+54% MORE BOOKINGS, -32% CPA
How, in 6 months, Swish Dental increased the number of Google Ads bookings by 54% and decreased Facebook Ads CPA by 32%
Swish Dental is an Austin-based dental clinic with 15 locations and growing. Being a HIPAA compliant business, all of their marketing activities have an additional level of complexity, which had led to the lack of tracking and insight into marketing activities and therefore a lack of focus on consistently improving results.
Before working with me, Swish Dental had run Google and Facebook Ads campaigns with budgets exceeding $50,000/month, but wasn’t seeing the results they were hoping for.
At first, I worked with Swish Dental’s developers to properly install the necessary tracking, set up CallRail, a HIPAA compliant call tracking software with granular measurement of each paid channel’s impact on calls, while decreasing wasted spend on low-quality calls and increasing overall calls. Once we laid the groundwork, I successfully restructured the accounts, expanded Google Ads to the full suite of Google Ads campaigns, including Smart, Local, YouTube and Performance Max, and converted Facebook ads from awareness-generating to conversion oriented through continuous creative testing and campaign refinement. In the first 6 months, this resulted in a 54% increase in appointment bookings from Google Ads, and a continuous improvement in Facebook Ads, resulting in monthly CPAs lower than Google’s by 32% on average. Furthermore, the dentistry saw an overall 64% increase in monthly patients and a 49% increase in revenue.
- Re-configured all tracking
- Restructured Google Ads and Facebook Ads campaigns
- A/B tested various targeting and creative approaches
- Successfully expanded both channels to the full suite of campaign types in order to maximize the reach
- Provided monthly reports and engaged in feedback loops with the client