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Invisalign marketing · Meta & Google
She's not searching. She's scrolling.
Clear aligner patients rarely start with a Google search — they see a result on Instagram and think about it for a month. So we run Meta to create the want, Google to catch it, and a follow-up system for the six weeks in between.
Who you're actually talking to
She's 32, she's had a gap she hates since she was 14, and nobody knows.
The clear aligner patient is not the implant patient. She's younger, she's on Instagram at 10pm, she's paying monthly rather than in one go, and she's self-conscious enough that she's never mentioned it to her dentist.
She's also comparing you to a £1,500 mail-order kit she saw an ad for. If your marketing doesn't answer that, she'll assume you're just the expensive option.
- Mostly 25–45, and the majority are women
- Triggered by a photo, a wedding, a new job or a break-up
- Decides over weeks, usually after talking to a partner or a friend
- Thinks in monthly payments, not total price
- Worried about work meetings, speech and attachments showing
- Will read your Google reviews and stalk your Instagram before enquiring
- Books consultations at three practices, then picks on how she was treated
The strategy
The six weeks between seeing an ad and ringing you.
Most practices advertise as though the decision happens in one sitting. It doesn't. This is where the campaign is actually built — and where the practices who only run ads on Monday lose her by Friday.
“Oh — I didn't know you could do that without train tracks.”
A before-and-after reel of a real patient with a similar case, in her area.
“How much is Invisalign actually?”
A price-and-finance ad with the monthly figure in the first line. She clicks through to a page that answers it plainly.
“Is it worth it, or should I just get the cheap online ones?”
Your clinician on camera explaining why aligners need a dentist looking at the bite — not a scan in a shopping centre.
“Invisalign near me. Invisalign Location pending cost.”
She's finally searching — and this is where Google earns its keep. Your ad is top, your reviews are showing, your price is on the page.
“I'll enquire. But I'm not committing to anything yet.”
Free smile assessment as the offer — low commitment. Instant text back, then a call from a team member who knows what to say.
“Booked. Now I'm nervous about it.”
Confirmation, a reminder, and what to expect at the appointment — the fix for aligner consultation no-shows, which are the silent killer.
Scroll sideways to see all six weeks →
Demand, by city
How many people search for this each month.
Indicative monthly search volumes for the main term in twelve UK cities, roughly 5,110 searches a month between them. It tells you whether the demand exists before you spend anything. Your own catchment will differ, which is what the free audit looks at.
| City | Search term | Monthly | Note |
|---|---|---|---|
| London | invisalign london | 1,600 | Also heavy Meta demand |
| Manchester | invisalign manchester | 590 | Very competitive |
| Birmingham | invisalign birmingham | 480 | |
| Glasgow | invisalign glasgow | 390 | |
| Leeds | invisalign leeds | 320 | |
| Liverpool | invisalign liverpool | 320 | |
| Bristol | invisalign bristol | 260 | |
| Edinburgh | invisalign edinburgh | 260 | |
| Newcastle | invisalign newcastle | 260 | |
| Cardiff | invisalign cardiff | 210 | |
| Nottingham | invisalign nottingham | 210 | |
| Sheffield | invisalign sheffield | 210 |
Indicative figures for the head term only. Real demand is higher once related searches are counted. See the full demand data across every treatment and city.
What it costs and when it works
Spend, channels and how long each one takes.
These figures and timings are illustrative planning assumptions, not verified benchmarks. Replace them with local research and practice records before setting a budget. Fees and terms require a written proposal.
- Typical case value
- £2,500–£4,500
- What a good month looks like
- Three to five cases a month
| Channel | Typical monthly spend | First enquiries | Fair read | What it does here |
|---|---|---|---|---|
| Meta ads | £800–£1,800/mo | Days | 60–90 days | The main channel. Visual, discovery led, and the audience is browsing rather than searching. |
| Google Ads | £800–£1,500/mo | Days | 60 days | Catches people searching Invisalign cost and aligner prices. Higher intent, lower volume than Meta. |
| Search & treatment pages | In your plan | Weeks | 6 months | Aligner queries are comparative and price led. Pages that answer honestly rank and convert. |
| Patient reactivation | In your plan | 2 weeks | 30 days | Adults already on your list who have never been told you offer it. |
| Finance framing | In your plan | Immediate | 30 days | Putting the monthly figure in the first line changes response more than any targeting decision. |
Two channels
Meta creates the patient. Google collects her.
This is the opposite way round from implants, and it's why aligner campaigns built on Google alone stall after a few months — you run out of people searching.
Where the want gets created
“That girl's teeth looked exactly like mine did.”
Instagram and Facebook are the whole reason clear aligners took off. Nobody wakes up wanting treatment — they see a result that looks like their own mouth, and something clicks.
- Before-and-after reels — the highest-performing aligner creative by a distance
- Patient stories from people in her age group and her town
- Price-and-finance ads leading with the monthly figure
- Retargeting everyone who watched a video or hit the page
- Open evenings and free smile assessments as low-commitment offers
Cheap enquiries, high volume, needs new creative constantly.
Where she converts
“Invisalign Location pending — how much, and who's good?”
By the time she searches, she's decided she wants treatment and is choosing a practice. It's a smaller audience than Meta but it books fastest, and it's where you must not be missing.
- Search campaigns on aligner, brace and cost terms
- Bidding on your own practice name so competitors can't intercept her
- Separate campaigns for adults and for teen treatment
- Negatives stripping out mail-order aligner and DIY searches
- Review extensions, because she's comparing three practices
Higher cost per click, converts fastest, capped by search volume.
The objection you have to beat
“I saw some online for £1,500.”
Every aligner enquiry is comparing you to a mail-order kit. Pretending that competitor doesn't exist is why practices lose the price conversation. We put the comparison in the ads, on the page and in the follow-up — so it's answered before she ever asks.
Mail-order aligners
From around £1,500- No dentist examines the bite or the gums before treatment
- No X-rays, so root position and bone are unknown
- Nobody to see if a tooth doesn't track as planned
- Existing decay or gum disease can be moved along with the teeth
- Refinements and fixes usually cost extra, if available at all
- Nobody local to ring when something goes wrong
Treatment at your practice
Details awaiting verification. · from Details awaiting verification./month- A registered dentist assesses whether aligners are even the right treatment
- X-rays and a scan before anything moves
- Checked in person throughout, and adjusted when needed
- Decay and gum health treated first, not ignored
- Refinements and retainers discussed up front, in writing
- A practice down the road that answers the phone
Comparison copy must be accurate and fair — the CAP Code and GDC guidance both apply to knocking a competitor. Edit the wording above to reflect what you can actually evidence.
How to advertise the price
£3,500 is a decision. £73 a month is a purchase.
The single biggest lever in aligner advertising isn't the targeting — it's which number you put in the first line of the ad. Move the sliders and see the difference she sees.
Illustrative maths at 0% APR — not a finance quote. Advertising credit in the UK is regulated: practices offering patient finance generally need FCA authorisation as a credit broker, and finance adverts must carry the required representative information. Check with your finance provider and your own compliance adviser before publishing any figures.
Why campaigns die
Aligner creative burns out in six weeks. So we replace it monthly.
Implant ads can run for a year. Aligner ads can't — the same audience sees them repeatedly and stops noticing. Every month you get new creative, produced on this cycle.
Before & after
A finished case from your practice, cut as a reel. Consent recorded, no misleading editing.
Objection answered
One question on camera: does it hurt, can people see them, how long, what about work.
Patient story
Forty seconds of a real patient saying why she finally did it. Outperforms everything else you'll run.
Offer
Free smile assessment, open evening, or a finance message. Rotated so it never goes stale.
Creative
What the ads look like.
What you get
The whole system, every month.
The aligner page
Price, monthly finance, before-and-afters, how long it takes, and a 20-second enquiry form. One page, one job.
Feed, reels & retargeting
Built and managed weekly, with audiences rebuilt as your video viewers grow.
Search campaigns
Aligner and cost terms, your own brand name defended, mail-order searches filtered out.
Four new ads a month
Written, designed and edited by us from your cases and your team.
Text back in 60 seconds
She enquires at 10pm on a Sunday and hears from you at 10:01pm. This alone lifts booking rates more than any targeting change.
Following up the undecided
Texts and emails covering pain, visibility, timescales, cost and what happens at the assessment.
Reminders that work
Confirmation, day-before reminder and a what-to-expect message. Aligner consultation no-shows are usually the biggest hole in the bucket.
Every enquiry traced
You'll know which ad produced which case, and you'll hear how the calls are handled.
Cases started, not clicks
Spend, enquiries, assessments booked, assessments attended, cases started, cost per case.
First 90 days
What happens after you say yes.
Build
Campaign page live, both ad accounts built, tracking and call recording installed, follow-up sequence written, and a shortlist of your finished cases we can turn into creative.
Live
Meta and Google both switch on. Enquiries usually arrive in the first week — aligner enquiries are cheap and plentiful. Booked assessments are the number to watch, not enquiry count.
Tightening
We can now see which creative produces attended assessments rather than curious clicks. Budget shifts, weak creative is cut, and the follow-up messaging is rewritten around the objections coming up on calls.
Cases starting
Patients who first saw an ad in month one are starting treatment. Cost per case becomes meaningful here, and we agree whether to increase spend.
Prices
Published, like everything else we do.
Our fee is separate from ad spend, which you pay to Meta and Google directly. We never mark up media.
| Package | Price |
|---|---|
| Aligner campaign — Meta + GoogleEverything on this page: campaign page, both channels, four new creatives a month, follow-up, call tracking and monthly review. Minimum ad spend £800/month. | £1,450per month |
| Meta ads onlyFeed, reels and retargeting with monthly creative. The right starting point for most practices. Minimum spend £500/month. | £450per month |
| Google Ads onlySearch campaigns and campaign page. Best once you already have visible demand in your town. Minimum spend £750/month. | £600per month |
| Multi-siteSeveral practices, each with its own budget, catchment and reporting line. | £2,400from, per month |
| Service | Price |
|---|---|
| Campaign build, included in your planCharged once with your first month. Campaign page, both accounts, tracking, follow-up sequence and first month's creative. | £950one-off |
| Content day at your practiceA day filming patients, your clinician and treatment explainers. Roughly three months of aligner creative in one visit. | £1,600per day |
| Aligner enquiry auditWe listen to your last 20 enquiry calls and read your follow-up. Written report on where the assessments are being lost. | £395one-off |
Before & after
What changed for aligner practices.
Case study
Details awaiting verification., Location pending.
Where they started. Details awaiting verification.
What we changed. Details awaiting verification.
Where they are now. Details awaiting verification.
Straight answers
What principals ask us about aligner ads.
Meta or Google — where should I start?
Meta, for most practices. Aligner demand has to be created before it can be captured, and Meta enquiries are a fraction of the cost of Google clicks. Add Google once you're getting enough enquiries that you want the fastest-converting ones too.
What budget do I need?
£800–£1,200 a month of ad spend is a realistic start for a single practice. If your aligner case is worth £3,— to you, the campaign only has to start one case a month to be comfortably worth doing.
We get plenty of enquiries but nobody books.
Almost always response time, the offer, or the call itself. Aligner enquiries go cold within hours, and a free smile assessment converts far better than “book a consultation”. Our enquiry audit finds which of the three it is.
What about before-and-after photos?
They're the best-performing creative you have, and they need care: real patients, written consent on file, consistent lighting, no misleading editing and no implied guarantee. Meta also restricts certain before-and-after formats, so badly built ads get rejected or accounts limited.
Can we advertise 0% finance?
Only within the credit advertising rules. Practices offering patient finance generally need FCA authorisation as a credit broker, and finance ads must carry the required representative information. We'll build the ads to whatever your provider and compliance adviser confirm you can say — but that confirmation has to come from them, not from us.
Do you use the Invisalign brand in the ads?
Where your practice is entitled to. Align Technology has its own rules on how providers use the brand and the provider tier logos, and we work within them. If you'd rather advertise clear aligners generically, that works too and sometimes costs less per enquiry.
Will you work with the practice down the road?
No. One aligner practice per catchment, agreed in writing before you sign anything.
Next step
Thirty minutes, and you'll know if it's worth the budget.
Bring your aligner price, your case value and what you've spent before. We'll tell you what's realistic in your town — including if the honest answer is that your existing patient list is the cheaper place to start.
Want more aligner cases?
Aligner marketing lives or dies on how the price is presented. Tell us what you charge and we will tell you what is realistic.
Prefer to write? Send us a message instead.