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How a $6,560 Ad Spend Turned into 189 Dental Leads for Fallowfield Dental

Discover how our Google Ads campaign helped Fallowfield Dental attract 189 new patient inquiries, cutting their cost per lead by 66% and delivering a 5.2x ROI.

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The Problem

Fallowfield Dental, a family-focused clinic based in Barrhaven, Ottawa, partnered with us to increase patient bookings through Google Ads.


Their primary goals were to promote their acceptance of the Canadian Dental Care Plan (CDCP) and attract both high-ticket and low-ticket patients. By nurturing relationships with patients through low-cost services such as teeth cleaning, Dr. Mohamad Issa aimed to build long-term value (LTV) with clients, ensuring repeat visits for more critical dental treatments.

Dr. Mohamad Issa at Fallowfield Dental’s Barrhaven clinic.

Before working with us, they faced difficulties with social media marketing, traditional ads, and an in-house Google Ads manager. As SEO was a long-term play, PPC became a key strategy to bring in patients while they waited for SEO to take effect.

Their main issues were:

  • Fierce competition: Fallowfield Dental struggled to compete with other local clinics, especially given its non-central location in Barrhaven.
  • Previous ad inefficiency: Despite spending $17.7k on their in-house Google Ads, their cost per conversion was a staggering $130, leading to only 136 conversions.
  • Urgent need for short-term results: Dr. Issa needed patients quickly, and traditional marketing methods like social media and radio ads weren’t delivering enough.
  • Targeting both high and low-ticket patients: The clinic wanted to attract families, CDCP clients, and patients with high-value needs, like Invisalign and dental implants.

Our Solution

1. Implement Conversion Tracking

One of the most critical steps in launching the campaign was implementing conversion tracking. We needed to track every action potential patients took—whether it was clicking on an email, making a phone call, or submitting an appointment request form.

  • Tracking ROI: Conversion tracking allowed us to measure the direct ROI from the campaign, enabling Fallowfield Dental to see the tangible results from their ad spend.
  • Google Optimization: This data helped Google’s algorithm identify which user actions led to phone calls and appointment bookings, allowing it to optimize ads for similar users, improving results and lowering costs.

Homepage showing key conversion actions like booking, calling, and emailing.

Google Tags tracking actions like calls, form submissions, and emails.

2. Google Ads Creation

With conversion tracking in place, we developed a targeted ad strategy using a combination of Search Ads and Performance Max Ads:

  • Search Ads: These were used to directly compete with other local dental clinics running search ads, the most common type of Google Ad.
Google Search Ad we created to target ‘CDCP Dentist Ottawa’.
  • Performance Max Ads: These were designed to target mobile users across multiple Google platforms (Google Maps, YouTube, etc.), driving traffic to the clinic’s mobile-optimized website.
Mobile-targeted ad from the Performance Max campaign.
  • Service-based ad groups: We ran ads for a variety of services, such as general dentistry, CDCP acceptance, dental emergencies, cosmetic services (Invisalign, veneers), and others. Each service had its own ad.
  • Radius Targeting: To avoid no-shows and ensure that we attracted patients within a reasonable distance, we used Google’s radius targeting feature. This allowed us to show ads only to people within a defined area around Barrhaven.
Targeting radius for ads focused on the Barrhaven area.

3. Google Ad Optimization

After launching the ads, ongoing optimization was key to drive down the cost per conversion:

  • Search Term Monitoring: We closely monitored search terms and added negative keywords to filter out irrelevant searches, such as those looking for competitors or general dental advice.
Negative keywords added to improve ad spend efficiency.
  • Ad Copy Adjustments: Headlines and ad descriptions were regularly reviewed and adjusted. We replaced underperforming headlines and copies to increase click-through rates.
  • Turning off low-performing ad sets: We tracked the performance of each service-based ad group and turned off those that weren’t converting. This allowed us to allocate more budget to ad sets and services that were driving the better quality leads.