NWLAB runs marketing for dental practices: paid media split by specialty, local SEO with an optimized Google Business Profile and booking pages by procedure. It is for practices with open slots to take on new patients by specialty, starting at $1,500 per channel per month. We work remotely with practices in the United States, Canada, the United Kingdom, Australia and Brazil.
No commitment. Just context, judgment and clarity.
Results vary by context. We use our diagnostic to frame feasibility before any projection.
Search ads for dentists and dental services average a $8.00 CPC and a $72.97 cost per lead, against $5.42 and $66.69 across all industries
LocaliQ/WordStream, 2026
Dental search ads convert at 10.67% on average, above the 8.18% all-industry rate, while CTR trails at 5.66% vs 6.64%: fewer people click, and more of those who click convert
LocaliQ/WordStream, 2026
66.7% of U.S. adults had a dental exam or cleaning in the past year, so one in three went the full year without one
CDC National Health Interview Survey, 2025
86.9% of U.S. children ages 2–17 had a dental visit in the past year, the demand base for pediatric practices
CDC, 2019
There are 205,088 professionally active dentists in the U.S., or 60.0 per 100,000 people
ADA Health Policy Institute, 2025
Customers are 2.7 times more likely to consider a business reputable when its Google Business Profile is complete, and 70% more likely to visit it
Google, 2026
We build digital acquisition for dental practices and clinics: Google Ads, local SEO and landing pages that turn a search into a booked appointment. Inside the advertising rules dentistry has to follow.
Dentistry has an unusual decision cycle: the patient puts it off as long as possible, and when they finally act, they search with urgency. "emergency dentist in [city]", "teeth whitening cost", "dental implant near me", those searches carry immediate buying intent. Whoever shows up first on Google when the patient finally decides to act wins the patient. And once a patient trusts a dentist, they rarely switch, which makes LTV in dentistry one of the highest in healthcare. We work inside the advertising rules for the category: no promise of a specific cosmetic outcome, no identifiable before and after photos without documented consent.
Emergency procedures convert far faster on Google Ads than elective ones. Skipping that segment wastes the most efficient acquisition channel the category has.
For dentistry, a Google Business Profile with real reviews is the most underrated marketing asset there is. A patient searching "dentist near me" sees the map first, before the paid ads and before your site.
Trust in dentistry is built on visual evidence: photos of the office, the equipment, the team. Practices with real photos get a significantly higher click and conversion rate.
Whitening, orthodontics and implants have completely different audiences, decision cycles and price points. A generic ad wastes budget. Campaigns split by procedure convert better.
Before any ad runs, every contact path becomes a tracked event split by service line: calls, texts, form fills and online booking. We match those events against the schedule to see how many leads became exams and how many exams became accepted treatment plans. Without that link, the campaign learns to generate calls, not patients in the chair.
Your Google Business Profile gets the right categories, hours, real photos of the office and a steady review request routine, since Google says local results are mainly based on relevance, distance and popularity. Implants, orthodontics, pediatric dentistry and emergency care each get their own page, with the insurance plans you're in network with. Specialist claims follow ADA Code Section 5.H, and general dentists say so on the page, as Section 5.I requires.
Google Search campaigns run by service line and by drive radius, with negative keywords for dental school, jobs and free clinics. Emergency care gets its own campaign, scheduled for the hours someone actually picks up the phone. Meta comes in for long decision treatments like clear aligners and implants, with educational creative and no claim likely to create an unjustified expectation about results, which ADA Code 5.F.2 treats as misleading.
High value treatment like implants and orthodontics often takes more than one conversation, so patients with an unaccepted treatment plan enter an email and text sequence that answers what's holding them back. Active patients get recall reminders, since one in three U.S. adults went the past year without a dental exam or cleaning (CDC). Your patient list starts filling the schedule without leaning only on ad spend.
Optimization runs on cost per kept appointment and cost per started treatment, not cost per lead. Keywords that bring calls but no chair time get cut, and budget moves to the service line with open slots. The monthly report shows that path by service line, from click to treatment.
Want this operation mapped to your business?
Free DiagnosticUS$ 2.47M in tracked revenue for clients, at a weighted ROAS of 7.96.
Accounts managed by NWLAB, 2023 to 2025
Who it is for
Practices with open chair time in defined service lines, like implants, orthodontics, pediatric dentistry or emergency care
Offices that can answer calls and texts the same day a lead comes in
Practices with treatment values that can carry an ad budget starting at $1,500 per channel per month
Owners who want marketing that stays inside the ADA Code and their state dental board's advertising rules
Who it is not for
Practices with no openings for new patients or no one to pick up the phone
Offices that want to promise results or announce specialties the dentist isn't qualified to claim
Practices expecting ads to make up for weak reviews or treatment plans nobody follows up on
Yes, if you serve a defined area and want to show up without paying per click. Google says local results are mainly based on relevance, distance and popularity, and that more reviews and positive ratings can help local ranking, so the work starts with your Google Business Profile and continues with pages by service and neighborhood. It pays off in months, not weeks, which is why it usually runs alongside Google Ads.
Search ads for dentists average $8.00 per click and $72.97 per lead, against $5.42 and $66.69 across all industries (LocaliQ/WordStream, 2026). Your numbers depend on city, service line and competition, and we work with ad budgets starting at $1,500 per channel per month. What tells you if it's worth it is cost per started treatment compared to the value of that treatment.
It works as support for SEO and follow-up, not as your main source of new patients. Content that answers real questions, like when to bring a child in for a first visit, how long aligner treatment takes or what to do about a broken tooth, earns organic search and keeps patients with an open treatment plan engaged. ADA Code 5.F.1 treats an article under a dentist's byline that hides its source or is designed to create questionable expectations as misleading, so the content educates without overpromising.
Yes, because the person searching is a parent, and the questions are about first visit age, kids who are scared and after hours emergencies. The page talks to that parent and only says "specialist in pediatric dentistry" if the dentist meets the education requirements in ADA Code Section 5.H, which lists pediatric dentistry among the recognized specialties. 86.9% of U.S. children ages 2–17 saw a dentist in the past year (CDC, 2019), so the demand exists; the question is which practice parents find.
A page per service, tap to call and online booking visible on mobile, your address with a map and the insurance plans you're in network with. Use real photos of the office and team instead of stock images, and track every call, text or form fill as an event. ADA Code 5.F.6 says a dentist's website, like any other announcement, has to be truthful and not misleading, and that SEO techniques must comport with the Code.
Yes, with your existing patients, not as cold outreach. The right uses are recall reminders, follow-up on unaccepted treatment plans and post-procedure instructions, and there's room: one in three U.S. adults went the past year without a dental exam or cleaning (CDC, 2025). Keep it inside the same rules as any ad: nothing false or misleading and no unjustified expectation about results (ADA Code 5.F).
Advertising is allowed: the ADA Code says any dentist may advertise, but never in a way that is false or misleading in a material respect, which covers claims likely to create an unjustified expectation about results and, since the 2025 update, undisclosed paid partnerships with influencers (Section 5.F). Only dentists who meet the education requirements may announce as a specialist, in the specialties recognized by the National Commission on Recognition of Dental Specialties and Certifying Boards, and general dentists must state that their services are provided by general dentists (Sections 5.H and 5.I). The ADA Code is an ethics standard, and the binding advertising rules come from your state dental board and state law, which the Code itself tells dentists to consult.