We helped the largest orthodontic group increase their lead volume by 65%

Smile Doctors approached TechTice to help them improve their PPC campaigns and expand their media management capabilities. At the time, Smile Doctors had a few direct mail and Google Ads campaigns running, but they were not conversion, brand awareness, or lead volume was not high. Smile Doctors’ in-house team was small, so they needed a partner that could help them expand into new areas.

One of the areas that Smile Doctors was lacking in was Facebook advertising. The orthodontic market is becoming increasingly competitive, with treatment options like Invisalign and Smile Direct Club investing heavily in social media. To stay competitive and increase leads and brand awareness at the same time, Smile Doctors needed to develop strategies for Facebook & Instagram advertising. However, Smile Doctors doesn’t have an in-house digital marketing agency on staff, so TechTice was charged with developing intricate social ad campaigns for all of the locations nationwide.

It was key to success across the board to bring Smile Doctors up to speed with a modern paid media strategy. By improving their current accounts, restructuring their audience segmentation, and launching targeted video, display, and social ads, we were able to increase brand awareness and significantly drive up high-quality leads.

We researched Smile Doctor’s digital competitors, compare their current campaign performance, and established performance baselines. We used enhanced bidding strategies to improve our campaigns and gain better insight into which audiences would work best. Consolidating at the campaign level helped us significantly improve algorithmic performance without sacrificing relevancy. For PPC, we grouped by themes and intent at the ad group level to allow the algorithm to find the most cost-effective conversion while still targeting ads based on location.

Additionally, we found that Smile Doctors had been targeting only braces-related keywords. However, by testing generic keyword sets, we found multiple opportunities in pediatric and aligner-related terms that had yet to be targeted. Smart bidding delivered a CPC at a rate 20-30% lower than manual bidding strategies, allowing us to automate the bidding process and improve campaign efficiencies.

Our creative team created new, customized landing pages for each corresponding ad campaign, following best practices for paid media. This improved click-through rates (CTR) and lowered cost per acquisition (CPA), while providing another avenue for audience retention and retargeting (re-engaging users who engaged with our ad but did not yet convert).

We constructed new landing pages using our time-tested formula for pages that are highly relevant and have high conversion rates. This formula employs copywriting that is relevant and persuasive, while also being aligned with the consumer intent of each ad campaign.

By aligning our landing page with our ad campaign (one problem, one solution, one unique value proposition, and one goal), we saw a 35% increase in conversion rates (CVR).

In addition, we also added trust signals such as testimonials, ratings, reviews, certifications, and case studies. This helped to improve usability and bounce rates, resulting in higher ad efficiency.

Most people are not actively searching for orthodontic care on social media. So, if you’re just running general awareness campaigns with generic ads, you’re likely not going to generate any qualified leads.

Our goal was to increase awareness and identify potential customers further up the funnel. We did this by building custom audiences and campaigns based on user data, so that we could target them more effectively at different stages of the buying cycle.

By generating awareness and nurturing these engaged audiences first, we were able to convert leads more effectively further down the funnel.

Since we launched our new and improved campaign strategy, Smile Doctors has experienced a 146% increase in calls and form submissions, alongside a 33% decrease in cost-per-acquisition. This means that our pay-per-click lead generation efforts are yielding a significant return in a market where every lead counts. Overall, PPC-originated leads are up 73%, while the conversion rate has also increased by 28%. We’re thrilled to have driven more than 37,000 leads since we started working together.