If you run a dental practice and you want to be visible online, you have probably tried using Google Ads for dental clinics to attract more local patients. Because why not? Google Ads can be a powerful tool to quickly drive highly targeted traffic to your website, then to your dental clinic.
But here’s the reality check that not many dentists know. Many dental clinics lose thousands of dollars by making costly mistakes when they try to navigate Google Ads effectively.. And yet, these mistakes are easily avoidable ones that can be fixed!
If your dental Google ads are not working as expected, it’s likely that you are making one of these common errors. Let’s take a look at the top 5 Google Ads mistakes dentists frequently make, and how you can quickly fix them.
Mistake #1: Ignoring Location Targeting
For example, a practice located in Melbourne might be receiving ad clicks from users in Sydney.
The mistake: Dentists often set up campaigns without precise geographic targeting, resulting in irrelevant clicks from users too far away to ever visit.
The fix: When setting up your dental Google ads, you should refine your location targeting to include only areas within a comfortable radius of your practice, typically a 5-10 km radius. This ensures your ad spend is focused on nearby patients who are more likely to visit your clinic.
It’s also best to regularly check your location reports to exclude irrelevant locations draining your budget. If you want to focus on Melbourne at the moment, you can still edit the setup without terminating the campaign.
This small tweak alone can significantly improve your return on ad spend, so you can use them for other campaigns.
Mistake #2: Not Using Negative Keywords
Negative keywords don’t actually pose a negative effect on your campaigns. They can be highly beneficial in improving your campaign’s effectiveness.
The mistake: Paying for irrelevant searches like “free dentist,” “DIY tooth whitening,” or “cheap braces” may drain your budget more quickly than you expect.
The fix: Regularly add negative keywords to your campaigns. Common negative keywords for dental practices include “free,” “cheap,” “jobs,” and “DIY.” Keep your negative keyword list updated by regularly reviewing search term reports in Google Ads.
This approach helps reduce wasted ad spend and improve your return on investment.
Mistake #3: Poor Landing Page Experience
Here’s a scenario for you: Imagine a potential patient clicks your ad about teeth whitening and lands on your homepage filled with confusing navigation.
The mistake: Dentists frequently send traffic to generic homepages instead of relevant landing pages. This leads to frustrated users leaving immediately and leading to higher bounce rates and missed opportunities for patient engagement.
The fix: Always create specific landing pages matching your Google ads. If your ad promotes a teeth whitening special, direct visitors to a page clearly outlining your offer with an easy-to-see booking form. Matching your ad message with your landing page boosts conversions significantly. Additionally, This can significantly lower your cost per conversion as you customise your Google ads for your dental clinic.
Mistake #4: Weak or Unclear Ad Copy
Are you confident that your ads are clear, compelling, and engaging?
The mistake: Generic ads like “Best Dentist Near You” are no longer working in today’s digital landscape and do not motivate clicks anymore. Vague messaging doesn’t inspire trust or urgency.
The fix: Write clear, benefit-driven ad copy with specific, compelling offers. Consider headlines like “$99 New Patient Check-Up in Melbourne,” or “Free Whitening Consult—Book Today!” Use ad extensions like call-outs and site links to add extra info and drive higher click-through rates.
Clear and well-crafted ad copy improves engagement and conversion rates.
Mistake #5: Not Tracking Conversions Accurately
Ever wonder if your ads are really paying off?
The mistake: Many dentists don’t properly track phone calls, form submissions, or appointment bookings. Most of them typically have a “set and forget” mindset (to be discussed later), which should not be the case. Without accurate tracking, you are essentially flying blind and shooting aimlessly, unable to know what’s truly working.
The fix: Implement robust conversion tracking in Google Ads. Track actions like form completions, calls, and online bookings. Aside from tracking these, it’s also best to know exactly which keywords and ads generate patients, and which ones allow you to optimise your campaigns and focus your budget where it counts.
Accurate tracking turns guesswork into growth.
Bonus: Stop the “Set and Forget” Mindset
Many business owners, and even dentists, think that Google Ads is something to be set up once and then ignored. Unfortunately, it’s not and it should not be that way.
Markets evolve, competitors adjust their strategies, and patient preferences shift. Dentists who adopt a “set and forget” approach often see their campaign performance steadily decline, which leads to wasted budgets and missed opportunities.
Instead, make it a habit to regularly review and optimise your campaigns. Set aside time monthly to analyse ad performance, test new ad creatives, adjust targeting, and refine your bidding strategies. Staying proactive ensures your ads stay relevant, competitive, and consistently attract new patients.
Be Informed in The Digital Space
Navigating the digital marketing landscape can be challenging, especially when you just want to focus on what you do best—being a dentist and offering dental solutions to problems. But educating oneself about these Google Ads mistakes can simply make you more proactive when it comes to your efforts in handling your ad campaigns on Google.
Avoiding these common mistakes can help protect your ad budget and increase campaign effectiveness and help you attract more local patients consistently. However, it’s best to take note that managing Google Ads effectively also takes time and expertise.
That is what we specialise in Dental Rank. Our team manages high-performing Google Ads for dental clinics across Australia and New Zealand, making sure they have powerful and effective ads that turn your ad budget into real appointments.
Schedule your FREE consultation with Dental Rank today to take charge of your dental marketing efforts.