How Canadian dental practices can build “patient-filling” campaigns with updated benchmarks, budget splits & new Local Services Ads rules
For Canadian dental clinics in 2025, the most effective Google Ads strategy combines Local Services Ads (LSAs) for high-intent phone leads + Search campaigns for treatment-specific keywords + Performance Max (PMax) for brand and high-value treatments, backed by updated benchmarks (CPL ≈ $50-$90 general; $120+ high-value) and a revised LSA badge process.
Quick Summary & Takeaways
What works now
| Strategy Element | Details |
|---|---|
| Recommended Ad Mix | Run a mix: Local Services Ads (phone-first) + Search (treatment keywords) + Performance Max (scale & discovery). |
| Starter Budget Split | 20% LSA • 40% Search • 40% PMax (adjust based on lead quality & service mix). |
| 2025 Update | LSA badge is now Google Verified; LSA reviews are merged into your Google Business Profile. |
Benchmarks to aim for (Canada 2025)
| Campaign Type | CPC (CA$) | CVR (%) | CPL (Booked Appointment) |
|---|---|---|---|
| General Dentistry | 2.5 – 4.0 | 6 – 10% | CA$50 – 90 |
| High-Value (Implants / Invisalign) | 4.0 – 7.5 | 3 – 6% | CA$120+ |
6 steps to Google Ads campaign strategies for Dentists
| Optimization Area | Recommended Actions |
|---|---|
| Targeting | Geo-fence your city/serviced suburbs; build service clusters (emergency, hygiene, implants, Invisalign). |
| Keywords | Use: “city + dentist / emergency dentist / implant dentist”. Add negatives: “free”, “DIY”, “jobs”, “training”. |
| Ads | Run call-only for emergencies; use call, location, and structured snippet assets; test offer-led headlines. |
| Landing Pages | Phone prominent in hero; include online scheduler, service proof (before/after, financing, reviews). |
| Tracking | Use Enhanced Conversions, dynamic call tracking, unique thank-you URLs; optimize to booked appointments (not raw leads). |
| Optimize | Add negatives weekly; protect brand vs PMax cannibalization; shift budget to services with the best CPL → booked rate. |
| Common Mistakes to Avoid | Impact |
|---|---|
| Counting form fills as success without tracking booked visits | Leads appear inflated; real ROI unknown |
| Mixing locations in one campaign (DSOs) → geo overlap & wasted spend | Budget inefficiency and location cannibalization |
| No review workflow after the LSA/GBP merge; ratings drop hurts both LSA & Maps visibility | Decreased lead volume and local ranking loss |
| Proven Campaign Strategy | When to Use |
|---|---|
| Need calls now? Emphasize LSA + call-only Search | Immediate lead generation & phone inquiries |
| Promoting high-value cases? Run PMax + exact Search with treatment pages and financing proof | Capture high-intent buyers researching major services |
| Multi-location? Separate campaigns & asset groups per clinic; enforce GEO exclusions | Prevents overlap and improves local relevance |
Why Google Ads Works for Dentists in 2025
Patient intent: “I need a dentist now”
When someone searches “dentist near me”, “emergency dental implants”, or “Invisalign cost Stratford”, they’re often ready to act. Google Ads captures this urgency far faster than SEO alone.
Fast visibility in local markets
Dental practices serve defined geo-areas (towns, cities, suburbs). With Google Ads you can show above organic results, in Maps, in LSA listings – dominating high-intent placements.
2025 Canadian benchmark snapshot
| General dentistry | High-value treatments (implants / Invisalign) |
|---|---|
| Show CAD pricing; ensure GST/HST/PST mapped correctly in GMC and on-site. | Incorrect USD pricing or tax rules shown. |
| Disclose delivery methods (oversize/LTL/white-glove), delivery windows, and damage policy steps. | Hidden freight fees leading to drop-off. |
| Include FR-CA titles/descriptions plus FR landing pages where required. | English-only feeds reducing Quebec & bilingual conversion rates. |
| Adjust budgets to seasonal and weekend intent spikes. | Flat budgets year-round underfund peak demand. |
Source: Aggregated from 2025 search-ads benchmarks adapted to the dental vertical. These benchmarks reflect realistic targets and outperform generic “< $20 CPL” claims still circulating online.
What’s New in the Dental Industry 2025 (Must Know)
LSA badge change: “Google Verified”
Effective October 20, 2025, Google is phasing out the “Google Guarantee” badge for LSAs and consolidating everything under “Google Verified.” Verified providers may appear differently in search interfaces, which affects how your LSA listing looks and performs.
Reviews shift: LSAs now roll into your Google Business Profile (GBP) review ecosystem
As of July 2025, LSA and GBP reviews are now merged. This means:
- Reviews on your GBP affect your LSA eligibility and visibility.
- Negative reviews can impact both Search and LSA placement.
- You’ll need an integrated reviews strategy, not two separate workflows.
Privacy & tracking updates
With browser changes, Google’s new modeling (Enhanced Conversions, Consent Mode v2) is now mandatory to maintain accurate conversion reporting — especially for clinics capturing PHI-adjacent leads.
Campaign type evolution: PMax rewrites the game
Where older guides may just mention PMax, in 2025 you’ll need to:
- Break out high-value services into dedicated PMax asset groups.
- Use location signals carefully (for local clinics, this means geo-fencing plus placement exclusions).
- Manage Search + PMax overlap to avoid cannibalization.
How to Choose Your Campaign Mix (LSA vs Search vs PMax)
| Campaign Type | When to Prioritize | Best Used For |
|---|---|---|
| 3.1 Local Services Ads (LSAs) | When your clinic’s lead flow is primarily calls or in-clinic bookings. |
|
| 3.2 Search Campaigns | When you’re targeting specific treatments or testing keywords and offers. |
|
| 3.3 Performance Max (PMax) | When you want cross-network visibility and scalability. |
|
Sample budget allocation (single-location dental clinic)
| Treatment focus | Budget split | Rationale |
|---|---|---|
| General dentistry & hygiene | 40% – Search | Keywords are frequent and volume is high. |
| Emergency / urgent care | 20% – LSA | High-intent, call-first behaviour. |
| High-value treatments (implants / Invisalign) | 40% – PMax + Search | Longer sales cycle; requires rich creative assets. |
Landing Page Optimization Strategy for Dental Leads
| Optimization Area | Recommended Strategy |
|---|---|
| 4.1 Geo-targeting & Keyword Strategy by Service Line | Target terms like “city + dentist”, “city + emergency dentist”, “city + implant dentist”. Exclude search terms: “free”, “DIY”, “jobs”, “training”. |
| 4.2 Ad Assets & Phone-First UX | Create call-only campaigns for emergency leads. Use click-to-call and location extensions. Sample ad copy: “Same-day emergency dental in Stratford — Call 24/7”. |
| 4.3 Landing Page Templates |
|
| 4.4 Offer & Trust Signals |
|
Fix Wasting Budget (Troubleshooting & Optimization)
| Optimization Area | Recommended Framework |
|---|---|
| 5.1 Negative Keyword Framework |
Exclude low-quality or irrelevant searches such as:
|
| 5.2 PMax Pitfalls & Local Cannibalization |
|
| 5.3 Attribution & Conversion Tracking |
|
| 5.4 Show-Rate Optimization for Phone Leads |
Phone script example: “Hi, you reached [Clinic Name], how can I help you?” → “Are you calling about same-day emergency or general cleaning?” Improves lead qualification and feeds better conversion data back into campaigns. |
What Good Performance Looks Like
| KPI | What It Measures | Optimization Insight |
|---|---|---|
| Impression Share (%) | Percentage of eligible impressions your ads received for top keywords. | Should be above 70% for key commercial intent terms. |
| Search Lost IS (Budget / Rank) | How often your ads didn’t show due to limited budge |
Realistic target ranges (Canada)
| Treatment type | CPC | CVR | CPL (Booked-Appt) |
|---|---|---|---|
| General dentistry | CA$2.50–4.00 | 6–10% | CA$50–90 |
| High-value implants | CA$4.00–7.50 | 3–6% | CA$120+ |
Ramp-plan for new campaigns
| Campaign Phase | Objective | Key Actions |
|---|---|---|
| Months 1–2 | Testing & Data Collection | Run CA$1K/week test budget. Focus on gathering conversion data (20–25 conversions) to establish benchmarks. |
| Months 3–4 | Optimization | Refine targeting, keywords, and ads to reduce CPL by 15–25%. Reinvest savings into top-performing service lines. |
| Months 5–6+ | Scaling | Increase budget strategically while maintaining or improving CPL and lead-to-booked conversion rates. |
“Dental Implants – Stratford, ON” campaign
| Campaign Element | Example / Recommendation |
|---|---|
| Keywords | “implant dentist Stratford”, “all-on-4 implants Stratford cost” |
| Ad Copy | “Dental Implants in Stratford — Free Same-Day Consultation! 5.0★ Reviewed Clinic.” |
| Landing Page |
|
| Tracking Goal |
Funnel: Phone call → booking → treatment start Tracked via CRM for true ROI measurement. |
Phone-call script sample
“Thank you for calling [Clinic Name]. Are you looking for emergency care or implants today?
Great — I can schedule you for [date/time]. We’ll just need a few quick details so we can
prepare your treatment plan.”
This script filters emergency vs implant leads so you can adjust your campaign accordingly.
Compliance, Reviews & Operational Readiness
Review acquisition strategy post-LSA/GBP merge
- Ask all new patients by text/email: “Please leave a Google review and mention the service you received.”
- Monitor GBP reviews weekly; respond within 48 hours.
- Ensure your LSA listing is built on a strong GBP profile with recent reviews (ideally 30+ in the past 90 days).
Consent and PHI-safe ad tracking
- Do not include patient names or treatment details in ad copy or tracking URLs.
- Use first-party cookies or offline conversion uploads with hashed data.
- Ensure your privacy/cookie notice mentions Google Ads conversion modelling.
Operational checklist for clinics
- Front desk staff should ask: “May I transfer you to a lead coordinator, or would you like to book now?”
- CRM must tag lead sources (Search, LSA, PMax) to calculate true CPL by channel.
- Perform monthly campaign reviews: keywords, CPL, booked treatments, and geo-level performance.
FAQs
What is a good cost-per-lead (CPL) for dentists using Google Ads in Canada?
For general dentistry, aim for CA$50–90 per booked appointment. For high-value treatments such as dental implants or Invisalign, expect CA$120+ in 2025.
What changed with Local Services Ads (LSAs) for dentists in 2025?
Google replaced the “Google Guarantee” badge with “Google Verified” (effective Oct 20, 2025) and merged LSA reviews into the Google Business Profile review system (July 2025). Review generation and reputation management must now be unified.
How should a dental clinic allocate ad budget among LSAs, Search, and Performance Max?
A practical starting split for a single-location practice is 40% Search (general), 20% LSA (urgent calls), and 40% PMax + Search for high-value treatments. Adjust based on treatment mix, service demand, and lead quality.
What tracking mistakes do dental practices often make?
Common issues include tracking leads instead of booked appointments, not tracking phone calls, ignoring first-party data & Enhanced Conversions, and failing to segment reporting by service type or geographic area.
How can clinics prevent Performance Max and Search campaigns from cannibalizing each other?
Exclude branded keywords from PMax if there’s a dedicated branded Search campaign. Multi-location groups should use geo-fencing and location-based exclusions to avoid clinics competing against each other.
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