Smile Design Dentistry

Boosting high-quality leads across 50+ offices with PPC & social

Smile Design Dentistry, a growing DSO with more than 50 locations, dealt with high ad costs, weak lead quality, and limited tracking. I rebuilt their PPC structure, added full‑funnel paid social, created tailored landing pages, and implemented call tracking. This delivered stronger lead quality, better ROI, and a scalable path for growth.

About Smile Design Dentistry

Smile Design Dentistry, founded in 2004 with its first office in Dade City, Florida, has grown into one of the most recognized dental support organizations in Central Florida and Tampa Bay. With more than 50 locations, they provide a wide range of services, including cosmetic dentistry, emergency care, preventive visits, and specialty treatments. Their reputation offline was strong, but scaling digital performance came with serious hurdles. Poor campaign structure, wasted ad spend, low‑quality leads, and limited tracking made it challenging to attract higher‑value new patients.

They came to me for multi‑location marketing execution, PPC restructuring, paid social funnel setup, and data analytics support. Together, we built a digital system that improved lead quality, increased return on spend, and gave their leadership team complete visibility into performance.

The challenge

Smile Design Dentistry faced several issues that limited growth across its offices. Their PPC campaigns were too broad, attracting leads who rarely became patients. This increased acquisition costs and forced staff to spend time on enquiries that didn’t align with their services.

Tracking was weak, giving little clarity on performance or where potential patients dropped off. With no real segmentation in place, the team couldn’t refine its efforts.

Capacity differences across locations created more strain. Some offices had room for more patients, others were short‑staffed, yet marketing spend didn’t reflect these gaps. This created uneven results across the entire group.

Social media added little value. Activity was low, and paid social wasn’t used as a growth channel. The overall marketing setup lacked focus and couldn’t support a network of more than 50 offices.

What they needed was sharper targeting, cleaner data, and a system that could adapt to each location’s needs.

Services Used: PPC Strategy, Paid Social, Landing Page Development, Call Analytics, Conversion Optimization

Esteemed digital marketing solutions

I executed a restructured PPC and social strategy built for scale and accuracy. I created bottom‑of‑funnel, search‑driven campaigns segmented by intent level and geographic area, sending high‑intent leads to the locations best prepared to serve them. Dedicated landing pages increased relevance and conversions, and CallRail tracking enabled separating booked patients from non‑booked enquiries.

At the same time, I launched their first paid social campaigns using a full‑funnel approach that guided prospects from awareness to action. Continuous testing, video engagement, and demographic‑focused targeting helped build strong local audience pipelines across every central service area.

Key steps included

Custom landing pages for each campaign that lifted local conversion potential
PPC targeting structured by funnel stage and office location for stronger efficiency
Budget management that supported high‑capacity locations while keeping complete network reach
Call analytics that directed spend toward higher‑value patient enquiries
Full‑funnel paid social that built strong audience engagement and long‑term brand lift

For Smile Design Dentistry, we put together a robust digital strategy that included:

Structurally reengineered PPC campaigns for efficiency and scale
Brand-consistent, high-converting landing pages
Call analytics integration via CallRail for quality-focused optimization
Full-funnel paid social campaigns aligned with awareness, consideration, and conversion phases
Ongoing A/B ad creative and demographic testing
Improved ROI by prioritizing high-capacity locations
Integration of geo-modified campaigns for precise targeting

STRENGTH IN NUMBERS

Business impact

By using a rebuilt PPC system, stronger landing pages, call tracking, and full‑funnel paid social, Smile Design Dentistry saw meaningful growth in patient acquisition across more than 50 offices. Marketing spend became more efficient, lead quality rose, and cost per lead continued to drop month after month.

+20%

PPC conversion rate increased by 20%, driving higher engagement from high-intent patient leads across all locations.

30%

Cost per call decreased by 30%, lowering acquisition costs and maximizing ROI for paid channels.

50+

Successfully launched optimized campaigns across 50+ locations with scalable PPC, social, and landing page strategies.