As 2026 gets underway, online advertising decisions are becoming more consequential for dental practices. On a recent episode of The Dental Marketing Mix, Dan Brian sits down with fellow DentalScapes co-founder Brian Craig to answer one of the most common questions they hear from dentists: where should I put my advertising dollars first?
Dan frames the conversation around a reality many practices are experiencing right now — organic visibility alone isn’t enough anymore. Brian agrees, noting that search results pages are more crowded than ever with Local Services Ads, Google PPC ads, sponsored map listings, and AI-driven results pushing organic listings further down the page.
Why Advertising Choices Matter More Than Ever
Even practices ranking well organically may not actually be seen by potential patients. According to Brian, this shift means advertising is no longer an “extra” — it’s a core growth lever.
Rather than viewing ads as a single tactic, Dan emphasizes thinking in systems: how ads capture attention, establish trust, and ultimately turn interest into booked appointments.
Google Local Services Ads: Where Most Dentists Should Start
Brian is clear: Google Local Services Ads (LSAs) are usually the best entry point for general dentists.
According to Brian, LSAs are easier to manage and far less risky than traditional PPC campaigns. One of the biggest advantages, as Dan explains, is that LSAs are pay-per-lead rather than pay-per-click. Practices only pay when a prospective patient actually calls or messages the practice and Google deems it a legitimate lead.
Why DentalScapes Recommends LSAs First
Brian highlights several reasons LSAs work especially well for newer advertisers:
- You only pay for qualified calls or messages
- Ads prominently display Google reviews and star ratings
- Practices earn a Google Screened badge after verification
- Leads tend to be more trust-oriented and ready to talk
Dan adds that this trust-building element makes LSAs especially powerful. Because reviews and verification are front and center, patients are often more comfortable calling—and more likely to book.
Brian shares that many general dental practices see average LSA costs in the $60–$70 per lead range, with some competitive markets performing even better. For most practices, he says, starting with about $1,000 per month is enough to test and scale responsibly.
Traditional Google PPC: Powerful, but Easy to Get Wrong
Dan then pivots to traditional Google Ads for dental practices and asks when PPC makes sense. Brian describes PPC as a more advanced tactic that can deliver excellent results — but only when managed properly.
According to Brian, the biggest risk with PPC is how quickly budgets can be wasted. Because you’re paying for every click, not every lead, poor keyword strategy or loose targeting can “set your money on fire” fast.
When PPC Is Worth It
Brian explains PPC is better suited for:
- Practices with larger monthly ad budgets ($3,000+)
- Competitive services like implants or Invisalign
- Practices working with experienced dental ad managers
Dan adds that while PPC traffic is extremely high intent, Google’s built-in AI recommendations are not always aligned with a practice’s best interests. Careful oversight is essential.
Social Media Ads: A Long-Term Brand Play
When the conversation turns to social media advertising, Dan acknowledges that people aren’t scrolling Instagram or Facebook looking for a dentist. Brian agrees—but says that’s exactly why social ads work.
According to Brian, social media ads are less about urgency and more about storytelling. They give practices a chance to show personality, culture, and differentiation in a way search ads can’t.
Dan notes that social ads also shine when used for retargeting — bringing back people who visited a website but didn’t book.
Where Social Ads Work Best
- Brand awareness and familiarity
- Retargeting warm website visitors
- Promoting specific offers or campaigns
- Leveraging strong visuals and video
Brian points out that social ads don’t require massive budgets. Dan adds that even $50 per week can keep a practice visible and top of mind in the right market.
The Variable You Can’t Emphasize Enough: Front Desk Conversion
One of the strongest moments in the episode comes when Dan and Brian discuss what happens after the lead comes in. Brian stresses that advertising ROI lives or dies at the front desk.
According to Brian, even affordable leads become expensive if calls go unanswered or follow-up is weak. Dan reinforces this by walking through the math: a $50 lead becomes a $100 new patient at a 50% conversion rate—and much more if conversion slips.
Brian notes that missed calls, voicemail, and lack of follow-up are some of the most common (and costly) breakdowns he sees across practices.
Looking Ahead: AI Ads Are Coming Fast
Near the end of the episode, Dan asks Brian about the future of advertising inside AI-driven platforms. Brian shares that ads within tools like ChatGPT are already being tested and will likely roll out more broadly soon.
According to Brian, early adopters often see outsized returns before competition drives costs up. Dan adds that trust signals — reviews, authority, and credibility — will heavily influence how visible and affordable AI ads become.
Both agree that practices investing now in reviews and reputation-building will be best positioned when AI advertising becomes mainstream.
How Dan and Brian See This Working in the Real World
Rather than choosing one channel, Dan explains that successful practices layer strategies:
- LSAs to capture immediate, high-intent demand
- Social media ads to build brand and retarget prospects
- PPC campaigns for practices ready to scale aggressively
Brian adds that owning more “real estate” on the search results page is key to consistent growth in today’s environment.
TLDR
- Google Local Services Ads are generally the best starting point for dental practices
- PPC is powerful but risky without expertise
- Social media ads are a cost-effective branding and storytelling tool
- Front desk conversion determines real ROI
- AI-driven ads are coming in early 2026 — and will reward practices with strong trust signals
If your practice isn’t sure where to start — or how to improve what you’re already running—this episode makes one thing clear: strategy matters more than channels.
Ready to Crush Online Advertising for Your Practice?
If you want help building a smart, scalable advertising strategy for your dental practice, schedule a free strategy call with DentalScapes to learn how the team helps practices grow with innovative, data-driven online marketing solutions.