Case Study: SEO and Google Ads
Haberfield Dental
We have been working with the client’s first clinic, Leichhardt Dental, for about one and a half years. With our proven track record, we were engaged to manage the SEO and PPC efforts for a second clinic, Leichhardt Dental In Haberfield.
After the second practice rebranded to Haberfield Dental, we strengthened the website’s online presence and significantly improved the organic search rankings and PPC performance. Though The impressive results achieved did not happen overnight. Our targeted SEO strategies and highly effective PPC campaigns led to a substantial increase in visibility and new patient leads while lowering the cost per conversion.
Key Metrics
SEO
13 of the 23 high competition target keywords are in the Top 3 positions
Higher clicks, impressions and CTRs for Haberfield search queries (*See below)
Strong Google Business Profile performance. In June 2024 alone, the GBP listing received 428 views and 26 direct phone calls - all organic.
PPC
92.36% increase in conversions from October 2023 to June 2024
192 conversions for the past nine months, with $41.27 cost per conversion
42.71% increase in clicks
Client Overview
Dr. Luca Pomare, known for his personalised approach and commitment to patient care, had established a strong reputation with his first practice, Leichhardt Dental. Building off the success of his first practice, he expanded to a second clinic called Leichhardt Dental in Haberfield. Like the main clinic, the Haberfield practice offers a range of dental services, including general, emergency, and cosmetic dentistry.
However, the opening of the Haberfield clinic presented the challenge of attracting new patients and competing with other prominent dental practices in the area. To make things more complicated, the dual-location name – Leichhardt Dental in Haberfield – initially confused Google, calling for a strategic rebranding to “Haberfield Dental.”
The Challenge
Dr. Pomare’s primary goal was to capture new patient leads and establish a competitive presence in the Haberfield area. The challenges included:
- Competing against established dental practices.
- Attracting new patients to the recently opened Haberfield practice.
- Addressing confusion caused by the initial dual-location name in Google Search.
- Ensuring Haberfield-specific keywords ranked organically without creating a new website.
Our Approach
Before probing into SEO and PPC, we assisted in placing the new dental practice’s name and logo throughout the website and creating separate pages on the website to help separate both practices. We combined this with the schema on the back end of the website in order to give clear signals to Google about the dual-location name. This defined the identities of both practices, making their branding clear for prospective patients, existing patients and online search engines, namely Google.
Our strategy focused on enhancing the online presence of Haberfield Dental through targeted SEO and PPC campaigns. Here’s a breakdown of our approach:
SEO
Service Pages Optimisation
We created and optimised service pages specifically for the Haberfield location, improving local relevance and search rankings.
Google Business Profile Updates
Regular monthly posts to the Haberfield Dental GBP listing enhanced visibility and engagement, demonstrating that consistent updates drive results.
Effective
Backlinking
We built high-quality backlinks through social foundations, local citations, and press releases, boosting the practice's authority and search engine rankings.
PPC
Campaign Implementation
We launched three types of campaigns - brand, service (focusing on General & Emergency Dentist), and new patient campaigns.
High-Quality Keywords
Utilised high-quality keywords to enhance relevance and attract the right audience.
Ad Copy Creation
Developed compelling and relevant ad copies to increase click-through rates and conversions.
Campaign Duration
The PPC campaign for Haberfield Dental ran over a period of nine months, from October 2023 to June 2024.
The PPC campaign for Haberfield Dental demonstrated significant growth and optimisation over the nine-month period. Starting with modest results in October 2023, the campaign quickly gained momentum.
Months 1 - 2
Initial setup and launch of campaigns, ensuring all technicalities have been properly put into place such as campaign setups, conversion tracking, landing pages are working, and monitoring if the keywords that’s been targeted are triggering.
By Month 3
Results picked up substantially with double-digit conversions. The cost per conversion further decreased to $28.69. By this stage, more data was available, enabling more targeted optimisations and effective adjustments to the campaign.
By Month 6
Conversions almost doubled since the campaign’s launch, with a significant increase to 25.50. The cost per conversion rose to A$56.24, but the overall return on investment remained positive due to the higher conversion volume.
By Month 9
Overall achieved its highest conversion number at 43.50. The cost per conversion remained low at A$29.59. The implementation of a Performance Max (PMax) campaign and continuous optimisations across all campaign aspects, including keywords, ad copies, and landing pages, contributed to this success.
Overall, the campaign generated 192.30 conversions at an average cost per conversion of A$41.27. This consistent optimisation and strategic approach ensured that Haberfield Dental’s online presence was significantly enhanced, leading to a substantial increase in new patient leads and appointments.
Optimisation Phases
We conducted regular optimisations, initially on a bi-weekly basis and later on a weekly basis as the campaign progressed and gathered more data.
Keyword Adjustments
We regularly reviewed and updated the keyword list based on performance metrics. High-performing keywords were prioritised, and low-performing or irrelevant keywords were removed.
Ad Copy Testing
Conducted A/B testing on various ad copies to determine which messages resonated best with the target audience. This included testing different headlines, descriptions, and call-to-actions.
Bid Adjustments
Adjusted bids based on performance data, focusing higher bids on top-performing keywords and ad groups to maximise ROI.
Audience Targeting
Refined audience targeting by using demographic data and remarketing lists to ensure ads reached the most relevant potential patients.
Landing Page Optimisation
Regularly updated and optimised landing pages to improve user experience and increase conversion rates. This included improving page load times, ensuring mobile-friendliness, and simplifying the booking process.
New Campaign Types
Tested and implemented new campaign types, including the launch of a Performance Max (PMax) campaign to harness machine learning for enhanced optimisation and broader reach across multiple Google channels.
The Results
At Zen Dental Marketing, we pride ourselves on delivering tangible results. Our comprehensive approach to SEO and PPC for Haberfield Dental not only improved their online visibility but also significantly increased patient leads.
SEO
Haberfield keywords are in the Top 3 positions
13 of the 23 Haberfield keywords are in the top 1-3 positions. Notable keywords include the following:
- 'Haberfield dental' (CPC $3.87, 320 monthly searches, ranking 2nd organically, ranked 32nd initially).
- 'Haberfield dental practice' (CPC $3.42, 210 monthly searches, ranking 2nd organically, ranked 32nd initially).
- 'Haberfield dentist' (CPC $3.87, 320 monthly searches, ranking 2nd organically, ranked 14th initially).
Growing clicks, impressions, and CTRs for Haberfield-related queries
Haberfield-related queries continue to get higher clicks, impressions, and click-through rates (CTR). For instance, the search term “Haberfield dental” has 43 clicks out of 642 impressions, which translates to an average 6.7% CTR for the past six months.
Improved GBP Listing Performance
From April to June, the GBP listing for Haberfield Dental generated 1,309 views, 78 clicks, 185 direction requests, and 61 phone calls.
PPC
Conversion Growth
Monthly conversions grew from 1 in October 2023 to 43.50 in June 2024.
Cost Efficiency
Clicks increased while the cost per conversion decreased.
Conversion Actions
Over nine months, there were 30 phone calls and 161.50 booking clicks from the PPC campaign.
Why Zen Dental Marketing
When it comes to dental marketing, you need a partner who understands your unique needs and delivers results. Here's why Zen Dental Marketing is the right choice for your practice:
- 18 Full-Time Employees
- 24 Hour Response Time
- Family-Owned and Operated
- Running Strong for Over 10 Years
- Dedicated Marketing Account Manager
- 3-Person Coverage on Your Account at All Times
- Partners with Independent Dental Network and Dental Innovations
For detailed information and to see how we can help your dental practice achieve similar success, reserve your strategy session today!
