A multi-location dental practice with 4 offices was losing new patient bookings to competitors with stronger online presence. Their Google Ads were running, but barely.
SmileCraft Dental had 4 locations across the metro area and a solid reputation offline, but their digital presence was practically invisible. They were spending $3,200/month on Google Ads and getting maybe 12-15 new patient calls per month — most of which were price-shopping or looking for emergency services they didn't offer.
The deeper issue: their campaigns were set up as one national account with broad keywords like "dentist" and "dental clinic." There was no location targeting, no call tracking, no ad scheduling, and no differentiation between their general dentistry services and their high-value cosmetic and implant services. They were essentially competing against every dentist in a 50-mile radius with the same generic ads.
We rebuilt the account with separate campaigns for each location, each with hyper-local targeting:
Not all dental services have the same value. We separated campaigns by lifetime patient value:
Before us, SmileCraft had no idea which ads were driving calls. We implemented:
After 90 days, the numbers told a completely different story:
The cosmetic dentistry campaigns were the real winner. While they represented only 30% of the ad spend, they generated 52% of the total revenue. A single dental implant patient had a first-year value of $8,500 — meaning each implant booking from ads paid for nearly two months of the entire ad budget.
Perhaps most importantly, the call tracking revealed that 34% of their "failed" calls were actually people who called back and booked later. We built a remarketing campaign specifically for these "call-no-book" prospects, which recovered an additional 18 bookings per month.
"I was skeptical about spending more on ads, but Viridian showed me we weren't spending wrong — we were spending blind. Now I know exactly which location, which service, and which ad brings in every single patient. Our front desk even uses the call recordings for training."
Local service businesses have unique paid search dynamics that most agencies ignore:
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