Dentists
Google Ads for dentists, written within the GDC's advertising guidance
Google Ads for dentists works best on high-value private treatments and new-patient searches, with ads and landing pages that meet the General Dental Council's advertising guidance. We run campaigns for dental practices that track calls and online bookings, separate NHS and private intent, and keep every claim in the ads and on the page within what the GDC allows.
In short
- Private treatments and new patients
- Ads and pages within GDC guidance
- Calls and bookings tracked
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Where paid search pays for a practice
A single implant, aligner or cosmetic case can be worth many times the cost of the clicks it takes to win it, which is why those treatments carry most dental PPC budgets. New-patient searches matter too, but they often mean NHS availability, which a practice may not be able to offer; ads and landing pages should say plainly whether you are taking NHS or private patients so the clicks you pay for are the right ones.
The GDC rules that reach into ads
The GDC's Guidance on Advertising applies to everything a practice publishes, including search ads and landing pages. The points that most often affect PPC:
- Only a dentist on a GDC specialist list may be described as a specialist. Titles such as Orthodontist or Periodontist imply specialist status and cannot be used for others.
- Claims must be backed by facts, and nothing should create an unjustified expectation about results.
- Promotions on social and marketing platforms must make clear the treatment may not suit everyone and depends on an assessment.
- Practice publicity must make clear whether the practice is NHS, mixed or wholly private.
- The practice website must show the information the GDC requires, such as each dentist's GDC number and qualifications.
Facial aesthetics brings a second set of rules: prescription-only medicines such as botulinum toxin may not be advertised to the public under CAP rule 12.12, so those ads advertise a consultation instead.
How we set up a dental account
- 01Treatment campaignsImplants, aligners, whitening, emergency appointments and new patients, each with its own budget, ads and landing page.
- 02LocationA realistic radius for each treatment: people travel further for implants than for a check-up.
- 03TrackingCalls above a set length, online booking completions and form enquiries, valued by treatment where possible.
- 04Compliance checkEvery ad and landing page read against the GDC guidance before it goes live.
Related
Where this connects
Private healthcare
Clinics and practices advertising inside Google's healthcare and medicines policy.
Local PPC and lead generation
Call and lead campaigns for businesses that serve a postcode, not a country.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Questions people ask us
Is Google Ads worth it for a dental practice?
For private treatments with a high value per patient, usually. For general new-patient searches it depends on whether you can take the patients people are looking for, NHS or private.
Can we call our dentist a specialist in our ads?
Only if they are on a GDC specialist list. Otherwise use wording such as special interest in, experienced in or practice limited to.
Can we advertise Botox through Google Ads?
No. Botulinum toxin is a prescription-only medicine, which may not be advertised to the public. Ads can promote a consultation for facial aesthetic treatments instead.
How do you track dental bookings?
Calls from ads and the website over a set length, completed online bookings where your booking system allows tracking, and contact forms, each counted as a separate conversion.
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