Industry Guide · 2 of 16 chapters published
Google Ads for Orthodontists: The Consult Is Free. The Click That Brought It Isn't.
An orthodontic practice sells braces to parents, aligners to adults and a free consult to both, on a search page shared with general dentists, dental groups and aligner brands. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites, ads and patient reviews from one example market, Detroit. Your numbers will differ. The method works for orthodontic practices anywhere in the US.
Parents Pay for a Teen's Braces. Adults Pay for Their Own. One Account Has to Sell to Both.
New account? Start with Chapter 1. Every chapter builds on the ones before it.
Measure
Count the kept exam and the signed contract, and know what each is worth
Your Practice Software Knows When a Braces Contract Gets Signed. Google Ads Never Finds Out Unless Your Tracking Tells It.
Searching "Overbite" Means Reading Up. Searching "Pediatric Orthodontist Near Me" Means Picking a Practice. Advertise to the Picker First.
What a Kept Exam Is Worth
Build
One page and ad group per treatment, ready-to-book searches first, bids set by hand
One Page per Treatment
Seed Keyword Planner With Orthodontists
The Questions About Paying
Bids Set Ad Group by Ad Group
Ads That Answer the Waiting Room
Launch
The Google defaults to switch off before the first click
Two Defaults to Switch Off
Scale
More reach once the account knows what a signed contract looks like
Performance Max at 30 Consults
Demand Gen and the Age-7 Visit
The Map Before Local Services Ads
AI Max Reads Your Whole Site
Orthodontics
Bonus chapters: payment offers, the general dentist question and adult patients
Bonus: Monthly Payments in Ads
Bonus: Orthodontist or General Dentist
Bonus: Adult Patients
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the braces, Invisalign and consult searches you know book exams, plus the practice and every doctor's name in a campaign of its own.
Exploration
Broad match with a target CPA once the account logs about 30 quality conversions a month. Bigger accounts get there sooner.
Performance Max
The usual pace, not the rule. It waits for about 30 quality conversions a month, held steady, and real photos of your own patients' smiles.
Demand Gen, Local Services Ads and AI Max
Video for parents before their child needs braces, an optional pay-per-lead test alongside Search, and Google's newest automation last.
How to Use This Guide
Starting a new account?
Read in order. Tracking the signed contract and the budget math come before the first keyword.
Chapter 01 →Ads already running?
Check what your ads promise against your landing pages, and how your monthly payment offers are worded. Those are the two most common problems we found.
Chapter 04 →One example market
Examples come from Detroit-area orthodontic practices, described as we found them. Your numbers will differ; the method is the same.
Chapter 05 →Running more than one specialty under one roof? Google Ads for Healthcare shows how to run them as one account without one service line starving the rest.
Rather Have Us Build It
For Your Practice?
We build orthodontic accounts in this order. See our Google Ads management.
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