How 7 Pearls Dental
Increased Patient Leads By 62%
From struggling with low patient volume to becoming a prominent dental practice in Newcastle
Challenges Faced By 7 Pearls Dental
7 Pearls is a boutique dental practice with clinics based in Newcastle and Belmont. Prior to taking over their Google Ads management, they had been working with a large agency and faced the following challenges:
What We Did
01
Performed An In-Depth Audit
Given that this was a 10-year-old account, we conducted a detailed audit to uncover areas of improvement. Our aim was to identify inefficiencies so that we could reduce wasted ad-spend and improve the overall performance of the account.
02
Performed Competitor Analysis
We leveraged the auction insights report to identify the most relevant dental clinics in the area. We reviewed these competitors’ landing pages, ad-copies and potential target keywords to build a solid understanding of their strategies.
03
Expanded Keyword Targeting
Using Google’s keyword planning tool, we performed a gap analysis against the top dental clinics in the area and pinpointed relevant untapped keywords to add to our client’s account.
04
Upgraded Account Structure
One of the critical issues with the account was the significant overlap between the keywords and landing pages across campaigns. We meticulously went through every ad group and rebuilt the campaigns to be thematically segmented for each service area and location.
05
Removed Duplicate Search Terms
In order to simplify the structure of each campaign, we reviewed the last 90 days of search terms and made adjustments to the keyword match types to ensure that unique search terms are being triggered in each ad group.
06
Improved Responsive Search Ads
Based on our review of the ads’ historical performance and our analysis of competitor ads, we re-wrote most of the ad-copies to be more compelling and to more effectively highlight our unique selling propositions.
07
Removed Negative KW Conflicts
The large number of poorly organised exclusion lists were causing several instances of negative keyword conflicts. We analysed all of the exclusion lists as well as the campaign level negatives and removed broad match negatives that were preventing high intent keywords from running.
08
Improved Keyword Quality Scores
We recognised the need to improve quality scores as they can have a strong impact on our ad positioning and CPCs. We prioritised keywords with quality scores below 5 as a starting point and worked our way up to ensure that all of our target keywords had a quality score of above 8.
09
Configured Accurate Conversion Tracking
Given the differences in attribution and data delays with GA4 imported conversions, we re-configured all of the conversion actions to be tracked directly through Google Ads. By using Google Tag Manager, we were also able to improve the accuracy of how these actions were being tracked.
10
Installed External Call Tracking
The high number of phone calls being received by each clinic necessitated a way to track phone calls accurately. We installed WildJar call-tracking, which allowed us to monitor the quantity and quality of phone calls. Additionally, we were able to pinpoint the source of these calls down to specific target keywords.
11
Launched Local Search Campaign
The local search campaign was initially set up as an experiment to test the quality of leads coming through the Google Business Profile. This campaign was a resounding success as it led to a substantial increase in local reach and resulted in a consistent flow of highly engaged phone call leads.
12
Ran Bidding Experiments
Despite the success of the campaigns, we continued to test different bid strategies to maximise the return on ad spend. These experiments were run on a 50/50 budget split in 30-day cycles, and if the results were positive, we would apply the bidding changes to the base campaign.
Our Results
62.10%
Increase In
Bookings
114.23%
Increase In
Phone Calls
32.58%
Increase In
Conv. Rate
33.08%
Reduction In
CPA
The figures above are from June 2024 to August 2024 compared to the previous year.
145% Increase in Emergency Dentist Bookings
New Bookings For Crowns, Implants & Dentures
New Bookings For Orthodontics
Acquired Highest Impression Share For General Dentistry Searches In Newcastle
86.5% Increase In Calls From Local Searches
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