Citysmile Case Study: How to increase leads for a dental clinic by 151% and reduce lead cost in 6 months
Attracting clients in the medical services and local business sectors has its own specifics. Patients look for a clinic when they have a specific, often urgent problem, so speed and accuracy of communication play a crucial role. At the start of our work, the advertising campaigns for citysmile.com.ua dental clinic generated 74 inquiries per month, but the high cost per lead limited scalability, and ad click-through rates remained low. The main goal of the project was to establish a stable and predictable flow of appointment bookings at a reasonable price. Professional contextual advertising helped optimize costs and attract a stream of target patients.
To achieve these goals, the team completely re-evaluated the budget allocation approach and focused on the most conversion-driven areas.
Over 6 months of campaign management, our specialists systematically implemented a set of tasks:
- Analytics and Strategy – developing a new search campaign structure with a focus on the most profitable and in-demand medical services.
- Account Optimization – in-depth ad grouping by keywords to achieve maximum relevance to search queries.
- Ad Management – crafting compelling ad copy that highlights the clinic's advantages, doctors' qualifications, and transparent pricing.
- Extension Usage – adding sitelinks, callouts, and phone numbers, which significantly increased ad visibility in search results.
- Maintenance and Refinement – regular monitoring of search queries and prompt addition of negative keywords to eliminate irrelevant clicks.
The meticulous refinement of each ad significantly improved the quality of advertising materials in the eyes of the search engine.
What results did the contextual advertising campaign achieve?
The comprehensive modernization of advertising campaigns and the launch of an updated targeting strategy led to a rapid increase in key project performance indicators:
- Leads – the monthly number of patient inquiries more than doubled, increasing from 74 to 186 inquiries (+151%).
- Cost Per Lead (CPL) – by optimizing bids and increasing relevance, the cost of acquiring one client was reduced from 550.4₴ to 344₴.
- Click-Through Rate (CTR) – the ad click-through rate saw a significant jump, increasing from 4.56% to 12.27%.
Thanks to precise audience targeting, the clinic was able to fully book its doctors' schedules and reduce marketing costs.
Results of citysmile.com.ua Campaigns and the Value of PPC for Local Medical Businesses
The Citysmile dental clinic case study proves that in the medical field, the key to success is continuous account structure optimization and ongoing work on ad quality. Reducing the cost per conversion allows the clinic to grow without inflating its marketing budget.
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