Company Overview:A Family-Owned Dental Practice
This Dental Practice is all about a patient-focused experience. Since opening its first Dade City office in 2004, the company has honored this commitment. They’ve grown considerably, too. Today, They provides comprehensive dental services—from cosmetic dentistry to routine checkups—across more than fifty locations.
Challenges:
- Inflated marketing spend with stagnant ROI
- A high volume of low-quality leads
- Capacity issues for new patients
- Underdeveloped tracking and analytics infrastructure
Goals:
- Reduce customer acquisition cost (CAC) for paid search
- Increase patient volume while keeping spend stable
- Improve lead gen, cost per lead, and new patient bookings across locations.
Main Problem: Improve leads quality and develop tracking and analytics infrastructure
Dental Practice was ready for a marketing partnership. The groundwork for improved digital marketing performance was there. The first order of business was to bring in an agency capable of focusing the marketing budget with far greater efficiency. And they needed to do it at scale, across the dental support organization’s 50+ locations.
Today, they benefits from a simplified, well-organized strategy for pay-per-click (PPC) and paid social media campaigns. They now have proper analytics and tracking in place, which gives them data-backed confidence in the performance of their various patient acquisition campaigns. Overall, their paid advertising programs are generating high-quality, high-intent leads with the same or—in many cases—less budget.
The Strategy
A Full-Funnel Approach to Social Media
Paid social was a new avenue for Smile Design, one that proved fruitful. Cardinal helped their team build a paid social strategy and campaigns from the ground up. Our objectives were as follows:
- Build a structure that doesn’t constrain the algorithm
- Utilize a full-funnel approach to nurture people and build quality first-party audiences
- Utilize video to tell in-depth stories
- Build a multi-touch attribution model to understand where Facebook plays best in the funnel
- Use value-based conversion actions to aid the algorithm in finding better prospects
In support of these objectives, we published new ad creative positioning the brand while delivering pertinent information to the end user. Since the beginning of the engagement, we’ve constantly seen performance improvement with creative and audience testing. The key was to find the right balance of investment across the funnel to nurture high-value prospects and drive more conversions.
Social Ads Tailored to Stages of the Funnel
Here, our teams tailored our offerings to each location at each funnel stage. For example, our Q1 creative plan revolved around model demographic and asset-type testing. With that in mind, we planned a four-week rotation of images where the lowest-performing ads would be replaced with new versions of top-performers.
Our goal was to A/B test a series of assets to achieve the lowest possible CPL. As we iterated on successful ads, we saw a smaller CPL variance across the whole account, but a clear winner was present within locations and campaign types. This allowed us to tailor our ad offering to each location. Locations have a wide range of age demographics and benefited from our customized ad offering.
The Results
Significant Improvements in Call Duration, CVR, CPC, and CPA
On the PPC side of things, the Dental Practice team saw a substantial improvement in CVR for almost all of its locations.
On the paid social side, we saw an increase in brand search volume for locations with social campaigns, which indicates social’s positive impact on brand awareness and demand. Call duration for leads from paid social is now more than two minutes, a strong indicator of improved lead quality.
Overall, our team made a very quick pivot from efficient conversions to quality conversions. In our experience, quality conversions will appear less efficient on the front end (you’ll pay higher CPAs) but connect to actual results (in this case, new patients). The prudence of this shift was underscored by the changes in cost per lead (CPL), which trended down every month since launching in November.
Are You Ready to Grow Your Dental Practice?
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