Google AdWords for dentists is not easy!  In fact, Google AdWords can be very difficult and time-consuming.  Most dental practices waste a ton of money and don’t find as many new dental patients as they should.

Below, we have assembled a number of top tips related to Google AdWords For Dentists.

11 Top Tips For Google AdWords For Dentists

1) Find The Right Dental Keywords

If you want your dental practice to be found on the Google search results page, you must bid on the right dental keywords.   All of your dentist competitors are bidding on common dentist keywords like “dentist near me”, “dental office”, etc.

Great. You should too.  But your dental office also needs to bid on dental keyword combinations that are less competitive and are more profitable.

For instance, a Google ad click for the keyword phrase “emergency tooth extraction” might lead to a dental patient who needs not only a tooth extraction but also dental implants and years of dentistry.

However, the search term “emergency tooth extraction” won’t have nearly as many dentists bidding.  Fewer dentists bidding means the price will be lower and the prospective dental patients will see fewer relevant Google ads.

There are tons of dental keywords that lots of dental practices and AdWords managers simply aren’t bidding on in AdWords. Find uncompetitive, profitable dental keywords and you will be able to immediately improve the health of your dental AdWords campaigns.

OK. So, where do you find good dental keywords?

You can find good dental keywords with these tools/strategies…

There are all kinds of other ways to find dental keywords but we’ve already done most of the work for you.

Check out this post to find a ton of dental keywords and negative keywords.  POPULAR DENTIST SEARCH TERMS

In the post, you will find lists of general dental keywords, teeth whitening keywords, pediatric dentistry keywords, dental implant keywords and more.

2) Schedule Your Dental Google Ads To Run At The Right Times 

Google AdWords gives your dental practice absolute control over when your Google ads show to prospective dental patients.

Want to show your dentist ads only during business hours? No problem.  Want to turn off your ads during lunch? No problem?

Ad scheduling is one of the most critical decisions a dental practice needs to make related to Google AdWords.  Typical dental offices try to focus most of their ad budget so Google ads run during the day when front office staff can answer the phone and respond to new dental patients.  Makes sense, right? Absolutely.

A benefit of dentist ads running exclusively during business hours is that your dental office has the best chance to respond to new patient inquiries.  Running dental ads during business hours also allows your dental practice to “go fishing” while the fish (dental patients) are biting.

The bad thing about running dentist ads exclusively during business hours is your ads are running when all of your competitors (other fishermen) are also running their Google ads.  This means you will need to bid higher amounts per Google ad click and dental patients will likely be saturated with great offers from competitor dentists.

If your dental practice is going to focus most of your ad spend during business hours, it is critical your dental practice is hyper-responsive to new dental patient inquiries.  If your front office staff does not pick up the phone (or reply to an online form fill immediately) you can expect the dental patient will contact other local dental offices. Dental patients just have too many options these days.

Off Hour Dental Ad Scheduling 

As we indicated, most dental practices focus most of their Google ad budget on running Google ads during business hours.

But, guess what? Consumer behavior is changing quickly. People expect they can order dog food @ 2 am and more and more people are expecting they can do something simple like schedule a dentist appointment at odd hours also.

Yes, more fish (dental patients) are biting during the business hours but lots of fish are biting when your dental office is closed.  Turns out lots of people are doing Google searches for dentists when they 1) have some downtime and not at work 2) eating / drinking cold items at random places but near their phone.

Great news.  Your dental office can bid on Google ads for much less money during off hours. You can simply create an off-hours campaign that only runs at night or on the weekends.  You could even write Google ads that say “We’re closed now but can help you in the morning! Submit info now.”

Also, you are able to make bid adjustments to specifically tell Google AdWords that you want to spend less per Google ad clicks during certain hours.  Learn more about ad scheduling bid adjustments directly from Google here…  Set up an ad schedule bid adjustment.

The trick is to make sure dental patients clicking on Google ads off hours get the best possible experience.

Ideally, your dental practice should have an automated dental appointment scheduling tool where dental patients can schedule dental appointments online directly through your website.  You also want to make sure you provide as much information as possible in landing pages, initial emails etc.

There are basic questions that dental patients won’t be able to call in and ask about at 3 am. But. they will still want to be answered.

It is your job to proactively answer typical patient questions so the prospective dental patients will be  less likely to start filling out forms with other dental practices.

No matter what, you should welcome the dental inquiry.   There is no shame in acknowledging you can’t immediately help the dental patient but you definitely want the person to feel like they are important and will get help as soon as possible.

To this point,  your off-hours voicemail should specifically let the person calling know how happy you are they called and how seriously you take their call.

You might even want to consider a special offer.  Perhaps,  if they leave their contact info or go to a special web page like they will get a special deal.  The last thing you want is a hang-up call.

A special off-hours landing page with extra information is also a great idea.  Similar to the voicemail the dental landing page should acknowledge that you can’t help immediately.

But, you should let the dental patient know how important their inquiry is and offer something special if they fill out the form.  The special offer could be a free teeth whitening, x-ray or dental pack that includes 3 months worth of toothbrushes, toothpaste, dental floss etc. The point is to make sure the patient feels welcome and fills out the form.

3) Try Call Only Dentist Ads

Way back in 2016, Search Engine Land Reported more than 60% of searches are from mobile devices.  That number likely goes up every day as mobile devices get better, mobile web pages get better and user behavior changes.

Imagine a typical dental patient.  Do you really think they are dragging out a laptop to search for a new dentist?  Most are not.  Most are sitting on their couch or some other random place doing a quick search on the mobile phone.

Here’s the great news. If your dental practice is sick and tired of tracking landing page conversions, you can now use Call Only Ads to make sure every penny spend with Google AdWords results in a good old-fashioned phone call. (We don’t recommend Call Only Ads as your only strategy but it definitely should be in your toolbox.)

With Call Only Google Ads, Google senses the user is doing a search on a mobile phone and presents a special Google ad that starts a phone call to the dental practice when clicked.  That’s right. A searcher cannot click through to the dental website, they can only click and call the dental practice.

The obvious benefit to a Call Only Ad is that your dental practice does not need “follow up” on web requests, instead, they are able to immediately help answer the prospective dental patient questions right away.  Ideally, your front office staff will be able to book an appointment on the first call.

The downside of Call Only ads is that obviously, your dental office needs to pick up the phone and help new dental patients.  That’s right.

Two steps.

1. Pick up the darn phone.

Step 2. Help new patients in a warm, welcoming way that separates your dental office from competitors.

Learn more about Call Only Ads directly from Google here About call-only ads and check out the video below to learn how to create Call Only Campaigns in AdWords.

4) Use Negative Keywords 

Dentists have wasted millions of dollars with Google Ads.   Google is happy to charge your dental practice for clicks like “dentist school”, “dentist salary”, “dentist from Christmas movie” and all kinds of nonsense searches that will never lead to new dental patients.

Dental practices need to defend against nonsense clicks by using negative keywords.  Negative keywords essentially tell Google that if certain keywords are used in a search query you are not willing to pay for the ad click.

Here’s how Google defines negative keywords.

A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.


Need some negative keywords?  Good news.  We have written this post Negative Keywords for Dentist PPC Campaigns that include lots of dental negative keyword examples and ideas for finding more.

5) Advertise On Google Maps

More and more people are going right to Google Maps to find a new dentist near their home or work.

All dentists should be working hard to make sure they are showing up organically (free) on Google Maps.  To do so, a dentist needs to create a Google My Business listing and make sure they have a local presence on their website and other websites.

Learn more about ranking higher in Google Maps in this article from ThriveHive How to Rank Higher on Google Maps

The good news is beyond the organic listings have the ability to pay to be seen in Google Maps.  That’s right dentists can now also advertise directly in Google Maps through the Google AdWords interface.

Here’s what a dentist needs to do show up on Google Maps.

1) Set Up Google My Business

2) Link Your AdWords Account With Your Google My Business Listing

3) Enable Location Extensions

Learn more about advertising on Google maps and associated costs in this article Google Maps Advertising Costs

 6) Take Advantage Of Google Remarketing

By now you are familiar with those pesky ads that follow you around the internet.  You know. You look at a blender for two minutes and now wherever you go on the internet you see an ad for the same blender.

You are probably seeing the ad for the blender because the merchant is taking advantage of Remarketing via AdWords.

For sure, remarketing can be done badly but it can also be done well and done extremely profitably.

For sure dentists should be careful about HIPPA, but dental practices can consider remarketing to convert dental patients before they go with a competitor or go ahead and do nothing.

Google Remarketing Ads are extremely cheap and can be a great way to remind a dental patient to go ahead and make an appointment or contact your dental office.  Just be sure to keep the ads generic to stay out of trouble with HIPPA. (dental practice ad not dental procedure ad!)

7) Write Great Dentist Google Ads

Speaking of ad content, it is critical that dental practices spend energy to make sure their Google Ads stand out from the crowd.

Here are some tips for writing great Google dentist ads.

  • Create Ads That Are Super Relevant (someone searching for dental implants better see the phrase “dental implants” when they see your ad.
  • Use Emotional Triggers – Your ad should not just be about the facts. Talk about beautiful smiles, calm experience or other concepts that get to the dental patients’ emotions.
  • Use Ad Extensions –  “Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more” SOURCE:
  • Write Fun, Interesting  Headlines – If your Google ad headline looks like every other ad on the page, try again.  Make your Google ad headline interesting so you stand out from the crowd.

8) Create Relevant Ad Groups

It is super important to make sure your Google ads are relevant. The more relevant your ads are the more clicks you will probably get.

The best way to make sure your ad includes relevant keywords is by making sure similar keywords are grouped together in particular ad groups.

For instance, all dental implants keywords should be in the dental implant ad group. All teeth whitening keywords should be in the teeth whitening keywords ad group.  That way all of your teeth whitening ads will trigger for teeth whitening keywords and all of your dental implant ads will trigger for dental implant related keywords.

9) Create Dental Landing Pages

Have you ever clicked on Google ad and been presented with a web page that has almost nothing to do with the problem you were looking to solve?  Turns out most humans hate that.  When we don’t get what we are looking for we immediately click away.

An irrelevant landing page is terrible for the advertiser for two reasons. 1) They just probably wasted $5-$15 on a Google ad click.  2) Google sees your ad/page is irrelevant and charges you more money next time and give you worse ad placement.

Make sure if you someone clicks on your dental implant ad they see a dental implant related landing page.  If the prospective dental patient needs to guess if you really do the thing they want, you can assume they will click away and find a dentist with a clear landing page.  You will waste money on the click and send a signal to Google that your dental website is not relevant for that keyword phrase.

10) Advertise In The Right Location

Dental patients don’t want to travel 30 minutes to get to your dental office.  Lucky for you AdWords allows you to create radius so only people near your dental practice location will see your Google ad.

11) Answer Your Darn Phone

We said it in other places in this post and throughout this website but we’ll say it again.

During business hours you must answer your phone.  Front office staff need to be trained you paid lots of money for the phone to ring and you will lose lots of money and they don’t treat the prospective dental with a warm, caring, welcoming attitude.

If you don’t improve the way you work with new dental patients, Google AdWords probably won’t work for your dental practice. (that’s actually our best AdWords tip for you!)

Check out other Google AdWords For Dentists Articles 

More Dental Patients With AdWords Texting

Dentist Ads In Google Maps w/ AdWords

Dentist AdWords Tip – Get More Good Reviews!

ConversionSmiles is a dental patient marketing company.

Need a list of great dental keywords? Check out this post top trending dental keywords