Digital Marketing Campaign — Local Business Growth

Riverside Dental Group operates four locations across a competitive metro area. Despite offering excellent patient care, they were struggling to fill appointment slots at their newer locations and losing ground to competitors who had invested heavily in digital marketing. They needed an integrated campaign that would drive measurable patient acquisition without breaking the budget.

Strategy & Research

We began with a thorough competitive audit, analyzing the top 10 dental practices in their metro area across paid search, organic search, and social channels. Keyword research revealed significant opportunity in high-intent terms like “emergency dentist near me,” “Invisalign consultation,” and “dental implants [city name]” — terms with strong conversion potential where competitors were either absent or bidding inefficiently. We also identified a gap in retargeting: most competitors ran top-of-funnel ads but had no strategy for re-engaging visitors who did not convert on the first visit.

Google Ads

The search campaign was structured around service-specific ad groups targeting high-intent keywords. Each ad group directed traffic to a dedicated landing page optimized for that specific service, with clear calls to action, trust signals (reviews, certifications, before/after photos), and a streamlined booking form. We implemented call tracking to attribute phone inquiries back to specific keywords and ads, giving the practice clear visibility into what was driving real appointments, not just clicks.

Meta Retargeting

A Meta (Facebook and Instagram) retargeting campaign was layered on top to capture the 95% of website visitors who did not convert immediately. Dynamic ads showcased the specific services each visitor had viewed, reinforced with patient testimonials and limited-time offers for new patients. Lookalike audiences based on the practice’s existing patient list expanded reach to high-probability prospects who had never visited the site.

Landing Page Optimization

We designed and built four service-specific landing pages, each optimized for conversion. A/B testing on headlines, form length, and CTA placement drove continuous improvement throughout the campaign. Conversion tracking was implemented end-to-end, from ad click through form submission to confirmed appointment, using Google Analytics 4 and server-side event tracking.

Results

Over six months, the campaign delivered transformative results. Return on ad spend reached 3.2x, meaning every dollar invested generated $3.20 in attributed revenue. New patient inquiries increased by 156% compared to the prior six-month period. The practice now holds the top Google search result for 8 of their 12 target service terms in their metro area. Most importantly, the two newer locations went from running at 60% capacity to being fully booked three weeks out, and the practice has since expanded its marketing budget based on the proven ROI.