Dental clinic — CasablancaPer-treatment campaigns that fill the appointment book at a controlled cost.
Implants, orthodontics, emergencies: three treatments, three intents, one appointment book to fill. Webotic restructured the acquisition of a Casablanca dental clinic around per-treatment campaigns and reliable call measurement. (Illustrative figures, to be validated.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- GTM Server-Side
- GA4
- Call tracking
- WhatsApp Business API
- Looker Studio
The context · an unpredictable diary, invisible calls
A dental clinic in Casablanca, several practitioners, and three very different business drivers: implants and orthodontics — high-value treatments with a long decision cycle — and emergencies, where the patient chooses within minutes. Before Webotic stepped in, acquisition relied on word of mouth and generic campaigns sending all traffic to the homepage. The result: a cost per lead around 90 MAD, poorly qualified calls and an appointment book that swung from one week to the next. Above all, most enquiries came in by phone or WhatsApp — conversions invisible to Google Ads, which was optimizing blindly on clicks alone. Under those conditions it was impossible to know which keyword was actually filling the appointment book and which one was burning the budget. Added to that was a problem every practice knows well: missed appointments, booked in a hurry then forgotten, leaving empty slots and revenue that is hard to recover. The goal was twofold: bring down the cost of acquiring a patient, and turn every paid lead into an actual presence in the chair.
- Three treatments with distinct logics: implants, orthodontics, emergencies.
- CPL around 90 MAD on generic campaigns.
- Calls and WhatsApp invisible to the Google Ads algorithm.
- Missed appointments and lost slots every week.
The setup · one campaign per treatment, one measure per channel
Webotic restructured the Google Ads Search account into three separate campaigns — implants, orthodontics, emergencies — each with its own keywords, ads and budget, matched to the value and intent of each treatment. Every campaign points to a dedicated landing page: a direct answer to the query, proof of seriousness, reassurance about how the treatment unfolds, and only two actions — call, or message on WhatsApp. For emergencies, call extensions and stronger bids during opening hours. The core of the setup is measurement: server-side tracking (GTM Server-Side) records every call and every WhatsApp conversation, then sends genuinely qualified leads back to Google Ads as conversions. Smart bidding therefore optimizes on appointment requests, no longer on clicks. Automated SMS and WhatsApp reminders then confirm every appointment the day before and on the morning itself, with one-message rescheduling, to turn paid leads into actual attendance. Finally, a Looker Studio dashboard consolidates cost per treatment, leads and appointments so budgets can be arbitrated week by week.
- One Search campaign and one dedicated landing page per treatment.
- Server-side tracking of calls and WhatsApp conversations.
- Bidding optimized on appointments, not on clicks.
- Automated SMS/WhatsApp reminders before every appointment.
The results · a full diary at a controlled cost
In 90 days, cost per lead dropped from around 90 MAD to 38 MAD — a 58% reduction — while lead quality improved: per-treatment campaigns attract patients who already know what they are looking for. Monthly appointments were multiplied by 3.2, driven both by the lower acquisition cost and by a landing-to-contact conversion rate well above the old homepage. Thanks to server-side tracking, 95% of leads — calls and WhatsApp messages alike — are now tracked and tied back to their original keyword: the clinic knows precisely what an implant, orthodontics or emergency patient costs, and allocates its budgets accordingly. Automated reminders cut missed appointments by around 35%, securing the return on every paid lead. Most importantly, decisions are no longer based on impressions or clicks: every dirham of spend is now traceable to a phone ringing or a WhatsApp conversation starting, which changed how the clinic thinks about advertising altogether. The setup now runs on a controlled budget with clear scaling rules per treatment. (Illustrative figures, to be validated with the client.)
- CPL −58%: from 90 MAD to 38 MAD.
- 3.2× appointments per month in 90 days.
- 95% of calls and WhatsApp tracked server-side.
- −35% missed appointments thanks to reminders.
We finally know what a patient actually costs us, treatment by treatment. The appointment book fills up, emergencies come in at the right time, and the reminders have almost eliminated empty slots.
FREQUENTLY ASKED QUESTIONS
- Why one landing page per treatment rather than a single page?
- Because a patient comparing implants and a patient with a dental emergency have neither the same intent nor the same questions. A dedicated page answers the exact query, reassures on the specific treatment and converts far better than a generic homepage. It also lets us measure and optimize each treatment separately.
- How do you measure calls and WhatsApp conversations?
- Through server-side tracking (GTM Server-Side): every call and every WhatsApp click is recorded, tied to its campaign and keyword, then sent back to Google Ads as a conversion. Smart bidding thus optimizes on real appointment requests, not on clicks.
- Can these results be replicated for other practices in Morocco?
- The method can; the figures depend on the city, the competition and the treatments. In Morocco, a healthcare CPL typically sits between 25 and 90 MAD depending on the treatment. The values shown here are illustrative and validated with the client before publication.
- Is advertising for a dental clinic allowed on Google?
- Yes, provided you comply with Google's healthcare policies and the local code of ethics: no promises of results, factual wording and compliant landing pages. We build the ads and the pages within that framework from day one.