Crafting a Pay-Per-Click Ad that Books New Patients

Crafting a Pay-Per-Click Ad that Books New Patients


Michelangelo could have been a pay-per-click (PPC) advertising expert.  It takes an artist to carefully craft, implement and optimize a PPC campaign that gets your ad to the top of Google ad listings and converts clicks into booked appointments. Sure, writing a PPC ad may seem simple (it’s less than 100 characters of copy!) In reality, it takes careful thought and skill to create a text ad that stands out from all the others in the search listings and entices people to click (ie – potential patients and booked appointments for you.)  If you’re considering a PPC campaign for your practice, here are some tips for crafting the four important parts of a great PPC ad:

Heed the Headline

Don’t forget why you are engaging in PPC in the first place…to get more new patients or procedures. Your headline must be written to persuade and any passive attempts to grab their attention will most likely go un-clicked.  But don’t get too aggressive and try to use all caps or exclamation points to stand out; Google is pretty strict about not allowing that.  It takes a delicate balance of persuasion and professionalism to create a headline that works.  It really does take an artist!  Also, you have only 25 characters to use in your headline so use them wisely.  Additionally, research shows that many searchers tend to prefer title casing in your headline, so you could get better results if every word is capitalized.

Boost your Best Features and Benefits in the Body Copy

If your headline is what draws a potential patient’s eyes to your ad, it’s the body copy that will lead them to click on your display URL (which takes them to a custom landing page for the service you are promoting.)  This is your chance to tell your potential patient why your value proposition is best and why they need to click on your link right now. There are 2 lines in a PPC ad that are broken down like this:

  • Line 1 – You have 35 characters to explain your best benefit here. This is where you would provide any offer or added value to your potential patient.  For example, you could give a percentage off to new patients or offer a complimentary initial exam in this line of your body copy.  Offer something to entice them to click and check it out.
  • Line 2 – You have 35 characters to convince someone to click on your ad.  This is where a very strong call to action (CTA) needs to be. CTAs are quite possibly the most important part of your ad.  What do you want people to do?  Click the ad? Call your office?  Let them know on this line.

Optimize with a Display URL

Your display URL is listed below your body copy and is different from the web address of your landing page.  But remember, people can be wary of clicking links, so it should show your potential patient a simplified version of where the link will take them and it should make sense with what they were originally searching for.  Make sure you optimize the display URL with your keywords.  For example, if your keyword is “dental implants,” include it in your display URL.

Convert with a Landing Page URL

Once a potential patient clicks on your URL it should take them to a customized landing page that gives them exactly what they were searching for.  It should have your call to action (ie – how to book an appointment) above the fold and ONLY contain information about the service they wanted.  So, if they are looking for dental implants, don’t include any information about your other services.  It will only confuse them and they will click the “back” button to find a new ad. Additionally, your landing page should feature a call tracking phone number so you know where your new patients are coming from and if your PPC campaign is actually working to book new patients.

There are so many important parts of a dental PPC campaign that happen behind the scenes, including careful keyword selection and grouping, bidding on keywords, continuous A/B testing and geotargeting, among many other things.  But the most visual and artistic part is, of course, the actual ad itself. Spend some time on it because it’s what your potential patients see when your ad is served. If it doesn’t appeal to them right away, it takes only a moment for them to choose another ad and another dentist for their procedure.

Consult with our PPC team at Bullseye Media to learn how we can help create paid search advertising that works for you and your practice. Contact us today to find out how to get started.