Pure Dental Brands

Forthea aimed to capture the demand for dental and orthodontic services following the COVID-19 pandemic, as people reemerged in need of medical care. To reduce cost per conversion, our initial approach was to optimize the existing campaigns to improve efficiency and develop a PPC roadmap for growth. It was important for PDB not to experience downtime during the switch to a new agency. 

Core Audience Targeting—The target audience included new patients with insurance (with a higher retention rate) in need of general dentistry or emergency dental services within the targeted communities. We segmented reporting metrics by eight metro regions to measure performance across target communities and hyperfocus on cost per conversion/growth.

Google Ads—Refreshing the ad copy helped improve user engagement, create a clear call-to-action that was relevant and engaging for searchers, and emphasize our primary conversion action (phone calls). We removed all previous responsive search ads (RSA), phone call ads, and expanded text ads. Just two RSAs organized ad groups.

Structured Roadmap

Targeting → Keyword and ad group cleanup → Ad copy refresh

With this roadmap approach, we could see each change's impact on the account in real time. Implementing many changes at once can “shock” the system (namely, for innovative bidding campaigns) and make it harder to assess each change's overall impact on performance.