If you’re a dental practice owner wondering how much dentists should spend on Google Ads, you’re asking the right question. But like most things in dentistry, there’s no one-size-fits-all answer. Your Google Ads budget depends on your practice goals, local competition, and what you’re trying to achieve.
The good news? You don’t need to spend a fortune to see results. With the right strategy and proper management, even modest Google Ads budgets can deliver impressive returns for dental practices. And remember, any data-driven investment in marketing shouldn’t be an expense, but rather an investment — you should always be generating positive ROI.
In this blog post, we’ll dig into what dentists should spend on Google Ads based on the factors outlined above. We’ll also talk about the importance of choosing the right dental marketing company to manage your online advertising campaigns and how you can get started.
Understanding Google Ads Costs for Dental Practices
Average Cost-Per-Click in Dentistry
“Traditional” Google Ads are a pay-per-click (PPC) ad product, meaning that you pay each time a potential patient clicks on your ad. With Google PPC ads, you bid on high-value keywords (e.g., “best dentist in Dallas,” “pediatric dentist near me,” “teeth whitening in Chicago” etc.), competing with other local practices interested in the same subset of patients.
So how much does it cost to bid on these keywords in Google Ads?
The truth is, dental keywords are among the most expensive in Google Ads, and for good reason. A single new patient can bring thousands of dollars in lifetime value to your practice.
In general (see note below), here’s what you can expect:
- General dentistry keywords: $2-8 per click
- Cosmetic dentistry keywords: $4-15 per click
- Orthodontic keywords: $5-12 per click
- Pediatric dentistry keywords: $4-9 per click
- Emergency dental keywords: $5-10 per click
For high-end procedures (e.g., dental implants, full arch restorations, etc.), you can expect to pay even more — for these keywords, it’s not unheard of for dental practices to pay $15-35 per click.
Keep in mind that these costs vary significantly based on your location. Major metropolitan areas like New York or Los Angeles will see higher costs, while smaller cities with lower competition typically have more affordable rates.
Why Dental Clicks Cost More
The high cost-per-click in dentistry reflects the competitive nature of the industry and the high lifetime value of dental patients. Group practices, dental service organizations (DSOs) (often with sky-high budgets, comparatively), and individual practices all compete for the same keywords, driving prices up.
Determining Your Google Ads Budget
The 5-10% Marketing Rule
Most successful general dental practices should plan to allocate at least 4-7% of gross revenue to marketing. For a practice generating $1 million annually, that’s $40,000-$70,000 in total marketing spend. Google Ads should represent a portion of this budget. Depending on your local market dynamics and cost per click (CPC) that might represent 20-40% of your total marketing investment.
Google Ads Budget Recommendations by Practice Size
| Gross Revenue Tier | Total Marketing Budget (4–7%) | Google Ads Budget (20–40% of marketing) |
| <$500K | $20,000 – $35,000 | $4,000 – $14,000 |
| $500K–$1M | $20,000 – $70,000 | $4,000 – $28,000 |
| $1M+ | $40,000 – $140,000 | $8,000 – $56,000 |
Expected Results by Google Ads Investment
Now let’s take a look at potential results based on the Google Ads budgets estimated above.
To simplify, the following estimates assume an average cost per click (CPC) of $8. Remember, CPC can vary widely based on specific keywords and local competition, and anticipated new patient numbers will range significantly based on these factors.
1. <$500K Revenue Tier
| Google Ads Budget | Clicks (@$8 CPC) | Qualified Leads (10–20%) | New Patients (50–60% Booking Rate) |
| $4,000 | 500 | 50 – 100 | 25 – 60 |
| $14,000 | 1,750 | 175 – 350 | 90 – 210 |
2. $500K–$1M Revenue Tier
| Google Ads Budget | Clicks (@$8 CPC) | Qualified Leads (10–20%) | New Patients (50–60% Booking Rate) |
| $4,000 | 500 | 50 – 100 | 25 – 60 |
| $28,000 | 3,500 | 350 – 700 | 175 – 420 |
3. $1M+ Revenue Tier
| Google Ads Budget | Clicks (@$8 CPC) | Qualified Leads (10–20%) | New Patients (50–60% Booking Rate) |
| $8,000 | 1,000 | 100 – 200 | 50 – 120 |
| $56,000 | 7,000 | 700 – 1,400 | 350 – 840 |
Factors That Influence Your Optimal Budget
Local Competition Levels
Your local market competition directly impacts what you’ll need to spend. In saturated markets with multiple dental practices, you’ll need higher budgets to compete effectively. Less competitive areas allow for more efficient spending.
Practice Specialization
Specialized services command higher prices and margins, justifying larger ad spends:
- Cosmetic dentistry: Higher budgets often worthwhile due to treatment values
- Orthodontics: Longer treatment periods and case values justify higher acquisition costs
- Pediatric dentistry: Long-term family relationships create long-term value
- General dentistry: Requires a balanced approach between volume and efficiency
Geographic Targeting
Tighter geographic targeting can stretch your budget further. Instead of targeting your entire city, focus on neighborhoods within a reasonable driving distance of your practice and those populated by potential patients in line with your target demographic.
Getting the Most from Your Google Ads Budget
Start Conservative, Then Scale
Begin with a modest budget and increase spending as you see results. This approach allows you to:
- Test which keywords convert best for your practice
- Optimize your landing pages for better conversion rates
- Build confidence in your return on investment
- Avoid wasting money on ineffective campaigns
Focus on High-Intent Keywords
Target keywords that indicate immediate need or strong intent:
- “Dentist near me”
- “Emergency dentist [your city]”
- “Dental implants [your city]”
- “Teeth whitening [your city]”
Optimize for Mobile
Here’s a reality check: most people are scrolling through Google on their phones while sitting in their car or walking around town. In fact, over 70% of dental searches happen on mobile devices. If your ads look terrible on smartphones or your website takes forever to load, you’re basically lighting your Google Ads budget on fire. Make sure everything looks great and loads fast on mobile — your budget and ROI will thank you.
Common Budget Mistakes to Avoid
Setting Budgets Too Low
While starting conservative is smart, budgets that are too low limit your ability to gather meaningful data — and that means your online dental advertising agency and Google can’t optimize for improved performance. Aim for at least 50-100 clicks per month to make informed optimization decisions.
Ignoring Negative Keywords
Without proper negative keyword lists, you’ll waste money on irrelevant clicks. Add negative keywords like “jobs,” “school,” and “free” to avoid spending budget on unqualified traffic.
Measuring Google Ads Success
Key Performance Indicators
Track these metrics to ensure your Google Ads budget is working effectively:
- Cost per lead (CPL): Total spend divided by new patient inquiries
- Cost per acquisition (CPA): Total spend divided by actual new patients
- Return on ad spend (ROAS): Revenue generated divided by ad spend
- Click-through rate (CTR): Percentage of people who click your ads
- Conversion rate (CVR): Percentage of clicks that become leads (e.g., make a phone call, start a web chat, or submit a form)
Setting Realistic Expectations
Most successful dental Google Ads campaigns achieve:
- 2-5% click-through rates
- 5-15% conversion rates (clicks to leads)
- 40-60% lead-to-patient conversion rates (though this rate can be higher based on effective call handling strategies)
Remember, every practice is unique, so don’t be surprised if your numbers look different.
When to Increase Your Budget
Consider scaling up your Google Ads investment when you experience:
- Consistent positive return on investment
- Limited leads due to daily budget caps
- High conversion rates with room for more volume
- Successful expansion into new service areas
- Seasonal opportunities (end-of-year benefit usage, back-to-school, New Year)
Why DentalScapes Makes Google Ads Easy for Busy Dentists
The Case for Professional Management
Look, we get it — you’re smart, you’re successful, and you probably think you can figure out Google Ads on your own. But here’s the thing: Google Ads management is like performing root canals. Sure, you could watch YouTube videos and give it a shot, but wouldn’t you rather have someone who does this all day, every day?
DentalScapes specializes exclusively in dental marketing, which means we know exactly which keywords convert, what ad copy makes patients pick up the phone, and how to squeeze every penny of value from your budget. Here’s what you get when you partner with us to manage your Google Ads campaigns:
- Campaigns that actually work: We’ve managed millions in dental ad spend and know what converts
- Your time back: Spend time with patients, not staring at Google Ads dashboards
- Insider knowledge: We have access to advanced tools and strategies that most dentists don’t even know exist
- Constant optimization: We’re tweaking and testing your campaigns while you’re focusing on dentistry
The DIY Reality Check
Sure, you could manage Google Ads yourself. You could also do your own accounting, fix your own dental equipment, and perform your own marketing. But at what cost? Most dentists who try the DIY route end up spending more money on mistakes than they would have paid for professional management.
Ready to Maximize Your Google Ads Investment?
Figuring out your Google Ads budget doesn’t have to be a guessing game. It’s all about being smart with your money.—
Book a free strategy call with our team at DentalScapes and let’s take your new patient acquisition to the next level!