Meet Royal Parade Dental Clinic
Royal Parade Dental Clinic is in Reservoir, in Melbourne’s north. We handle its organic search and Google Ads, which work as a pair so that people nearby can find the clinic and get in touch.
The job began with a rebrand. We built the new website, introduced the new name locally through social media and set up search campaigns to convert that interest into enquiries.
The challenge
Two needs: get the newly rebranded clinic seen, and start recording how people reacted to its ads so that later decisions rest on data.
Being found in Reservoir
Anyone looking for a dentist around Reservoir had to come across the clinic, understand what it offers and feel able to contact the team. Site and campaigns were both built for those searches.
Too early for big claims
The ads had only just started. With no earlier campaign to compare against, the honest goal was reliable conversion tracking and lessons from the first weeks. Announcing a yearly growth figure would have meant nothing.
From search result to phone call
Organic search keeps the clinic visible over time. Ads reach the person who needs an appointment now. Between them, a searcher needed a short, clear path to a call or an enquiry form.
Our approach
For Royal Parade Dental Clinic we combined Google Ads, SEO, paid social and website design.
Two ways into the site
- Ran paid search next to the SEO, so the clinic could be reached through an ad or an organic result.
- Reviewed how visible the clinic was locally and how many contacts the ads generated.
Tracking before tuning
- Recorded each campaign conversion and its cost from day one.
- Read organic clicks and impressions next to the ad data, to see every route by which patients arrived.
A website for the new brand
- Designed and built a site that presents the renamed clinic, the people in it and the treatments on offer.
- Rewrote the service pages and the enquiry steps so that an ad and the page behind it look and sound like the same clinic.
Awareness first, then demand
- Introduced the rebrand on social media so locals would recognise the name.
- Matched SEO and ads to the treatments people in the area search for, to reach those ready to book.
The results
Google Ads
Month two beat month one: more conversions, each costing less. We say plainly that this compares two early months and starts from a small number. It shows the campaign finding its feet. It is not a full-year result.
- 171%
- Increase in conversions
- 59%
- Reduction in cost per conversion
- 311%
- Increase in conversion rate
A site built to rank locally
The rebrand supplied the identity and the website expressed it in treatment pages and enquiry paths. From there, SEO put the site in contention for local and treatment searches, social media made the introduction and ads picked up urgent demand. The rise in ad conversion rate belongs to all of that together. We did not run a separate test of the website alone.
- Top 5
- Average position for “orthodontist Reservoir”
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.
