Skip to content
DataMatrix LabsDataMatrix Labs
Book a call
All workHealthcareSample

Multi-location dental group

Local search, location landing pages and call tracking that showed each clinic exactly where its bookings came from.

Sector
Healthcare
Timeframe
Six months
Focus
Bookings and cost per booking, by clinic
Services
SEOPaid MediaWeb Development

Illustrative artwork for a sample project

cost per booking
−37%
calls from search
2.4×
Sample figures

Illustrative figures for a sample project.

This case study shows how we run and report a project of this kind. The business and the numbers are not a real client's.

How the figures are counted

The challenge

Several clinics, one website, and no view of which marketing filled which chair.

Every clinic shared one website, one ad account and one line in the reports, so nobody could say which location was getting value from the marketing budget.

The group had grown by adding clinics, and its marketing had not kept pace. Search ads sent every click to the home page. Business Profiles had been set up by different people at different times, with different names, hours and categories.

Most bookings came by phone, and phone calls were not tracked at all.

What the audit found

  • One page for every location

    Patients searching for a dentist in their own neighborhood landed on a page about the group.

  • Inconsistent local listings

    Names, addresses, hours and services differed between Business Profiles, the website and directories.

  • Phone bookings were invisible

    Online forms were tracked. Calls, which made up most bookings, were not.

What we did

Give every clinic its own page, its own listing and its own numbers.

The work was organized around one question the group could not answer at the start: what does a booking cost at each clinic?

  1. 01 Web Development

    Web Development

    A landing page for each clinic, built on one template so that every location shows its own address, team, treatments, hours and way to book.

    • Location pages with clinic-specific content rather than swapped place names
    • Click-to-call and online booking placed first on mobile
    • A tracked phone number on each page so calls can be tied to their source
    • Templates built to load quickly on a phone connection

  2. 02 SEO

    Search Engine Optimization

    Local search work for each clinic: accurate listings, a complete Business Profile, and location pages that match what people nearby search for.

    • Business Profiles corrected and completed for every clinic
    • Name, address and phone details made consistent across directories
    • Treatment pages linked to the locations that offer each one
    • A simple routine for front-desk teams to ask patients for reviews

  3. 03 Paid Media

    Paid Media & PPC

    Search campaigns rebuilt by location, with a budget for each clinic and with calls and form bookings imported as conversions.

    • Campaigns split by clinic catchment, each pointing to its own location page
    • Call and form bookings imported so bidding aims at bookings, not clicks
    • Negative keywords and ad schedules set to each clinic's opening hours
    • Budget moved between clinics each month by capacity and cost per booking

What changed

Each clinic can see what a booking costs.

For the first time, each clinic manager could see how many bookings marketing produced, and what each one cost.

  • A lower cost per booking

    Sending local searches to local pages, and bidding on bookings rather than clicks, brought the cost of each booking down.

  • More calls from search

    Complete Business Profiles and location pages raised the number of calls from both organic results and ads.

  • Budgets set clinic by clinic

    Spend now follows capacity: more where there are open chairs, less where the calendar is already full.

How this was measured

Sample figures

Cost per booking is ad spend divided by tracked bookings, where a booking is a completed online form or a call above a set length that the front desk marked as booked. Calls from search are tracked calls from organic results, Business Profiles and search ads, compared over matching periods. Calls were not tracked before the project, so the baseline for both figures is the first full month after call tracking went live, compared with the final month.

Illustrative figures for a sample project.

What comes next

Let budget follow capacity.

With bookings visible by clinic, the next steps are about filling the right appointments in the right places.

  1. Online booking for more treatments

    Starting with the appointments patients most often call about, which frees the phone line for everything else.

  2. Paid social for longer decisions

    A test for treatments people research for weeks, measured on consultations rather than clicks.

  3. A set-up template for new clinics

    Page, listing, tracking and campaign built the same way each time a location joins the group.

Next project

E-commerceSample

Direct-to-consumer skincare brand

Rebuilding paid social around creative testing, then using email flows to turn first orders into second ones.