Achievements
Sound Familiar?
She gave it a proper go. It just wasn’t the best use of her time.
Online course and done-with-you programs that teach local business owners how to run their own Google and Facebook ads are everywhere. Many of them are great and agencies even upskill with them to improve results for their clients. It make sense that the business owner knows their clients best and should learn how marketing works. Now, investing 2-3 days for a workshop to learn the basics is one thing. However, implementing it properly and optimising long term is an ongoing job, and on top of everything else that comes with running a busy dental practice, is a different challenge altogether.
Trinh Le, General Manager at Dianella Family Dental, gave it a genuine go. She worked through a workshop and set up the accounts. But between managing the clinic day-to-day and trying to navigate the technical side of paid advertising, it became clear the results weren’t going to come any time soon. The frustration was building, and the time she was putting into implementing the ad strategy was time she wasn’t putting into the practice.
She met Jeremy from Discerning Digital at a mutual friend’s birthday. And over time they got talking about what she’d been trying to do. It didn’t take long for her to work out her time was better spent working on the business.
If you’ve tried to get your head around Google Ads, SEO and your website while running a business and found it more trouble than it’s worth, you’re not alone. It’s one of the most common situations we see. The online programs and workshops might be solid. The problem is usually in the doing.
Who are they?
Dianella Family Dental, Perth
Dianella Family Dental has been serving the communities of Dianella, Morley, Bayswater and surrounding suburbs for over 30 years. The practice offers a full range of general and cosmetic treatments, from routine check-ups and scale and cleans through to Invisalign, implants, veneers and emergency dental care.
Trinh Le and Dr Raymond Lam took over the practice as new owners with clear growth ambitions. The loyal patient base built over three decades gave them a solid foundation. But to hit their targets, they needed a consistent and reliable pipeline of new patients coming through the door.
Trinh had attempted to build that pipeline herself through paid advertising. The effort was real. But the account had some fundamental issues working quietly against her. Keywords were all on broad match, pulling in searches with no relevance to the services the practice offers. There was no conversion tracking, so there was no way to know what was actually producing results. Location targeting was set far too wide, spending budget on suburbs no realistic new patient would ever travel from.
When it became clear the results were not going to come without proper help, Trinh made the call to hand it over and get back to focusing on the practice.
What We Did
Start clean, build it right, and let Trinh get back to running the clinic.
When we reviewed the existing account, starting fresh was clearly the better path. A new account gave us a clean foundation and a clear benchmark to measure progress against.
Conversion tracking went in first. For the first time, every phone call, every enquiry and every booking request could be traced directly back to the ads. Trinh no longer had to guess whether the campaigns were doing anything.
Campaigns were rebuilt around the services Dianella Family Dental actually wants to grow. Keywords were tightened to match real search intent. Geo targeting was pulled back to the suburbs where new patients were genuinely reachable. Budget stopped leaking to searches that would never convert.
The goal shifted from finding the time to get things setup and running to determining how many new patient enquiries they wanted. Monthly reporting gave Trinh a clear, ongoing picture of what was coming in and what it was costing, without her having to touch the account at all.
The Results
Record months, a practice in growth mode, and a new dentist on the way.
New patient numbers started climbing from the first month. The practice went on to break its own records three times in under six months, with each new peak coming off the back of the previous one.
December, typically a short and difficult trading month for any healthcare business, came in as their best December on record. Less days, a shorter working period, and still a record.
“We smashed December. Our best December yet, in a three-quarter month with half days.” Trinh Le, General Manager, Dianella Family Dental |
By December, Google had become the source of half the practice’s new patient leads for the month. The volume of new enquiries, including emergency appointments, had grown to the point where the existing schedule could not absorb them all.
At the time of writing, the practice is in the process of bringing on an additional dentist to meet demand. That is the kind of growth problem worth having.
Trinh’s time is back where it belongs. The leads keep coming in, and the practice keeps growing.
If you’re spending time trying to run your own ads when you could be running your business,
that’s the problem we help you to fix.