Google Ads · Orthodontic clinic, Islamabad
Paid search for a treatment people think about for months
Teeth Aligners is an orthodontic practice in Islamabad specialising in clear aligners and invisible braces. Aligner treatment is elective, expensive and considered over weeks or months, which makes it one of the harder things to sell through paid search.
The situation at the start
A long decision, bought one click at a time.
Nobody books clear aligner treatment on the first click. The patient researches, compares, checks prices, reads about the process and often waits weeks before contacting anyone. Every one of those research sessions is a click the account may pay for without an enquiry attached to it.
The account therefore had to do two things at once: keep the cost per click low enough that a long research cycle stays affordable, and stay relevant enough to remain in front of the same patient across that cycle.
Client Google Ads account, September 2024 to June 2025.
The approach
Four workstreams,
one engine.
Each stream existed to make the others measurable. Nothing here was run in isolation.
Make a long cycle affordable
If research clicks are expensive, the maths never works.
- Average cost per click held at Rs 91 through active bid management
- Quality signals improved to reduce the price of position
- Budget pacing matched to enquiry patterns
- Spend concentrated on the terms that produced contact
Stay in front of the same patient
A 9.9% click-through rate keeps the practice visible across the cycle.
- Ad copy written for aligners specifically, not general dentistry
- Treatment and cost questions answered in the ad itself
- Extensions used to pre-qualify before the click is paid for
- Weak variants retired as data accumulated
Separate research from readiness
Both matter, but they should not be bid the same way.
- Search term reports reviewed continuously
- Price and comparison intent handled distinctly from booking intent
- Negatives applied against unrelated dental searches
- Location targeting held to the practice's real catchment
Manage across the whole cycle
Elective treatment demand does not respect campaign windows.
- Account managed continuously over the period
- Seasonal fluctuation accommodated in pacing
- Structure adjusted as treatment mix changed
- Performance reviewed against enquiries, not impressions
The results
Visibility held across a months-long decision.
The account delivered 10.5K clicks from 106K impressions, a click-through rate of 9.9%, at an average cost per click of Rs 91. For an elective treatment in a competitive clinical category, holding the cost per click at that level is what makes a long research cycle economically viable.
The strategic point is that the account was not trying to convert on first contact. It was buying presence across a decision that takes months, at a price per touch low enough that being present repeatedly still adds up.
Clicks by period
Google Ads · Sep 2024 to Jun 2025Account at a glance
Google Ads · full periodAll figures read from the client's Google Ads account for the stated window. Account identifiers are not reproduced. Managed spend and cost per click are the account totals and averages for the period.
Key takeaways
What made
the difference.
- 1Match the account to the decision length
Elective treatment is researched for weeks. An account built for same-session conversion misreads the category.
- 2Cost per click is the constraint, not the vanity metric
When a patient clicks several times before enquiring, the price of each click decides whether the channel works at all.
- 3Pre-qualify before you pay
Answering cost and process questions in the ad copy stops you paying for clicks that were never going to convert.
- 4Relevance lowers the price of position
A 9.9% click-through rate buys cheaper placement than bidding harder would.
Related work
More like this.
Other engagements that shared a discipline with Teeth Aligners.
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