Pacific Smiles Dental:

Successful digital advertising

50 per cent decrease from previous year’s conversion cost

CTR

higher than the industry average

700 minimum bookings during the campaign

Converting parents and health fund customers into returning patients

When was the last time you had a dental check-up? Or when did your kids last visit their dentist? If you’ve been to a dentist before, there’s a chance you have heard of Pacific Smiles Dental. With over 110 centres nationwide, they are a household name.

In previous years, Pacific Smiles Dental have run digital advertising campaigns around EOFY and the Child Benefit Dental Scheme. Whilst these messages have always been successful for the business, they wanted to ensure they were optimising their results more effectively. So, they reached out to us!

The situation

Pacific Smiles Dental goal was simple – they wanted to target people who were able to access the Child Benefit Dental Scheme or had remaining private health insurance benefits available. They needed a strategic, targeted approach to attract bookings from these two groups, leveraging their digital platforms for results.

The plan

A strategic digital advertising approach to boost booking numbers

The business had previously run digital ads, which gave us data and insights we could leverage to formulate an approach built on statistically proven messaging and targeting.

We recommended a digital strategy which encompassed Google and Meta Ads and included which we unpacked in phases:

- Phase one: target audience research and creation of a new targeting audience, lookalike audience and remarketing audience. During this stage we also conducted keyword analysis, allocated budgets and prepared the ad assets.
- Phase two: testing! We always undergo a testing phase for campaigns, and whilst this client had been running ads before, we used this as an opportunity to test new graphics, messaging and calls to action to ensure we were delivering an optimised outcome.
- Phase three: performance tracking and optimisation. We regularly reviewed the data and made alterations to the ads to improve booking results.

Testing for optimal performance

One of the benefits of running digital ads is the opportunity to test your marketing messages, graphics, and audience, gaining valuable insights that can enhance your broader marketing efforts.

For Pacific Smiles Dental, we underwent a thorough testing process to determine the most effective creative for their digital advertising.

We developed eight creative graphics for the campaign, each with its own unique messaging and medium (e.g. GIF, video, static image, etc).

These creatives went through a vigorous testing process both internally ahead of launch and publicly, providing meaningful insights into the messages that were more likely to generate bookings from their target audience for the digital campaign.

Outstanding campaign results

Over the course of the campaign, we were able to grow Pacific Smiles Dental’s success during their mid-year campaigns and improve advertising outcomes against industry benchmarks. The strategic approach we took helped to decrease the cost per conversion and generate more interest in the business.

The campaign resulted in over 700 bookings on Meta alone (excluding those with data privacy restrictions on).

Child Benefit Dental Scheme (CBDS) results

- Meta ads generated 402 conversions (304 bookings, 98 enquiries).

- Of those conversions, the average cost was $7.17 per conversion. This was a significant drop on the previous 2021 March CDBS campaign which averaged at $14 per conversion.

- The average click through rate was 1.23 per cent, whereas the industry average sat at 0.83 per cent at the time.

- The Google Ads generated 4.5k clicks, with a cost per click of $0.66.

- The average cost per click was sitting at $0.66 – the industry average is $0.63.

- The click through rate on the campaign was 1.27 per cent, which was a better outcome than the previous year’s click through rate of 0.72 per cent.

Results from the mid-year campaign for private health insurance customers

- More than 311 bookings were made over the course of the campaign through Meta alone.

- The ads reached more than 43,000 people on Meta and 165,000 people on Google.

- The click-through rate on Google Ads was on par with the industry average.

- There were over 1,180 visits to the website from the Google Ads.

Are you looking to grow your business through an effective digital advertising approach?

We’ve helped small to large businesses generate more leads through platforms like Meta Ads, Google Ads, LinkedIn Ads and more.

See what the fuss is about!

Book a free 15-minute consultation with our Chief Marketer, Holly Martin to discuss your business needs.

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