Family Chiropractic Singapore’s Rise to Dominate the Chiropractic Market in the Google Ads Auction

Overview

Garden Dental is a dental clinic located in Bukit Timah, Singapore. They offer a wide range of dental treatments including braces, cosmetic dentistry, dentures, dental implants, crowns and bridges, and more.

They have been awarded “Top 10 Dental Clinics in Singapore 2019” and “Top Dentists in Singapore 2020” for their commitment to providing excellent service and treatment to all their patients.

The clinic provides a tranquil environment for patients and they are committed to providing high-quality dental treatments. They strive to minimize fear and discomfort during dental visits.

Goals

Patient Growth (Braces & Dental Implants)

Garden Dental’s primary goal was to increase the number of new patients coming in from Google Ads while remaining cost-effective.

The main types of patients they wanted to bring in were patients interested in Braces or Dental Implants treatments.

Increase in Patient Quality

A secondary goal was to increase the quality of the patients. This means that a higher percentage of enquiries should turn into new patients, and that the patients show up for their appointments.

Previous advertising efforts had high CPAs and poor patient quality due to poor campaign and ad group segmentation

Challenges

Low-quality traffic

Advertising campaigns benefit from consistent , relevant, and continuous messaging. This results in improved conversion rates and lower cost per acquisition.

Prior to bringing us on, Garden Dental’s advertising campaigns were mostly promoting general dentistry. That is, they were unaware their advertising campaigns targeted keywords such as “Dentists”, which was generating traffic for general dental treatments, instead of treatment-specific traffic like braces and implants.

General dental treatments cover a wide range of services dental clinics provide. Visitors that came from their advertising campaigns may not find what they were looking for. The lack of relevancy resulted in higher costs per acquisition than usual.

We needed a strong creative strategy to compete with the likes of Q & M Dental, Nuffield Dental, Ashford Dental and other huge dental clinics in Singapore. As their marketing agency, we needed to help Garden Dental understand what makes their services unique and build strong, relevant campaigns around that.

Poor conversion rates

We discovered there were no dedicated landing pages for their advertising campaigns. Visitors landed on their main website and had to navigate it themselves to find what they were looking for. This significantly impacted conversion rates, and we saw the opportunity to create dedicated treatment landing pages to improve it.

We needed to find a way to earn the trust and interest of people who were specifically looking for braces or dental implant treatments instead of people interested in a broad range of treatments.

Strategies

PPC Restructuring

It was clear that an in-depth audit and restructuring of their previous Google Ads campaigns would be the key to patient growth. The main goal for this initiative was to establish relevant audience targeting, and showcase the immense value of their clinic.

These campaigns factored in conversions such as form fill-ups, WhatsApp enquiries, and direct phone calls.

Conversion Rate Optimization

To earn the trust and interest of people who were specifically looking for braces or dental implants treatments, we had to accomplish three things.

One, we had to make sure that we were targeting the right set of keywords in our new Google Ads campaigns, which included keywords such as “affordable braces in singapore” and “best clinic for braces”.

Two, the ad copy had to be extremely relevant. We can’t show a “Dental Clinic – Learn more about our treatments” ad when we are targeting people interested in braces! That will result in no clicks and conversions.

Garden Dental had a special promotion for students wanting to do braces. To maximize the conversion rate and effectiveness of this promotion, we created a student braces ad group, separating it from the rest of the campaign which was promoting braces treatments as a whole. Here’s an example of the ad copy we used:

Three, the landing page design had to be optimized for conversions. Tons of research, copywriting, and testing went into designing the landing page perfect for the clinic’s Google Ads campaigns. We made sure the design was optimized on mobile phones too, as we realized most of the traffic coming in from their advertising campaigns were from people on phones.

Targeted PPC Campaigns

As our team implemented longer term strategies related to appealing to the correct target personas, our team placed extreme emphasis on short-term wins within Garden Dental’s PPC account.

In particular, restructuring Google Ads campaigns to consider each stage of the buyer’s journey, and optimizing the account to reduce wasted spend and improve budget efficiencies.

Cost savings from these short-term wins freed up budget to be reinvested in implementing new tests that optimized for our long term goals.

Results

We achieved long-term growth and significant improvements in patient growth and acquisition with a flushed out bottom of the funnel search engine marketing strategy.

In Google Ads, since we started running the renewed Search campaigns, we increased patient acquisition by 300%, decreased cost per conversion by 220% and increased conversion rate by 290%!

Within our Google Ads campaigns specifically, we earned 9511 clicks and 394 conversions and maintained a cost per conversion of $77.