Marketing for Australian dental practices · $1M to $10M · Accessible pricing
Dental marketing scored on appointments booked, not page sessions.
Dental practices have some of the highest paid-search CPCs in Australia and some of the worst measurement to match. Most dashboards report enquiries; the number that pays the wages is the appointment kept and the next-recall booked. We connect Praktika, D4W, Dentally, or EXACT back to the ad platforms so Google Ads and Meta optimise against the booking event, not the form submission.
Engagement intake, currently open
$1M–$10M
Practice revenue range. Single-site or small multi-site practices, principal-dentist-led.
From $2,400
Dental Tracking Audit. Two-week diagnostic with written prioritised fix list.
From $6,800
Dental Profit Setup. Four to six weeks. Full measurement rebuild and PMS connection.
How we work dental practices marketing
Four principles for dental practice marketing.
Principle 01
Appointment kept, not enquiry made
An enquiry is not an appointment. An appointment is not a kept appointment. A kept appointment is not a recall booking. We instrument the entire chain so the ad platforms see the metric you actually care about, patients in the chair, not the metric the form submission tells them.
Principle 02
Recall economics, not just acquisition
A new patient at $400 cost-of-acquisition who books a recall every six months for ten years is a different economic event from a one-off whitening campaign. Most dental marketing scores against initial visits; we score against modelled lifetime value with a clear recall-cycle assumption.
Principle 03
Procedure-mix matters
General dentistry, cosmetic, orthodontics, implants, paediatric, and emergency all have different acquisition costs and lifetime values. We segment campaigns by procedure mix and only scale where the unit economics actually clear margin.
Principle 04
GBP and reviews are the highest-leverage channels
For most $1M to $10M practices, the Google Business Profile and the review velocity are bigger acquisition levers than the Meta ad spend. We diagnose GBP first and fix the obvious issues (categories, services, photos, review-request automation, posts) before optimising paid channels.
Deliverables
What an engagement actually delivers.
01
Appointment-booked measurement: form, online booking, phone call, and PMS booking events unified through the measurement layer.
02
Practice-management system connection (Praktika, D4W, Dentally, EXACT, Centaur, Open Dental, or HubSpot Health) with offline conversion uploads to Google Ads and Meta.
03
Procedure-mix reporting: cost per appointment broken out by general, cosmetic, ortho, implant, paediatric, and emergency. Only the campaigns clearing margin survive.
04
Recall-cycle attribution: track which acquisition channels produce patients who actually return for the second appointment, not just the first.
05
Google Business Profile diagnostic and fixes (categories, services, review-request automation, posts, photos). For most practices, GBP is a top-three acquisition channel and is misconfigured by default.
06
Call tracking with procedure-of-interest capture so receptionists tag the call at intake. Conversion data flows back to the ad platforms and the dashboard.
07
Reporting layer in Looker Studio that ties marketing spend to appointments kept and reconciles to PMS revenue monthly.
08
Day-to-day Google Ads, Meta, and GBP-driven media run by our senior operators against the rebuilt measurement. After handover, the practice manager operates the documented playbook.
Who this is for
- Australian dental practice, $1M to $10M annual revenue
- Spending at least $4,000 a month on Google Ads, Meta, or industry directories
- Practice-management system in place (Praktika, D4W, Dentally, EXACT, Centaur, Open Dental)
- Practice manager or treatment coordinator who can capture procedure interest at intake
- Principal dentist who wants the work explained and the playbook handed back to the practice manager
Who it isn't
- New practice, pre-$1M, still proving the offer (the engagement is too expensive for the lift)
- Multi-site DSO with internal marketing function (different shape of help required)
- Looking for review-request software or pure content production (we work alongside whoever does that)
- Want a permanent retainer with no defined end-date
- Unwilling to update front-desk processes to capture procedure-of-interest at point of call
Pricing for dental practices
Fixed-scope. Written number up front. Sized for principal-led practices.
Three engagements that match where most $1M to $10M practices actually are. Each ends with a documented handover the practice manager operates afterwards. None of them retainer-shaped.
Tier 01 · Diagnostic
Dental Tracking Audit
$2,400 AUD
Two weeks. Read-only diagnostic across Google Ads, Meta, GBP, the practice-management system, the call flow, and the recall automation. Written report with a prioritised fix list and a 60-minute walk-through.
Tier 02 · Build
Dental Profit Setup
$6,800 AUD
Four to six weeks. Full measurement rebuild: PMS connection, offline conversion uploads, call tracking with procedure-of-interest capture, GBP fixes, review-request flow review, and a Looker Studio reporting layer that reports appointments kept by procedure type. Documented handover to the practice manager.
Tier 03 · Optional
Dental Quarterly Review
$580 AUD / qtr
90-minute quarterly check-in. We review the appointments-kept report, flag what has drifted, and write up the three fixes that will move the most revenue this quarter. Cancel anytime.
Multi-site DSOs and practices over $10M typically benefit from the full PROFIT framework engagement at a different price point. We will flag this on the strategy call.
Where to go next
Related work and the cities we run it from.
Related services
Google Ads consultancy →
High-intent dental search is where most enquiries originate.
Conversion rate optimisation →
Lift enquiry-to-appointment-kept rates with the in-house team.
Tracking audit →
Diagnose what your current dental measurement is missing.
Lead generation →
Build the inbound machine across forms, calls, and online booking.
Cities we work with dental practices in
Run your numbers
Frequently asked
Eight questions about marketing for dental practices.
How is dental marketing different from regular B2C marketing?
Procedure-mix economics differ wildly (a $250 check-up and a $9,000 implant case can't be optimised on the same campaign). The conversion is usually a phone call, not a form. Patient lifetime value depends on a recall cycle most practices don't model. And review velocity / GBP optimisation are bigger acquisition levers than the paid spend itself for most $1M to $10M practices.
What's the best paid channel for dental practices?
High-intent Google search dominates for most practices (general, emergency, cosmetic, ortho). Meta works for cosmetic-led practices and orthodontic before-and-afters. GBP and review velocity are usually the highest-ROI channel of all and the most underserved. The mix depends on procedure focus; we model it together on the call.
What practice-management systems do you work with?
Praktika, D4W, Dentally, EXACT, Centaur, Open Dental, and HubSpot Health are all routine. If your practice is on something less common (LiveDDM, ChartMinder, custom), we'll confirm on the strategy call whether a direct connection is feasible or whether a Zapier middle layer is required.
Do you handle review-request automation?
We diagnose the review flow as part of every engagement and recommend tooling (Birdeye, Podium, NiceJob, Reputation are common) but we don't operate the review-request software day-to-day. The Profit Setup includes the review-flow architecture; the practice manager runs it afterwards.
How much should our practice be spending on digital marketing?
Rough heuristic: established practices spend 3 to 7 percent of revenue on total marketing, with 60 to 80 percent going to digital. A $3M practice is spending $90K to $210K a year on marketing, $54K to $170K on digital. Cosmetic and ortho-focused practices typically run higher; established general dentistry on the lower end.
What about AHPRA and Australian dental advertising restrictions?
We architect the measurement layer to capture the conversion events your practice cares about. The ad copy and creative compliance with AHPRA and the Dental Board's testimonial / before-and-after rules stays with whoever writes the ads (in-house, your existing agency, or a specialist). The measurement work doesn't conflict with the advertising rules.
Do you handle SEO and content production?
No. We architect the measurement and the paid spend allocation; SEO and content stay with whoever does that for your practice. The consultancy work pays off because in-house SEO and content effort can finally be measured against appointments kept, not page sessions.
How much does this cost?
Dental Tracking Audit is $2,400 AUD (two-week diagnostic with a written report). Dental Profit Setup is $6,800 AUD (four to six-week measurement rebuild, PMS connection, GBP fixes, reporting layer). Dental Quarterly Review is an optional $580 per quarter. Written proposal with the fixed number after the strategy session.
What happens after you book
Three steps. No mystery.
Step 01 · Within 48 hours
30-minute strategy call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call which engagement (if any) is the right fit. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names the deliverables, the timeline, the people involved, and the price, no hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators on day one. Measurement rebuild begins, day-to-day media gets reassigned to our team, and the first set of working sessions lands. Inside two weeks of the strategy call.
Next step
Built for principal-led practices. Measurement that finally reports patients, not page visits.
If your practice is paying for clicks but not seeing the appointments kept at the rate the dashboards suggest, the next step is a 30-minute strategy call. Bring a month of marketing spend, a procedure-mix breakdown, and the PMS you use for booking. We will tell you on the call which engagement (or none) is the right fit.