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How to Choose a Dental Google Ads Agency — Save $10,000s in Costly Mistakes

How to choose a dental google ads agency

Are you thinking about investing in a Google Ads agency for your dental practice but don’t know where to begin? 

It’s a big decision. 

Picking the right agency can be the difference between a thriving practice and a dwindling bank account. 

We’re talking serious money here. 

Imagine throwing tens of thousands of dollars down the drain because you made a hasty choice.

That’s why it’s important to make an informed decision. 

In this guide, I’ll walk you through what you need to know to pick a Google Ads agency that’s just right for your dental practice. 

We’ll cover how to spot the good ones, dodge the bad apples, and make sure your hard-earned money is well spent. 

Let’s dive in and find that perfect match for your business.

Deciding between specialised and generic agencies — which is best for you?

When you’re on the hunt for a Google Ads agency for your dental practice, one of the first choices you face is picking between specialised and more broad-focused agencies. 

Each has its pros and cons, and knowing which path to take can save you a lot of headaches (and cash) down the line.

online marketing for dentists guide
Yes, you need more booked appointments like this, but read more on how to do it

Are specialised dental marketing agencies too rigid for your needs?

Let’s talk about specialised agencies first. 

These are the ones that eat, sleep, and breathe dental marketing.

They know your industry inside out… well, that’s the assumption.

Sounds great, right? Well, mostly.

Pros of specialised dental Google Ads agencies:

  • Industry knowledge: They know your target audience like the back of their hand. This means they can craft ads that speak directly to your potential patients’ needs and concerns.
  • Experience: They’ve likely seen it all. From successful campaigns to epic fails, they’ve gathered a treasure trove of insights specific to dental practices.

Cons of specialised agencies:

  • Potential lack of flexibility: Here’s where it gets tricky. Sometimes, being too focused can mean they’re stuck in a routine. They might rely on tried-and-tested methods that worked great once but are now just old news – like crappy discounts and relying on making you give away so much free sh*t.
  • Higher costs: Specialisation often comes with a price tag. You might be paying a premium for their expertise. But don’t be fooled. They’re not always experts.
  • Limited fresh perspectives: Since they’re always looking at the dental industry, they might miss out on cool, innovative strategies being used in other sectors.

Choosing a specialised agency means weighing these factors. 

Are you okay with potentially higher costs and less fresh ideas in exchange for industry-specific knowledge and experience?

It’s like choosing a dentist who’s only ever worked on molars. 

They’re probably amazing with molars, but what if you need a bit more? 

Keep this in mind as you make your choice. 

Next, we’ll look at the more general agencies and what they bring to the table.

Can generic agencies handle the nuances of dental marketing?

Now, let’s switch gears and talk about generic agencies. 

These are the Jacks and Jills of all trades when it comes to PPC for dentists

They’re not just focused on dental practices but on a wide range of businesses. 

But can they really get the hang of what makes your dental practice tick?

example dental marketing ad
We’re not technically a dental marketing agency, but we’re the best at writing ads…

Pros of generic agencies:

  • Fresh ideas: They might throw in some creative ideas you hadn’t considered. Their experience outside dental marketing can be a breath of fresh air.
  • Flexibility: They’re used to adapting to different industries, so they might be quicker to adjust strategies if something isn’t working.
  • Cost-effective: Often, they’re easier on the wallet. They might offer more services for less money, which is always a nice bonus.

Cons of generic dental agencies:

  • Lack of specific knowledge: Dental marketing has its unique needs. A generic agency might miss the mark on what really resonates with dental patients.
  • Possible misunderstandings: They might not be up-to-date with the latest dental trends or sensitive to the specific language and imagery that work best in dental ads.
  • One size fits all approach: There’s a risk they might apply a cookie-cutter strategy that doesn’t quite fit your practice’s unique vibe and goals.

What does broad experience mean for your dental practice?

Now, let’s weigh the impact of choosing a dental Google Ads agency with a broad experience:

google ads agency remote worker strategising on a google ads campaign.
Google Ads agency remote worker strategising on a Google Ads campaign.

Pros of a diverse portfolio:

  • Broader insights: They bring insights from various industries, which could lead to innovative marketing tactics for your practice.
  • Adaptable strategies: They’re often more tuned into overall marketing trends and digital innovations, which can be a plus.
  • Economical: Generally, they offer a range of services at a more affordable rate, making them a good choice if you’re watching your budget.


  • Possible lack of depth: Their broad focus might mean they don’t delve deeply enough into the specific challenges and opportunities of dental marketing.
  • Risk of generic messaging: Your marketing might end up looking and sounding like every other business out there, lacking that personal touch that connects with dental patients.
  • Learning curve: They might need more time to understand the dental market, which can slow down the initial stages of your campaign.

In the end, choosing between specialised and generic agencies is about balance. 

Consider what your practice really needs.

Do you want deep industry knowledge or fresh, broader insights? Your choice should align with your marketing goals and budget.

What’s the best way to find a dental Google Ads agency?

Finding the right Google Ads agency for your dental practice can feel like searching for a needle in a haystack. 

But there are smart ways to narrow down your search and find that golden needle.

Is Google Search a reliable tool for finding top agencies?

Let’s start with the basics: Google Search. 

It seems obvious, right? After all, you’re looking for a pro in Google Ads.

If they’re good, they should show up in your search results

But it’s not always that simple.

Using Google Search wisely:

  • Are they walking the talk: If an agency ranks well on Google, it’s a good sign. They know their stuff. It’s like seeing a dentist with a perfect smile. You know they take their craft seriously.
  • Look beyond the surface: But don’t just stop there. Being great at SEO doesn’t always mean they’re great at Google Ads. Dig deeper into their website and case studies.
  • Beware of flashy promises: Watch out for those who promise the moon but can’t even help themselves rank. Like a dentist with crooked teeth, it’s hard to trust them.

Are platforms like Upwork a good starting point?

how to find conversion rate optimisation consultants on upwork
How to find conversion rate optimisation consultants on upwork

Upwork can be a great place for finding the right talent. Here’s why:

It’ll save you a bunch of time:

  • Compare and contrast: Upwork lets you pit agencies against freelancers. Oftentimes, a specialised freelancer might be quicker to start and more adaptable with better results.
  • Read the reviews: You can check out reviews, see past work, and get a feel for their style and success rate.
  • Negotiate and chat: Use Upwork’s messaging service to talk things through. You can negotiate terms before committing.

It’s easy to post jobs and find talent:

  • Post a job: Put up a job listing and see who bites. You’ll get a few options to choose from.
  • Go talent hunting: Sometimes the best players aren’t looking for new gigs. Don’t be shy to reach out to them.
seriously, consider a paid audit if you want to save thousands in wasting your time...
Seriously, consider a paid Google Ads audit if you want to save thousands in wasting your time…

Why should you consider a paid audit before hiring?

Now, about audits. You might be tempted by free audits, but here’s the thing:

Free vs paid audits:

  • Free audits: Often, they’re pretty generic. They might not offer real solutions tailored to your practice. They’re like off-the-shelf dental products — one size fits all. They show flashy case studies and basic solutions to your specific needs.
  • Paid audits: A paid audit gives you a real taste of what an agency can do. They put real research resources into it to let you know what they could do for you. Normally you can go with them and take the audit and run with it yourself.

Benefits of a paid audit:

  • Custom analysis: They’ll dive deep into your specific needs. You get a custom plan, not some copy-paste job.
  • No jargon (hopefully): A good agency will explain their findings in plain English. No confusing tech speak.
  • Realistic projections: They should give you a clear idea of the results you can expect. This shows they’re confident in their abilities.

Investing in a paid Google Ads audit is like paying for a detailed dental check-up. 

You want to know exactly what you’re dealing with before you commit to any treatment. 

The same goes for choosing a Google Ads agency for your dental practice.

How to choose a dental Google Ads agency?

Choosing a Google Ads agency for your dental practice is like picking the right dental tool – you need the one that fits your specific needs.

The global dental market is expected to reach USD 65.23 billion by 2030. 

What does this mean for you? 

More dentists, more competition. 

To stand out, exceptional marketing isn’t just nice to have, it’s essential.

So let’s look at what you should keep an eye on when comparing potential agencies.

How do case studies reflect an agency’s effectiveness?

Case studies are the proof in the pudding. They show you what an agency can really do.

  • Relevance: Look for case studies related to dental practices. It’s like comparing dental X-rays. You want to see specific examples, not general ones.
  • Results: Focus on the outcomes. Did they significantly boost patient numbers? Improve online visibility? The results should speak for themselves.
  • Details matter: Check how they achieved these results. Did they use smart targeting, compelling ads, or something else? The more details, the better.

What does the agency’s pricing tell you about their services?

Pricing can be a big clue about an agency’s approach and quality. Before we get into it, did you know that the average cost per lead for dental marketing is between $15 to $75 according to MGE.

what does cost per lead mean by sopro
What does cost per lead mean by SoPro
  • Too cheap: Be wary. Low prices might mean low-quality services. It’s like choosing the cheapest dental equipment – not always a good idea.
  • Transparent pricing: Look for clear, straightforward pricing. It shows honesty and reliability.
  • Value for money: The best choice offers a good balance between cost and the services you receive. Think of it as getting the best dental care for a reasonable price.

Beware of agencies pushing the same strategy on everyone

  • Customised approach: Your dental practice is unique, or at least has some type of spin that makes it different from the one next door. Your Google Ads strategy should be too. A good agency takes the time to understand your specific needs.
  • Avoid generic plans: If it sounds like they’re offering the same plan to everyone, run. It’s like using the same dental treatment for every patient, regardless of their condition.
  • Flexibility and listening: They should be flexible and willing to listen to your ideas and concerns. A collaborative approach often yields the best results.

Remember, you’re looking for an agency that aligns with your practice’s needs, understands the dental market, and offers clear, effective strategies.

Keep these points in mind, and you’ll be well on your way to finding the right Google Ads partner.

How to confidently choose the right Google Ads agency for your dental practice

As you stand at the crossroads of choosing the right Google Ads agency for your dental practice, remember, this decision is more than just about avoiding overspending. 

It’s about partnering with an ally that can elevate your practice’s online presence and attract more patients.

You’ve done the research, asked the right questions, and weighed your options. 

Now, you’re ready to make a choice that feels right for your practice. 

Here’s to finding that perfect agency match and watching your dental practice thrive.

Josiah is a multi-award-winning digital marketing consultant and former journalist for the Australia Times. He now helps 6-7-figure brands as a Fractional CMO to generate predictable leads and sales growth.​

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