platform and call reporting were both used; leads are separate from appointments, patients, and revenue.
Read the full story
This dental practice was launching Google Ads for the first time and wanted to know whether paid search could produce leads at a cost that made sense for the practice.
The client set a target of $400 per lead based on an $8,000 average customer lifetime value and an expected closing range of 15% to 25%. In the documented January campaign period, we generated 74 tracked leads at an average cost per lead of $17.94. Forty percent of the leads came through location extensions, which made complete call reporting central to the story.
We had to build the first campaign around fit
With no account history, every early choice mattered. Dentistry attracts broad, expensive searches, and a keyword that looks relevant can still bring in someone looking for a different service, a job, or general information. We started with high-intent searches, negative keywords, the practice’s service area, and the hours when the team could respond.
The practice also had real differentiators: a spa-like office experience and documented patient results. We used those details in the ads instead of generic “quality dental care” language. The goal was to help the right patient recognize the fit before spending the click.
Paid search worked because the rest of the journey held together
Google Ads was the immediate demand-capture channel, but it sat inside a broader Local Growth Engine. We aligned the website pages with the searches and promises used in the campaigns. Traditional website SEO and Local SEO supported the practice’s service and market relevance, while its Google Business Profile gave nearby searchers accurate information and another direct call path.
We also built AI SEO foundations that help modern search and AI systems understand a practice: clear service language, useful FAQs, connected pages, schema, and consistent business facts.
Reviews, press releases, and mentions on authority websites strengthened the proof around the practice. The review system helped recent patient experiences show up where future patients were deciding. Meta Ads could be added when the audience and offer made sense, but the verified 74-lead result came from the documented Google Ads period.
Call reporting rescued leads the ad platform missed
The advertising platform did not capture every call from location extensions. Because those extensions produced 40% of the leads, relying only on the Google Ads interface would have understated the response. We reconciled the campaign with a detailed call log so the practice could see a more complete result.
That same measurement discipline shaped the website. Heatmaps and session recordings showed where visitors paused or abandoned the path. We used that behavior to improve landing pages, calls to action, and the mobile call experience. Pop-ups gave relevant visitors another route to raise a hand without forcing the same offer on every page.
Our Lead Dashboard connects tracked leads with organic search, paid campaigns, direct visits, referrals, and other sources. It lets us compare lead results and shift campaign budget toward the sources working best. Today it also identifies referrals from ChatGPT, Claude, Perplexity, and other LLMs when that referral information is available.
The documented January result
- 74 tracked leads
- $17.94 average cost per lead
- 40% of leads through location extensions
- $400 client-set CPL target
The outcome beat the client’s target by a wide margin, but the useful lesson is the mechanism. High-intent targeting found the right searches. Practice-specific copy gave those searchers a reason to respond. Call reconciliation filled a major reporting gap. The feedback then gave us something real to optimize.
Measurement note: The 74 leads and $17.94 CPL cover the documented January campaign period, when platform and call reporting were both used. Leads are a separate measure from appointments, patients, and revenue; the lifetime value and closing range were supplied by the client as planning context.
If your dental ads are spending money without giving you a clear view of who responded, schedule a Help Me Get More Leads call.
