Andent, a dental clinic in Tirana, treats patients from all over Western Europe, most of them Italians who fly over for implants and veneers. Midsummer Agency started with Google Ads and Meta Ads, then added SEO and CRO, so visitors from the campaigns find a website that shows off the clinic's strengths in their own language.
PPCPaid SocialSEOCRO
Andent is a dental clinic in Tirana, Albania, specializing in implantology and dental tourism. Patients get modern facilities, a multilingual team, and treatment wrapped in the hospitality you’d want if you’d flown in for it. Every sale starts as a lead: a form, a call or a WhatsApp message asking for a free consultation.
A few things make the account demanding.
The clinic came to us for Pay Per Click, and the work spread to the organic side and the website from there.
The clinic had a strong reputation and a market that was growing on its own, as more Western Europeans looked abroad for dental work. It wanted more consultation requests, at a lower cost each, from the budget it was already spending.
There was room to grow in 3 areas.
The website had room to grow too. Search engines were slow to pick up new content, the blog kept its English and Italian articles together, and on the new site the main call to action sat further down the homepage, where half the visitors didn’t scroll.
We started with Google Ads and Meta Ads and made them work as one funnel. SEO came next, to fix what Google could and couldn’t see on the site. CRO followed the new website, to clear the path between landing on a page and asking for a consultation.
ServicesGoogle Ads
The Google Ads account ran on segmented Search campaigns. They improved quickly once we took them over, and the next step was more volume than Search alone could deliver.
We moved the account to Performance Max, and 3 things in the data made the call for us.
Performance Max took the clinic onto Search, YouTube, Display and Gmail at once. We keep refining the asset groups, feeding the machine learning better signals and better creative as we learn which ones bring in real consultations.
ServicesMeta Ads · Media Planning · Creative Direction
A patient scrolling Instagram in Milan is not ready to fill in a long form for a clinic abroad. We gave them 2 shorter routes: Instant Forms that open inside Facebook and Instagram, and campaigns that drop them straight into a WhatsApp chat with the clinic.
We split audiences by language and by country, so an Italian sees Italian ads that lead to an Italian conversation.
We planned the media across both platforms and set the creative direction for the clinic’s in-house team: which formats to produce, the message each one should lead with, and how it should hook a viewer in the first few seconds. Every piece was briefed against a stage of the funnel, from first discovery to the final nudge toward a consultation. We tested a full range of formats:
We kept testing message, visuals and call to action against each other. Video won so consistently that it shaped the Google Ads strategy too.
ServicesTechnical SEO · On-Page Optimization · Content & Copywriting
The site rendered its content with JavaScript and no pre-rendering. On a first crawl, Google saw the page but not what was on it. It only picked up the content on a second crawl, and nothing guarantees when that comes. New pages could wait a long time to rank, because Google didn’t yet know which keywords they were about.
The hreflang tags, which tell Google which language a page is in, were right on the main pages and missing from the blog. And the blog put English and Italian articles in a single directory. We mapped every article to one folder per language, English under /blog/ and Italian under /it/blog/, and put hreflang in the sitemap as well. Google reads the sitemap even when it can’t see the HTML, which gets around the rendering problem.
We built the Italian blog around the treatments the clinic sells: implants, veneers, bridges and crowns. Each one gets a cluster of articles answering the questions patients actually type, from how long veneers last to how much rest you need after an implant.
Every brief sets the main and secondary keywords, the H1, meta title and description, a minimum length and an outline. It names the service page to link to and an outside medical source to cite, and tells the writer which sister articles to link once they exist, so each cluster ends up linking to itself. The clinic reviews the plan before anything gets written, with a column of its own for comments.
ServicesConversion Audit
The clinic launched a new website, and engagement jumped straight away. Visitors to the contact page stayed noticeably longer, which looked like more serious leads. That was reason enough to keep going, so a few weeks after launch we ran a full conversion analysis of the new site.
We scored every key page on trust, pricing, usability, comprehension and motivation, then watched what people actually did through heatmaps, session recordings and Google Analytics. With 88% of traffic on mobile, we judged everything on a phone first.
Italy is the clinic’s biggest market, and there was room to make the Italian site fully Italian.
For someone deciding whether to trust a clinic abroad with their teeth, each of those is a reason to hesitate. We recommended a separate WhatsApp link per language and a translated thank-you page that explains the next steps.
On the old site, the call to action in the homepage hero, which opened the free consultation form, sat above the fold. On the new one it had moved further down, and only half the visitors scrolled far enough to see it. The contact page showed the same pattern: a slow load and a button below the fold, so people tapped WhatsApp instead, even though the clinic’s team says form leads tend to be better quality.
The heatmaps showed “Contact us” drew few clicks, while “Request a free consultation” did much better. We suggested putting that wording in the menu too.
The homepage headline said “Premium Dentistry Services” and “Save up to 40%” in the same breath, without saying how the saving worked. We proposed 2 clear versions, one leading on quality and one on price, matched to the ads.
The dental tourism page needed shortening too. Recordings showed people racing down past a long list of treatments, and the menu took 2 taps to reach it.
The audit ended with a list of changes ranked high, medium and low priority: fully Italian pages and WhatsApp messages, a thank-you page that explains the next steps, the consultation CTA back above the fold, a clearer homepage headline, and sliders that cut the long pages down.
In the first 12 months, cost per lead fell 75% and monthly leads grew 207%, roughly tripling. Traffic grew 417%. Performance Max, Instant Forms and WhatsApp now work as one funnel, and the creative testing keeps feeding both platforms.
The structure also gives the clinic a template to take into new markets.
Sofia
CRO
Worked through the heatmaps, recordings and analytics, and built the analysis the clinic received.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
