How a dental clinic cut its cost per new patient from 190 dollars to under 95

The clinic had run Google Ads for two years and accepted a 190 dollar cost per new patient as the price of growth.

Bookings were flat while spend kept creeping up. The previous agency reported clicks and impressions, never patients.

Conversion tracking counted every form view as a lead, so the account was optimizing toward the wrong signal.

Search terms showed money going to jobs, salaries, and do it yourself queries that would never book an appointment.

Every ad pointed at the homepage, which mentioned twelve services and asked visitors to figure it out themselves.

Rebuilt conversion tracking so only booked appointments and qualified calls counted.

Built a negative keyword program from twelve months of search term data and kept pruning weekly.

Created one landing page per service, each with a single booking action, matched to its own ad group.

Cost per new patient dropped from 190 dollars to a range of 75 to 95 within ten weeks.

The clinic now adds patients at roughly half the old cost, and the reporting shows patients, not clicks.