How We Cut a Dental Clinic's Cost Per UK Lead in Half — An 8-Month Case Study
Category: Case Study · Google Ads · Health Tourism Marketing
Where They Started: Spending Without Clarity
Before working with us, the clinic's situation looked like this:
This is an extremely common setup in the dental tourism sector. Clinics run ads, money flows out, but the system operates blind.
1. Rebuilt the Campaign Structure From Scratch
The first thing we did was audit the existing campaign data. We found dozens of broad match keywords — terms like "teeth whitening," "implant prices," "dental clinic" — that were capturing clicks from within Turkey or from audiences who would never travel internationally. What we changed:
2. Fixed Conversion Tracking
Before our involvement, almost everything was being counted as a conversion: page views, site visits, phone number clicks. Google Ads was receiving "conversion" signals for dozens of events where no meaningful action had actually taken place. What we changed:
> Smart Bidding cannot work correctly without clean conversion data. The algorithm learns who to target based on who you've told it to value. If you're feeding it noise, it optimises for noise.
3. Built a Dedicated Landing Page
A homepage tells visitors "we do everything." A landing page answers one question: "Why this clinic, why now, and how do I get in touch?" The page we built using Next.js:
Page speed matters more than most clinics realise. A load time above 3 seconds causes over 53% of mobile users to abandon. It also directly affects Google Ads Quality Score, meaning you pay more per click on a slow site.
4. Changed the Bidding Strategy
The clinic was running on Maximize Clicks — a strategy that optimises for traffic, not outcomes. Once conversion tracking was solid, we made the shift:
During the learning phase, we reduced the daily budget and kept the targeting tight. We gave the algorithm 3–4 weeks to answer the question: "who should I show this to?"
5. Refined Geographic and Time Targeting
Not every UK city sends dental tourists to Turkey. We identified cities with direct flight routes to Antalya and matched those with realistic patient profiles.
The Results: 8 Months Later
After 8 months of ongoing work, cost per qualified lead dropped from the 2,800–3,000 TL range down to 1,200–1,400 TL. What does that mean in practice? Roughly twice as many qualified appointment requests for the same ad spend. No budget increase. No tricks. Just:
What This Means for Health Tourism Clinics
This case isn't unique to this clinic. Most dental and medical practices trying to attract international patients are dealing with the same structural problems: Common mistakes:
The right approach: - A dedicated landing page per campaign - Only count real, confirmed conversions - A tight but powerful keyword set - Technical infrastructure that loads fast (Next.js, or equivalent) - Copy written in the patient's language, not translated into it
Where Does Your Clinic Stand?
Let's explore your business's digital potential together. Get in touch now and let's create the difference together.
Let's explore your business's digital potential together. Get in touch now and let's create the difference together.
