Goal: Generate more new-patient enquiries (calls + appointment form leads) at a lower cost. 1. Account Background Niche: General & Cosmetic Dentistry – USA Channel: Google Search Ads Primary KPI: Qualified leads (calls / appointment requests) Initial status (May 2023): High spend with very few conversions. 2. Performance Before Optimization – May 2023 Spend: $797.34 Impressions: 7,575 Clicks: 181 CTR: 2.39% Conversions: 3 Cost per Lead (CPL): $265.78 Conversion Rate: ~1.66% Problem: Paying $265+ per lead with very low conversion rate, making Google Ads unprofitable for the clinic. 3. Key Optimization Actions (High-level, simple language – good for portfolio) Tightened keyword targeting around high-intent dental terms (emergency dentist, dental implants, cosmetic dentist, etc.) Paused low-performing keywords and added negative keywords to cut irrelevant searches. Optimized location & radius targeting around the clinic’s real catchment area. Updated ad copy with clear USPs (experience, same-day appointments, insurance, etc.) and strong call-to-action. Used ad extensions (call, location, sitelinks) to improve visibility and click-through rate. Adjusted bids by device & time of day to focus on periods when patients are most likely to call or book. 4. Performance After Optimization – June 2023 Spend: $632.79 Impressions: 2,811 Clicks: 110 CTR: 3.91% Conversions: 10 Cost per Lead (CPL): $63.28 Conversion Rate: ~9.09% 5. Month-on-Month Impact Leads: Increased from 3 → 10 (over 3x more leads) Cost per Lead: Reduced from $265.78 → $63.28 (≈ 76% decrease) Total Spend: Reduced by ≈ 20%, while generating more leads Conversion Rate: Improved from ~1.66% → ~9.09% (over 4x better) CTR: Improved from 2.39% → 3.91% (≈ 64% increase) 6. One-Line Summary (for cards/tiles on website) Cut CPL by ~76% and tripled monthly leads for a US dental clinic by restructuring Google Search campaigns, tightening targeting, and optimizing ad copy & bidding.