Writing ads and the page the click lands on

The ad decides who clicks. The landing page decides whether they call. Most wasted dental ad spend comes from one of two places: ads that attract the wrong people, or good clicks sent to a page that doesn’t help them book.

Writing search ads

Google’s responsive search ads let you write several short headlines and longer descriptions, and Google tests combinations of them; check the current limits in the ad editor. Good dental ad copy:

• Matches the search. Someone searching for an emergency dentist wants to see “emergency” and “same-day” if you really offer it, not a general welcome message.
• Names the area. A neighborhood or city tells the searcher you’re close.
• Gives a real reason to choose you: evening or Saturday hours, insurance accepted, sedation available, a dentist who speaks the patient’s language. Specific beats “quality care.”
• Filters as well as attracts. If you don’t take a plan people often ask about, or a service is fee-for-service, the ad can say so and save you the click.

Use the ad assets

Assets (once called extensions) add information under the ad: a call button, your address linked to your Business Profile, links to other pages, short callouts such as “Evening hours.” Fill in the ones that apply and keep them accurate. A call asset with the wrong number or the wrong hours is worse than none.

Offers

A new-patient offer can help an ad stand out, but it has to be stated honestly. Say what’s included, who qualifies (for example, new patients without insurance), and any exclusions, both in the ad and on the landing page. Your state dental board may have specific rules on how discounts and “free” services are advertised; see the rules and privacy chapter.

The landing page

Send each ad to the page about that service, never just the homepage. A good landing page for a dental ad:

• Repeats the promise of the ad in the first screen on a phone, so the visitor knows they’re in the right place.
• Shows a phone number that taps to call, and a short booking form or online scheduling link, near the top.
• Answers the questions callers ask: insurance, cost range or payment options if you publish them, what happens at the first visit, hours, parking.
• Shows real photos of the dentists, team and office, and real reviews with patient permission where required.
• Loads quickly. A slow page loses visitors you already paid for.

Keep booking forms short and ask only for what the front desk needs to call back: name, phone, preferred time. Don’t ask for symptoms, conditions or medical history on an ad landing page; that information has no business passing through ad tracking. The dental website guide covers service pages in more depth.