If you’re running a dental practice, you know that attracting new patients isn’t as simple as just having a great website or relying on word of mouth. The reality is, people are searching for dentists every day—but if your practice isn’t visible online, you’re missing out on a steady stream of new appointments.
That’s where paid advertising (PPC) comes in. Done right, it puts your practice at the top of search results, gets your phone ringing, and fills your appointment book with high-value patients. Let’s break down how you can use PPC to grow your dental practice.
Why PPC is a Game-Changer for Dentists
Unlike SEO, which takes months to build momentum, PPC ads can instantly place your dental practice in front of potential patients.
Here’s why it works so well for dentists:
- You appear at the top of Google searches – When someone searches for “dentist near me” or “teeth whitening in London,” your ad is the first thing they see.
- You attract patients actively looking for treatment – These aren’t people casually browsing—they need a dentist now.
- You only pay for results – With PPC, you’re only charged when someone clicks your ad, meaning your budget is spent on real potential patients.
Now, let’s look at how to run a PPC campaign that actually delivers new bookings.
Step 1: Choose the Right Keywords
Success in paid ads starts with choosing the right keywords. You want to target search terms that indicate a strong intent to book an appointment, such as:
✅ “emergency dentist in Manchester”
✅ “Invisalign specialist near me”
✅ “teeth whitening cost in Birmingham”
✅ “best dentist for nervous patients”
On the flip side, avoid keywords that attract irrelevant clicks, like:
🚫 “DIY teeth whitening”
🚫 “How to fix a cavity at home”
🚫 “free dental checkup” (unless you’re actually offering one)
Using negative keywords (to filter out searches that won’t convert) will also help prevent wasted ad spend.
Step 2: Target the Right Audience
PPC platforms allow you to target your audience based on location, demographics, and even their online behaviour. As a dental practice, your best bet is local targeting—because no one is driving 50 miles for a routine checkup.
Use Google Ads’ location targeting to ensure your ads only appear for people in your service area. You can even go further by targeting high-value postcodes where patients are more likely to opt for premium treatments like Invisalign, dental implants, and cosmetic dentistry.
It may also be worthwhile exploring secondary search engine platforms such as Bing, to reach audiences that less competitive in terms of CPC’s and ‘ad real-estate visibility’.
Step 3: Write Ads That Get Clicks (and Bookings)
Your ad copy needs to be compelling and clear. People don’t just want a dentist—they want a trusted, experienced professional who can solve their problem quickly and painlessly.
Here’s a winning formula for dental PPC ads:
- Headline: Focus on the main concern (pain relief, confidence, affordability)
- “Emergency Dentist in Leeds – Same Day Appointments”
- “Get a Brighter Smile – Professional Teeth Whitening in London”
- “Invisalign Experts – Straighter Teeth Without Braces”
- Description: Highlight trust signals and encourage action
- “Trusted by 1,000+ patients. Pain-free treatments & same-day bookings. Call now!”
- “Get a free Invisalign consultation. Book today and start your smile journey!”
- Call to Action (CTA): Tell them exactly what to do next
- “Book online now”
- “Call for a free consultation”
- “Schedule your appointment today”
Adding extensions to your ads—like phone numbers, site links, and patient reviews—can make them even more effective.
Step 4: Optimise Your Landing Pages for Conversions
If your ad clicks lead to a slow, confusing, or unconvincing website, you’re throwing money away. A high-converting landing page should:
✅ Have a clear, compelling headline that matches the ad
✅ Feature trust signals like patient reviews, awards, and accreditations
✅ Include a simple online booking form—don’t make patients jump through hoops
✅ Offer a strong call to action: “Book your appointment today”
People looking for a dentist want quick and easy answers. Make sure your landing page gives them exactly that.
Step 5: Track and Optimise Your Ads
A common mistake in PPC is setting up ads and hoping for the best. The key to success is constant optimisation.
- Track phone calls and form submissions to see which ads drive actual patient bookings.
- Test different headlines and ad variations to see what works best.
- Adjust your bids based on high-performing keywords and locations.
If something isn’t working, tweak it. PPC is all about testing, learning, and refining to maximise your return on investment (ROI).
Common PPC Mistakes to Avoid
Even a well-intentioned campaign can waste money if you’re not careful. Here are some PPC pitfalls to watch out for:
🚫 Broad, untargeted keywords – You’ll attract clicks from people who aren’t serious about booking.
🚫 Not using location targeting – You don’t want to pay for clicks from people outside your area.
🚫 Weak or confusing landing pages – If your website doesn’t make it easy to book, you’ll lose leads.
🚫 Ignoring mobile users – Most searches for dentists happen on mobile, so your site must be mobile-friendly.
Consider hiring a dedicated white label PPC agency to streamline your dental practice’s advertising efforts.
Ready to Get More Patients?
Running PPC ads for your dental practice can be one of the fastest ways to bring in new patients, boost bookings, and grow your business. But to make it work, you need the right strategy, targeting, and optimisation.
At HOC-Digital, we specialise in running high-converting PPC campaigns for dental practices across the UK. If you want more patients, lower ad costs, and a fully booked schedule, let’s talk. Get in touch today and let’s grow your practice with paid advertising.
