Spring, Texas
Cosmetic & family

Google Ads Case Study

We cut their cost per patient lead by 88%.

From $83.59 down to $10.39 — and from fifteen enquiries in six weeks to 423 in fifteen. Same practice, same town, one rebuilt account.

Get this for your practice

The Smile Designer · Spring, TX Account takeover & rebuild Nov 2025 – Jun 2026

Cost per patient enquiry

$83.59 → $10.39

Patient enquiries

15 → 423

Enquiries per 100 clicks

3 → 34

The situation

The ads were running. The chairs weren't filling.

The Smile Designer already had a live Google Ads account when they came to us. Money was going out every month and the reports looked busy. Over 45 days it produced fifteen enquiries at $83.59 each.

When we opened it up, two things were wrong — and neither was about the ads themselves.

Problem one

Nobody could tell what an enquiry was

A form submission, a phone tap and an appointment request were all counted as the same thing. When every action looks identical, you can't tell which half of your budget is working — so you can't stop the half that isn't.

Problem two

Existing patients were padding the numbers

People searching “The Smile Designer” by name were counted in the same campaign as strangers who'd never heard of the practice. Those clicks are cheap and they always convert, which made the whole account look healthier than it was.

The evidence

The same account, before and after.

Two screenshots from Google Ads, taken from the identical reporting view with identical filters. Account identifiers are cropped; nothing else is altered.

Before

Nov 1 – Dec 15, 2025
45 days

488Clicks

15Leads

$83.59Per lead

$1,250 of spend, fifteen enquiries, no way to tell which campaign earned them.

After

Dec 16, 2025 – Mar 31, 2026
106 days

Google Ads account overview showing 1.24K clicks, 423 conversions, $10.39 cost per conversion and $4.4K spend.

1,240Clicks

423Leads

$10.39Per lead

Clicks roughly doubled. Leads went up twenty-eight fold. The change was conversion rate, not traffic.

How we counted, in full. A lead means a contact form submission, an appointment scheduling click, or a phone call click — not a booked or attended patient. Both windows are account level with the same filters, but they are different lengths, so the rates compare cleanly and the totals do not. The $10.39 is a blended account average; the rebuilt non-brand campaign on its own runs at $25.59 per lead, which is the figure we hold ourselves to.

What we changed

Five things went out. Five things went in.

No jargon and no theory. This is the whole rebuild, line by line — what the account was doing on the left, what it does now on the right.

How it was set upWhat we changed it to

Every enquiry counted as one blurForms, calls and booking requests all landed in the same bucket.

Counted three separate waysNow you can see which one the money actually bought.

One campaign for everybodyPatients searching the practice by name shared a budget with total strangers.

Existing and new split apartName searches capped at $10 a day. The rest goes to finding someone new.

Ads shown across greater HoustonAnyone typing “dentist near me” saw them, from Katy to Kingwood.

Ads shown to people who name SpringFewer people see them. Far more of them can actually drive to you.

One set of ads for every treatmentImplants, dentures and cleanings all got the same message.

Eight treatments, eight sectionsEach with its own ads and its own cost per enquiry, so you can see what fills which chair.

Budget set and left aloneNo routine check on where the money was leaking.

Raised in steps, reviewed weeklyWe read the real phrases people typed and block the ones wasting money.

The results

Same account. Two different Google Ads strategies.

BeforeAfter

Days measured45106

Spent$1,250$4,400

Clicks4881,240

Patient enquiries15423

Enquiries per 100 clicks334

Cost per enquiry$83.59$10.39

The budget went up three and a half times. The enquiries went up twenty-eight times. That gap is the whole story — the extra money bought more, but the real change was that the clicks started converting.

One number stated plainly rather than buried: $10.39 is the account average. The campaign aimed purely at people who had never heard of the practice runs at $25.59 an enquiry. That is the harder number, and it is still 69 percent below where things started.