Hi there,
Thanks for getting in touch. Happy to give you some of my initial thoughts and guidance on running ads for dental implants. It's a tricky area with Google's policies, but definately doable if you approach it the right way. It's something we've navigated before for clients in similarly sensitive feilds, so I can share what we've learned.
We'll need to look at the Google Ads policy minefield first...
So, the first thing to get your head around is why Google is so strict. They're all about protecting users from being targeted based on sensitive info, especially health stuff. This means you can't just create an audience of "people who need dental implants" or retarget everyone who visited your implant page. Google blocks most personalised advertising for healthcare because they don't want someone seeing an ad that implies the ad platform knows about their personal health condition. It feels like a pain, and it is, but it means we have to be a bit more clever about it.
Your ad copy and landing page will get scrutinised alot more than, say, an e-commerce store selling t-shirts. Any claims you make have to be backed up, you cant promise specific outcomes or use sensational language. For example, showing dramatic "before and after" images can sometimes be flagged. This is the main hurdle to clear before you even think about spend, as getting ads consistently approved is the first challenge.
I'd say you should focus on Search Ads first...
Honestly, for a high-intent service like dental implants, Google Search is going to be your bread and butter. People don't just wake up and decide to get an implant while scrolling through Display ads. They have a problem, they feel the pain (literally or emotionally), and they go to Google to actively search for a solution. This is where you want to be, capturing that intent at the exact moment they're looking for help.
You'd want to be targeting keywords that show clear commercial intent. Things like "dental implants near me", "cost of dental implants [your city]", "all-on-4 dental implants", "best dentist for implants", and "tooth replacement options". These people are problem-aware and solution-aware. They're much further down the buying funnel, which means they're more likely to convert into a consultation booking. I've seen this with other local services we've worked on. For instance, we currently run a campaign for an HVAC company; people search when their boiler is broken, not before. Its the same principle here. You're solving an urgent, high-value problem.
Display and Performance Max can work, but I'd see them as a secondary channel to build awareness, not your primary lead source to begin with. They're for reaching people who might be interested but aren't searching right now. It's a much wider, and therefore more expensive and less efficient, net to cast for actual qualified leads in this sector.
You probably should use Audience Signals very carefully...
So, for your PMax and Display campaigns, you're right that you can't target health conditions. Your idea of using audience signals like 'cosmetic dentistry' interests is a good shout. That's exactly the right way to think about it. You're building a picture of a potential patient without telling Google you're targeting a specific health issue. You're targeting a related interest, not a condition.
Here's a few more ideas for audience signals you could test, thinking outside the box:
-> In-Market Audiences: Look for things like 'Cosmetic Procedures', 'Beauty & Personal Care', or 'Dental Services'. These are people Google has identified as actively researching in these categories.
-> Affinity Audiences: Think about the demographic. Dental implants are a significant investment. So, audiences like 'Luxury Shoppers', 'Luxury Travellers', or people interested in high-end car brands could be a good proxy. This isn't about finding people who need implants, it's about finding people who can afford them and are invested in their appearance and well-being.
-> Custom Audiences (based on search terms): This is a powerful one. You can create an audience of people who have recently searched for your main keywords on Google (like the ones I mentioned above). This lets you reach active searchers with visual Display or PMax ads shortly after their search, reinforcing your brand.
What you absolutely must avoid is anything too direct. Don't create custom audiences based on people who visit websites for specific dental problems or competitors who only offer one type of treatment. Stick to these broader, 'proxy' signals. It's all about inference, not direct targeting.
You'll need a website that screams trust and professionalism...
This might be the most important bit. You can have the best ads in the world, but if they click through to a website that looks dated or untrustworthy, you've completely wasted your money. Especially in healthcare. People are making a huge decision, both financially and for their health. Your website has to make them feel safe and confident in your abilities.
Just looking at alot of dental websites, they often fall down here. Here's what I'd focus on:
-> Professional Design & Copy: It needs to look clean, modern, and be easy to navigate, especially on mobile. The copy is massively important. You're not just listing the technical features of an implant; you're selling confidence, the ability to eat favourite foods again, and a better quality of life. Hiring a professional copywriter who understands the medical space could make a huge difference. They know how to be persuasive without making mad claims that'll get you in trouble with Google.
-> Build Trust Like Crazy: This is non-negotiable. You need patient testimonials (with photos or videos if possible), compliant before-and-after galleries, detailed profiles of your dentists showing their qualifications and experience, and clear information about the clinic. Any accreditations or awards should be front and centre. A virtual tour of the clinic can also work wonders.
-> A Clear Call-to-Action (CTA): What do you want them to do? Probably "Book a Free Consultation" or "Request an Information Pack". Make that button big, obvious, and repeat it. Don't make people hunt for how to contact you. A "click-to-call" button on mobile and a simple contact form above the fold are essential.
Think of your landing page as your digital consultation room. It has to be spotless, reassuring, and professional. Without this, your ad spend will likely have a very poor return.
Let's talk about what you should expect to pay...
Okay, the big question. Advertising for a high-value service like this isn't cheap. Forget about the £5 leads you might hear about for other industries. Based on my experience with other professional service clients, you should be prepared for a higher cost per lead (CPL). That HVAC company I mentioned is in a competitive area, and they see a CPL around $60. For something as specialised and valuable as dental implants, I would expect a CPL anywhere from $70 to well over $150, especially when you're starting out and optimising.
This sounds high, but you have to work backwards from the lifetime value of a patient. One implant patient is worth thousands, so paying a hundred quid or so to acquire them is often very profitable. The key is tracking which leads turn into actual patients so you can calculate your true return on ad spend (ROAS) and make informed decisions about your budget.
For a starting monthly ad spend, I'd usually recommend at least $2,000 - $3,000. This gives you enough data to properly test keywords, ads, and audiences without taking months to figure out what works. Anything less and you're just trickling data in too slowly to make good optimisation choices.
I've detailed my main recommendations for you below:
| Area | Recommendation | Why it Matters |
|---|---|---|
| Primary Channel | Focus 80% of your initial budget on Google Search Ads. | Captures high-intent users actively looking for a solution, leading to better quality leads and higher conversion rates. |
| Keyword Strategy | Target long-tail, commercial-intent keywords (e.g., "dental implant specialist in [city]"). | Filters out general researchers and targets people ready to make a decision, improving lead quality. |
| Display/PMax | Use as a secondary, awareness-building channel. Use 'proxy' audience signals (luxury, cosmetic) not direct health targeting. | Stays compliant with Google's policies while reaching a relevant, affluent audience that might be considering such procedures. |
| Landing Page | Invest in professional design and copywriting. Heavily feature trust signals (testimonials, dentist profiles, accreditations). | A patient is making a significant health and financial decision. The page MUST build confidence to convert clicks into consultations. |
| Budgeting | Start with $2k-$3k/month ad spend. Expect a CPL of $70-$150+. | Provides enough data for meaningful testing and optimisation. Acknowledges the high value and competitive nature of leads in this field. |
Why you might want some help with this...
As you can probably tell, this isn't just a case of switching on a campaign and waiting for the phone to ring. Navigating Google's health policies is a specialism in itself. One wrong move with your targeting or ad copy can get your ads disapproved or even your entire account suspended, which is a massive headache to fix.
Working with a consultant or an agency that has experience in these tougher niches can save you alot of time, money, and stress. We handle the constant testing, optimisation, and policy-watching, making sure your budget is spent as effectively as possible to get you in front of the right potential patients. It's about turning your ad spend into a predictable system for growing your practice, rather than a gamble.
If you'd like to go through this in more detail and have a look at your specific situation, we'd be happy to book you in for a free, no-obligation consultation. We can take a proper look at your website and put together a more concrete plan of action.
Regards,
Team @ Lukas Holschuh
