Paid advertising can be a game-changer for dental practices—or a money pit. After reviewing hundreds of campaigns over the years, I can tell you: it’s not about how much you spend. It’s about how smart you are before you spend anything.
If you’re thinking about running ads for your practice—or you’re already doing it but not sure you’re getting your money’s worth—this is for you.
The Main Types of Dental Advertising (And Where They Shine)
Before we dive into the pros and cons, let’s quickly define what each of these dental advertising types actually is.
1. Google Ads (PPC – Pay-Per-Click)
Google Ads are the paid search ads you see at the very top of Google’s search results page. You “pay per click”—meaning you only get charged when someone clicks your ad. They’re great for capturing patients actively looking for a service (like “dentist near me” or “emergency tooth extraction”).
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Best for: Immediate patient intent (“dentist near me,” “Invisalign consultation”)
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Pros: Fast visibility, measurable results
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Cons: Can get expensive if poorly managed by your marketing company
2. Google Local Services Ads (LSAs)
LSAs are the boxed ads that appear even above regular Google Ads for local services. They show your practice name, reviews, phone number, and a “Google Guaranteed” badge if you qualify. You pay per lead (calls or form submissions), not clicks.
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Best for: Showing up at the top of local search with pay-per-lead pricing
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Pros: Only pay for real leads (calls, form fills)
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Cons: Lead quality can vary depending on how well your agency sets up your profile and targeting
3. Facebook/Instagram Ads
These are paid promotions that show up in users’ Facebook and Instagram feeds, stories, and sidebars. They work more like digital billboards—catching attention and generating interest, often before a person has even decided they need a dentist.
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Best for: Brand awareness, promoting specials, re-engaging existing patients
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Pros: Great targeting options
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Cons: Leads are softer (“window shoppers”) and need strong follow-up and better qualification upfront
Different channels serve different purposes. One isn’t “better”—they just need to match your goals, and your marketing company needs to align strategy accordingly.
What About Traditional Dental Advertising?
When most people think about dental advertising, they also picture traditional options like print ads, direct mail, radio spots, or sponsoring local events. Traditional media can still have a place—but usually after you’ve built a strong digital foundation.
The big challenge with traditional advertising is tracking. You often pay for exposure without a clear way to measure how many new patients it brought in. Digital channels, on the other hand, give you real-time data and the ability to adjust quickly.
If you’re just getting serious about advertising, start with digital first. Once your online marketing is dialed in and delivering measurable results, layering in traditional media can be a smart way to boost brand visibility and community presence.
Before You Spend a Dollar: Own Your Data and Accounts
One mistake I see too often? Practices don’t actually own their advertising accounts. Agencies set them up under their own umbrellas, keeping control of the data.
Before you run a single dental advertising campaign:
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Make sure YOU have full admin access to your Google Ads, Facebook Business Manager, and Google Analytics.
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Make sure any landing page tools (like Unbounce or Instapage) are under your ownership.
Owning your data keeps you in control. If you ever need to change agencies (or even just ask better questions), you won’t be starting from scratch.
Typical Advertising Costs for Dentists (Ballpark Numbers)
Actual numbers will vary based on your location and competition, but here are rough industry ranges:
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Google Ads Cost Per Click (CPC): $2.50–$6.00 (can be higher for specialties)
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Google Ads Cost Per Lead (CPL): $40–$100
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LSA Cost Per Lead: $50–$90
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Facebook Lead Cost: $25–$75 (but lower quality, requires nurturing)
Important: Cost per lead isn’t the only thing to watch. It’s important to remember: cost per new patient is what really matters.
For example, Facebook ads often produce the lowest cost per lead (CPL), but because marketing companies often use overly broad targeting, those leads are softer and less qualified. They usually have a lower conversion rate. That means the true cost to acquire a new patient through Facebook can end up being much higher than it first appears. Always track performance through to booked and completed appointments—not just the number of “leads” coming in.
Common Mistakes Marketing Companies Make (and How to Avoid Them)
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Launching ads without a clear goal.
Your agency should know exactly what you want: new patient appointments? Invisalign consults? Hygiene reactivations? -
Tracking only “calls” or “clicks”—not outcomes.
A good marketing partner should help track appointments booked and patients who actually show up. -
Keeping too much control over your accounts and data.
Agencies should manage campaigns, but you should control the data, the strategy, and the long-term assets. -
Ignoring landing page quality.
Bad landing pages = wasted ad dollars. Pages should be fast, mobile-friendly, and designed to convert.
Smarter Spending Tips
If you want dental advertising to actually work for your practice:
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Own your ad accounts and analytics. Always.
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Start with one clear campaign goal. Focus your budget.
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Measure real results, not just “impressions” or “clicks.”
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Keep agencies accountable to performance, not just activity.
Final Thoughts
Dental advertising can absolutely work for your practice—but only if it’s built on the right foundation. Be clear about what you want to achieve, make sure you own your data, and work with marketing partners who focus on real results, not just busywork or vanity metrics.
Next week, we’ll dive deeper into Google Ads for dentists: real-world benchmarks, what to watch for, and how to avoid some of the biggest mistakes I see in audits.
Stay tuned!