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New Google Ads Campaign for Dental Practice – High Cost per Conversion, Need Advice!
Hey everyone,
I’ve recently started running a Google Ads campaign for a dental practice, and I’m struggling a bit. I’m new to Google Ads and could really use some advice.
Here’s what the campaign looks like:
- It’s been live for 3 days with a daily budget of £70. https://imgur.com/a/cUvkv1C
- The campaign is split into 3 ad groups focusing on different services/areas of the business (e.g., general dentistry, cosmetic services, emergency appointments).
- All the ads are call-only, as we’re primarily trying to drive phone leads.
- For each ad group, I’ve chosen around 5-15 keywords that have high monthly search volumes, thinking this would help generate more traffic and conversions.
The issue I’m running into is that the cost per conversion seems really high. I was expecting to see more leads by now, but the results aren’t what I anticipated. Since I’m still learning the ropes, I’d love any tips on how to bring the cost per conversion down or optimize the campaign.
Some specific questions I have:
- Should I be adjusting my bidding strategy or targeting settings?
- How do I know if my keyword selection is too broad or too narrow?
- Are there any common rookie mistakes I might be making that I should check for?
- Is there a better approach to managing call-only campaigns?
I appreciate any guidance or tips you can share! Thanks in advance.
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1 Reply
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Dude, chill. You need to reframe your thinking about how you are interpreting the data. Your sample size is too small to draw any meaningful conclusion. The stated literature for account run up ( learning mode ) is 3 – 21 days for search. You’re not even out of that yet. Furthermore, you haven’t had the time to build up a search terms report that you can start to curate to include and negate terms you do and don’t want, so those campaigns are more closely aligned with the clients bottom of funnel production objectives. Every account has out of whack CPC and CPA for the first few days. One of the hardest parts of being good at this job, is knowing when to do nothing.
Give it another week and you will get some better ideas of what it is really doing and also what your search impression share is in the market. That will help you see where your getting tractions with your KW’s and ad spends.
I have managed several million in this vertical so feel free to reach out.
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To be honest, you are in a very competitive industry with a historically high Cost/conv., you have little to no conversion data, and I assume you are running a brand new account from your post. I know you’re going to hear this a lot, but take some time to let your GAds account pick up on new data and optimize from there.
3 days is wayyy to short of a time to be making massive changes besides building your negative KW’s, killing poor performing keywords, and increasing you KW Quality Score. After a couple weeks see what is working and where you are wasting spend and kill those poor performers. But sit back and give it some time :), Google Ads will work best for you if you focus on the long term.
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What everyone else said is great. Also, are you counting a lead (call) as a conversion, or are you counting someone booking an apt as a conversion? Your expectations for optimization should be based on what would be profitable for you (i.e., you make $1k a year recurring on a client that books, so spending $200 to acquire them is a great return).
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