Dental Google Ads Guide: PPC Advertising That Works

Google Ads puts your practice at the top of search results instantly—no waiting for SEO to kick in. But poorly managed campaigns waste money fast. Here's how to do it right.

Why Google Ads

Google Ads (pay-per-click advertising) offers immediate visibility for high-intent keywords. When someone searches "emergency dentist near me," they're ready to book—today.

According to Wordstream's industry benchmarks, Healthcare & Medical sees solid performance:

Note: Dental-specific CPCs are often higher ($5-$15 for competitive terms), but so is patient lifetime value.

Campaign Structure

Organize campaigns by intent and service type:

Campaign 1: Emergency

• Keywords: "emergency dentist," "dentist open now," "tooth pain"
• Budget: Higher (high intent, high value)
• Bidding: Aggressive

Campaign 2: High-Value Services

• Keywords: "dental implants," "Invisalign," "veneers"
• Budget: Moderate-high
• Separate ad groups per service

Campaign 3: General/New Patients

• Keywords: "dentist near me," "family dentist," "new patient"
• Budget: Moderate
• Broader targeting

Keyword Strategy

High-Intent Keywords (Prioritize)

• "emergency dentist [city]"
• "dentist near me open now"
• "[service] dentist [city]" (e.g., "Invisalign dentist Austin")
• "dentist accepting new patients [city]"

Service-Specific Keywords

• "dental implants cost [city]"
• "Invisalign vs braces"
• "teeth whitening near me"
• "wisdom tooth extraction [city]"

Negative Keywords (Exclude)

Add negative keywords to avoid wasting budget:

• "free" (unless you offer free consultations)
• "jobs," "careers," "hiring"
• "school," "training," "assistant"
• "DIY," "home"
• Competitor names (unless intentional)

Ad Copy Best Practices

Headlines

• Include the keyword
• Mention location
• Highlight differentiators
• Use numbers (e.g., "4.9 Stars," "20+ Years")

Descriptions

• Include a clear call to action
• Mention insurance/payment options
• Highlight convenience (same-day, extended hours)
• Build trust (credentials, technology)

Extensions (Use All)

• Call extension: Click-to-call phone number
• Location extension: Show your address
• Sitelinks: Link to services, about, contact
• Callout: "Same Day Appointments" "Insurance Accepted"
• Structured snippets: List services

Landing Pages

Don't send ad traffic to your homepage. Create dedicated landing pages that:

• Match the ad's promise exactly
• Have a single, clear call to action
• Load fast (under 3 seconds)
• Work perfectly on mobile
• Include trust signals (reviews, credentials)
• Feature prominent phone number and booking form

Budgeting

Starting Budget

For a typical dental practice, start with:

• Minimum: $1,000-$1,500/month
• Competitive markets: $2,500-$5,000/month
• Aggressive growth: $5,000-$10,000+/month

Budget Allocation

• Emergency campaigns: 30-40%
• High-value services: 30-40%
• General/new patient: 20-30%

Expected ROI

With $78 average cost per conversion and $300+ average new patient value, Google Ads can deliver 3-4x ROI when managed well.

Tracking Conversions

You can't optimize what you don't measure. Track:

• Phone calls: Use call tracking to attribute calls to ads
• Form submissions: Set up conversion tracking for contact forms
• Online bookings: Track completed appointments
• Click-to-call: Mobile call button clicks

Review campaign performance weekly. Pause underperforming ads, increase budget on winners, and continuously test new ad copy.

The Bottom Line

Google Ads works for dental practices—when done right. Structure campaigns by intent, target high-value keywords, create dedicated landing pages, and track every conversion. Start small, measure results, and scale what works.

The practices that win aren't necessarily spending the most—they're spending the smartest.