5 Reasons Why Your Google Ads Campaigns Are Not Working For Your Dental Website

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Hi, Liza here from Content Maximiser. I was talking to Dr Bishoy the other day and he owns a dental clinic in the South of Sydney. Now, he engaged us to do a business acceleration strategy because he wants to bring his practice to the next level.

So as part of the strategy, we go through everything. We audit everything, including his Google Ads accounts. And he said to me, “Liza, I don’t know why my Google Ads is not giving me the results that I’m after. We get an agency to manage it, but it seems like the more money we put in it really doesn’t make that much of a difference.” This is such a common question. So I thought I’ll make a quick video, explain to you the five reasons why your Google Ads campaign is not performing the way it could have.

1. Same Ads for all keywords

Reason number one is maybe you have got the same ad copy for all your keywords. So what exactly does that mean? Well, when we do our audit with a lot of dental practices, what we notice is that their Google Ads agency might write maybe two, three. If they’re really good, they might write up to 10 ads for their campaigns. But the thing is, all keywords, they’re all going to very similar ad copies. So there may say something like, “Friendly professional dental practice. We care about you. We look after you.” So just this really generic copy about dental practices in general.

So what that means is that it will be a lot less relevant when you have good generic ad copies for more keywords, including keywords like Invisalign, implants, veneers, crown, emergency. So as you can appreciate, every single one of those keywords is different services, right? So what you really should have is a different ad copy that reflects the different services to make it very relevant for the reader. And by doing that, that will increase your click-through rate because of those generic ads, that’s what most dental practices do. For us, when we run campaigns for our clients, we write between 30 to 50 ad copies. As a matter of fact, we write three versions of ad copies for each service. So as a result, what it means is that our cut-through rate is higher than the standard average. And then when you follow that up with a really well-designed landing page for each individual servers, that will then help with the conversion rate.

2. Same landing page for all your ad groups

So the second reason why your Google Ads campaign is not operating as well as it could for your dental practice could be because all your ads are going to the same landing page. And in most cases, probably the homepage. Once again, when you have got all your ads going into the homepage, it’s very easy to set up. But what it means is that it is less relevant for the user when they click an ad where they could be after Invisalign and then yet they just go to the homepage and they’ve got to navigate their way through and find your Invisalign page.

Instead, what you should do is have a specific landing page for each of your ad groups. So when I say ad groups, I mean, say your services. So it could be veneers, it could be cosmetic dentistry, it could be restorative dentistry. So each of these types of keywords should go to their own unique landing page with case studies, with a non-therapeutic testimonial. That’s very important with the ADA, with before or after photos, with case studies.

So each of those content is relevant for that particular service. By doing that, you’re giving your user a much better experience because everything they need to make a decision is on one page and that will also then help with optimising the result of your Google Ads campaign.

3. Not enough budget for your campaign

The third reason why your Google Ads campaigns are not working as they could for your dental site could be because you simply don’t have enough budget.

Dental marketing is such a competitive industry and people are willing to spend money to get the clicks. Especially when you’re competing with companies such as Direct Smile Club or with corporates, where they’ve got a much bigger budget. And you know what? What they could do is they can run ad campaigns where they are just going for the highest conversion and willing to pay $10, $20 a click. Because at the end of the day, if they get a cosmetic case from there, which could be $20,000, $20 a click is nothing.

So as a result, you really want to make sure that you’ve got enough budget to run your Google Ads campaign. For the clients that we manage, we normally start at just $1000 a month, but as we start getting data and we start seeing conversions and we know what our costs of acquisitions are and we know that our clients can profitably run the campaigns, then we start scaling it up. Then we’ll go to two, three, four, five, right? And you know what? When we run it like that, what we notice is that the number of leads that our clients get grow exponentially, not proportionally. So when you have got an ad agency that knows what they’re doing, then you can trust them to help you scale and make sure that you are scaling profitably.

Now having said that, the key part here is finding an agency that you trust and have your best interest at heart because if they don’t know what they’re doing it’s a really quick way to waste money. So you definitely don’t want to do that. But like I said, another reason is maybe you simply don’t have enough budget to run your campaigns.

4. Incorrect targeting

The fourth reason why your Google Ads campaigns are not operating as well as they could have could be because the targeting is incorrect. So when I say targeting, there are a few ways that you can look at it. One of them could be keyword targeting. Now, if you go to an agency that runs the campaign for you and they do a broad targeting with keywords. So anytime say, when someone used the word “dental”, your ad shows up, and if someone types “dental insurance”, your ad could show up too, right? So then now if people don’t click on it, you might go, “Well, it doesn’t matter because I’m not wasting money.” But that is still not good because if people are not clicking on it, then it means your click-through rate is going to go down. And when you’ve got a low click-through rate, it means that it’s got a bad quality score and then that means you’re going to be penalised and you’re going to pay a premium when people do actually click on your ads.

The other way to interpret targeting could be your demographics. So let’s just say you’re trying to promote Invisalign but where you live is actually full of baby boomers, then restorative probably is going to be more relevant than Invisalign, say. So you want to understand your target area, the services that you promote is applicable to your target market. And when you’ve got a good Google Ads agency, they will take all that into consideration.

5. Poor user experience

The final reason why your Google Ads campaign is not working as well as it could for your dental site is maybe that you got a low-quality score.

So Google rank and rates all accounts. So, when you’re running ads and people are not clicking on it or when they click on it, they go to the site and they bounce. So when I say bounce, what I mean is that they go back or they leave the site and not clicking on anything else, that will give your account a low quality score. And when you get a low-quality score, what it means is that when people do click on your ads, you’ll be paying a premium for it.

So quality score is impacted by how often people click on your ad, so that’s your click-through rate, how long people spend on your website once they have landed on your site, how many pages people go to when they go onto your website. So there’s a whole bunch of things that we will take into consideration. How they interpret it is, what’s the quality of the user experience from the ad and once they go to your website? So don’t think that just because someone is not clicking your ad you don’t have to be concerned because you’re not paying. Is that when they do click, then they’re going to charge you an arm and a leg. And when you have a low-quality score, it means that your budget is going to get exhausted so much faster and also your ad is going to be shown a lot less.

And that’s the reason why we own only run Google Ads for clients where we build the website because we want to make sure that the website gives the user the best experience, they’re going to stay that the longest. So that we can help our clients to have a high-quality score and they can get value for their money that they spend with the Google Ads.


So I hope this has given you a better idea of why your Google Ads might not be working as well as they could for your dental websites. It could be because you have got the same ads that are running for all your target keywords. Maybe because you’ve got the same landing page for all your ad groups. Maybe because you don’t have enough budget for your campaigns. Maybe you have incorrect targeting. Or that you simply have got a low-quality score because of user experience.

The great news is that they’re all fixable.

Next Step

So if you’re looking at getting more out of your Google Ads, or if you’ve never run it and you want to start, then we would love to help. We have a Practice Growth Program which is designed to help dental practices to double their business in three years or less. And we’ve got clients that are way ahead of that time.

So if you want to find out more, we’d love to chat. Simply fill in the inquiry form on our website or direct message us on social media and we’ll reach out and organize a time where we’ll have a chat and see whether we’re a great fit for each other. See you at the next video.


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