The Solution

After a deep analysis of Primary Dental’s existing, one-campaign-fits-all strategy, the SEM team identified a severe limit in the campaign’s ability to scale and grow during high-performing months. This was detrimental to smaller practices that were not being allocated the limited monthly budget.

After recording all individual practices’ details and needs, the SEM team overhauled the existing strategy and moved to a dedicated, always-on campaign approach for every single practice. This involved creating up to 50 new campaigns, each with its own highly customised keyword lists, ad copy, targeting, and budget for each practice.

Meanwhile, the SEO team set out to increase SEO and GMB performance by first reviewing and auditing all Primary Dental centres. From the initial review, it was clear that Primary Dental had strong competition, including Bupa, Pacific Smiles Dental, Maven Dental, and local competitors who had invested resources into SEO. After the review, the team optimised each location by identifying the best keywords based on search volume, competition, and relevance. Once this keyword research was done, new metadata was created, and location-based content was added to each location page. 

The team then initiated a link-building campaign to build citations and quality guest posts to improve Primary Dental’s authority and GMB performance. Then GMB business signals were also optimised to 95–100 per cent completion, which allowed Primary Dental to increase the number of direction requests, phone calls, and visits derived from their GMB profiles. 

Over on social media, the team designed and implemented a new advertising strategy to generate consistent leads every day rather than only on key dates or events. The approach saw a full-funnel strategy implemented that spoke to consumers with relevant messaging wherever they sat within the buying cycle.