Google Ads for dental practices / London
Fill the hygiene diary. The rest of the treatment follows.
We book new hygiene patients for a London clinic at around £22 each, against £130 of treatment on the day. Here is exactly how, and how to work out in ten minutes whether it would do the same for your practice.
- One practice per area. We will not run ads for the clinic down the road.
- Calls tracked, not guessed. Most practice enquiries are phone calls, and most accounts cannot tell you which ad caused them.
- The landing page is ours too. No waiting on a web developer to change a line.
From a live client account
What it costs to book a new hygiene patient.
One London practice, anonymised at their request. Real figures over the period stated, measured against ad spend. Not a projection and not an industry average.
Hygiene campaign, second month
£22
to book a new hygiene patient
£130
worth of treatment on the day, before anything that follows
Around six times the ad spend returned immediately · London clinic, August 2026
The first month ran with a tracking fault, so the true result was very likely better than we recorded
We are telling you about the tracking fault because you would rather hear it from us than wonder later what else was rounded in our favour. The campaign is young and the account is not enormous. What it does show is that the arithmetic works long before the budget gets serious.
Why we start with hygiene
Nobody searches for an implant on a Tuesday morning.
Most practices want us to advertise the expensive treatments, which is understandable and usually the wrong place to begin. Implant and Invisalign searches are few, fiercely bid on, and the person doing the searching often takes months to decide. Spend a small budget there and you learn very little for a lot of money.
Hygiene is the opposite. People search for it constantly, they book quickly, the click is cheap, and every one of them walks into your practice and meets your team. What happens next is up to your dentists, and it is where the actual value sits.
A hygiene appointment
Cheap to win, quick to book, and enough volume for Google's bidding to actually learn something within weeks rather than months.
They meet your practice
Your team, your surgery, your standard of care. This is the part no advertising can do and the part that decides everything after it.
Treatment they were putting off
Whitening, a crown, the orthodontics they had been considering for two years. Bought from a practice they already trust, rather than from an advert.
A registered patient
Recalls, family members, referrals. The reason a £22 acquisition cost is not really a £22 acquisition cost at all.
None of that requires you to take our word for it. You already know what a hygiene appointment is worth and roughly what proportion of new patients go on to book treatment. Put your own numbers against a £22 cost and you will know within ten minutes whether this is worth a conversation.
What we actually do
Six things, and most accounts we inherit are missing four of them.
Call tracking that actually works
Most people ring a dental practice rather than filling in a form, and most accounts count none of it. Yours will show which ad and which search produced each call.
Blocking what wastes the budget
NHS searches when you are private, dental nurse job hunters, students looking for training, people forty minutes away. Read weekly and blocked, permanently.
A page per treatment
Somebody searching for emergency dentistry should not land on a homepage carousel. We build and host a page for each treatment, so we can change it the same afternoon.
Claims kept factual
Healthcare advertising gets rejected for overclaiming, and your regulator takes a dim view of it too. We write to what you can evidence, which keeps ads running and keeps you comfortable.
Booked patients fed back to Google
You mark which enquiries actually became patients. We send that back, so the bidding chases people who book rather than people who fill in forms. Almost nobody does this at your budget level.
Reporting a practice manager can read
How many enquiries, what each cost, which treatment they came from, what we changed. One page. No dashboard you have to be talked through.
One practice per area, and we mean it.
If we run ads for your practice we will not take the clinic two streets away. Bidding two clients against each other pushes both their costs up and earns us two fees for it. Ask any agency you are speaking to whether they do the same.
I have used Bold Tony's services for a long time. Don and VJ are very professional, quick and produce work of high standards. They are always on hand to give good advice.
What it costs
Published, so neither of us wastes a call.
Campaign setup
From £1,200
One off. Research, account build, call and form tracking, and the treatment pages the campaign points at.
Monthly management
From £350
Weekly search term reviews, bidding, ad testing, page changes, reporting, and Don on the end of the phone. No long contract.
Your ad budget
From £600
A month, paid straight to Google and never through us. Below roughly this level there is not enough data for the bidding to learn from.
At £22 a patient, a £600 monthly budget is somewhere around twenty-seven new hygiene appointments. Whether that is worth £950 all in is a sum you can do faster than we can, and it is exactly the sum we will do with you on the call.
Straight answers
What practice managers ask us first.
We already tried Google Ads and it did not work.
That is the most common thing we hear, and usually the account tells us why within about twenty minutes. Broad keywords buying every loosely related search, conversions counting page views rather than enquiries, every ad pointing at the homepage, and phone calls untracked so half the results were invisible. We will look at your old account before you commit to anything and tell you which it was.
Who owns the Google Ads account?
You do. It sits under your own billing and we are added as a manager. If we part ways we step out and everything stays where it is. Agencies that keep the account in their own name are protecting themselves, not you.
Will this break any advertising rules?
We write to what you can evidence and avoid the superlatives and guarantees that get healthcare ads rejected. You will see every ad before it runs, and if your indemnity provider or association has specific wording you use, we will follow it.
How soon would we see anything?
Enquiries usually within days of going live, because you are appearing in front of people already searching. The first month is about volume, the second is about cutting the waste, and by the third the cost per patient is normally where it should be.
We are a small practice. Is this worth it?
Possibly not, and we will say so. If you cannot answer the phone reliably during the day, or you have no capacity in the hygiene diary, more enquiries will just annoy everybody. That is a real conversation we have had with practices before, and it saved them a fee.
Who would we be dealing with?
Don, from the first call onwards. Bold Tony is a husband and wife studio in London. Where a job needs a specialist we bring in people we have worked with for years, all of them London based, and we manage them ourselves.
Start here
Ten minutes and you will know.
A short call with Don. What a new patient is worth to you, what the searches look like in your area, and roughly what a patient would cost to win. If the arithmetic does not work, we will tell you on that call rather than three months in.