Dental PPC
PPC for dentists, priced against what each treatment is worth
Google Ads for implants, aligners, emergency appointments and new patient registrations, built within healthcare ad policies and judged by booked consultations rather than clicks.
- Campaigns split by treatment
- Healthcare ad policies respected
- Ad spend paid to Google
Quick answer
ProntX manages PPC for dentists across the UK. We build Google Ads campaigns per treatment, set bids against what each patient is worth, filter out searches you cannot serve and track every call and form to booked consultations. Dental PPC management starts from £450 a month, with ad spend paid directly to Google and no lock-in.
Dental PPC works when the maths works: a click on “dental implants” can cost several times more than a click on “dentist near me”, but an implant patient can be worth many times more too. ProntX runs PPC for dentists by treatment, so every campaign has its own budget, its own landing page and its own target cost per consultation, set against the value of the work.
When dental PPC makes sense
Paid search suits practices with spare capacity for high-value treatments, new practices that cannot wait for organic rankings, and clinics in competitive areas where the map results are crowded. It is also useful for testing demand for a new treatment before investing in a full content programme.
When it usually does not
If your book is full for routine care and you have no private treatments to grow, PPC will mostly buy enquiries you cannot serve. In that case we would point you to SEO for dentists and reviews instead, or pause until you add capacity. Rolling monthly terms make that an easy decision.
Campaign structure
How should a dental Google Ads account be structured?
By treatment and intent, not one campaign with every keyword in it. Separating campaigns lets you spend more on the work you want and less on the work that fills itself.
| Campaign | Example searches | Landing page | How we judge it |
|---|---|---|---|
| Implants | dental implants cost, single tooth implant near me | Implant page with fees from, finance, clinician and consultation booking | Cost per attended consultation |
| Aligners and cosmetic | Invisalign near me, composite bonding price | Treatment page with photo consent cases and fees | Cost per booked consultation |
| Emergency | emergency dentist today, broken tooth dentist | Emergency page with same-day fee and phone number | Cost per answered call |
| New patients | private dentist accepting new patients | Registration page with plans and membership fees | Cost per registration |
| Brand | your practice name | Homepage or booking page | Protecting your name from competitor ads |
Each campaign runs on its own schedule. Emergency ads can run early and late if someone can answer the phone; consultation campaigns can run all day because people fill in forms in the evening. Campaigns are limited to a realistic travel distance, which for implants can be wider than for check-ups.
Ads in Google Maps and calls from the results page
Linking your Google Business Profile to the ads account adds your address and distance to search ads, and can show your practice as a promoted pin in Google Maps, which matters for emergency searches made on the move. Call assets let a patient ring the practice straight from the ad. We usually test Performance Max cautiously for dental accounts, because it blends search, display and video placements and can be hard to control; for most practices, well-built search campaigns with strong negatives do the heavy lifting.
Wasted spend
Where do dental PPC budgets usually leak?
On searches the practice cannot serve, on clicks from too far away and on traffic sent to a page that does not answer the question. Most audits we run find all three.
Searches we usually exclude
- NHS-only searches for a fully private clinic
- Dental nurse jobs, courses, training and careers
- DIY and home remedy searches for toothache
- Overseas treatment and “teeth abroad” searches, unless you offer corrective work
- Free, cheapest and voucher searches that do not fit your pricing
- Searches for treatments you do not provide
Settings that quietly cost money
Broad match with no negative keywords, location settings that include people merely interested in your area rather than located in it, the search partner network left on by default and ads sent to the homepage. We also watch automated bidding closely in the first weeks: it needs accurate conversion data to work, and a practice that counts every page view as a conversion will train it to buy the wrong clicks.
Search terms are reviewed weekly and negatives added as patterns appear.
Policies
What Google Ads rules apply to dental advertising?
Google’s healthcare and personalised advertising policies, the CAP Code and GDC guidance all apply. Most standard dental treatments can be advertised, but targeting and wording are restricted.
Targeting
Health is a sensitive category
Google’s personalised advertising policy restricts health advertisers from using features such as uploaded customer lists and lookalike-style audience expansion. Campaigns rely on search intent and location rather than patient data.
Treatments
Prescription-only medicines
Anti-wrinkle injections and other prescription-only treatments cannot be advertised to the public in the UK. If you offer facial aesthetics, ads promote a consultation with a clinician, not the medicine.
Copy
Claims need evidence
Ad text states facts such as fees from, finance available or clinician experience. No outcome promises, no unprovable superlatives and “specialist” only for GDC specialist list dentists. Your compliance lead approves ad copy before launch.
Tracking
How do you know if dental PPC is profitable?
By counting booked and attended consultations, not form fills, and comparing their cost with what those patients go on to spend. We set that up before spending your first pound.
Calls from ads and from the website are tracked with their duration, so a two-second hang-up is not counted as a lead. Forms and online bookings are tracked by campaign. Each week reception marks which enquiries booked, and that outcome is fed back into Google Ads so automated bidding learns what a real patient looks like.
Published estimates of dental click costs vary widely, and city practices generally pay more than those in smaller towns. Your own account data after six to eight weeks is far more reliable than any benchmark, so our reports show cost per consultation by treatment and month, and we recommend moving budget between campaigns accordingly. More detail on our wider approach is on our Google Ads management page.
Landing pages
What makes a dental PPC landing page convert?
It answers the question in the search, shows the fee, introduces the clinician and makes booking easy on a phone. Sending paid traffic to a homepage is one of the most common causes of poor results.
- Headline that matches the treatment searched
- Fees from, and how finance works, near the top
- Clinician name, photo, qualifications and GDC number
- What happens at the consultation and what it costs
- Recent reviews that mention the treatment
- Booking form with three or four fields and a phone button
- Practice details, parking and opening times
- Fast loading on mobile with no heavy sliders
If your current pages are not up to it, ProntX can build dedicated treatment landing pages as part of the setup, or as a fuller dental website project.
Pricing
How much does PPC for dentists cost?
ProntX dental PPC management starts from £450 a month ex VAT. Ad spend is separate and paid by your practice directly to Google, so you always see exactly what was spent.
| Account size | Typical management fee | Typical scope |
|---|---|---|
| One practice, two or three treatments | From £450 a month | Treatment campaigns, brand campaign, call and form tracking, weekly search term reviews |
| Wider treatment range or competitive city | Typically £600 to £900 a month | More campaigns, landing page testing, offline conversion import |
| Multi-site group | Quoted per site | Per-location campaigns and budgets, group reporting |
Final price depends on the number of campaigns and locations. No setup fee on standard accounts and no minimum term.
PPC and Google Ads
from £450/month
Management fee. Ad spend is paid direct to Google
What is includedSEO and AI search
from £595/month
Local and small business SEO, GEO and AEO included
What is includedAlready running ads? Our free audit includes a review of your account’s search terms, settings and tracking, recorded as a personal video within 2 working days.
How it works
What happens after you get in touch
- 01Free audit
We review your site, search visibility, ads and competitors, then send a short video walkthrough with the quickest wins.
Request audit - 02Plan and price
A one-page plan with goals, channels, timeline and a fixed monthly price. No surprises later.
See prices - 03Launch in weeks
Tracking first, then quick wins, then the bigger builds. You see progress in the first month.
See our work - 04Report and grow
Monthly report in plain English: leads, sales, cost per result and what we do next.
Talk to us
Same industry
More for dentists
Is Google Ads worth it for a dental clinic?
It is usually worth testing if you have capacity for high-value treatments and can track which clicks become booked consultations. It is rarely worth it for routine care at a practice that is already full. The deciding factors are your local click costs, your landing pages and how quickly enquiries are followed up.
How much should we spend on dental PPC?
Start with a budget that can buy enough clicks for one or two treatments to give clear data within six to eight weeks, then scale what works. The right figure depends on local competition and treatment value. Ad spend goes directly from you to Google, separate from our management fee.
How much does a click cost for dental keywords?
It varies a lot by treatment and location. Implant and aligner searches cost more than general searches, and city practices usually pay more than those in smaller towns. Published estimates differ widely, so we use Google's own planning data for your postcode and then your real account data once campaigns are running.
Can we advertise anti-wrinkle injections on Google?
No. Botulinum toxin is a prescription-only medicine, and these cannot be advertised to the public in the UK. You can promote a consultation with a qualified clinician to discuss facial concerns, without naming or promoting the medicine itself. We set up aesthetic campaigns with that distinction in mind.
Can we remarket to people who visited our website?
Health is a sensitive category in Google's personalised advertising policy, which limits audience features such as uploaded patient lists and some audience expansion. We plan dental campaigns mainly around search intent and location, and check any audience-based tactic against the current policy before using it.
Should we bid on our own practice name?
Often yes, especially if competitors or directories show ads on your name. Brand clicks are usually cheap and protect patients who are looking for you. If nobody else bids on your name, we may keep the brand campaign small or pause it and rely on your organic listing.
Why are we getting clicks but no bookings?
Typical causes are ads showing for searches you cannot serve, traffic sent to the homepage, no fee information on the landing page, and calls not being answered at busy times. Conversion tracking that counts page views as leads also misleads automated bidding. We check all of these in an audit.
How quickly does dental PPC work?
Campaigns can be live within one to two weeks of approval and bring enquiries almost immediately. It usually takes six to eight weeks to gather enough data to judge cost per consultation reliably and to tune bids, keywords and landing pages.
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