How Phelps Digital Helped One Dentist Cut Cost Per Lead In Half While Decreasing Digital Advertising Spend
CHALLENGE
When Phelps Digital started working with a multi location dental practice in Florida there was an evident need to rework the digital marketing strategy. Our objective was to increase their ROI by decreasing their cost per lead (CPL). Once on-boarded, we found that website traffic was being incorrectly tracked and there was minimal reporting shared by their PPC provider. We identified their initial CPL was $147 and their website averaged 1,200 visitors per month. This was underwhelming in comparison to their very healthy marketing budget.
SOLUTION
Working as a team with digital providers is essential for Phelps Digital to gain a full understanding of what is or isn’t working. It also helps our Practices create trust in the relationship between us and their providers. This allows our Doctors to take a step back and focus on their patients. Since this dental practice had a PPC provider that was unwilling to provide transparency into how campaigns were being managed while also overcharging, we decided to go another route with an agency that provided full visibility into their paid ads. Phelps offers vetting services for potential providers and after multiple calls and extensive questioning, we were happy to find a trustworthy and proactive agency that valued the insight and collaboration we offer. Working with this new PPC provider was a game changer for the practice and Phelps was able to make informed recommendations in order to turn these SEM and Paid Social campaigns around. After updates to ad group structure, keyword lists, content, and a 25% reduction in digital advertising budget, we saw a huge impact on this Dentist's ROI.
RESULTS
The practice saw an 83% increase in qualified website traffic in just the first 30 days. A huge part of this was attributed to better performing PPC campaigns. In fact, Google Paid Search ads traffic rose 950% in that 30 day period. Since paid ads were bringing in so much more traffic, it is no surprise that we also were able to lower the CPL from $147 to just $64- a 56% decrease. The cherry on top of this successful strategy was the $3,500 in additional savings every month by reducing the digital ad spend. This goes to show that quality sometimes is more important than quantity.
