Google Ads for dentists that bring in new patients, not just clicks
Dental is a crowded paid market on Google. A click on “emergency dentist” or “dental implants” can cost a lot, and a poorly set up campaign can burn through a month’s budget on people who were never going to book.
We build and run Google Ads for independent dental practices with a narrow brief: reach the right searches, send them to a page made for the job and count what matters, which is booked appointments and calls. You set the budget and approve the ads.
- Numbers you can check
Our figures come from a public scan of clinic homepages, and we publish how we counted.
How we count - Your accounts stay yours
Your domain, website and online profile are in your name from day one.
How we work - Month to month
No long contract. Thirty days’ notice, and your accounts and numbers stay with you.
Read the FAQ - No patient information needed
We work on your website, profiles and settings. Patient records stay in your clinic.
Privacy policy
What we found on dental websites
In November 2026 we looked at the homepages of 10,794 dental practices. The method is in our dental website study. Three findings shape any ad campaign.
1. 39% had no online booking we could find
If an ad sends a patient to a page with no way to book, you pay for the click and hope they call during office hours. In Canada the figure was 45% across 2,255 sites, in the US 38% across 8,508.
2. 75% showed no star rating or review count
Ad clicks are cold visitors. They have no history with you. Stars on the landing page help them decide.
3. 9% carried an offer for new patients
A paid click needs a clear next step. Many sites simply list a phone number.
These figures cover homepages only. A practice with a booking link on another page is counted as having none.
How dental patients search when they are ready to book
Google Ads is demand capture. It puts you in front of people who have already typed a need. In dental that need splits in a few ways, and each deserves its own approach.
“I’m in pain.” Emergency and same-day searches convert fast, because the patient wants an appointment today. They also change by hour. A campaign that bids at 3 am for a clinic that opens at 8 wastes money, so schedules and call handling matter.
“I need a dentist.” Searches for a dentist accepting new patients, a family dentist or a hygienist near a neighbourhood come from people who are comparing. They are worth less per click but more over years.
“I want this treatment.” Searches for implants, crowns, wisdom teeth, clear aligners or cosmetic work are higher in value and higher in cost. They are also where regulators watch closely, so wording needs care.
“What will it cost?” Price-led searches attract people shopping on price alone. Some become good patients and many don’t. We build negative keywords to avoid the worst fits, such as dental schools, jobs, supplies and people hunting for the cheapest option.
“I’m switching.” A move or a retiring dentist creates a quiet, steady stream of searches for a new practice.
We have no dental keyword volumes in our own research data, so we won’t quote numbers. During set-up we look at what Google’s planner shows for your area and tell you what we found.
How the first months usually go
We keep this plain, because paid search has a learning period.
To start. We agree your services, your budget and your hours. We check your Google Ads account, your website and your tracking. If tracking is broken, we fix it before any ads run.
The first few weeks. Ads run on a small number of tightly matched searches. We read the search terms report often, add negative keywords and pause anything wasteful. Results at this stage are noisy, and we say so in the first note.
After that. With real data, we move budget toward the searches that produce calls and bookings and away from those that don’t. We test a second version of a headline or a landing page, never several at once, so you can see what changed.
Throughout. You can pause or change the budget whenever you like. You see every ad before it runs, and the account stays in your name.
What we do for dental practices
1. A campaign map built around your services
We separate emergency, new-patient and treatment campaigns so budgets and messages can’t blur. A practice with no implants doesn’t advertise implants.
2. Ads that follow your regulator’s rules
We write headlines about what you do, how to book and when you are open. We avoid superlatives, price promises and claims you can’t support. You approve every ad before it runs.
3. Landing pages made for the click
Each campaign sends to a page that matches the search, with a clear booking button, a tap-to-call button, your hours and your stars where your regulator allows. A generic homepage rarely performs as well.
4. Call and booking tracking
We agree with you what to track, such as booking requests and calls, before any ads run. We don’t touch patient records. Google ended Business Profile call history in July 2024, so we keep ad call data separate and clear.
5. Schedules, locations and budgets that fit
Ads run when someone can answer. We use location targeting around your practice and the neighbourhoods you serve, and we set a daily budget you control.
6. A monthly note in plain language
What you spent, how many calls and bookings came from ads, which searches worked and what we changed. If something isn’t working we say so.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
The rules for dental advertising
Dental advertising is regulated, and Google has its own policies on top. We don’t give legal advice and we don’t guess. Here is what we have checked.
1. Superiority claims in Ontario
The Royal College of Dental Surgeons of Ontario advises against claiming uniqueness or superiority, including “#1 rated”, “cutting edge technology used” and “best at”. Ad headlines in Ontario therefore describe the service instead. Source: RCDSO, the dos and don’ts of advertising.
2. Specialist disclosure
The same guidance says that when an ad refers to a procedure often done by a specialist, the dentist must disclose whether they are registered as a general practitioner or a specialist. We keep ad copy and landing pages consistent on this.
3. Offers and incentives
RCDSO guidance advises against ads that offer rewards, reduced rates or similar incentives. This affects how we handle new-patient promotions in paid ads in Ontario. Elsewhere, we check your own board’s wording first.
4. Google’s ad policies and your regulator
Google Ads has its own rules for what can be advertised and how. We review them for the account we set up and tell you if a service or claim needs a closer look. We read your regulator’s published guidance before anything goes live. You decide what to publish.
Common problems on dental ad accounts
1. Everything in one campaign
Emergency, hygiene and implant searches get the same budget, the same ad and the same page. The cheap clicks eat the budget.
2. Ads running when the phone isn’t answered
After-hours calls go to voicemail, and the patient rings the next ad. Either answer them or schedule around it.
3. Broad matching with no negative keywords
Searches for dental school clinics, jobs, supplies or bargain treatments burn budget without bringing patients.
4. A landing page that is the homepage
A visitor who clicked “wisdom tooth removal” and lands on a general page has to hunt for what they came for.
5. Counting clicks, not bookings
Clicks feel like progress. Appointments are the result. Without tracking, there’s no way to tell which ads earn their keep.
6. Claims the regulator won’t like
Superlatives, price promises and stretched before-and-after claims put the practice at risk and can lead to ads being disapproved.
Questions owners ask
How much should a dental practice spend on Google Ads?
It depends on your area, your services and how many new patients you want. We suggest a starting budget after we look at what clicks cost near you. We can’t promise a result.
Do you guarantee new patients?
No. We can’t promise a result. You approve every ad, and we report calls and bookings we can track.
Can we advertise implants or clear aligners?
If you provide them, yes, within your regulator’s rules and Google’s policies. We check the wording with you first.
Who owns the Google Ads account?
You do. We ask for invited access to an account in your name.
Can you run ads for emergencies only?
Yes. A narrow emergency campaign with call-focused ads can be a good place to begin, provided someone is ready to answer.
Do you need patient information?
No. We work from ad data and your tracking. We never handle patient records.
Will ads help our Google Maps ranking?
Ads and local search are separate. They support each other, and we look at both. See our dental SEO page.
What if our booking tool is Dentrix, Modento, NexHealth or Doctible?
We can send ad traffic to the booking page your tool provides. Using something else? Tell us.