Project overview
The practice offers general and cosmetic dentistry in Manchester and had recently invested in Invisalign training and equipment.
They wanted a steady flow of Invisalign consultations at a cost that made sense for the treatment value.
Ads that didn't match the treatment
Three issues raised costs:
Generic campaigns
One campaign covered every treatment, so budget leaked to low-value searches.
Home page landing
Invisalign searchers landed on a general page and had to hunt for information.
Policy risks
Some ad wording risked disapproval under healthcare advertising rules.
What success looked like
- Book Invisalign consultationsat under £40 each.
- Double consultationswithin four months.
- Keep ads compliantwith Google and CAP Code rules.
Our approach, step by step
- 1
Campaign rebuild Weeks 1–2
Created treatment-specific campaigns for Invisalign, with tight keywords and local targeting.
- 2
Landing page Weeks 2–4
Built a dedicated Invisalign page with pricing guidance, finance options, FAQs and online booking.
- 3
Compliance review Weeks 2–4
Reviewed claims and wording against healthcare advertising guidance.
- 4
Optimise Months 2–4
Refined keywords, ad schedules and the booking form based on consultation data.
Before and after: key metrics
Invisalign performance before the rebuild vs month four.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per consultation | £74 | £31 | ▼ 58% |
| Consultations per month | 14 | 32 | ▲ 128% |
| Landing page conversion | 3.2% | 9.4% | ▲ 6.2 pts |
| Search impression share | 38% | 71% | ▲ 33 pts |
The results
Consultations grew while cost per consultation fell month by month.
“We now get Invisalign consultations every week, and we know exactly what each one costs.”