Google Ads for Dentists

Mastering Geotargeting: Presence vs. Interest

Here’s where a lot of dental practices waste money: poor geotargeting. You’re paying a premium for every click, so you need to make absolutely certain your ads are showing only to people who can actually walk into your clinic.

Google Ads gives you some key options when you’re setting up location targeting. You’ll see two important settings:

Presence: This shows your ads only to users who are physically located in your chosen area.

Interest: This shows your ads to people who show interest in your location, even if they aren’t currently there (for example, someone researching your city from another state or country).

For dentists, almost every single click should come from people who are physically nearby. Unless you offer some kind of destination dental service (very rare), “Presence” is your best bet. Check your settings and don’t let your precious budget go to waste on clicks from people who aren’t likely to become patients.

Campaign Structure: Don’t Just “Boost Everything”

It’s tempting to create one big campaign, throw in all your keywords—emergency, cosmetic, general check-ups, implants, whitening, braces—and let Google sort it out. But in a niche where every click is expensive, this shotgun approach just doesn’t work.

Instead, think about structuring your campaigns around your main services. Have a dedicated campaign for each high-value treatment, like:

Emergency dentistry

Cosmetic dentistry (whitening, veneers, etc.)

Dental implants

Orthodontics

General check-ups and cleanings

This lets you:

Write super-relevant ad copy for each service (which boosts your click-through rate)

Control your budget more tightly (allocate more to your highest-margin services)

Track which services actually generate new patients

Don’t forget to include negative keywords to prevent wasting spend on irrelevant searches.

Your Website Matters—A Lot

Here’s a scenario I see often: A dentist pays $800 in Google Ads and gets 30 clicks. But when you check their website, it’s a mess—slow loading, no clear contact info, generic images, and the “Book Now” button is buried three scrolls down.

A great ad campaign can only do so much if your website isn’t up to scratch. Your landing page should load instantly, look modern, and be crystal-clear about what you offer. It should also:

Display your phone number and a prominent “Book Now” or “Request Appointment” button

List your main treatments and any new patient specials

Show reviews and testimonials (more on that below)

Clearly mention payment plans, insurance networks, or gap-free check-ups

Treat your landing page like your digital front door. If it doesn’t feel welcoming and easy, even the best ads can’t save you.

Don’t Underestimate Your Budget

A common mistake among dentists is thinking they can dip their toe in with a tiny Google Ads budget and get results. Unfortunately, with CPCs being as high as they are, a budget of $200 or $300 a month simply won’t cut it in most areas.

Google Ads is a data-driven platform. To optimise, you need a meaningful amount of clicks and conversions. If you’re spending too little, your ads get limited exposure and Google’s algorithm never learns what works best. It’s like trying to win a marathon by running just one lap.

Rule of thumb: Aim to spend at least enough to generate 2–3 new patient bookings a week. For many urban areas, that might mean a starting budget of $800–$1,500 a month (sometimes more, depending on your city). If that feels high, consider the lifetime value of a dental patient—you’re investing in long-term growth, not just this month’s numbers.

Leveraging Local Performance Max Campaigns

Recently, Google has pushed its Performance Max (PMax) campaigns, and for local businesses—especially dental clinics—the “Local” variant of PMax can be a game-changer.

Local PMax campaigns use Google’s machine learning to show your ads across Search, Maps, YouTube, Gmail, and Display, optimising automatically to drive visits and calls to your practice. You can highlight your location, showcase your best reviews, and even promote offers or treatment packages.

Some key benefits for dentists:

Reach prospective patients everywhere they search or browse

Show off your reviews and clinic photos

Drive more phone calls and map clicks directly from ads

Get better insights into what channels drive real bookings

However, just like with search campaigns, success depends on a solid foundation: good creative, accurate location info, and well-set-up conversion tracking.

Reviews: The Secret Sauce

Let’s be real—most people are nervous about visiting a new dentist. Reviews can make all the difference. Not only do Google reviews boost your local SEO, but they also build instant trust when someone sees your ad or lands on your website.

Consider this: You and your competitor are both running Google Ads. You have 150 glowing 5-star reviews, and they have just 8, some of which aren’t so great. Who’s getting the call?

Feature your best reviews in your ad extensions and on your landing page

Encourage happy patients to leave feedback right after their visit

Reply to all reviews—yes, even the tricky ones—to show you care

The more credible and visible your reputation, the higher your conversion rate from every ad click.

Highlight Payment Options and Insurance

In today’s market, flexible payment options and insurance coverage are make-or-break factors for many families choosing a dentist. If you offer payment plans (like Afterpay or Zip), accept health funds, or are part of major medical insurance networks, don’t just mention it on your website—include it in your ad copy.

For example:

“Gap-free check-ups for all major health funds”

“Flexible payment plans available—get started today”

“We accept Medibank, Bupa, HCF, and more”

These details can set you apart from the competition and improve your ad’s click-through rate. They also help filter out callers who might not be a fit, saving everyone time.

The Bottom Line

Running Google Ads for a dental practice is not for the faint-hearted. Clicks are expensive, competition is fierce, and success demands precision at every stage—from ad targeting and campaign structure, to landing page optimisation and reputation management. But when done right, it’s one of the most powerful tools for growing your patient base and building a thriving clinic.

Start with a realistic budget, get your website in top shape, and treat every ad click like gold. Remember: it’s not just about being seen, but being chosen. That’s where the real value of Google Ads for dentists lies.

Want more tips or help getting your dental Google Ads up and running? Drop a comment or get in touch for a no-pressure chat.