A UK platform for booking and paying for an emergency dentist online, with partner practices in more than 20 towns. Midsummer Agency rebuilt its Google Ads around where people search, and where there is a free chair to send them.
PPC
The client runs a booking platform for emergency dental care in the UK. A patient with a cracked tooth picks a nearby practice, chooses a slot and pays online in a few clicks, at a time when booking a dentist usually meant a phone call and a waiting list.
Each partner practice offers a set number of appointments, often only on certain days, and some towns have more than one practice. The practices sit in more than 20 cities and towns across the Midlands and the North of England, many close enough that a patient in one town will happily book in the next.
Every practice is its own small business inside the account, with its own number of appointments, its own local area and its own week.
Before coming to us, the owner ran Google Ads personally, alongside the whole business.
The client set us 3 goals: a steady flow of bookings every week, a lower cost per booking, and more volume without that cost creeping back up. A fourth came straight from the practices: stop advertising a town once its appointments are gone.
Getting there meant a structure built around 3 realities of the platform.
We ran Google Ads for the platform, starting with an audit and a week of quick fixes, then rebuilding the structure practice by practice.
ServicesGoogle Ads
In the first week we went through every active campaign. We reviewed the bid strategies, paused keywords that spent without booking, added ones that were converting elsewhere, and pointed 38 ads in 2 cities to the landing page of their own practice. We also set up automated checks for broken links, disapproved extensions and overspending budgets.
Then came the change that mattered most. Every practice got 2 campaigns:
Google’s bidding needs time to learn a new structure, so we made the changes early and gave it as much data as possible.
We drew radius targeting around practice postcodes rather than whole cities. In one large city, 2 practices now each get a 5-mile radius in place of one 10-mile circle. Each campaign also carries the other towns we bid on as negative keywords, so one town stops bidding on searches for its neighbor. We kept adding exact-match terms people actually used, from “nearest emergency dentist” to “private dentist near me”.
We launched a Dynamic Search Ads campaign limited to the areas around the practices and kept clear of every exact keyword we were already bidding on. We then tested target CPA bidding against manual bids on half its traffic. Over 27 days, target CPA brought in 84% more conversions at the same cost per conversion, so we switched the campaign over, then ran the same test in a second city and moved it across too.
Budgets follow each practice’s week, agreed with the client. Some campaigns switch on early on Sunday and run until the last Friday slot is taken, and we push weekend bids where practices open on Saturdays. When a practice filled up, a script read a spreadsheet of availability and paused its campaigns, or sent the budget to a practice that still had chairs free.
As new practices joined, we built their campaigns on the same model: Warrington, Liverpool, Ashton, Lytham St Annes and Leigh all went live this way.
Every week we put Google Ads conversions next to the bookings in the client’s own system, practice by practice, and talked them through on a weekly call, with every change logged in a shared changelog.
In the first 3 months we hit the client’s goals: bookings rose 58% on the 3 months before, while the cost per lead fell 8%.
Practices started filling their diaries more steadily, new towns launched on a structure that already worked, and the weekly comparison gave the client a practice-by-practice view to plan the week around.
I want to congratulate your team for doing amazing work to get us to the level it is at today. I am glad I made the decision to move to Midsummer Agency, and it’s a decision I have been grateful of making.
The Owner
UK dental booking platform
Micky
Pay Per Click
Ran the audit and led the account, from the 2-campaigns-per-practice structure to the bidding tests and the weekly calls.
Valentinas
Pay Per Click
Worked on the reporting and the day-to-day optimization, tightening radius targeting, location negatives and bids town by town.
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.
