Do Google Ads Still Work for Dentists? How to Compete Without Overspending
Google Ads used to be one of the easiest ways for dentists and orthodontists to bring in new patients. A decade ago, you could run a couple of ads, toss in a few hundred dollars, and the phone would start ringing.
But times have changed. Click costs for dental-related keywords have skyrocketed—today, terms like “dental implants near me” or “Invisalign in [city]” can cost anywhere from $10 to $40 per click. For many practice owners, that price tag feels impossible to justify.
So the big question is: Do Google Ads still work for dentists in 2025?
The short answer: Yes—but only if you play smarter, not bigger.
Why Google Ads Got More Expensive
Over the past decade, the advertising landscape has shifted dramatically. Large dental service organizations (DSOs), corporate chains, and national orthodontic providers now dominate the top ad slots.
Here’s why:
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They have massive budgets. These organizations can spread high advertising costs across dozens—or even hundreds—of locations.
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They can test endlessly. With deep pockets, they can afford to bid high, experiment with multiple campaigns, and still remain profitable.
This doesn’t mean independent practices are locked out. It just means you need a different approach.
The Big Mistake Most Dentists Make
Too many practices try to compete head-to-head with corporate players—matching bids, chasing the same high-cost keywords, and hoping for the best.
The result?
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Bloated ad budgets
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Low return on investment
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Frustration that “Google Ads don’t work”
The truth is, Google Ads do work—but only if you avoid playing the corporate game.
How Independent Practices Can Win with Google Ads
Instead of outspending corporate competitors, focus on outsmarting them. Here are a few ways to do it:
1. Target Smarter Keywords
Don’t chase the most obvious, expensive terms like “dentist near me.” Instead, look for long-tail keywords and intent-based searches such as:
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“Emergency dentist open Saturday in [city]”
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“Affordable Invisalign provider [city]”
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“Best family dentist with sedation [city]”
These may get fewer searches, but the patients who click are often more motivated—and cheaper to acquire.
2. Geo-Targeting and Radius Ads
Instead of blanketing an entire city, narrow your ads to the zip codes or neighborhoods where your ideal patients live. This not only reduces wasted spend but also increases conversion rates.
3. Fix Your Landing Pages
Clicking an ad is only half the battle. If your landing page loads slowly, looks outdated, or doesn’t have a clear call to action (like “Book Online Now”), you’re burning money.
4. Track, Test, Adjust
Too many dentists “set it and forget it.” Instead, monitor performance weekly, run A/B tests on ad copy, and adjust bids frequently. This keeps your campaigns lean and effective.
The Bottom Line
Google Ads for dentists have never been more competitive—but that doesn’t mean small and mid-sized practices are out of the game.
You don’t need a $50,000-a-month ad budget to win. What you need is a smarter strategy:
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Focus on intent-driven, less competitive keywords
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Narrow your targeting
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Optimize landing pages
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Continually track and refine
When you approach Google Ads strategically, they remain one of the fastest and most reliable ways to bring in new patients—even in 2025.
Resources & Links: 🎧 Listen to The Dentist Money Show: dentistadvisors.com/podcast
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