AD
West Perth Dental Centre - June to August Paid Ads Strategy

Paid ads built around
booked patient outcomes.

This revised strategy connects each campaign to the service line, landing page, qualification method and success metric that matters most: suitable patients booking appointments with West Perth Dental Centre.

01
Campaign Role

Traffic builds qualified page audiences. Lead Generation captures enquiry intent.

02
Service Focus

Emergency, cosmetic, Invisalign, implants/restorative and routine care.

03
Growth Outcome

Booked appointments, suitable patient quality and treatment acceptance.

View Service Map ->
Strategic Summary

The next phase should connect media activity to clinic growth.

The client is not asking for more clicks alone. The plan now shows how spend moves from service-specific landing page traffic into retargeting, qualified enquiries, booked appointments and suitable patient acquisition.

1

Traffic must be service-specific

Traffic should not be used as low-intent click buying. It should send patients to relevant service pages, build retargeting audiences and measure meaningful actions such as calls, form starts and booking clicks.

2

Lead Gen must qualify intent

Lead forms should ask simple service-specific questions so the clinic can prioritise enquiries by appointment need, timing, concern and suitability for a consultation.

3

Clinic data closes the loop

Meta can report spend, clicks, landing page views, leads and CPL. Booked appointments, show-up rate, patient quality and treatment acceptance need to come from Charlie or the clinic booking system.

Current KPI Baseline

Current Meta performance shows efficient traffic and expensive leads.

These figures are the available Meta Ads baseline. They should be paired with clinic booking data before finalising booked-patient forecasts by service line.

$4,552.29
Current Meta spend reported
2,277
Link clicks across campaigns
1,581
Landing page views reported
24
Meta leads from Lead Gen
$162.39
Current Lead Gen CPL
$0.42
Awareness cost per LPV
CampaignSpendReachImpressionsFrequencyLink ClicksCTRCPCLPVLeadsCPL
LEADS_PROSP_PERTH_2026-01$3,897.2536,96975,1712.036130.82%$6.36324$162.39
Awareness | Carousel | ABO | Sept$655.0435,70472,3712.031,6642.30%$0.391,578Not trackedNot applicable
Baseline takeawayMeta shows that the awareness activity is efficient at driving traffic, while the lead campaign is producing enquiries at a relatively high CPL. The next phase should keep the traffic efficiency, but connect it to service-specific pages, retargeting and booking outcomes rather than treating landing page views as the final result.
Campaign Strategy

Each campaign has a clear job in the booking pathway.

The campaign structure should move patients from relevant service interest to qualified enquiry, then into a clinic follow-up process that can measure booked appointments and patient quality.

Campaign Roles

June to August
1

Traffic Campaign

Consideration

Send patients to service-specific pages for emergency, routine, cosmetic, Invisalign and implants/restorative pathways. Optimise toward landing page views and stronger on-page actions, then build retargeting audiences.

Bridgepage visit to enquiry
2

Retargeting Layer

Warm Intent

Retarget recent service-page visitors, video viewers and form starters with clearer appointment prompts. This is where traffic quality is tested against real enquiry behaviour.

Nurtureinterest to action
3

Lead Generation Campaign

Enquiry

Use service-specific forms for patients ready to ask about Invisalign, cosmetic options, emergency care, implants, restorative treatment or routine appointments.

Convertlead to booking
Budget Split

Proposed split by service line.

The budget split gives more weight to higher-value and higher-intent treatment lines while keeping emergency and routine pathways active for local patient acquisition. This split should be reviewed monthly against booked appointments, suitable patient quality and treatment acceptance.

Implants / RestorativeHigher-value treatment enquiries supported by Lead Gen and retargeting.
30%
Cosmetic Dentistry / WhiteningConsultation-led cosmetic enquiry pathway with AHPRA-safe expectations.
20%
Invisalign / AlignersClear aligner consultation interest, qualified by suitability and timing.
20%
Emergency DentistryTimely enquiry capture for urgent or uncertain dental concerns.
15%
Routine / General DentistryLocal new-patient demand, delayed-patient reassurance and workday convenience.
15%
Budget rationaleImplants/restorative receives the highest proposed allocation because it is a higher-consideration service line where patients often need more education, retargeting and follow-up before booking a consultation. Cosmetic/whitening and Invisalign/aligners each receive strong but balanced support because they can generate consultation interest when suitability is framed carefully. Emergency and routine campaigns remain active because they support immediate appointment demand, local convenience and new-patient growth. Budgets should move over time toward the service lines producing the strongest booked appointments and suitable patient quality, not just the cheapest clicks or leads.
Service-Line Execution Map

How each campaign translates into suitable booked patients.

This map ties each service line to the budget split, landing page, qualification method and primary success metric. It is designed to make Traffic accountable to retargeting and appointment outcomes.

Service LineBudget SplitCampaign RoleLanding PageLead Qualification MethodMain Success MetricBooked-Patient Pathway
Emergency Dentistry15%Traffic Lead Gen/emergency-dentist/Urgency, symptom type, preferred contact time, phone follow-up.Emergency appointment enquiries and booked appointments.Patient sees calm symptom-check creative, visits emergency page, calls or submits form, clinic confirms urgency and appointment availability.
Cosmetic Dentistry / Whitening20%Traffic Lead Gen/smile-makeover-consultation/Treatment interest, main concern, readiness for consultation, suitability discussion.Cosmetic consultation bookings and suitable patient quality.Patient explores cosmetic options, receives consultation-led messaging, submits enquiry, team discusses options and sets realistic next steps.
Invisalign / Aligners20%Traffic Lead Gen/invisalign-consultation-landing/Aligner interest, previous orthodontic history, timing, consultation preference.Aligner consultation enquiries, booked consults and suitability rate.Patient asks whether aligners may suit them, books a consultation and receives clinical assessment before any treatment expectation is set.
Implants / Restorative30%Traffic Retargeting Lead Gen/landing-page/performance-max/Missing tooth or restorative concern, timeframe, treatment interest, phone follow-up.Implant/restorative consult bookings, suitable patient quality and treatment acceptance.Patient researches options, is retargeted with consultation-focused creative, submits enquiry, clinic confirms needs and books an appropriate consult.
Routine / General Dentistry15%Traffic Lead Gen/landing-page or /landing-page/google-search/New patient interest, delayed visit concern, preferred appointment type, location convenience.New patient bookings, lead-to-booking rate and show-up rate.Patient relates to delayed-visit or local-convenience creative, lands on a simple first-step page and books or enquires for the right appointment.
How Traffic avoids low-intent clicksTraffic should be judged by service-page actions and downstream retargeting performance, not only cheap clicks. Useful signals include landing page view rate, call clicks, booking button clicks, form starts, retargeting audience size, retargeted CPL and the number of booked appointments traced back to each service line.
Indicative Forecast Model

Forecasted numbers are planning assumptions until clinic data confirms them.

The forecast below is an indicative model shown per $5,000 in monthly Meta media spend so it can scale up or down once the final budget is confirmed. These ranges are not guaranteed outcomes. They should be refined once Charlie or the clinic team provides actual booked appointments, lead-to-booking rate, show-up rate, patient quality and treatment acceptance data.

Service LineMonthly Spend ModelIndicative Meta OutputIndicative EnquiriesIndicative Booking RangeClinic Data Needed To Refine
Emergency Dentistry$75080-150 qualified LPVs/call-intent actions5-8 enquiries3-6 bookingsCall answer rate, urgent booking availability, emergency show-up rate.
Cosmetic / Whitening$1,000150-300 service LPVs plus retargeting pool growth5-8 enquiries2-4 consult bookingsConsult suitability, treatment interest quality, acceptance rate.
Invisalign / Aligners$1,000150-300 service LPVs plus lead-form interest5-8 enquiries2-4 consult bookingsAligner suitability, consult show-up rate, treatment acceptance.
Implants / Restorative$1,500200-400 service LPVs plus warm retargeting7-12 enquiries3-6 consult bookingsClinical suitability, case value, consult-to-plan acceptance.
Routine / General Dentistry$750550-1,000 local/routine LPVs5-10 enquiries2-5 bookingsNew patient booking rate, hygiene availability, show-up rate.
27-46
Indicative monthly enquiries per $5k spend
12-25
Indicative monthly booked appointments
75-90%
Planning assumption for show-up rate
50-70%
Planning assumption for suitable patient quality
Forecast assumptionsThese numbers are estimates for planning and budget direction only. Lead volume assumes refreshed service-specific creative improves the current $162.39 CPL toward a practical $90-$140 range, while Traffic is judged on qualified service-page actions rather than the current $0.42 awareness LPV alone. The booking range assumes a 35-55% lead-to-booking rate. This should be replaced with Charlie's actual clinic figures once available so the next forecast is based on real appointment and patient-quality data.
Measurement Plan

KPIs should cover both Meta activity and clinic outcomes.

This measurement plan gives the client a clearer view of how campaign performance translates into appointment quality and business growth.

LPV
Service-specific landing page views and LPV rate
CTR
Click-through rate by creative and service line
CPL
Cost per lead by service-specific lead form
BA
Booked appointments from campaign enquiries
LBR
Lead-to-booking rate by service line
SR
Show-up rate for campaign-sourced bookings
SPQ
Suitable patient quality from clinic follow-up notes
TA
Treatment acceptance for consult-led services
Data ownershipMeta can provide spend, reach, impressions, clicks, landing page views, CTR, CPC, leads and CPL. Charlie or the clinic team will need to provide booked appointments, lead-to-booking rate, show-up rate, suitable patient quality and treatment acceptance so the campaign can be optimised around real patient acquisition.
AHPRA Guardrails

Creative remains calm, realistic and consultation-led.

All creative should avoid guaranteed outcomes, exaggerated claims, pressure-based messaging and wording that implies a treatment is suitable for everyone.

1

Cosmetic, veneers and whitening

Avoid "perfect smile", guaranteed confidence, dramatic transformation claims or unrealistic before-and-after implications. Use wording such as "talk through your options", "results vary" and "suitability depends on individual needs".

2

Invisalign and clear aligners

Avoid suggesting aligners are suitable for everyone or promising exact timing or results. Creative should invite patients to book a consultation to find out what may suit them.

3

Implants and restorative dentistry

Avoid guaranteed permanence, success or universal suitability. Messaging should focus on assessment, planning, treatment options and individual circumstances.

4

Emergency dentistry

Encourage timely contact without fear-based language or overstating urgency. Use calm prompts such as "not sure if it needs checking?" and direct patients to contact the clinic for advice and next steps.

90-Day Rollout

Optimise from service traffic to booked appointments.

The rollout keeps the current paid ads direction, but makes each month more accountable to booked-patient outcomes.

1
Month 1 - Setup and service traffic

Launch service-specific Traffic and tracking

  • Send each Traffic angle to the most relevant service page.
  • Track LPVs, call clicks, booking clicks, form starts and service-page retargeting audiences.
  • Confirm how Charlie will report booked appointments and patient quality by service line.
2
Month 2 - Lead qualification

Refresh service-specific Lead Generation

  • Run Lead Gen for emergency, cosmetic, Invisalign, implants/restorative and routine appointment interest.
  • Use simple qualifying questions around concern, timing, preferred appointment and treatment interest.
  • Compare CPL with booked appointment rate rather than judging CPL alone.
3
Month 3 - Optimise to patient outcomes

Shift spend toward booked-patient quality

  • Increase investment in service lines producing suitable booked patients.
  • Reduce creative that generates cheap traffic but weak enquiry or booking intent.
  • Use booked appointments, show-up rate and treatment acceptance to shape the next quarter.