Healthcare · Dental
Tripled map pack visibility and cut cost per new patient by 46%
Three branches were being run from one Google profile, ranking well outside their own neighbourhoods and paying for clicks they should have been getting free.
Ranked commercial keywords by position
Baseline vs month 9
- Baseline
- Month 9
- Client
- Multi-branch dental clinic
- Industry
- Healthcare · Dental
- Region
- Delhi NCR, 3 branches
- Engagement
- Local SEO and Google Ads, 8 months
- Ad budget
- ₹85,000 monthly ad spend
The challenge
What was actually going wrong.
Usually not the thing the business thought it was.
Three branches, one Google Business Profile, and a website with a single contact page. Two of the three locations effectively did not exist as far as local search was concerned.
The grid scan in week one made it plain: the clinic appeared in the map pack across roughly a fifth of its own catchment, and dropped off entirely about two kilometres from the main branch.
Meanwhile the Google Ads account was spending ₹85,000 a month bidding on "dentist near me" across the whole of Delhi NCR, including areas none of the three branches could realistically serve.
Reviews were the other gap — 61 reviews across eight years, with nothing in the previous nine months, against competitors adding several a week.
The approach
What we did, in sequence.
- 01
Separated the branches properly
Three Google Business Profiles, correctly categorised, each with its own page on the site carrying genuine local detail — parking, metro access, timings, the doctors who actually practise there.
- 02
Built a review process the front desk could follow
A single laminated card and a WhatsApp template, asked at the point of payment. Not sophisticated, and it took reviews from 61 to 214 in eight months.
- 03
Tightened the ad geography to reality
Radius targeting per branch based on where patients actually travel from, with separate budgets. Around 30% of spend had been going to areas nobody would ever visit from.
- 04
Split campaigns by treatment intent
Implants, braces, root canal and routine check-ups separated, because a patient searching for implants is worth many times a check-up and had been bidding against one.
- 05
Tracked appointments, not phone calls
Call tracking joined to the clinic's appointment book so we could see which campaigns produced patients who turned up, rather than which produced ringing phones.
The result
What moved, and what caused it.
Map pack appearances across the 49-point grid rose 3.1x by month eight, with the two secondary branches appearing in their own neighbourhoods for the first time.
Cost per new patient fell 46%. About half of that came from the geographic and intent restructuring of the ads; the other half came from organic map traffic replacing clicks the clinic had been paying for.
Total ad spend stayed at ₹85,000 a month throughout. The gain was allocation and organic visibility, not a bigger budget.
The high-value treatment campaigns took longest to work. Implant enquiries were expensive and poorly qualified until month five, when a pre-qualifying question on the landing page cut volume by a third and roughly doubled the consultation rate.
Measured outcomes
- lower cost per new patient
- 46%lower cost per new patientMeasured over months 5–8 against the four months before the engagement, using appointments actually attended rather than enquiries received.
- increase in map pack appearances
- 3.1xincrease in map pack appearancesMeasured across a grid of 49 points covering the three catchment areas, comparing month eight against the baseline scan in week one.
“We had been paying to appear in areas where no patient would ever drive to us. Nobody had ever looked at the map before.”
Next step
Bring us a problem shaped like this one.
Forty-five minutes, no slide deck. We will tell you which of these engagements yours most resembles, where we think the bottleneck sits, and what it would realistically take to move it.
Or call +91 93060 49784 and email support@exponentialy.com — we reply within one working day.
What the call is
- 01
45 minutes, no slide deck
You talk to the person who would run the work, not a salesperson.
- 02
Your numbers on the table
What a customer is worth, where enquiries come from, and what you have tried.
- 03
A written plan afterwards
What we would fix first, and in what order. Yours to keep either way.