The Client
UpCare Clinics is a combined dental and medical clinic in Olathe, Kansas, serving the Kansas City metro: implants, veneers, emergency dentistry, sedation dentistry and general care, plus a Direct Primary Care medical practice under the same roof.
Dr. Shivam Parbhu found Live PPC Ads through the contact form on this site on February 10, 2025, and linked the account the same day. It had been advertising on Google since 2021 under a series of managers.
288 patient leads in the year before us at $170 each. 4,768 in the nineteen months since, at $29.
The Starting Point
In the twelve months before we took over, the account spent $49,046 and produced 288 leads, a cost per lead of $170. Some months had four leads. The problems were structural:
- Campaign sprawl. Eight legacy Search campaigns, one per service line, each with a few dollars a day, none with enough data to learn.
- Phone calls not counted. The clinic runs on the phone, but call tracking from ads and the booking button on the site were not conversions, so bidding had almost nothing to optimize toward.
- No local surface. Nothing was built around the Google Business Profile, which is where a "dentist near me" search actually lands.
- Dental and medical mixed together. Implant candidates and primary-care patients were being served by the same campaigns and the same landing pages.
What We Built
1. Conversion Tracking First
Phone calls from ads, clicks on the Book and Schedule button, calls from the website and directions requests were all set up as conversions before any budget moved. Since then the account has recorded 2,693 phone calls from ad extensions, 899 booking clicks, 372 GA4 appointment clicks and 372 directions requests.
2. A Google Business Profile Campaign
A dedicated Performance Max campaign built on the clinic's Business Profile, the campaign that captures map-pack and "near me" demand. It is the most efficient campaign in the account: 1,318 patient leads on $16,743, $13 per lead.
3. Performance Max as the Engine
A general Performance Max campaign for dental services became the volume driver, 2,646 leads on $56,753, $21 per lead, with a separate Performance Max campaign for the Direct Primary Care practice so medical patients get medical messaging: 287 leads on $4,048.
4. Service-Specific Search for the High-Value Cases
Emergency dentistry and dental implants each got their own Search campaign with their own landing page, plus A/B tests on ad copy and bidding. Emergency Search delivered 273 leads; the implants campaign 77, at a higher cost per lead that a $3,000 to $6,000 case justifies.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search terms and negatives, hour-of-day and device modifiers around the clinic's front-desk hours, and budget moved toward whichever service is booking.
The Results
Every patient lead since we took over in February 2025, added up.
| Period | Ad Spend | Leads | Cost per Lead |
|---|---|---|---|
| Twelve months before (Feb 2024 to Jan 2025) | $49,046 | 288 | $170 |
| With Live PPC Ads (Feb 2025 to Aug 2026) | $140,257 | 4,768 | $29 |
Monthly leads went from 45 in January 2025 to 371 in May and 400 in July, and hit 419 in August 2026. Cost per lead fell 83%.
Campaigns Since February 2025
| Campaign | Ad Spend | Leads | Cost per Lead |
|---|---|---|---|
| General Performance Max | $56,753 | 2,646 | $21 |
| Google Business Profile Performance Max | $16,743 | 1,318 | $13 |
| Direct Primary Care Performance Max | $4,048 | 287 | $14 |
| Emergency Search (incl. A/B test) | $12,419 | 273 | $45 |
| Implants Search | $15,961 | 77 | $207 |
Key Takeaways
-
Track the phone before you touch the bids. The clinic's leads are calls. Until calls were conversions, no bidding strategy could have worked.
-
The Business Profile is the cheapest patient acquisition in local healthcare. $13 a lead, because it meets the "dentist near me" search where it happens.
-
Consolidate to learn, then split by value. Eight starved campaigns became one Performance Max engine plus targeted Search for the cases worth paying more for.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation accounts.
Industry: Healthcare: Dental & Medical Platforms: Google Ads (Performance Max, Search) Location: Olathe, KS / Kansas City Metro Account Duration: February 2025 to present (ongoing)