The uncomfortable truth
If your dental ads "don't work," there's a high chance your practice doesn't work under pressure.
Ads don't fix:
- bad reviews,
- weak front desk follow-up,
- generic offers,
- slow scheduling,
- or a website that looks like it was built in 2009.
Ads amplify what you already are. That's why some dentists print money with ads, and others swear the platforms are scams.
This guide explains what actually works in 2025–2026, based on real industry benchmarks and platform mechanics—not opinions.
First: know your numbers or you're gambling
A lot of dental marketing decisions are made like this:
"Let's try $1,500 on Google and see."
That's not a strategy. That's a donation.
Benchmarks for acquiring a new dental patient vary widely, but multiple industry sources put typical acquisition costs in the $150–$300+ range depending on market and services. (Incept Health)
Some reports cite dentistry patient acquisition costs around $374 on average across healthcare categories. (First Page Sage)
What matters is not the number. It's the ratio:
LTV : CAC should be at least 3:1 (and higher for implants/cosmetic).
If your lifetime value is $2,000 and you're paying $400 to acquire a patient, you're not "growing." You're running a fragile machine that breaks the second competition increases.
The dental ad stack: the only order that makes sense
There are two types of marketing:
Demand capture (high intent)
People are already searching. You're trying to win the choice.
Demand creation (low intent)
People weren't planning to book. You're trying to create the desire.
Most dentists run demand-creation channels (Meta/TikTok) when they actually need demand capture (Google/Maps). Then they complain about lead quality.
Channel-by-channel: what works, when it fails, and what to track
1) Google Business Profile (Maps) — not optional
Your GBP is where patients decide. Period.
If your photos are weak, your reviews are stale, and your responses are nonexistent, ads won't save you.
What to do
- weekly photo updates (real office, real team, real cases where allowed)
- respond to reviews consistently
- accurate categories/services
- appointment link front-and-center
Track
- calls
- direction requests
- website clicks
- appointment clicks
2) Google Search Ads — the highest intent paid channel
2025 dental Google Ads benchmarks commonly cited include conversion rates around ~9% and cost per lead around $80–$85 in competitive datasets (varies by region/service). (Dental Design)
Other dental PPC sources cite lead costs in the $50–$80 range depending on setup and market. (Elevate DDS)
What Search Ads are best for
- emergency dentist
- "dentist near me"
- Invisalign / implants (if you have the funnel)
- new patient exams
- high-intent "book now" keywords
Why Search Ads fail
Because dentists do this:
- send traffic to the homepage
- have no booking friction removed
- have no clear offer
- don't answer calls fast
- don't track what becomes a patient
Track
- booked appointments (not just "leads")
- show rate
- cost per acquired patient (not CPL)
3) Google Local Services Ads (LSA) — "Google Screened" trust leverage
LSAs are pay-per-lead and require verification. Google's documentation states advertisers must have a public and verified Google Business Profile and meet screening/verification requirements. (Google Help)
Why LSAs can be a monster for dentists
They stack trust at the top of search results with screening + reviews.
Why LSAs fail
- poor intake scripts
- slow follow-up
- not disputing bad leads
- weak service categories
Track
- cost per booked appointment
- lead dispute rate
- appointment-to-patient conversion
4) Meta (Facebook/Instagram) — great for retargeting, mediocre for cold demand
Meta is not where most people go to "search for a dentist." It's where you:
- retarget website visitors
- run reputation proof
- promote seasonal services (whitening, Invisalign promos)
- recruit and re-activate past patients
Meta fails when
Dentists run generic "We're a friendly dentist!" ads.
Nobody cares.
You need:
- proof (reviews, results, doctor credibility)
- a specific offer (exam + X-rays, Invisalign consult, etc.)
- a landing page that converts
Track
- booked consults
- cost per booked appointment
- incremental lift (not vanity likes)
5) TikTok Ads + short-form video — works only if you can produce content
TikTok is discovery. If you don't have the ability to make consistent short videos, don't pretend you're a TikTok brand.
Use TikTok for
- Invisalign transformations
- day-in-the-life
- myth-busting clips ("teeth whitening truth")
- painless dentistry proof
Track
- booked consults from tracked links
- cost per booked appointment (not views)
6) YouTube Ads — underrated for big-ticket services
If you sell implants, veneers, Invisalign—YouTube is useful because:
- patients need education
- long-form builds trust
- retargeting is strong
Track
- assisted conversions
- consult bookings
- view-to-lead lift over time
7) Yelp Ads — market-dependent, can work, can burn money
Yelp can still have high intent in some metro markets. Treat it as a test, not a religion.
Track
- calls
- direction requests
- booked appointments
8) Email + SMS — the highest ROI channel dentists ignore
Dentists waste money chasing new patients while failing to re-activate existing ones.
Email ROI is widely reported as extremely high in general marketing studies (often cited around $36:$1 on average). (WordStream)
And SMS open rates are commonly reported near 98%.
Even if those exact numbers vary by practice, the principle is stable: Owned channels beat paid channels when you have a list.
Use email/SMS for
- recall reactivation
- hygiene reminders
- "we miss you" automation
- unsold treatment plan follow-up
Track
- reactivated patients/month
- revenue per send
- unsub rate (if high, you're spamming)
9) Direct mail — still works if you're not lazy
Yes, direct mail can still work for dentists in tight ZIP codes.
But if you don't track it with:
- unique phone number or code,
- landing page,
- offer window,
then it's just expensive nostalgia.
10) Influencers/creators — not for "branding," for trust transfer
Local creators can work when:
- they have real local followers
- you structure it as a trackable offer
- you get rights to reuse the content in ads
Compliance: you can't market like a gym
Dental marketing is regulated by ethics and legal standards. The ADA explicitly notes dentists must consider legal and ethical issues and consult relevant standards/rules when advertising. (ADA)
HIPAA applies if you're a covered entity, and dentists must comply with the applicable HIPAA rules when they qualify as covered entities. (The HIPAA Journal)
Practical rule: If a testimonial or photo can identify a patient, get proper written authorization (don't wing this). (Compliancy Group)
The "Dentist Ads That Work" decision table
If you want:
- Emergency patients now → Google Search + LSA + Maps
- Implants/Invisalign → Search + YouTube + retargeting + consult funnel
- More hygiene recall → Email/SMS automation + reactivation campaigns
- Brand awareness → TikTok/Meta + creators + retargeting (only after capture is solid)
If you're a dentist and you're spending money on ads while:
- missing calls,
- not tracking booked appointments,
- running generic offers,
you're not "marketing." You're funding your competitor.
At pxlpeak.com, we build the system first (tracking, conversion, intake), then scale channels that fit your practice.
FAQ
Do Google Ads work for dentists?
Yes—when you track booked appointments and fix conversion + intake. Benchmarks often place CPL around ~$50–$85 depending on market/service. (Elevate DDS)
Are Google Local Services Ads available for dentists?
Yes, and they require screening/verification and a verified GBP. (Google Help)
What's a normal cost to acquire a new dental patient?
Many sources cite $150–$300+, varying by region and service. (Incept Health)
