Case / 01 · Healthcare
Metro Dental Group — 272 inquiries in 90 days
New website, technical SEO and a Google Ads restructure for a two-location dental practice. Inquiries tripled and cost per acquisition dropped 70%.
- 3x
- Inquiry lift
- 272
- Inquiries / 90d
- 70%
- CAC drop
Client
Metro Dental Group
Sector
Healthcare
Scope
Site + SEO + PPC
Engagement
2-location dental group
The challenge
Where they
started.
Two practices, one shared website, and no way to tell which location an enquiry belonged to. The site took nine seconds to load on mobile, treatment pages were thin, and a legacy Google Ads account was bidding on broad terms with no conversion tracking worth the name. The practice knew it was spending money. It could not say what it was buying.
The approach
What we
actually did.
01
Rebuild, location-first
A fast, accessible site with a dedicated page per practice, per-location contact routing and structured data for both. Mobile load time went from 9.1s to 1.4s.
02
Fix the measurement before the spend
Server-side tagging, call tracking per location and offline conversion imports from the practice management system, so Google optimised toward booked appointments rather than form fills.
03
Rebuild the ad account around treatments
Broad campaigns replaced with treatment-level structure, aggressive negatives, and separate budgets per location so one practice could not cannibalise the other.
04
Treatment content that answers real questions
Each major treatment got a page covering process, recovery, price range and alternatives — the questions patients ask before they will pick up the phone.
The results
What
changed.
In the first 90 days after launch the group recorded 272 inquiry form submissions and tracked calls, against 90 in the prior three months. Cost per acquired patient fell by roughly 70% as spend moved off broad terms and onto treatment intent. Both locations now rank in the local pack for their primary treatment terms.
“For the first time we can see which practice a patient came from and what it cost to get them. That changed how we budget.”
Services used
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