Mamont Media
Bright, minimal clinic reception area with a small indoor tree

Dental clinic group: online booking and Google Ads

A three-branch clinic gets a fast booking website, conversion tracking it can trust, and Google Ads organised by treatment and branch.

  • Playbook
  • Healthcare
  • Web development
  • Google Ads
Start the presentation

Typical situation

The clinic group runs three branches. Appointments arrive by phone and WhatsApp, the old website is slow on mobile, and nobody can say which advertising brings patients through the door.

Goals

  1. Let a patient request an appointment in under a minute on a phone.
  2. Trace every booking request and call to the campaign and branch it came from.
  3. Run Google Ads by treatment and location, with budgets the clinic controls.

What we measure

  • Booking requests per week, by branch
  • Cost per booking request, by treatment
  • Mobile load speed (Largest Contentful Paint)
  • Share of bookings with a known source

Plan at a glance

The whole engagement on one page: when each step happens and who on our team is responsible for it.

Timeline in weeks
Discovery and brief
Strategy and plan
UX and design
Development
Testing and launch
Advertising launch
Measure and improve
Who does what
StepDirectorMarketing OfficerSenior DeveloperLegal Officer
Discovery and brief
Strategy and plan
UX and design
Development
Testing and launch
Advertising launch
Measure and improve
  • Leads the step
  • Involved

Discovery and brief

Week 1Led by Director with Marketing Officer and Senior Developer

We interview the clinic manager and the reception team, audit the current website, Google Business Profiles and the existing Google Ads account, and trace how a booking travels today, from the first call to the appointment book.

What the client receives

  • Written brief and success criteria
  • Audit of website, tracking and ad account
  • Priority list of treatments and branches
How a booking travels today
  1. Patient searchesGoogle, Maps, Instagram
  2. Calls or WhatsAppsOne of three branches
  3. Reception writes it downPaper or spreadsheet
  4. Appointment bookSource of the patient lost

Dashed steps are manual; the campaign source never reaches the appointment book.

Strategy and plan

Week 2Led by Director with Marketing Officer and Legal Officer

The sitemap is built around treatments and branches. The measurement plan defines three conversions (booking form, click-to-call and WhatsApp), and the campaign plan splits Search by treatment and by the area around each branch. Our Legal Officer reviews how patient enquiries are collected, stored and consented to.

What the client receives

  • Sitemap and content plan
  • Measurement plan with conversion definitions
  • Campaign structure and budget split
  • Privacy notice and consent wording
Sitemap built around treatments and branches
Home
Treatments
  • Implants
  • Whitening
  • Orthodontics
  • Check-ups
Branches
  • Branch A
  • Branch B
  • Branch C
Book
  • Choose treatment
  • Branch and time
  • Your details

UX and design

Weeks 3–4Led by Senior Developer with Director

We design a three-step booking flow (treatment, branch and time, contact details) and a reusable template for treatment pages. Every screen is designed for a phone first and checked against WCAG 2.2 AA.

What the client receives

  • Wireframes for the booking flow
  • Treatment page template
  • Design system and responsive layouts
Three-step booking flow (mobile first)
  1. 1 Treatment ImplantsWhiteningCheck-up Next
  2. 2 Branch and time Branch BTue · 10:30Tue · 16:00 Next
  3. 3 Your details NameMobileConsent Request booking

Development

Weeks 5–7Led by Senior Developer

The site is built on a lean PHP stack with a small CMS for the clinic’s team. Booking requests are validated and sent straight to the clinic’s CRM through its API, with the campaign source attached. Google Tag, GA4 and Consent Mode are implemented to the measurement plan.

What the client receives

  • Production website and CMS
  • CRM integration with source tracking
  • Tagging implemented and documented
What happens when a patient books
  • Booking form
  • Click-to-call
  • WhatsApp button
Validation + source tagging
  • Clinic CRM (API)
  • GA4 conversions
  • Google Ads conversions

Consent Mode decides what is measured before any tag fires.

Testing and launch

Week 8Led by Senior Developer with Marketing Officer

We test on real phones and browsers, verify every conversion fires once and only once, map old URLs to new ones so nothing breaks, and launch against a written checklist.

What the client receives

  • Cross-device test report
  • Conversion verification log
  • Redirect map and launch checklist
Receptionist smiling while helping a visitor at the front desk

Advertising launch

Weeks 8–9Led by Marketing Officer

Search campaigns go live by treatment, targeted to the area around each branch and scheduled to opening hours. Negative keywords filter out searches for dental jobs and training courses, and call assets and sitelinks lead straight to the right treatment page.

What the client receives

  • Live Search campaigns
  • Negative keyword lists
  • Ad copy and assets per treatment
Search campaigns: treatment × branch
Branch ABranch BBranch C
Implants
Whitening
Orthodontics
Check-ups
  • Ad group live
  • Not offered at this branch

Each live cell is an ad group with its own radius, schedule and landing page.

Measure and improve

OngoingLed by Marketing Officer with Director

Each week we review search terms and budgets; each month the clinic receives a short report showing cost per booking request by treatment and branch, what we changed and what we will test next.

What the client receives

  • Monthly report with change log
  • Landing page test plan
  • Quarterly review of direction
Review rhythm
  1. WeeklySearch terms, negatives, budgets
  2. MonthlyReport: cost per booking request by treatment and branch
  3. QuarterlyDirection review and landing page tests

Stack and channels

  • PHP site with a lightweight CMS
  • Booking form → clinic CRM via API
  • Google Tag, GA4, Consent Mode
  • Google Ads: Search, call assets, location targeting
Dentist talking with a smiling patient in a bright treatment room
Paper planner and smartphone used to organise appointments

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