Reducing Customer Acquisition Cost by 31% for a Dental Clinic
We analyzed data from the entire year and turned off ads that did not bring patients. We changed texts on the page to be more understandable.
A dental clinic in the center of Lodz spent large amounts on ads every month but saw no impact on the number of new patients. We checked their accounts and found specific errors that wasted budget every day. Numbers don't lie – it was enough to throw out what doesn't work.
The challenge
For the last 14 months, the clinic paid an average of 8,420 PLN per month for Google ads. Acquiring one booked patient cost them 78 PLN. The owner saw traffic on the site, but the registration desk often remained silent. The biggest problem was the lack of knowledge about which search terms actually ended in a clinic visit and which were just an expensive click.
Our approach
The Wisła Digital Solutions team started with a hard data audit. We reviewed 428 keywords used in campaigns. Together with Ms. Anna from the reception, we checked actual bookings from the last 12 weeks. We introduced a special call tracking system to know which patient calls from an ad and which from a recommendation. Done on time and without unnecessary talk.
The solution
We turned off 12 ad groups that generated traffic but gave no phone calls. We changed the texts on the site to be simpler and more specific. Instead of writing about advanced technology, we wrote about the lack of pain and appointments available within 48 hours. We also added a simple button for quick appointment scheduling, which only has 3 fields to fill out. It simply pays off.
Results
Thanks to cleaning up the data, the clinic now spends less while having the same number of patients every month. The owner allocated the recovered money to equipping a second office.
Timeline
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January 2024Ad account audit and interview with registration staff.
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February 2024Launch of call tracking and keyword cleaning.
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March 2024Implementation of new website copy and testing of simple form.
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April 2024Result summary and cost stabilization at new level.
"Finally, I know what I'm paying invoices for. Ads stopped being a mystery and became a tool that just works every day. We check facts, we don't guess."