The Challenge
Smile Dental Clinic is a modern dental practice in central Singapore. They had been running Google Ads for 18 months but weren't seeing results proportional to their spend.
The problems:
- Spending $3,000/month with only 8-10 enquiries
- No conversion tracking — couldn't tell which keywords worked
- Broad match keywords attracting irrelevant traffic
- Landing pages that didn't match ad messaging
- Competitors outranking them on key terms
Our Approach
We implemented a complete Google Ads restructuring:
Week 1: Audit & Strategy
- Full account audit revealed 40% of spend going to irrelevant searches
- Installed proper conversion tracking (calls, form submissions, WhatsApp)
- Identified high-value services with best margins (implants, Invisalign)
- Analysed competitor strategies and gaps
Week 2-4: Restructure
- Rebuilt campaign structure around services and intent
- Created dedicated landing pages for each service
- Implemented aggressive negative keyword strategy
- Set up call tracking with whisper messages
Month 2-3: Optimise
- Shifted budget to highest-converting keywords
- A/B tested ad copy continuously
- Refined audience targeting
- Implemented remarketing campaigns
The Results
After 90 days:
- 180% ROI on Google Ads spend
- Cost per lead dropped 62% from $375 to $142
- New patient bookings tripled from 8-10 to 28-32 per month
- Average patient value increased due to focus on high-value services
The Client's Take
"I was about to give up on Google Ads entirely. We'd worked with two other agencies before and neither delivered. KAizen actually showed us the data, explained what they were doing, and the results speak for themselves. We're now expanding to a second location partly because of this growth.">
— Dr. Jennifer Tan, Principal Dentist
What Made This Work
- Proper tracking first — You can't optimise what you can't measure
- Focus on high-value services — Not all leads are equal
- Landing page alignment — Ad message must match page content
- Negative keywords — Stop paying for irrelevant clicks
- Continuous optimisation — Weekly reviews, not set-and-forget