Google Ads for Orthodontic Practices That Generate Real Consultations

Targeted keyword strategy, conversion-focused ad copy, landing pages built to book.

THE PROBLEM

Most Orthodontic PPC Burns Budget on the Wrong Clicks

Most agencies run Google Ads for orthodontic practices the same way they run Google Ads for plumbers or chiropractors. Broad keyword sets, generic ad copy, “send all traffic to the homepage” landing strategy, and reporting that brags about clicks instead of booked consultations. The result is monthly ad spend that produces traffic but not patients, and an account manager who can’t tell you why.

Orthodontic searches are highly specific. “Clear aligners cost,” “braces for adults near me,” “free consultation orthodontist,” “clear aligners vs braces”: each query represents a different stage of the patient’s decision and needs different ad copy and landing pages. Most agencies use the same five ads against all of them.

I run orthodontic Google Ads with the granularity the category actually requires, and I tie every dollar spent to consultations requested and booked.

What Real Orthodontic Google Ads Looks Like

Keyword Strategy Built for Patient Decisions

Comprehensive keyword research across the patient journey: early-stage research queries, comparison queries, cost-aware queries, and high-intent “near me” searches. Negative keyword lists to prevent budget waste on irrelevant traffic. Match-type discipline that prevents broad-match drift into terms that don’t convert.

Ad Copy That Matches Search Intent

Different ad copy for different stages of the patient decision process. Cost-curious searchers see different headlines than ready-to-book searchers. Adults considering clear aligners see different ads than parents researching kids’ treatment. Match the search to the message. That’s the foundation of high-quality-score campaigns and lower CPCs over time.

Landing Pages Built to Convert

Custom landing pages for paid traffic, not the homepage. Each ad group points to a page designed for that specific search intent: parents, adults, clear-aligner-curious, free-consultation seekers. Form-first design, mobile-optimized, with the specific information that searcher needs before booking.

Conversion Tracking That Actually Works

Every call and form is routed back to the keyword and ad that generated it, then sorted by what happened on the call: consult requested, consult booked, current patient, or noise. Only consult requests count as conversions, and those are what the account bids toward. Most accounts optimize toward phone clicks and 60-second calls, which is how you end up paying top dollar for a current patient calling about a loose wire. Most accounts also have broken or sloppy conversion tracking that makes “ROAS” a fiction. I set up tracking that produces numbers you can defend, and I can show you the math.

How This Fits

Google Ads Doesn’t Work Alone

Google Ads is most powerful when it’s connected to your SEO and content efforts. When organic search picks up some of the keyword load, ad spend can focus on competitive terms instead of your brand name and easy local searches. When every call is traced and sorted the same way across channels, you can identify which keywords actually produce consult requests, not just calls. When reporting connects ad spend to revenue, you can scale what’s working with confidence. The Practice Growth Retainer treats Google Ads as one piece of a connected system. See pricing and what’s included →

What Our Clients Say

Real results from orthodontic practices I work with.

“Duston has done an outstanding job managing the Google marketing for my business. Since he started, our online presence and visibility have improved substantially, and we’ve seen a noticeable difference in our results. He’s always available to make changes, answer any questions, and provide helpful guidance whenever we need it. His responsiveness, expertise, and dedication have made him a valuable partner, and I highly recommend him to anyone looking to grow their business online.”

Dr. Felipe Porto

Enjoy Orthodontics