The Client
UpCare Dental of Overland Park is a general and cosmetic dental practice serving the Overland Park, Kansas community. Their services span family dentistry, emergency dental care, cosmetic procedures, and comprehensive dental clinic care for patients across the Kansas City metro area.
In the highly competitive Overland Park dental market — where a single mile can contain a dozen practices — UpCare needed a dental Google Ads manager who could deliver a steady pipeline of new-patient inquiries while keeping cost-per-acquisition healthy for a single-location practice.
The Challenge
Dental practice Google Ads management has structural challenges few verticals match:
- Hyper-local competition — Overland Park has one of the highest dentist-per-capita ratios in the Midwest, creating brutal keyword auctions.
- Insurance keyword traps — searches like "dentist that takes [insurance]" attract clicks but often don't convert if the practice isn't in network.
- Emergency vs. routine intent split — emergency dental searches need instant-call positioning; cosmetic/elective searches need education-first landing pages.
- HIPAA-compliant tracking — patient data privacy rules require careful conversion tracking architecture.
Our Approach
We built a dental Google Ads management strategy that segmented intent and matched each query type to the right campaign and landing page:
- Search campaigns targeting commercial-intent keywords ("Overland Park dentist," "emergency dentist," "cosmetic dentistry Kansas City")
- Dynamic Keyword Insertion in RSA headlines —
{KeyWord:Overland Park Dentist}mirrors the searcher's exact query for maximum relevance - Dedicated location landing pages at
upcaredental.com/overland-park/anddentistolatheks.com/locations/overland-park-ks/for tight ad-to-page relevance - Online booking conversion tracking — "Book and Schedule Now" events tracked as primary conversion alongside calls
- Local Action conversion stack — website visits, directions clicks, and call-clicks all imported for Smart Bidding signal
- Aggressive negative keyword work — filtering out-of-network insurance queries, DIY dental queries, and job-seeker traffic
The Results
- 1,030 patient inquiries generated (calls + online bookings + form fills)
- $16,294 in lifetime ad spend managed
- ~$16 average cost per patient inquiry — exceptional in the dental vertical where $50-150 CPLs are typical
- 5,382 qualified clicks to the booking pages
- 248 inquiries in the most recent 30 days — sustained ~$17 CPL at current run rate
Key Takeaways
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A specialized dental Google Ads manager pays for itself. Knowing which dental keywords have buyer intent vs. shopping intent (and which to negate) cuts CPL by 40-60% versus generalist agency work.
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Online booking is a Smart Bidding game-changer. Importing booking events as conversions gives Smart Bidding a far stronger signal than calls alone — especially for high-elective procedures.
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Hyper-local landing pages outperform generic ones. A landing page that names the city and neighborhood beats a homepage every time in dental PPC.
What the Client Says
"We've worked with several dental marketing companies, and Live PPC Ads is the first one that actually moves the needle. Our new-patient calendar is consistently full, and the cost per patient is dramatically lower than what we were paying before."
— Practice Manager, UpCare Dental of Overland Park
About This Campaign
This campaign is managed by Live PPC Ads using our Ad Campaign Concierge™ Google Ads management system with daily optimization, negative keyword refinement, and conversion-tracking hygiene.
Industry: Healthcare — Dental Practice Platforms: Google Ads Location: Overland Park, KS Account Duration: 2024 — Present (ongoing)