Meet Ayar Dental
A family runs Ayar Dental, a practice in Ramsgate Beach. We set up its Google Ads from scratch: campaigns built on local searches, a separate ad group for each service and proper tracking of every way a patient can make contact.
The challenge
The ads had one job. When someone nearby searched for the right kind of dental care, the path to contacting Ayar Dental had to be short and obvious.
Local searches only
The practice wanted patients from Ramsgate Beach and the suburbs around it. Paying for every dental search in Sydney would have wasted the budget. Check-ups, emergencies and individual treatments each needed their own targeting, tied back to the practice. Plenty of Sydney dentists bid on the same terms, so the ads had to be relevant and the page behind them had to persuade.
Screening out non-patients
A lot of dental searches come from job hunters, students, researchers and people in other parts of the city. None of them will ever book. The campaign needed to exclude them so the money went on people who might.
A practice let down before
Earlier agencies had disappointed, and this time the practice wanted people who would take responsibility. What it asked for was sensible: a campaign structure that made sense, landing pages that matched the ads, conversion tracking it could trust, and someone willing to deal with the website faults dragging results down.
Our approach
For Ayar Dental the job was Google Ads.
Campaigns shaped by local intent
- Created ad groups for Ramsgate Beach and neighbouring suburbs, and kept general, emergency and treatment-specific searches apart.
- Sent each responsive search ad to the Ayar Dental page about that same service, so ad and page say the same thing.
Budget protection
- Built a negative keyword list that blocks out-of-area, recruitment and training searches.
- Treated relevance as the rule for every structural decision, which leaves the practice with a base to build local enquiries on.
Tracking what the ads produce
- Set up conversion tracking for each step of contacting the practice.
- Checked conversions against what they cost, to learn how often an ad led to action.
A landing page made for the ads
- Built a page just for ad traffic, covering the services and offering an immediate way to get in touch.
- Wrote it around what local patients are looking for, with three exits: book online, phone or send an enquiry.
The results
From search to enquiry, with less in the way
Narrow local targeting and a purpose-built landing page removed friction between a search and a contact. Conversions on the website went up 85% and the conversion rate went up 31%. Both numbers describe the whole site over the campaign period, and they count enquiries as well as use of the booking and contact options.
- 85%
- Increase in website conversions
- 31%
- Increase in website conversion rate
Figures as published in this practice’s case study at Uppercut Digital, the agency behind SEO for Dentists. Rankings are as recorded at the time and move. Results differ from practice to practice, and nobody can guarantee rankings.
Client feedback
★★★★★
“I have had so many bad experiences over the years. Uppercut Digital Team went above and beyond to get results. Jeremy, Dylan and Ryan understood how much time and money has been wasted and went the extra mile to get results. They fixed things that wasn’t in my scope of contract with them and didn’t charge for that extra time and work. Thank you Uppercut”
A review of Uppercut Digital, the agency behind SEO for Dentists, left on Google by the practice.
