Dental marketingHome / Results / TMJ specialist
Healthcare case study
One treatment, in a market selling everything.
Draft case study: the results, quotations and account screenshots require supporting records and publication permission. They are not verified performance evidence.
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
The brief
High quality patient enquiries for a single treatment, in a market where everyone else sells everything.
Narrow beats broad, if you commit to it
The client wanted to focus on one treatment while major London competitors promoted full-service dental. We advised positioning as a trusted TMD centre rather than competing across the board, and recommended offering online consultations alongside in-clinic ones. Early lead flow was modest and the client was clear they valued quality over quantity. A hundred unqualified enquiries are worth nothing if none convert; fifty high intent ones change the practice.
Working inside Google’s healthcare rules
Google applies strict advertising policies to healthcare, including restrictions on words like specialist. Rather than testing the boundary, we wrote clear informative ad copy that met the guidelines. The ads were approved without issue and stood out against competitors who were writing to the algorithm rather than the patient.
Cost per conversion, brought down and held
The figures in this draft require the original reporting period, campaign spend, outcome definitions and attribution records. Results will need client verification and permission before publication.
A page built for one job
We built a dedicated page for the clinic: clean, clearly signposted, and heavy on educational content about TMJ because these patients have often been unwell for a long time and been dismissed. Fully built for phones. Enquiries and consultations rose noticeably.
Reviews as part of the strategy
We built a patient feedback process covering when to ask, where to ask, and how to encourage genuine detail. The reviews describe the whole journey, from living with symptoms, to finding the clinic, to being treated. Put on the page, they let a new patient recognise themselves in someone else's story, which is more persuasive than any claim the clinic could make about itself.
This one is the clearest argument on the site for narrowing rather than broadening. A clinic with a modest budget beat larger competitors by owning one treatment completely instead of appearing briefly in everything. The same logic applies to a dental practice choosing whether to advertise implants properly or advertise everything badly.
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