Top 10 Cosmetic Dentist Google Ads (kind of!)

First, there is absolutely nothing scientific about this blog post.  We randomly did Google searches in 10 cities and found the best performing cosmetic dentist Google ad in each city.

Here’s why this post is crazy unscientific.  We did the searches in late December – some dental practices might be taking time off or might have been overbooked and decided to pause the Google AdWords campaigns.    We did the searches during different times of the day – some dentists might have already exceeded their AdWords budget or might start the ads later in the day.  We did the Google searches from a laptop.  Some dental practices might have the dentist AdWords campaigns set up or optimized only for mobile devices.  We did our Google searches from one city but used remote servers to show local Google search results.   This “local server” technique seems to work well usally but might not be perfect.

So, with that said, the “Top 10 Cosmetic Dentist Google Ads” below should really be more of an indication of “what might work and seemed to be working in different cities at different times”.  Also, keep in mind, a not-so-smart dentist AdWords management company could be bidding ridiculous amounts of money guarantee the top position for their dental practice clients.  Unfortunately, just throwing money at AdWords won’t work in the long term if prospective dental patients don’t click on the Google ads and become profitable dental patients.

Google Search Term: “Cosmetic Dentist”

Location: New York City, New York

No surprise the AdWords manager responsible for this Google ad includes the words “Cosmetic Dentist” in the first three words of the ad.  Simply using the term “cosmetic dentist” makes the Google ad incredibly relevant to the prospective dental patient and the Google robots.  In fact,  the AdWords manager uses the term “cosmetic dentist” a second time in the headline and a third time in the first line.

The AdWords manager is also smart to indicate the dentist is an “expert” in “cosmetic and implant dentistry”.  “Expert” is a small 5 letter word that tells a big story in a Google dentist ad. The AdWords manager is also smart to indicate they have “5 star reviews” which builds credibility and to offer a “complimentary consult” which gets ad clicks.

Finally, the dentist AdWords manager is smart to use Google ad extensions to show services and offer more information with site links.

Google Search Term: “Cosmetic Dentist”

Location: Palm Beach Florida

It is hard to imagine how competitive cosmetic dentistry is a place like Palm Beach,  FL.  The place is filled with recent retirees want to look and feel younger.   The top Google ad we saw for the term “cosmetic dentist” started with an offer for $1,000 off!  That’s certainly one way to get Google clicks and may well have helped earn this dentist the top position in the Google results.

We also like the phrase “transform your smile” – this really hits on an emotional level and implies not only fixed teeth but a better smile and maybe a better life.   This AdWords manager only uses the exact phrase ‘cosmetic dentist’ in the URL.  Taking advantage of the display URL is a pro move missed by many dental AdWords managers.  They never use the specific phrase “cosmetic dentist” in the rest of the ad but they do use the phrase “cosmetic dentistry” which technically includes all the same letters as “cosmetic dentist.” This apparently is enough to make the Google dentist ad relevant to both prospective dental patients and the Google robots.

You will notice this top placed Google ad also takes advantage of ad extensions to show services and site extensions to offer up relevant pages on the dentist’s website.   This is a smart way to take advantage of more real estate on the Google search results page and does not cost a penny more.   Smart dentist AdWords managers take full advantage of every bit of space they can….

Google Search Term “Cosmetic Dentist”

Location: Charlotte, North Carolina

Looks like things weren’t too competitive when we did our Google search in Charlotte, NC.    The Google ad is pretty simple but does do one very smart thing and includes the search phrase “cosmetic dentist” in the headline of the Google ad to make it relevant to Google search and the Google robots.   This seems so obvious but it is amazing how many dental AdWords managers completely forget or ignore this basic AdWords technique.

We also like the line “Make Your Smile Beautiful” which hits on an emotional level and “Free Consultation” which is sure to help get some clicks.   The headline (the big blue top line) does not have any meaningful message or call to action.  A little more work on this ad and the dentist will be sure to pay a lot less per click.  If the dentist is paying a professional to manage their AdWords account they might want to consider other options.  We also wish the AdWords manager would take advantage of the display URL to increase relevance and click through rate.

Google Search Term:  “Cosmetic Dentist”

Location:  Detroit Michigan

When we searched for “cosmetic dentist” in Detroit, MI we found this short and sweet Google ad with the headline “Your One Stop Solution”.    The ad headline is OK but we really like the phrase in Line One – “Beautiful Smiles Only A Call Away”.  Google searchers are looking for instant gratification and this language should entice phone calls and Google ad clicks.

Once again though we wish the AdWords manager would take advantage of all the space provided by the AdWords system.  We would love to see a LIne Two and the use of ad extensions to increase relevance and click through rate.  They are smart to add “dentist” the display URL but why not make the display URL say….   “/cosmetic_dentist” ????

Google Search Term:  “Cosmetic Dentist”

Location:  Atlanta, Georgia

The top Google advertiser in Atlanta, GA is doing a nice job of using the ad headline effectively.   “The most up-to-date techniques” is a great way of saying the dental practice is well equipped to help a dental patient transform their smile in a modern way.

Plus, they were able to get the relevant keyword phrase “cosmetic dentist” in there as well.  We also like that the dental practice takes advantage of a lot of Google ad real estate and emphasizes the softer things like “personalized care” and a “relaxing atmosphere”.

Finally, we love that the AdWords manager takes advantage of the extra space provide by site links and give the dental patient an opportunity to “make an appointment” and view other important pages.

Google Search Term:  “Cosmetic Dentist”

Location:  Brooklyn, NY

This dental practice in Brooklyn, NY is brilliant to use the phrase “rediscover your smile” in the Google ad headline.  All of us once loved our smile and the dentist is using this fact as an emotional trigger to remind the prospective dental patient that they can love their smile again.   “Creating New York’s Most Beautiful Smiles” is also terrific language helps send the message that this is not your ordinary cosmetic dentist.

Finally, we like the AdWords is being really smart about how they are using site links.  Perhaps, nobody will ever click on the “State of the Art Office” or “Media & Press” but both site links send strong messages again that this is definitely not your ordinary cosmetic dentist.

If we have one piece of advice for any dentist AdWords manager, it is “make sure your Google ads are not ordinary. Make sure the dental practice does not come off as ordinary!”

Google Search Term:  “Cosmetic Dentist”

Location:  San Francisco, CA

Really, San Francisco? We expected more.  The ad headline uses the term Cosmetic Dentist (thank God!) but otherwise it completely misses the opportunity to create interest.

Line One is fine as it uses keywords like “whitening, veneers, implants” and tries to build credibility by saying the dental practice is “highly rated by clients”.    Unfortunately though, this Google dentist ad is completely void of emotion.   People buy things because of emotion.  People click on Google ads because of emotions!  This AdWords manager would be well advised to test some dentist ads that include emotional triggers to increase click-through-rates and reduce costs.  It is incredibly likely that this ad is rose top because they are paying way more than the other dentists advertising on Google.

(You might also be interested in this article 5 Reasons You Should Fire Your Dentist AdWords Manager)

Google Search Term:  “Cosmetic Dentist”

Location:  Los Angeles, California

We are fascinated by this Google ad running in Los Angeles because despite the fact it does not use the word “cosmetic dentist” a single time it was still the top ad in the Google search results for the term “Cosmetic Dentist”.   Instead,  the AdWords manager is focusing on the term “Veneer” which is used an astounding 8 times.   The ad is so professionally designed that we will assume the AdWords manager knows better than us and is very deliberately not using the term cosmetic dentist in the ad.  It could be that the people of “Tinsel Town” are so sophisticated about cosmetic dentistry that they understand that veneers are exactly what they really want.   If using the term is relevant to the audience and gets a high click-through rate that is really all that matters.  It also could be that the Google robots consider “veneers” to be a close variant of the term “cosmetic.”

One thing is for sure.  This dentist AdWords manager knows exactly what they are doing.  Notice the Google is using 8 lines of text hitting lots of hot buttons like “free”, “memory foam chairs”, “same day visits”, “3d visualizer”, “Veneer financing” and “veneer experts”.

Google Search Term:  “Cosmetic Dentist”

Location: Chicago, Illinois

Chicago thinks cosmetic dentistry is an emergency?  How this Google ad was the top ad is beyond us.  It is a decent ad but the ad headline of “Emergency Dental” is clearly a mistake for the keyword “cosmetic dentist”.   Unless the dentist is spending “stupid money” on the ad it won’t last long as it won’t get a high click-through rate and will eventually fall to the bottom of the page as it should.

We hope East Village Dental Centre sees this (very helpful!) post and makes the appropriate fix to the Google ad so it is more relevant someone searching for a cosmetic dentist.    If their dentist AdWords manager doesn’t do the smart thing, they should expect their competition will soon.

Google Search Term:  “Cosmetic Dentist”

Location: Boston, Massachusetts

Boston, the home of Tufts University, has a near perfect Google dentist ad.  First, as usual, we like that the headline includes to term “cosmetic dentist”.  The headline could be better but there is an argument that using the dental practice’s real name builds trust as it is the dental practice name is not included in the domain name in this case.  Next, we love how the display url is being used perfectly — /dental-services/cosmetic.

The phrase “masters of aesthetic dentistry” telegraphs that cosmetic dentistry is not an afterthought for this dental practice.   We also like “creating beautiful smiles” which triggers emotion and creates interest.  We have talked much about “Call To Actions” in this post but “Call today!” is a great one.  It sends a message that dental practice is ready to accept new patients and inviting phone calls.  Seems obvious but it is the little things that can make a big difference in Google ads.

If you are from Boston, you know being voted “Best of Boston” is a high hone and they are smart to call that out using the “Call Outs” Google ad extension.   The AdWords manager also effectively uses Site Links to bring attention to “patient stories” and specific cosmetic dentistry services.

Finally,  we think it is very smart to include the actual physical address in the Google ad.  Someone might be searching from the outskirts of Boston with a Boston IP address but have no interest in actually going into the “big city” for a dentist appointment.  Including the address creates a deterrent from clicking the ad for someone not willing to go into Boston and enticement for someone who actually wants a downtown Boston dentist.

So, now that we’ve looked at some of the top cosmetic dentist Google ads, what have we learned?   First,  it should be very obvious that 8 out of 10 of the top Google ads included the actual search terms in the Google ad headline.  One did not but it was obviously a mistake — “emergency dentist” and the other was from LA and they understand “cosmetic dentistry” in a way the rest of the world never will.

We also learned that using up all the space the AdWords system gives us is a great idea.  Display URLs and Ad Extensions are our friends and don’t cost a penny more.

Finally, dentists that use emotions, relevance and stand out from the crowd perform well.

ConversionSmiles is a dental PPC management company.  Want to learn more about setting up dental AdWords campaigns?  Check out this page Dentist AdWords Set Up From A-Z



Dentist Google Ads Review “Dentist Office” – Pittsburgh, PA

dentist office Google Office

Pittsburgh, PA is known for being the “steel city”.  Today, we look at how the good dentists of Pittsburgh, PA are using Google AdWords to advertise their dental practice to find new dental patients.  Specifically, we are looking at how they are advertising for the fairly generic keywords “dental office”.

First, we see an ad for The Dentistry Pittsburgh Dentist & Sleep Dentistry John E. Tiano DDS, PPC and Associates.  Location, Location, Locations

The first thing we notice about this Google Ad is it only mentions the dental practice’s West Mifflin office.  That’s OK but when we looked at the dentist’s website, it turns out they have dental offices in Irwin, Greentree, Monroeville, Wexford, Natrona Heights, Pleasant Hills and West Mifflin.   Wow! They have a whole bunch of dental offices and can serve a lot of dental patients. That’s usually a clear advantage in AdWords. They could telegraph their size by simply adding the phrase “multiple locations” to their Google Ad or they could get even more sophisticated.

AdWords Sitelink Extensions

Google AdWords allows a dentist to use sitelink extensions to bring customers to specific pages on a website.  This dental practice could set up site extensions in AdWords for each town they serve.   This would be a great way to help make sure the dentist ad resonates better for people searching in those areas.  Plus, it would make it obvious to the searcher that this a bigger dental practice that likely has the capabilities to serve their specific needs.   You can learn more about sitelink extensions directly from Google.  How to add sitelink extensions.

Of course, using sitelink extensions for locations requires a landing page for each specific location.  This will be a little bit of work one time but should pay dividends in the future.  Dentist AdWords campaigns are getting more and more expensive. Dentists need to do everything they can do to win. The best converting dental related keywords are super competitive and will become even more competitive in the future.

Otherwise, we like that this Google ad tries to differentiate the dental practice by promoting their sedation dentistry services.   We recommend that the dental practice uses even more of an emotional trigger to relate to dental patients who fear going to the dentist.   Something like “Lose Your Fear of Dentists And Get Back Your Smile!”

Clickable Offer?

The next dentist Google ad we will look at is from South Hills Dental Arts.  First, we are intrigued by the line “Your Trusted Local Dentist – $99 Teeth Whitening for Life‎”  The “$99 Teeth Whitening for Life” line probably helps get some ad clicks but we don’t understand how “$99 teeth whitening for life” could really be sustainable for the dental practice or completely accurate.  We think many dental patients might also question what the $99 offer actually means.   Perhaps, not great to have a questionable offer directly after writing “Your Trusted Local Dentist.”  Just saying….

We do like that this dentist ad takes advantage of Google callout extensions to highlight that the dental practice has two locations.  This gives the Google ad 5 full lines of text as compared to the top Google ad which only has three lines of text.  You can learn more about using callout extensions in AdWords directly from Google.  Use callout extensions

Once again, these dental Google ads help show us how powerful ad extensions can be to increase relevance and increase ad real estate.  The bonus is that using ad extensions can actually improve Ad Rank!  (placement of the Google ad)

At ConversionSmiles, we NEVER click on Dentist Google ads!  We want to save dentists money not waste it on unnecessary clicks. We also provide friendly SEO links to dental practices to help new patients find your dental practice with organic search.  (not a bad thing to have a link from a website that mostly talks about dentist stuff!)  Learn more about our professional Dentist AdWords Management

Dentist Google Ads Review – Cincinnati, OH

Oh Ohio, how do you do with Dentist AdWords management?  Looks like dentists in Ohio are pretty nimble with the ol’ AdWords interface.  Today,  we look at ‘family dentist’ Google ads running in Cincinnati, OH. (Cincinnati Trivia: Jerry Springer paid for a prostitute by check while mayor of Cincinnati!) 

Oh, We Love Keywords in Dentist Google Ad Headlines

The first dentist Google ad we look at is from Afinia Dental

Of course, we love that this dentist using the term ‘family dentist’ right in the headline of the Google ad. It is so simple.  When people search for a search term in Google their eyes are drawn to ads that include that search term.  They more likely to click on that search term. Why dentists don’t always include the search in the Google ad headline is a mystery.

We also like the term ‘expert family dentist’.  Not sure exactly what that means.  But, would you rather be seen by a regular old ‘family dentist’ or an ‘expert family dentist’? If I need a dentist for my family, I’m going to click on the ‘expert family dentist every time.

We also love that they say “No wait”.  In just two words they tell the Google ad reader – ‘we respect your time, we honor your time, we are not going to mess with you.

This dentist ad also effectively uses Google ad extensions to be the most prominent ad in the Google search results.  6 lines of text and they are likely paying less than some much shorter dentist Google ads that are less relevant and less useful.

Next, we see a dentist Google ad from Martinez & Martinez Family Dental Care  Mason, OH  Mason, OH (50 minutes away)

A Short, Sweet & Empty Google Ad

Where’s content in this ad. Sure, it has the term family in the Google ad headline, that’s good.   But otherwise,  this dental practice or dentist AdWords management company simply does not seem to be paying attention.   There is nothing ‘clickable’ about the headline.  The dentist practice is simply using the name of the dental practice and the website address for the ad headline.  In the world of dentist AdWords management, that’s like begging to not be clicked.  The blue headline should include something highly relevant. Plus, the headline should try to include a benefit or emotional hook. Something!

Even worse, we searched for ‘family dentist’ in Cincinnati and Mason Dentistry seems to be in Mason, OH about 30 minutes away.   If nothing else, this dentist should use some of that empty space in their Google ad to indicate they are in Mason.  Doing so could scare away some expensive clicks from people in Cincinnati who have no interest in traveling to Mason to go the dentist.

Dentist Google Ads Do Well With Emotional Hooks 

Finally, we have a dentist Google ad from Meuselbach Family Dental  in West Chester Township, OH

This dentist Google ad is ok but lacks an emotional hook. The ad also tries to throw the kitchen sink at the Google searcher with everything from implants to veneers. We would love to see something like “We treat your family like… family!”  Or maybe something like – “Families Love Our How We Much We Care”.  If someone is searching for “family dentist”, it might make sense to talk to that selling point, right?

AdWords is an amazing marketing tool for dentists.  Dentist AdWords managers need to use all of the power of AdWords to get great ad clicks and conversions to help dental practices grow.

At ConversionSmiles, we NEVER click on Dentist Google ads!  We want to save dentists money not waste it on unnecessary clicks. We also provide friendly SEO links to dental practices to help new patients find your dental practice with organic search.  (not a bad thing to have a link from a website that mostly talks about dentist stuff!)  Learn more about our professional Adwords Management for Dentists



Google Dentist Ad Review – Dentist Near Me Bayonne, NJ

In New Jersey, folks search Google in all kinds of interesting ways including “show me dentists”, “I need a dentist now” and other Google searches we can’t show here.   Of course, New Jersey residents also search Google in more common ways.  Today, we will focus on Bayonne, NJ and the Google search term “Dentist Near Me”.

The first Googe ad we see is from True Dental Care which is actually located in Jersey City, NJ.

The interesting thing about this Google ad is the dental practice actually uses the Google search term “dentist near me.”   The term “dentist near me” isn’t really very compelling or clever.  However, the phrase is SO relevant to the user and Google robot that it is helping this dental practice get #1 placement in Google.   The one downside of how this dentist is using AdWords is this ad is actually for a Jersey City dentist but is showing for someone searching for a dentist in Bayonne.  That’s fine because both places are relatively close but we would recommend the dentist also specifically indicate their dental office is in Jersey City.  That way the dental practice can avoid clicks from people who really want to stay in Bayonne.  The dental practice can also set up Google AdWords to only show the Dentist Near Me ads in very specific locations.

We also like the ad from Platinum Dental Group.   The first thing we like about this Google ad comes at the end of the ad.  The dental practice effectively uses location extension to scream out “YES WE ARE IN BAYONNE. YES WE ARE REALLY NEAR YOU!”  Smart dentist use AdWords ad extension to show their location in order to deter patients who are too far and attract patients who are nearby.  You can learn more about how dentists can use location extensions directly from Google..  We also like the Google Ad Headline “Looking For A Dentist”.  This is a very simple headline but is acknowledging “are you in process of searching for a dentist? we’re here to help”.   Otherwise the ad has much of the standard stuff.  It is decent.  But, we recommend the dentist try use more emotional triggers and a stronger call to action.

At ConversionSmiles, we NEVER click on Dentist Google ads!  We want to save dentists money not waste it on unnecessary clicks. We also provide friendly SEO links to dental practices to help new patients find your dental practice with organic search.  (not a bad thing to have a link from a website that mostly talks about dentist stuff!)  Learn more about our professional Adwords Management for Dentists

Dentist AdWords Review – Vermont Google Ads Review

Vermont is a beautiful New England state where you might think there is one dental practice per town and no heavy competition in Google AdWords. That’s certainly not true in a place like Burlington, VT. (Pro Tip – Many people think Burlington is the capital of Vermont. Truth is Montpellier is actually the capital. And now you know!)

The first Google ad we see is from Green Mountain Sedation & General Dentistry. This Google ad is fine but not exactly awesome. The dental practice is probably spending more money than necessary to achieve this first place position.

Use Emotions and Benefits in Google Ads

First, using the term ‘Green Mountain Dental’ is OK. At least, the searcher knows this is a local Vermont dentist so that’s good. However, in general, we don’t like how the Google ad headline is being used in this dentist ad. Look at just the top line in blue which is called the headline. How “clickable” and interesting is the headline “Green Mountain Dental –”? Not very, right? The dentist should be using the headline to show they are highly relevant to the Google search, to show they show a benefit or to evoke an emotion. One problem with this Google ad might be a technical one. It is unlikely the dentist actually added their full domain in the headline – instead, it was probably added by default by Google because there was extra space in the ad headline. The rest of the Google ad is fine but unfortunately very typical without strong emotion or a unique value proposition. We do like that the dentist is using ad extensions like “dental services”, finance options”, “request an appointment” and “doctors & staff”. Google ad extensions are a great tool within Google AdWords to help get clicks and create interest from prospective dental patients with stuff that might not otherwise naturally fit in the Google ad.

The other thing we would like to see in the Google ad is a reference to Burlington or maybe even South Burlington or even the street address. Providing more location information helps the dental patient decide you are a perfect or decide your dental practice is too far so they don’t click on the Google ad and you don’t waste your money.

Finally, we don’t think it usually important to have the full name of the dental practice in the Google ad but in this case since (according to their website) , the full name is Green Mountain Sedation & General Dentistry that might be a great way to further promote that the dental practice also specializes in sedation dentistry. Or maybe don’t, if that might scare away some people not interested in sedation dentistry. The only way to know for sure is to run multiple Google ads and test in Google AdWords over time.

Promote Local, Promote Hours in Google AdWords

The next ad is from Essex Family Dental. Couple things we love about this dentist Google ad. First, the ad is promoting the dental practice is open until 7pm and on Saturdays right in the Google ad headline. This does a couple important things. First, it obviously attracts clicks from patients looking for dental service at night and on Saturdays. It also should detract clicks from patients looking for service until 9pm or Sundays. But even more important is something subtle that is going on with this dentist Google ad. Effectively, by promoting the extra hours, the dental practice is saying “WE ARE PATIENT FRIENDLY AND WE CARE ABOUT YOUR SCHEDULE AND YOUR LIFE.”

Essex Family Dental - Ad 2

We also like that the dentist is making it clear that their dental office is in Essex. Adding the word Essex is likely to get more clicks (and impressions) from Essex area prospective dental patients and fewer clicks from people who think Essex is not close enough. Simply adding the one word Essex is a great way the dental practice is maximizing their AdWords budget. We also like that this dental practice is taking advantage of the Ad Extensions in AdWords and attracting more clicks with language about affordable payment plans, dental emergency, etc. This dentist Google Ad could use a little more of an emotional trigger but otherwise it is pretty good.