Primary Dental

Primary Dental is an affordable dental clinic, making Australians smile with accessible treatments from over 60 locations. 121 Group took over their digital marketing and across paid search the team increased average bookings by 92.30% MoM and decreased average monthly Dental CPA by 26% YoY.a

36%

Increase in organic traffic

66%

Increase in phone calls from GMB

64%

In new leads

THE CHALLENGE

Primary Dental has an impressive reach of 62 dental practices Australia-wide, each with unique patients and ever-evolving digital marketing requirements. 121 Group needed to create and execute a digital marketing strategy across Google and Facebook to reduce CPA and increase monthly lead acquisition.

 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.

The Result

After the SEM team created the 50+ unique campaigns, all dental practices saw substantial improvement in visibility and conversion metrics month-on-month. Doubling down on this approach further, the team tested new keywords and varying budget allocations each month, which allowed all practices to receive ad coverage. High performers also enjoyed growth and effective scaling. Overall, account CPA decreased by 26 per cent (from ~$16 to ~$11), which, in turn, saw significant benefits to the average rate of monthly bookings, which increased by 92.30 per cent.

The SEO team achieved a 36 per cent increase in organic clicks (the start year was 2019) compared to 2021, a 93 per cent increase in click-to-call interactions, and a substantial rise in GMB metrics. This included an 82 per cent increase in direction requests and a 66 per cent increase in phone calls. In addition to that, every Primary Dental location surpassed its top competitors, earning spots in their respective top-5 rankings.

On social media, Primary Dental has generated over 4,500 dental bookings since implementing the new advertising strategy in January 2021. In terms of lead generation, this is an increase of 64 per cent compared to the prior year. The channel has proven to be a source of historically untapped potential.

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