Google Ads
Google Ads for Dentists.
Ads are the fastest way to get enquiries. You can be at the top of the page for “dental implants” in your town tomorrow morning, and enquiries usually start inside two weeks.
They are also the easiest place to waste money, which is most of what management is for.
Packages from £299 a month, rolling, no setup fee.
Two Numbers, Not One.
Your ad budget and our fee are separate things, and most confusion about what ads cost comes from agencies blurring them.
Your ad budget
Paid to Google, on your own card, in your own account. You see every penny of it. Most practices start around £400 a month.
Our fee
Building and running the campaigns. Starter is £299 a month for one treatment, Growth is £599 across several.
We never take a percentage of your spend. A cut of the budget pays us to spend more of it, and that is not an incentive you want us to have.
Most of the Work Is Stopping Waste.
A new dental account leaks money in the same places every time. Left alone, a chunk of the budget goes on clicks that were never going to book.
Cutting those is unglamorous and it is where the return comes from.
Searches you did not mean to buy
“Dental nurse jobs”, “free dental treatment”, “how to become a dentist”. Real clicks, real money, no patients.
People too far away
Radius targeting set once and never checked, paying for clicks from forty miles off.
The wrong treatment
One campaign for everything means an implant budget spent on whitening clicks.
Ads running at three in the morning
Fine if you answer the phone then. Otherwise the enquiry is cold by nine.
Health Ads Get Refused. We Expect It.
Dentistry sits inside Google’s healthcare and medicines policies, so dental ads get disapproved for things that would be fine in any other industry. An account that has never been through it loses days finding out.
It is not only Google. UK law prohibits advertising prescription-only medicines to the public, and the ASA enforces it. The two rule sets overlap and neither is optional.
Botox cannot be named, at all
Botulinum toxin is prescription-only, so it cannot be advertised to the public in the UK. Not in an ad, not as a keyword, not in a headline. Facial aesthetics campaigns get written around it, using terms like “anti-wrinkle treatment” and “facial aesthetics” instead.
Before-and-after images
Restricted in ads, and restricted again by the ASA if presented as a typical result. They belong on the page with the right wording around them, not in the advert.
Claims about outcomes
“Painless”, “permanent”, “the best in Manchester”. Each is a disapproval or a complaint waiting to happen, and each has a compliant version that still sells.
Sedation and prescription treatments
Restricted terms that need care in how they are advertised, even where the treatment itself is entirely ordinary.
We write campaigns to these rules first time. It is faster than writing something persuasive and having it refused, and a disapproved ad spends nothing while it waits.
Some Treatments Cost Four Times More Per Click.
Not every enquiry costs the same to buy, and the difference is bigger than most practices expect. A whitening click and an implant click are not close.
Where you are matters as much as what you treat. The same implant click costs far more in London or Manchester than in a market town, because the competition is bidding against you and there is less inventory to go round.
Running Google Ads since 2009 is mostly useful for this: knowing which of those numbers you can bring down and which you cannot. You can rarely change what a market charges. You can change how much of it you pay.
Cost per click
teeth whitening near me
£0.97–£3.12
invisalign price
£1.78–£7.91
dental implants
£1.53–£7.60
dental implants near me
£2.76–£13.12
Top-of-page bid estimates, United Kingdom, from Google Keyword Planner in September 2026.
The First Month.
Ads are the part of marketing where you can see whether it is working almost immediately, which cuts both ways.
Week 1
Built and Live
Account in your name, campaigns per treatment, conversion tracking on your site, negative keywords in from the start.
Week 2
First Enquiries
Usually the first calls and form submissions. Early numbers are noisy — do not judge anything yet.
Weeks 3–4
Cutting
Search terms reviewed, waste removed, budget shifted to whatever is producing. This is the week the cost per enquiry starts falling.
The Landing Page Changes What You Pay.
Sending paid traffic to your homepage wastes it. Somebody who searched for implants and arrives at a page about your practice in general has to go looking, and most will not.
It costs you twice, though, and the second part is less obvious. Google scores every keyword on expected click-through rate, how closely the ad matches the search, and the experience of the page it lands on. That score sets both your position and your price.
So two practices bidding the same amount do not pay the same. The one whose implant ad points at a real implant page, that loads quickly on a phone and answers the question, pays less per click and sits higher. The one pointing at a homepage subsidises them.
That is why ads and SEO are worth doing together. The same page earns the ranking and lowers the click price.
How the treatment pages are builtWhat You Will See.
Enquiries and calls
The number that matters, tracked back to the search that produced it.
Cost per enquiry
What you paid for each one. The figure to judge us on.
Which treatments are working
So budget moves to the ones that pay.
What was cut
The wasted searches removed that week.
No impression share, no click-through rate. Neither tells you anything you can act on.
Questions About Dental PPC
- How Much Should I Spend?
- Most single-site practices start around £400 a month and adjust from there. Enough to get data quickly, small enough that a bad first fortnight does not hurt. If you are chasing implant cases in a competitive city you will need more.
- Whose Account Is It?
- Yours, in your name, with your card on it. If you leave, you keep the account, the history and the data. We simply lose access.
- How Quickly Will the Phone Ring?
- Usually inside two weeks. That is the point of ads. What takes longer is getting the cost per enquiry down, which is the work of the first month or two.
- Do I Need SEO as Well?
- Ads stop the moment you stop paying. SEO keeps working. Most practices run ads to fill the gap while the search rankings build, which is why Growth includes both.
- What If It Does Not Work?
- You will know in weeks rather than months, and you can cancel at the end of any month. That is the honest advantage of ads over everything else we do.
Your ad budget is separate and goes straight to Google. Most practices start at around £400 a month.
Get a Free Audit of Your Website.
Tell us your website and the treatment you want more of. We compare it with your closest competitors and email you what we would run, what we would spend, and what we would change first.