A Guide to Online Ads for Orthodontists
In today’s digital-first world, having a strong online presence is essential for growing your orthodontic practice. Gone are the days when word-of-mouth referrals alone could sustain a thriving practice. Today, potential patients are turning to Google, Facebook, Instagram, TikTok, and other online platforms to find an orthodontist, and orthodontic online advertising is one of the most effective ways to capture their attention.
In this post, we’ll explore the various forms of online advertising for orthodontists—including Google PPC, Google Local Services Ads (LSAs), Facebook, Instagram and TikTok ads, and retargeting ads. We’ll also look at how you can strategically use these platforms to attract high-quality leads, while keeping an eye on cost-per-click (CPC), cost-per-lead (CPL), and cost-per-acquisition (CPA).
IMPORTANT: Keep in mind that performance metrics associated with online advertising (e.g., cost-per-click, cost-per-lead, and cost-per-acquisition) will dramatically vary based on market, competition, and ad optimization. The ranges cited in this post are estimations and intended to be used for general reference only.
Why Online Advertising is Essential
Investing in online advertising is about more than just generating clicks — it’s about getting new patients into your chairs. The beauty of online ads is that they allow you to target highly specific audiences, ensuring that the people who see your ads are genuinely interested in orthodontic services.
But it’s important to remember that online advertising is primarily a top-of-funnel activity. You’re attracting potential patients to your website or scheduling system, but the real return on investment (ROI) comes from your ability to convert consultations into treatment starts.
Let’s break down the top online advertising options available for orthodontists and how to make the most of each one.
Google Pay-Per-Click (PPC) Ads for Orthodontists
Google PPC ads allow you to bid on specific keywords, such as “best orthodontist near me” or “invisible braces,” to appear at the top of search results. These ads show up when people are actively searching for services you offer, making them an excellent way to capture high-intent leads.
How Does Google PPC Work?
You bid on keywords, and your ad is displayed when someone searches for that keyword. You only pay when someone clicks on your ad (hence, “pay-per-click”). The more competitive the keyword, the higher the cost-per-click (CPC). Keywords like “orthodontist near me” and “best orthodontist in [your city]” will typically have higher CPCs than more niche phrases like “orthodontist for teens” or “orthodontist with payment plans.”
Cost Estimates
- CPC (cost-per-click): $4 to $12 depending on your specific keyword, market, and competition.
- CPL (cost-per-lead): $40 to $100, depending on your CPC and how well your landing pages convert traffic into leads.
- CPA (cost-per-acquisition): $150 to $250, depending on your CPL and how many consultations convert into new patient starts.
Why It Works for Orthodontists
Google PPC ads work because they appear at the exact moment someone is looking for an orthodontist. We call these “high-intent” ads. This makes them highly efficient at driving traffic to your website or consultation booking page. However, the success of your PPC campaign depends on your ad copy, landing page experience, and your practice’s ability to convert phone calls and form fills into actual appointments.
Google Local Services Ads (LSAs)
Local Services Ads (LSAs) are a relatively new offering from Google and have quickly become a favorite for orthodontic practices. LSAs appear at the top of search results, even above Google PPC ads (see above), and they display your practice’s contact information along with reviews and ratings. Your ortho practice also enjoys additional “street cred” thanks to Google’s “Google Verified” badge, which you acquire through a background check, licensure and insurance verification, etc. The great thing about LSAs is that they are a “pay-per-lead” (PPL) ad product, meaning that you only pay when a potential patient contacts you directly through the ad. When the phone rings, you pay. When it doesn’t, you don’t.
How Do LSAs Work?
LSAs are especially powerful for orthodontists because they allow you to appear for high-intent, local searches, such as “orthodontist near me” or “[your city] orthodontist.” And… unlike traditional PPC ads, you pay per lead, which is typically defined as a phone call or message directly resulting from your ad.
IMPORTANT: Because LSAs emphasize trust-building (via review ratings and “Google Verified” badges), it is mission-critical that your practice focus on consistently generating 5-star Google reviews. Orthodontic practices with more Google reviews and higher average ratings more frequently appear in search results with LSAs.
Cost Estimates
- CPL (cost per lead): $30 to $80, depending on your market, reviews and average rating, and other factors.
- CPA (cost per acquisition): $150 to $280, based on your CPL and conversion rate of leads to treatment starts.
Why It Works for Orthodontists
LSAs are designed to target local patients, which is ideal for orthodontic practices that rely heavily on local clientele. Plus, because these ads display customer reviews and a “Google Verified” designation, they help build trust with potential patients before they even contact your practice.
Social Media Advertising: Facebook, Instagram, and TikTok Ads
When it comes to online advertising for orthodontists, social media platforms like Facebook, Instagram, and TikTok are crucial. These platforms allow you to target potential patients based on demographics, location, interests, and even behavior, such as searching for orthodontic services or interacting with related content.
How Do Social Media Ads Work?
Facebook, Instagram, and TikTok ads allow for precise audience targeting, making it easy to reach potential patients based on their age, location, interests, and behaviors. You can run both image and video ads to showcase patient testimonials, promote special offers, or explain your services, such as traditional braces or Invisalign. Among the various online ad products, social media ads have some of the best targeting options.
Beyond driving appointment inquiries, social media advertising is also especially effective at building brand awareness among potential patients in your community.
Cost Estimates
- CPC (cost per click): $3 to $7, depending on targeting and competition.
- CPL (cost per lead): $25 to $70, depending on your CPC and landing page conversion rate.
- CPA (cost per acquisition): $120 to $320, depending on your CPL and how well leads convert into patients.
Why It Works for Orthodontists
Social media platforms are excellent for both generating appointment inquiries and raising awareness, especially for younger patients and parents researching orthodontic care. A variety of ad formats (e.g., image posts, video posts, reels, and stories) allow your ortho practice to present its authentic personality.
Retargeting Ads
Retargeting ads are highly effective for orthodontists because they target people who have already shown interest in your practice, whether by visiting your website, clicking on a previous ad, or interacting with your social media. This strategy keeps your practice top-of-mind for potential patients, encouraging them to take the next step and schedule a consultation. You can also use list-based retargeting to market your practice to those who have received a consultation but not yet converted into a new patient.
Behavior-Based Retargeting
These ads are shown to users based on their previous online behavior, such as visiting your website, clicking on a specific service page, or abandoning an appointment form. You can also serve retargeting ads to those who have interacted with other ads from your practice. Retargeting ads can appear across the Google Display Network (GDN) or on social media platforms like Facebook and Instagram, reminding users of your practice and offering a gentle nudge to take action. It’s often most effective to include a special offer in retargeting ads to entice interested consumers to convert.
List-Based Retargeting
This approach allows you to retarget individuals from your existing contact list — patients who may have inquired about services but haven’t yet committed to a consultation. You can upload email lists to platforms like Facebook or Google and serve these leads personalized ads to drive them back to your website.
Cost Estimates
- CPM (cost per 1,000 impressions): $3 to $12, depending on the platform and competition.
- CPC (cost per click): $7 to $10, depending on your CPM, your ad creative, and the quality of your retargeting audience.
- CPL (cost per lead): $25 to $75, depending on your retargeting audience and ad copy.
- CPA (cost per acquisition): $90 to $275, depending on your CPL and ability to convert callers into actual appointments.
Why Retargeting Works for Orthodontists
Retargeting ads are effective because they focus on people who are already familiar with your practice and interested in orthodontic treatment. By keeping your name in front of them, you increase the likelihood that they’ll eventually take the next step and schedule a consultation.
Online Advertising: A Top-of-Funnel Strategy for Orthodontic Practices
It’s important to remember that online advertising is a top-of-funnel / middle-of-funnel activity — meaning, it’s generally the starting point for attracting new patients (or, in the case of retargeting, a midpoint). The real impact of these ads is determined in large part by how well your practice converts those leads into consultations and ultimately, treatment starts. Your landing pages, follow-up systems, and in-office consultations are crucial to maximizing the ROI from your online advertising efforts.
Get Started with Online Advertising for Your Orthodontic Practice
Effective online advertising for orthodontists requires a strategic approach to target the right people, with the right message, at the right time. From Google PPC to LSAs, social media ads to retargeting, there’s a world of opportunity to increase your ortho practice’s visibility and attract new patients.
Ready to take the next step? Schedule a free strategy call with an orthodontic marketing specialist at DentalScapes to learn how to build an online advertising plan tailored to your practice’s needs. Whether you’re just getting started or looking to optimize your current campaigns, we can help you achieve measurable results. Let’s grow your practice together!