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 - Booking-button tracking — clicks on "Book and Schedule Now" are tracked as a bidding signal next to calls, but only real calls are counted as leads
- Local action signals for bidding. Directions requests and similar map actions help Smart Bidding, but they are not counted as leads anywhere on this page
- Aggressive negative keyword work — filtering out-of-network insurance queries, DIY dental queries, and job-seeker traffic
The Results: 12 to 184 Leads a Month
We relaunched the account in December 2025. It produced 12 patient leads that month. By June 2026 it was producing 184 a month, fifteen times as many, and it has held between 132 and 184 every month since February.
| Milestone | Patient leads |
|---|---|
| Relaunch month (December 2025) | 12 |
| First 100+ month (February 2026) | 132 |
| Best month (June 2026) | 184 |
| August 2026 | 177 |
| 2026 so far (through September 26) | 1,343 |
Those 1,343 leads cost $24.16 each on $32,451 of ad spend. Leads are calls from ads and Business Profile calls; directions requests and clicks on the booking button are not counted.
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) keeps the budget on patients who book, not on people researching.
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Give Smart Bidding more than one signal. Booking-button clicks tell Google which searchers intend to book, which helps it find more patients who then call, especially for 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.
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: 2025 — Present (ongoing)