Case · Local multi‑location
6 months
Cost per booking down 47% across 12 dental clinics
A 12-clinic dental group that couldn’t tell which ads made the phone ring. We tracked every call, gave each clinic its own budget and cut cost per booking from €58 to €31.
Illustrative
Cost per booking
−47%
€58
→
€31
Bookings / month
+2.3×
250
→
575
Calls tracked to source
100%
0%
→
100%
Illustrative demo figures for a fictional client. Results vary with margin, market, offer and spend.
01
Challenge
Keelbridge Dental Group runs 12 clinics offering check-ups, hygiene and emergency appointments. It spent €14.5k a month on Google Ads and got 250 bookings from it, at €58 per booking.
One search campaign covered all 12 clinics. Budget flowed to the two city-center locations with the most search volume, even though both were booked out for weeks, while suburban clinics had empty chairs.
Most patients booked by phone, and none of those calls were tracked. Ads sent everyone to the homepage, where finding your nearest clinic took three taps. Only 11% of clicks became a call or a form start, and only 35% of those turned into a booking. The operations team had no way to tell which clinic, or which ad, produced any of them.
02
Strategy
Daan set up call tracking first: a dynamic number per clinic on the site and in ads, with calls over 60 seconds counted as leads. Confirmed appointments from the booking system were imported into Google Ads as offline conversions, so bidding learned from bookings, not clicks.
Aisha then split search into one campaign per clinic, each with a budget based on open chair hours and a target cost per booking. When a clinic filled up, its budget moved to the clinics with capacity.
Mei’s team built a page for every clinic: address, opening hours, the next free slot and one booking button. Calls and form starts rose from 11% to 14% of clicks, and bookings from 35% to 45% of those.
03
Creative approach
Dental patients don’t want clever ads. They want to know how soon they can be seen and how close the clinic is, so the main creative says exactly that.
The Demand Gen static “Same-week appointments at 12 clinics.” shows a simple map with a dot for each clinic and one line of detail: check-ups, hygiene and emergency slots, booked online in 60 seconds. It reached people nearby who weren’t searching yet and produced bookings at €31 each, in line with search.
Search ads follow the same rule. Every headline names the clinic’s neighborhood and the next available day, updated weekly from the booking system. Emergency ads run with a call button during opening hours only, so no call goes to an empty reception desk.
Funnel
Where
the
extra
revenue
came
from.
Bar length uses a log scale so every stage stays readable. Illustrative demo data; results vary.
Results
The
numbers,
month
by
month.
Over six months, cost per booking fell 47%, from €58 to €31. Bookings grew 2.3×, from 250 to 575 a month. Calls tracked to source went from 0% to 100%.
Monthly spend rose from €14.5k to €17.8k, mostly at suburban clinics with room for more patients. Click-through rate improved from 3.5% to 4.6% once headlines named the neighborhood and the next free day.
Each clinic manager now gets a monthly report with their own bookings, cost per booking and a list of missed calls to return. The two busiest clinics spend less than before and stay fully booked.
Illustrative demo figures; results vary.
Creative
The ads that did the work.
The ads from this account, as they ran. Videos play muted in view; open the creative library to hear them.
Open the creative library
Keelbridge Dental Group · ad
Result €31
Lotte Jansen
Demo testimonial · fictional person
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