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Case study · Healthcare

More patients at every location of the clinic

Business profile optimisation, pages by location and treatment, and local search campaigns for a group of dental clinics with four practices.

ClientClinic group (confidential)
ServicesLocal SEO · Google Ads · Web development
Duration8 months
MarketMadrid region
+64%Online appointment requestsIn 8 months
61%Local searches in the map top 3Previously 18%
−27%Cost per appointment on Google AdsFrom €38 to €28
4Locations with their own pageWith structured data
Starting point

Four locations, one single page

The website presented all four clinics on a single contact page. The business profiles had generic categories, out-of-date opening hours and few recent reviews, so the clinic barely appeared on the map for treatment searches around each location.

Google Ads ran a single campaign for the whole region, with no distinction by the location closest to the user or the treatment they were searching for.

Goals
  • Appear on the map around each location
  • Increase online bookings
  • Reduce the cost per appointment from advertising
  • Measure appointments by location and treatment
Approach

What we did

  • 01Business profiles

    Categories, services, photos, opening hours and posts for each location, plus a process for requesting reviews after every visit.

  • 02Location pages

    One page per clinic with the team, treatments, directions and local business structured data.

  • 03Local campaigns

    Campaigns by location and treatment with a catchment radius, location assets and opening hours.

  • 04Appointment tracking

    Tracking of forms, calls and online bookings by location and source.

Results

Results after eight months

Online appointments per month140 → 230
Before
After
Local searches in the map top 318% → 61%
Before
After
Cost per appointment on Google Ads€38 → €28
Before
After
Process

Project phases

  1. Month 1

    Local audit

    Business profiles, directories, reviews, competitors and measurement.

  2. Months 2–3

    Website and profiles

    Pages by location and treatment, and optimisation of the four profiles.

  3. Months 3–4

    Campaigns

    Google Ads restructured by location and treatment.

  4. Months 4–8

    Reviews and content

    Review process, posts and adjustments based on demand in each area.

We now know how many appointments each clinic receives and where they come from. The locations that had the fewest new patients are the ones that have grown the most.

ODOperations DirectorDental clinic with four locations
Services applied

Disciplines in this project

SEO Paid Ads Web development
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