BrightSmile Dental · Medical & Healthcare · Google Search Ads
From 20 to 37 Conversions in 1 Month on the Same Budget
Cutting Cost Per Lead by 47% and Nearly Doubling Conversions Through Structured Google Ads Optimisation
December 2025 → January 2026: A real-world breakdown of how Brandlytics transformed a dental practice's Google Ads account.
The Foundation
A full-service dental practice in a competitive metropolitan area specializing in Veneers, TMJ therapy, and cosmetic smile designs.
Grow monthly patient consultations through Google Ads while driving cost per lead down to a sustainable threshold without adding extra budget.
The Problem
High Cost Per Lead ($357.06) & Weak Search Intent Alignment
In December 2025, the account was spending $7,141.27 while producing only 20 conversions at an unsustainable $357.06 CPL. Loose keyword match types and passive ad messaging drained budget on low-intent clicks.
Diagnosis
Key Challenges We Uncovered
Broad Match Keyword Waste
Campaigns captured informational searches instead of patients ready to book consultations.
Unstructured Ad Groups
Veneer campaigns lacked dedicated smile design ad groups, causing low Quality Scores.
Passive Ad Messaging
Ad copy lacked benefit-driven headlines, location signals, and urgent calls-to-action.
Our Strategy
4 Moves. Massive Impact. Zero Extra Budget.
Cut waste by systematically adding negative keywords and protecting budget for high-intent traffic.
Crafted benefit-led headlines with stronger CTAs and location callouts to boost click-through rates.
Shifted ad spend directly toward top-converting campaign structures.
Refined Maximize Conversions bidding tied to milestone performance targets.
Granular Analysis
Campaign Breakdown & Performance
Campaign 1: Veneers → Veneers Smile Design
1 Month, 3× the Results. One campaign restructure changed everything.
| Metric | Before | After ↗ |
|---|---|---|
| Conversions | 9 | 26 |
| Cost Per Lead | $394.48 | $139.21 |
| Cost Per Click (CPC) | $7.14 | $5.07 |
| Conversion Rate | 1.81% | 3.64% |
| Monthly Spend | $3,550.36 | $3,619.44 |
Improvements Made
Campaign 2: TMJ Campaign
Steady. Efficient. Reliable. Same conversions. Less spend. Better rate.
| Metric | Before | After ↗ |
|---|---|---|
| Conversions | 11 | 11 |
| Cost Per Lead | $321.13 | $307.19 |
| Cost Per Click (CPC) | $12.89 | $13.68 |
| Conversion Rate | 4.01% | 4.45% |
| Monthly Spend | $3,532.42 | $3,379.09 |
Results
Full Results: Before vs. After
| Metric | Before | After | Impact |
|---|---|---|---|
| Impressions | 23,318 | 26,538 | ↑ +13.8% Increased Visibility |
| Clicks | 778 | 961 | ↑ +23.5% Higher Engagement |
| Click-Through Rate (CTR) | 3.34% | 3.62% | ↑ Improved Relevance |
| Avg. Cost Per Click (CPC) | $9.18 | $7.28 | ↓ -20.7% More Efficient Clicks |
| Total Conversions | 20 | 37 | ↑ +85% Conversion Growth |
| Total Spend | $7,141.27 | $6,998.52 | ↓ -2% Lower Spend (Same Budget) |
| Cost / Conversion (CPL) | $357.06 | $189.15 | ↓ -47% CPL Reduction |
| Conversion Rate | 2.57% | 3.85% | ↑ +50% Relative Rate Gain |
What This Proves About Our Approach
+85% Conversion Growth
Conversions nearly doubled from 20 to 37 in a single month without increasing ad spend.
47% Lower Cost Per Lead
CPL cut from $357.06 to $189.15 — delivering significantly more value per dollar invested.
Platforms & Tools Utilized
“In just 30 days without spending a single extra dollar, Brandlyticss nearly doubled our patient inquiries while cutting our cost per lead in half.”
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