Return on Investment Case Study

Kathryn runs a small but busy dental practice in Cambridge. As well as standard dental treatments such as check-ups and fillings, the surgery also offered more complex and profitable treatments such as dental implants. Kathryn ran an initial campaign on AdWords but after 3 months of advertising, the results were disappointing.

"We advertised on about 50 words relating to the treatments on offer such as crowns, dental implants, tooth whitening, etc. The thing that struck me when setting up the campaign was how expensive it was to get my AdWords ads in the number one position. For example to appear in the top position for the term, "dental implants" would cost me up to £3.85 for each click."

"We got about 20,000 searches a month for the keywords but only a very small number of people (about 0.9%) actually clicked on the ads and came to our home page to see all the treatments we had on offer."

Kathryn also found that even fewer of those who visited the website actually called the practice to make a consultation appointment. After 3 months trialling the AdWords system, Kathryn was unhappy with the results and knew that she either had to change the campaign or abandon it.

"I knew that my competitors were still advertising on AdWords so either they were losing even more money than I was or there was more to the AdWords system than met the eye. That's when I decided to sign up for the AdWords Booster course to see if I could make my campaigns profitable."

"It was an intensive day of training and I had to do an extra day of work on further keyword research after the course." Our graphic designer also spent a day putting together some new landing pages but the results were dramatic."

Kathryn was able to bid on a much larger range of keywords than she previously had and at a much reduced cost per click. By making subtle changes to the text of her adverts and the landing pages on her web site, Kathryn was able to boost her overall treatment sales from an average of 3 per month to 6. With an average treatment price of £350, Kathryn's investment in the AdWords Starter course paid off for her in the first two months.