How a New Haven cosmetic dental practice generated 22 veneer cases and $312,000 in procedure revenue from $39,000 in Google Ads spend over 90 days.
A cosmetic dental practice in New Haven had been offering porcelain veneers, dental implants, and smile makeovers for seven years — but 90% of their cosmetic cases still came from existing patient referrals. The practice had roughly 600 active hygiene patients but was only converting 8–10 of them per year into cosmetic cases, far below their capacity.
The lead dentist had tried running Google Ads independently for three months before engaging us — spending $1,800/month with no clear attribution, no dedicated landing pages, and no call tracking. She couldn't tell which clicks were turning into consultations, and felt like she was "throwing money at Google."
The core challenge: cosmetic dental patients are cash-pay, research-intensive, and highly selective. A generic Google Ads setup with the homepage as the destination simply doesn't convert this audience. The practice needed campaigns that spoke directly to the patient mindset at each stage of their decision journey.
We launched a focused 90-day campaign targeting three core procedures: porcelain veneers, dental implants, and smile makeovers. Our approach was built around two core insights from our experience managing cosmetic dental campaigns: (1) veneer patients convert fastest and have the highest near-term case value, and (2) financing messaging dramatically increases consultation booking rates.
Campaign architecture: Three separate campaigns, each with tightly themed ad groups. Veneer campaign targeted: "porcelain veneers New Haven", "veneers cost CT", "cosmetic dentist New Haven", "smile makeover dentist near me", and 40 long-tail variants. Implant campaign focused on "dental implants cost New Haven", "tooth replacement CT", and similar. Smile makeover campaign targeted comparison and consideration searches.
Landing pages: We built a dedicated veneer landing page featuring: a prominent financing offer ("From $199/month"), before/after case gallery with 12 real patient examples, the dentist's credentials and aesthetic philosophy, video testimonials, and a streamlined 3-field consultation request form. A separate implant page used the same framework with implant-specific content.
Financing front-and-center: The single biggest conversion improvement came from leading with financing. "Get your dream smile from $199/month" in the headline and ad copy increased CTR by 34% compared to the control. Most cosmetic dental patients self-eliminate based on perceived cost before ever calling — removing that barrier upfront dramatically increases qualified inquiries.
Call tracking: Dynamic number insertion let us attribute every phone call to its exact campaign and keyword. This revealed that 68% of consultation bookings came via phone — not form submission — meaning the previous setup had been measuring less than a third of actual conversions.
Over 90 days, the campaigns generated 134 consultation leads at an average cost of $58 — compared to an estimated $200+ per lead in the previous untracked setup. The practice booked 67 consultations, achieving a 50% lead-to-consultation rate driven by strong ad relevance and dedicated landing pages.
Of those consultations, 22 converted to veneer cases at an average case value of $14,200. Total procedure revenue attributable to the campaigns: $312,400. Total ad spend over the period: $39,000. That's an 8× return on ad spend.
The practice has since expanded the campaign to include Invisalign and full-mouth reconstruction, and now runs a continuous intake funnel year-round. The dentist no longer relies solely on hygiene patient referrals for her cosmetic revenue.
"The financing messaging was the unlock. I'd been hesitant to lead with price, but leading with monthly payments completely changed the quality and volume of calls we were getting."
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