Overview:
Smile Design provides comprehensive dental services—from cosmetic dentistry to routine checkups—across more than fifty locations.
Challenges:
- Inflated marketing spend with stagnant ROI
- A high volume of low-quality leads
- Capacity issues for new patients
- Underdeveloped tracking and analytics infrastructure
Goals:
- Reduce customer acquisition cost (CAC) for paid search
- Increase patient volume while keeping spend stable
- Improve lead gen, cost per lead, and new patient bookings across locations
The Problem:
- Smile Dentistry aims for a marketing partnership to boost digital performance, efficiently targeting a budget across 50+ locations through expert agency engagement and a well-organised strategy.
- Successful implementation of a simplified PPC and paid social media campaign strategy, backed by proper analytics, resulted in high-quality leads, maintaining or reducing the budget.
- Achieved success by optimising paid advertising programs for cost-effectiveness while generating valuable leads.
Objectives:
Part One: An Efficient Multi-Location PPC Strategy
- Executed objectives:
- Segment keywords by funnel stage for tailored information delivery.
- Ensure consistency between pre-click and post-click experiences.
- Optimise for return on ad spend (ROAS) and revenue, not just CPA and conversions.
- Segment match types to funnel traffic into the most relevant and cost-effective areas.
Part Two: A Full-Funnel Approach to Social Media
- Objectives:
- Establish a flexible structure for the algorithm.
- Adopt a full-funnel approach to nurture and build quality first-party audiences.
- Utilise video storytelling for comprehensive engagement.
- Implement a multi-touch attribution model for optimal Facebook funnel placement.
- Employ value-based conversion actions to enhance algorithm precision.
Results:
Significant Improvements in Call Duration, CVR, CPC, and CPA
- 20% increase in PPC conversion rate.
- 30% decrease in cost per call.
- Better lead quality from social media.
