The challenge
Sorridents, a well-known dental clinic, faced two main problems with lead generation:
- Low volume of quality leads: Their Google Ads campaigns weren’t generating enough high-quality leads.
- High cost per lead: At $89 per lead, costs weren’t sustainable for long-term growth.
Strategy
We combined WhatsApp and web forms for lead capture with a Google Sheets and offline conversion tracking workflow.
1. Better lead capture
We integrated WhatsApp and web forms into the Sorridents website:
- Efficient lead capture: Users could easily submit their contact details via WhatsApp or a simple web form.
- Immediate engagement: WhatsApp enabled instant conversations with potential patients, increasing the likelihood of conversion.
2. Enhanced conversion tracking
We used Google Sheets to capture and manage the phone numbers collected on the website:
- Data collection: Every phone number submitted via WhatsApp or the web forms was recorded in a Google Sheet.
- Offline conversion tracking: When a lead became a patient, we updated the sheet and sent that data back to Google Ads as an offline conversion using Enhanced Conversions for Leads.
This let us:
- Refine ad targeting by giving Google Ads accurate conversion data to optimize against.
- Increase lead quality by focusing on leads with a greater chance of becoming patients.
Results
- 3x more leads: WhatsApp and web forms made it much easier for potential patients to reach out and book appointments.
- Cost per lead down from $89 to $59, a $30 reduction that freed budget for scaling.
- Higher lead quality: sending offline conversion data back to Google Ads focused the campaigns on high-quality leads and increased the overall conversion rate.
- Scalable campaigns: the optimized campaigns allowed us to scale Google Ads and further grow lead generation.
Conclusion
Sorridents Dental Clinic’s results show the effectiveness of combining smarter lead capture and tracking with Google Ads. With WhatsApp and web forms for capture and Enhanced Conversions for Leads for tracking, we tripled lead volume and reduced the cost per lead by $30. Precise targeting and accurate conversion tracking turned the clinic’s challenges into growth.
Want Google Ads to optimize for real patients, not just form fills? See my analytics and tracking setup.
