project details
Background
Cosmetic Dentist Melbourne wanted to attract more high-quality leads from people searching online for cosmetic dental services. Their previous campaigns were generating leads but at a high cost per acquisition and with inconsistent conversion tracking.
Challenges Identified
- Campaign structure not optimized for high-intent keywords
- Ad copy generic and missing strong CTAs
- No ad extensions to improve click-through rates
- Conversion tracking setup incomplete
- Landing page not fully aligned with ad messaging
Strategy Implemented
Keyword Audit & Restructure
Identified high-intent keywords (e.g. “teeth whitening Melbourne,” “veneers Melbourne,” “cosmetic dentist near me”).
Created tightly themed ad groups for each main service.
Compelling Ad Copy & Extensions
Wrote fresh, benefit-oriented ad copy featuring strong calls-to-action (“Book Your Smile Makeover Today”).
Added sitelink, call, and location extensions to increase ad prominence.
Geo & Device Targeting
Focused spend on high-value suburbs within Melbourne.
Adjusted bids based on device performance to maximize ROI.
Landing Page Alignment
Recommended minor landing page changes for message match and faster form completion.
Conversion Tracking
Properly set up conversion goals for appointment bookings, calls from ads, and form fills.
Ongoing Optimization
Paused underperforming keywords, added negatives, refined bids weekly.
Results After 14 Days
| Metric | Before Optimization | After Optimization (14 Days) | % Change |
|---|---|---|---|
| Conversions | Baseline | +215% | ↑ 215% |
| Cost per Conversion | Baseline | −24.68% | ↓ 24.68% |
Highlights:
Conversions improved by 215% within the first two weeks of campaign management.
Cost per conversion reduced by 24.68%, stretching the AU$3,000 monthly budget further.
Increase in calls and form submissions from highly targeted local searchers.
Key Takeaways
Search Intent Matters: High-intent keywords drive higher-quality leads and better ROI.
Ad Extensions Improve CTR: Adding multiple extensions boosted ad visibility and click-through rates.
Message Match Converts: Aligning landing page copy and ad messaging significantly increased conversions.
Continuous Optimization Pays Off: Weekly reviews of search terms and bids quickly improved performance metrics.
Next Steps
Scale up campaigns for top-performing services (veneers, teeth whitening).
Test responsive search ads (RSAs) and local service ads for additional reach.
Implement remarketing for non-converting visitors.
Introduce call-only campaigns during peak hours to capture high-intent callers.
Conclusion:
By restructuring the Google Ads Search campaign and optimizing targeting, ad copy, and tracking, Cosmetic Dentist Melbourne achieved dramatic improvements in just 14 days — over doubling conversions and reducing acquisition costs.
