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Most patients choose a dentist on three things: how close you are, how soon they can get in, and what other patients say about you. They search a suburb or “dentist near me”, scan the map results, check reviews and look for a way to book tonight. If any of that is missing, the next clinic on the map gets the appointment.
Bigger treatments take longer. Someone weighing implants or clear aligners will compare a few clinics over several weeks, reading every page and studying every team photo. Anxious patients do the same before a simple check-up.
Dental labs play a different game. Patients never pick a lab, their dentist does. Lab marketing has to reach clinicians across Australia and give them a reason to switch: consistent work, reliable turnaround and a team they trust.
For a dental clinic, the map results are the shopfront. We set up and manage a Google Business Profile for each location. Each one gets the right categories and hours, photos of your real rooms and a booking link that works.
Behind that sits local SEO for the suburbs you draw patients from, with a page for every clinic. Our generative engine optimisation work helps Google’s AI Overviews and ChatGPT describe your clinic accurately too.
Search ads work best for dental clinics when they’re split by treatment. A parent looking for a kids dentist, an adult with a cracked tooth and someone researching implants all search differently. We build Google Ads campaigns for general care, children’s dentistry, implants, clear aligners and whitening, each with its own landing page and budget.
You pay per click, so once there’s enough booking data we optimise each campaign towards booked appointments. Google also restricts some health and medicines advertising, and those policies change. We check the current rules before each campaign launches, so it doesn’t stall in review the week you need it.
A dental website has two jobs. It has to reassure people who are worried about pain, cost or judgement, and it has to make booking take less than a minute. We design WordPress websites with real team photography, clear treatment pages, health fund details and a booking button on every page.
We connect your online booking system to your analytics, so you can see which pages and campaigns produce appointments. If your booking tool can’t share that data, we’ll tell you before the build starts and explain the workaround.
Reviews are often the first thing a new patient checks. We help you ask for them at the right moment and reply to them well. Ahpra’s advertising guidelines restrict testimonials about clinical care, such as symptoms, treatment or outcomes. Reviews about friendly staff, easy parking or short wait times are generally fine.
We build your review requests, reply templates and website review sections around that line, and check the latest guidelines before anything is published. Your front desk gets simple guidance on what can be shared, so nobody has to guess at reception.
Plenty of dental brands look alike: blue, white and a tooth icon. A distinctive brand identity gives a nervous patient something friendly to remember. When we rebranded Keys Dental, that meant a bold, playful look carried all the way into the clinic fit-out.
We start with the patients you want more of, then design the colours, signage, uniforms and collateral around them. If you treat lots of children, a kids sub-brand makes the family visit feel different without diluting the main clinic.
Sometimes the reason a chair sits empty is staffing. Clinics compete hard for good dentists, hygienists, oral health therapists and dental assistants. Candidates check your website and socials before they reply to a recruiter. We build careers pages, team content and targeted social media advertising that show a day in your clinic.
A rebrand can lift team morale and attract quality talent as well as patients. Recruitment and patient marketing tell one story about your clinic, so we plan them together.
For a dental laboratory, the customer is the clinician. Dentists choose a lab on consistency, turnaround and how easy you are to work with, and few switch because of a single ad. They switch when they’ve seen your work and your technicians often enough to trust them.
So our lab work leans on organic social with team-led video and SEO for “dental lab” searches in each capital city. Low-cost awareness ads keep you visible between cases.
“From branding workshops to physical refurbishment the team have been informative, supportive and fun.” Louise Viergnever, Practice Manager, Keys Dental
Read full case study
Send us your new-patient numbers for the last three months, split by treatment if you have them. We’ll show you where those patients came from and where budget is going on clicks that never book.
Possibly not yet. If you’re a one or two-chair practice, start with your Google Business Profile and reviews before you spend a dollar on ads. Fill in every field, add real photos, ask happy patients for a review and reply to each one. Then make sure your website loads fast on a phone and shows a booking button straight away. Some small clinics stay busy on that alone. Come back to us when you want to add a chair, open a second site or grow a treatment like implants.
Give each clinic its own territory. Every location needs its own Google Business Profile, website page and reviews, so Google can match it to nearby searches. In Google Ads, we set each clinic’s radius to its real catchment. Two of your sites should never bid against each other for one suburb. If you run three or more clinics, report on each one separately, because group totals can hide a struggling site for months.
Yes, within limits. Health advertising law covers anyone who advertises a regulated health service, including the agency writing the ads. Ahpra’s guidelines restrict testimonials about the clinical side of care: symptoms, diagnosis, treatment or outcomes. A review saying the team were lovely and you were seen on time is usually fine to share. A review praising how a crown or implant turned out should stay out of your advertising. The guidelines get updated, so we check the latest version and confirm wording with you before a review goes into your marketing.
You can, if it’s done carefully. Ahpra’s guidelines expect any gift or discount to come with clear terms, and no ad should create unreasonable expectations about treatment. A check-up and clean offer should state the price, what’s included, any exclusions and the end date. We’ll also steer you away from offers that push people toward treatment they may not need. Before an offer runs, we check it against the current guidelines and confirm the final wording with you. If you’re a new clinic building a patient base, a clear new-patient check-up price is usually a safer and stronger offer than a giveaway.
Start with the chair time you most want to fill. If your hygienists are booked out but implant sessions have gaps, put search budget into implant terms and let local SEO bring in the check-ups. If you’re a family clinic in a growing suburb, lead with children’s dentistry and general care. A good kids’ visit often brings the parents in too. Aligners and whitening sit in between. People research them for weeks, so they suit search ads, remarketing and detailed treatment pages.
Your buyer is a clinician with high standards and very little spare time. Dentists rarely change labs on price alone, and they don’t respond to the messages that work on patients. We focus on the searches dentists make when they want a new lab. Organic social shows your technicians and process, and low-cost awareness ads cover the cities you want to grow. For a national lab, ranking in each capital city matters more than broad brand advertising.
building your marketing strategy
If your clinic is around Perth, your account manager comes to you. We sit near reception for a while, watch how calls and bookings are handled, count the chairs and ask which ones sit empty and when. Plenty of dental marketing problems turn out to be front desk or booking problems, and you only spot them in person. Outside Perth, we start with a video call and your numbers.
Dentists have no spare minutes between patients, so we keep approvals short and predictable. You get one batch of ads, posts and page changes to review each month, with every claim already checked against the latest Ahpra guidelines. We only need your dentists for clinical accuracy. Your practice manager can approve the rest from a phone. If a month is too busy for sign-off, the work waits for you rather than going out unchecked.
Every clinic’s diary has a rhythm. School holidays bring kids in, the weeks before Christmas fill fast, and some months always run light. We map your slow weeks in the first month, then shift budget and content toward the treatments and times you most need to fill. When the books are full, we pull spend back rather than paying for patients you can’t see.
Clicks and impressions mean little to a practice owner. Each month you’ll see new patient bookings by treatment, location and source. You’ll also see calls, review growth and the cost per new patient where we can track it. Your account manager walks you through it and explains what we’re changing next month. When a campaign stops filling chairs, you’ll hear it from us first, along with where we’d move that budget.
Tell us how many chairs you run, where your clinics are and which treatments you want more of. We’ll come back with a plan and a named person to call.