The practice
An orthodontic practice focused on high-value treatments — Invisalign and braces — serving a large, diverse metro with a significant Spanish-speaking population. They wanted more of the right inquiries: patients ready to start treatment, not just clicks.
The challenge
Orthodontic cases are high value, so competition for those searches is fierce and clicks are expensive. The practice needed a steady stream of genuine patient calls for Invisalign and braces — including from Spanish-speaking patients other advertisers often overlook — at a cost that made sense against case value.
What we did
- Targeted high-value treatments directly. Dedicated campaigns for Invisalign and braces rather than generic "orthodontist" traffic.
- Ran campaigns in English and Spanish. Reaching the full local market, including a large Spanish-speaking audience many competitors ignore.
- Made calls the primary conversion. Focusing the account on real patient contact, not directions clicks or vanity metrics.
- Optimized for call volume and quality. Refining targeting and creative across both languages.
The results
In about four months, the account generated 250+ patient calls for Invisalign and braces — roughly 15 a week — at about $75 per call. Against the value of a single orthodontic case, that's a highly efficient cost to reach a prospective patient. The bilingual approach opened up demand many competitors weren't capturing at all.
How we built the campaigns
Orthodontic growth came from targeting the right treatments, in the right languages, and measuring what actually matters.
- Treatment-specific campaigns. Dedicated Invisalign and braces campaigns rather than generic "orthodontist" traffic, so budget followed high-value intent.
- Full bilingual coverage. Separate English and Spanish campaigns to reach a large Spanish-speaking audience that many competitors ignore entirely — opening up demand others weren't capturing.
- Call-focused measurement. We optimized for and report real phone calls — not softer actions like map/directions clicks that can inflate a report. Every number here is an actual patient call.
- Continuous optimization across both languages to keep cost per call efficient.
- The profile families check before they call. Orthodontic care is a months-long, high-consideration decision, so most families compare a few nearby practices—usually right on Google Maps—before they ever pick up the phone. We worked on the practice's Google Business Profile so it stood out in that comparison: a complete, accurate listing, photos and services that reflected the practice, and a steadier flow of recent reviews. Because the campaigns ran in both English and Spanish, we made sure the profile spoke to every searcher in the area, not just some of them—so the practice looked like the obvious choice in both the paid results and the local map.
How patients contacted the practice
The account was built to drive genuine patient contact for high-value cases. In roughly four months it produced 250+ real phone calls for Invisalign and braces — about 15 a week — at roughly $75 per call. Against the value of a single orthodontic case, that's a highly efficient cost to reach a prospective patient.
Figures exclude branded searches and non-call actions like directions clicks; results reflect ~4 months of performance.
Why it worked
Two things set this apart: targeting high-value treatments directly instead of generic traffic, and running the campaigns bilingually to capture demand competitors leave on the table. Combined with call-focused tracking, that produced efficient, high-intent inquiries — fast.
Results reflect ~4 months of campaign performance. "Calls" are phone-call conversions tracked in Google Ads (branded searches, directions, and other non-call actions excluded); not every call becomes a booked patient. Individual results vary by market, budget, and practice.