AdWords for Dentists. Marketing tips and strategies for Dental Practitioners.

Last Updated On : 2017 July 12

AdWords for Dentists

Every-time we speak with a new client, this is the first concern we hear from them, “Is it worth paying for Google ads in my field”? The answer to the question is not really complex. Though Google ads have varied performance depending on the niche and specialization, it works best for services like dental clinics. That is because a person suffering from toothache will be actively searching for a dentist and search ads is an easy way to grab attention.

Is investing in AdWords a good choice for Dentist?

Though there are pros and cons of spending money in AdWords, but if done with precaution, the pros outnumber the cons any day.  We think unlike some other professions, AdWords for Dentistry is likely to work in your favor as long as you keep in mind your niche and create targeted campaigns. From here I’m going touch each aspect of AdWords and what you should focus on, being a dentist.

Right PPC keywords for Dentists

Sometimes it is really intimidating to select the right keywords for a good AdWords campaign. When you begin, you are tempted to try every possible keyword that could be related to your Clinic, but not every one of them would suit your need. The truth is researching your keywords wisely sums up to 50% of your AdWords setup.

But selecting the relevant keywords and discarding the irrelevant ones is not the only thing. This brings me to the the next most common question, should you go for long tail keywords which are hard to manage manually? or more broad keywords with high visibility?

Our recommendation is to strike a balance between the two. Maintaining a trade-off between the two will essentially give you an exposed view of your customer base, which can only be considered a big plus. Below are 4 major practices for dentists to keep in mind while selecting the most relevant keywords for your AdWords campaigns:

  1.  Use Keywords which are relevant to your Business offerings:

    For Example, if you specialize in “Oral surgery” in Manhattan. Then the kind of keywords you should use are:

      • Oral surgery

      • Oral surgeon

      • Dental surgeon

      • Dental surgery

      • Tooth surgery

  2. Note: Avoid using one-word keywords which are highly searched, these search terms are least likely to convert.

    For example, if you use ‘teeth’ as a keyword. It can trigger your ad for search terms like, “teeth whitener”, “teeth care”, “teeth hygiene”, etc. which are not even close to what you want to target for. Therefore choosing these keywords carefully is very important.

  3. Although bidding on the popular keywords can give you an easy exposure, long tail key phrases are likely just as useful for a successful AdWords Campaign. Since there is going to be the least competition while bidding on long tail searches, it is likely possible to get a good bang for your buck- meaning you will have more clicks  at a lower cost.

    For example, considering the above cases, long tail key terms for ‘Dental surgery’ are as follows:

      • Dental surgeon near me

      • Dental surgeon in Manhattan

      • Dental surgery second opinion

      • Cost for dental surgery

      • Consult doctor for dental surgery

  4. Above are a few examples of long tail keywords. As we mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using the parent keywords. It takes Adnabu a few minutes to create an extensive campaign which manually would take days.

  5. Another thing to keep in mind is the keyword match type:

    Most of the big Dental hospitals target for the most popular terms, thereby increasing the competition and driving the prices through the roof. There’s a big say that “exact match” type is is all you need as the statistics show that it gives maximum conversion at minimum cost. While some swear by such views, others swore them off completely. Perhaps, a wise way to structure your campaign is to consider all kinds of match types, including the ones other dentists are neglecting. Because, this way you won’t end up paying a huge amount, even if some of your keywords end up flopping.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different Ad-group (one for each match type) ensuring that you target the right keyword for the right search term.

 Advantage of using “Broad Match Modifier” over “Broad match”

Right negative keywords for Dentistry AdWords

Many professionals already use research tools to incorporate negative keywords into their campaign. Although, it is a great place to have a wide collection of negative keywords. Unfortunately, the negative keyword research tools which are offered is far from best. Especially when it comes to Adwords- where each click costs a fortune. For beginners, below is the list to keep in mind while incorporating negative keywords

Negate all the services which you do not offer:
Negate all the keywords which are not giving you conversions or has a very poor conversion ratio for a lot of time.


Perfect AdWords Landing page for dentists

Landing Pages are used to drive highly-targeted visitors based on selected keywords. Each page should contain various elements like result-oriented headlines, trust badges, partners information, explainer videos, guides, testimonials etc. Considering high cost per click, We feel it is very important to create high converting landing pages.

Below are few things to consider while creating your landing page:

Do Not’s (Pitfalls):

Structuring Best AdWords Ad copies for Dentistry

Creating a good Ad copy is the first touch point where the consumer interacts with the business, compelling the former to click on the Ad while ignoring other Ads from competitors.

Look at these best practices to guide your way through making Ad copies for your enterprise.

Advice on PPC Ad-extensions to use for Dentists

Your Dentistry brand visibility can also receive an upturn with good, professional looking Ad-extensions. Idea is to get more real estate by creating a better visible Ad than your competitors. First rule here is to make your clinic easily approachable. Below are a few extensions to consider for dentists:

Location Extension:

Besides adding the information about physical location, this extension is essential in numerous ways:

Site-link Extension:

This extension allows Dentists to showcase their achievements as well as provide a space to link additional service offerings available to the customers, which is always a plus while conducting an online business.

Callout Extension:

This particular extension provides an additional 25 character space to specify robust, beyond basic and specific nature of information of the services, video walk-through etc.

Call Extension:

Call extension provides the crucial information like contact details. It is particularly usable for mobile Ad versions as the clickable call button allows the customer to call the dentist instantly.

For example:
AdWords for Dentists

Structured snippet extension:

Structured snippets are different from call out extensions. Although, both provides a space to describe brief and specific features of the business. Structured snippets usually contains the variety of the offerings, service catalogs, etc. 

For example:

AdWords for Dentists

Methods of Conversion Tracking for Dentistry

Tracking, recording, analyzing the conversion data is clearly the last and an important step to optimize the performance for each ad type, on a regular basis.

Therefore, depending on the business type, different conversion types are tracked. It mainly works in two ways:

Conversion Pixel

It helps track which keyword resulted in a lead, that can later help you optimize your campaigns. Setting up conversion pixel requires some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle.

Here is a guide to help you setup conversion pixel.


Call conversion Tracking

In addition to tracking the conversion pixel, tracking calls can possibly give a better analytics. Call tracking will help if you are allowing customers to make a call to clinic directly through their smartphones. Calls are extremely beneficial for a Dental clinic and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking.

AdWords mistakes to avoid for Dentists

Though we have covered most of the steps to follow while creating your AdWords campaign exclusively suited for dentists. In-addition, here are a few mistakes which are unknowingly committed by dentists.


In conclusion, while automation of most business practices is at its rise, you cannot just sit back and relax while the machines do their work. Learning from the mistakes is still very “humane-activity” for machines. Therefore optimizing your performance to every last advantage is going to take you to levels where you competitors can only dream to be.


Furthermore, most dentists tend to calculate the absolutes, strengths and weaknesses of their campaigns and use tools to benchmark their performance on industry standards. Well, that’s not enough. We have spared you with the know-hows and guesswork to run better ad campaigns. And guess what, all your competitors will read these jargons at one place or another. There’s a pretty good chance that digital advertising can change the course of business for you, mostly for good- if rightly executed.


We understand it’s hard to take a call on what to execute and what to discard. Here at Adnabu, we help you automate the complete process, along with a chance enjoy the freedom to choose and optimize your campaign with real-life data that might just inspire you to the core of your success.