Case study
Rebuilding local demand when “we rank somewhere” is not enough
Composite scenario based on typical multi-year engagements—facts anonymized; playbook real.
Context
A suburban general practice with strong chairside reputation had slipped in visibility after a brand refresh, a botched GBP merge attempt, and a website relaunch that looked modern but buried phone and booking paths. Competitors owned high-intent queries for implants and emergency care even though the clinical team was capable.
Leadership wanted fewer vanity metrics and a straight line from marketing spend to booked consults.
Diagnosis
- Duplicate practitioner entities and an outdated suite address still surfaced in niche directories.
- Service URLs competed for the same keywords without clear canonical intent.
- Paid search sent traffic to the homepage with thin emergency messaging.
- Call tracking was not aligned to marketing channels in reporting.
What We Executed
Over two phases—foundation (weeks 1–6) and compounding (ongoing)—we aligned entity data, rebuilt priority service landings for implants and emergencies, and relaunched paid search with negatives tuned to dental intent. GBP posting focused on educational prompts and milestone updates, not keyword stuffing.
A lightweight CRO pass moved insurance/financing clarity above the fold on high-ticket pages and standardized mobile tap targets for call and schedule modules across templates.
Outcomes (Illustrative)
- Direction requests and tracked calls from Google surfaces climbed sharply vs. the prior baseline quarter.
- Emergency ad cohorts achieved a sustainable cost-per-booked-consult after creative and landing alignment.
- Implant consult requests shifted from ‘random inbound’ to identifiable search and referral paths.
Exact percentages vary by market competitiveness and start-point hygiene—we model scenarios in onboarding instead of promising universal lifts.