Case Study
The Tooth Fairy HQ
First month Google Ads results for a pediatric dental clinic in South Florida.
Pediatric Dentistry & Orthodontics
North Lauderdale, FL
Google Ads Management
Mar 13 to Apr 13, 2026
First month. No optimization. Still beat the benchmarks.
This campaign averaged $25/day in ad spend with most ad copy and bid changes applied in the final week. The conversion rate and cost per lead still came in ahead of the dental industry averages before those optimizations had time to take effect.
10
Leads Generated
From $815 in ad spend over 31 days
11.24%
Conversion Rate
Dental industry average: 9.08%
14.85%
Impression Share
Showing for only 1 in 7 eligible searches
The Situation
The Tooth Fairy HQ is a pediatric dental clinic and orthodontic practice in North Lauderdale, Florida. They serve families across Broward County, including Coral Springs, Coconut Creek, Pompano Beach, Margate, and Tamarac.
When they came to us, their WordPress website scored 0 out of 100 on our technical SEO audit. They had run Google Ads before on their own with poor results. With more than seven competing pediatric practices in Broward County, they needed a reliable way to generate new patient leads from surrounding cities.
What We Did
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Built custom bilingual landing pages (English and Spanish) as standalone HTML, separate from their WordPress site. These pages were designed specifically to convert Google Ads traffic into phone calls and form submissions.
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Created a Google Ads Search campaign with 10 ad groups and 75 keywords, curated from 455 researched terms. Manual CPC bidding gave us full control over costs at the keyword level.
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Added 930 negative keywords to block competitor names, irrelevant services, and informational queries. This kept the budget focused on people actively looking for a pediatric dentist.
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Set up full conversion tracking with GA4, Google Tag Manager, Google Ads pixel, and both form and call tracking. Every lead is attributed back to the keyword and ad group that produced it.
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Optimized their Google Business Profile with updated categories, service areas, business description, and Google Posts to strengthen their local presence alongside the paid campaign.
The Results
First 31 days of campaign performance, March 13 to April 13, 2026. Most ad copy and bid optimizations were applied in the final week of this period.
2,047
Impressions
88
Clicks
4.30%
Click-Through Rate
$9.26
Avg. Cost Per Click
$815
Total Ad Spend
$50
Daily Budget
10
Conversions (Leads)
11.24%
Conversion Rate
$81.90
Cost Per Lead
vs. Dental Industry Averages (WordStream 2025)
Conversion Rate
11.24% vs 9.08%
Cost Per Lead
$81.90 vs $83.93
Cost Per Click
$9.26 vs $7.85
Top Performing Ad Groups
Kids Dentist
55 clicks · 7 conversions
$72.71 cost per lead
Sedation Dentistry
12 clicks · 3 conversions
$44.17 cost per lead
What Comes Next
Most of the campaign optimizations (new ad copy, introductory offer headlines, bid adjustments) were applied in the final week of this reporting period. The numbers above reflect mostly unoptimized performance. Month two is where those changes start showing up in the data.
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At 14.85% impression share, the campaign is only showing for about 1 in 7 eligible searches. The other 85% goes to competitors or is lost to budget limits. Increasing the daily budget is the fastest lever to pull.
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New ad headlines featuring an introductory offer went live near the end of month one. Early click-through rates on those ads are trending higher, but need a full month of data to confirm.
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Day of week and time of day bid adjustments are now active based on the first month's patterns. These shift budget toward the hours and days that drive the most conversions.
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Several ad groups with strong click-through rates (Sedation Dentistry at 15.38%, Medicaid Pediatric Dentist at 16.67%) need more traffic to generate conversion data. With additional budget, these are likely to become new lead sources.
Want Results Like These?
We build and manage Google Ads campaigns for small businesses. No long-term contracts.