MULTI-LOCATION DENTAL PLATFORM CASE STUDY
How we increased the number of bookings by 58% for a multi-location dentist’s chain in just three months
ABOUT THE CLIENT
The client is UK based multi-location dental platform partnering with local dental practices, operating in more than 20 cities and surrounding areas, allowing to book an emergency appointment online in a few clicks.
The client has dental practice partners across all major UK cities and, in some cities, more than one partner. This business model required a very granular campaign structure since one of the main challenges was ensuring all appointments were fully booked. Each dental practice had to be treated as a separate product to guarantee continuous business growth.
However, the client had multiple challenges:
– Maximize the number of bookings
– Maintain a certain level of Cost-Per-Lead
– Make sure that all appointments available are booked every day
– Turn off campaigns when there is no more availability
During the very first week of management, we analyzed all active campaigns and fixed inefficiencies: reviewed bid strategies paused underperforming keywords, and added new, high-performing keywords in all campaigns.
At the same time, we created two types of campaigns for each local dental practice – campaign targeting keywords containing location (e.g., Dentist London) and campaigns targeting keywords without any GEO reference (e.g., Dentist near me).
In the latter case, we leveraged the campaign GEO targeting capabilities that allowed us to intercept people searching for that service even if the city was not included in the user search query. This approach significantly increased the traffic and booking volumes.
Finally, we activated a Dynamic Search Ads campaign which, leveraging historical conversions data, optimized landing pages, and smart bidding capabilities, allowed us to further increase bookings by showing a relevant ad to users living nearby local dental practices.
In the first three months of collaboration, we hit and exceeded all client goals. We generated 2406 bookings bringing more than £96.000 in Revenue which was an increase of 58% compared to the previous period. At the same time, we improved the campaign’s efficiency by decreasing the CPL by 8%.
PPC MANAGEMENT: Search, Dynamic Search Ads
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.
Mohammad A. – Owner
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