How Northwind Dental Tripled Implant Consults Without Increasing Ad Spend

Northwind Dental runs six locations across the Pacific Northwest. Strong clinical reputation, healthy hygiene book, and a growing implant and orthodontics practice that was not filling. They came to us after two years with a agency that reported enthusiastically on lead volume.

The practice was generating roughly 300 leads a month at an apparently excellent $58 per lead. The problem was what those leads were. Nearly 80% were hygiene enquiries worth around $90 each, against implant cases worth $4,000+ that the practice had capacity for and was not filling. The account was optimised, precisely and expensively, for the wrong outcome.

We started with tracking, because we did not trust the numbers. Within a week we found that form fills and calls were both being counted, and roughly 20% of "leads" were the same person doing both. Actual lead volume was closer to 240. We then pulled 18 months of practice-management data and joined it to the ad account for the first time, which let us see close rate and case value by campaign rather than by guess.

Segment ruthlessly by case value. Separate campaigns, budgets and targets for implants, orthodontics, cosmetic and hygiene. Feed real case values back into Google so smart bidding was chasing revenue rather than form fills. Then rebuild the implant landing experience, which was a generic contact page doing nothing to address the two things implant patients actually worry about: pain and cost.

We rebuilt the account over six weeks, then spent three months on landing pages and tracking before touching budget. Budget stayed flat at $22,000 a month for the entire engagement — every gain came from allocation and conversion rate, not spend.