Message Boards
Today's Active Topics Today's Active Cases Browse Forum Categories My Recent Activity My Messages Private Groups My Bookmarks My Subscriptions
Today's Active Images Today's Active Polls Most Active Topics Global Townie Map Advanced Message Board Search Message Board Terms of Use

How Dentists Really Grow New Patients

View Comments (25)
How Dentists Really Grow New Patients

What marketing works, what wastes money, and what everyone learns the hard way

Dental marketing is one of those topics where everyone has an opinion, few agree, and almost everyone has a scary story. Some practices swear by Google Ads. Others insist referrals are everything. Many spend thousands a month and still ask the same question: Was any of that worth it?

Townies tend to agree on one thing. Marketing does work, but only when the fundamentals are right. Advertising does not rescue a broken system. It simply pours gasoline on whatever fire you already have.

Most general dental practices that are actively growing spend between 4% to 7% percent of annual revenue on marketing. Some, especially mature offices with strong word-of-mouth, spend far less. Others, in competitive metro areas or during periods of aggressive growth, spend far more.

Orthodontists usually spend a higher percentage than general dentists. Their cases are elective and competitive, with high lifetime value. When an ortho office decides to grow, spending 7% to 10% percent of revenue on marketing is not unusual. Specialists vary the most. Referral-driven practices often spend little on ads and invest more in relationships. Patient-facing specialties, such as implants, sleep, and emergency care, often rely heavily on search advertising because patients are actively searching now.

When dentists discuss advertising spend, most of the conversation eventually turns to Google. For good reason. A typical starting budget for Google Ads per location ranges from $1,500 to $5,000 per month, scaling based on competition and goals. High-demand services and crowded markets can push that number much higher. Social ads, particularly Facebook and Instagram, tend to start lower. Many practices begin in the $500–$3,000 range and adjust based on lead quality and front-desk conversion.

Despite all the buzz around new platforms, the paid money usually ends up in the same two places: Google and Meta. Google captures high-intent searches from patients actively looking for care. Meta keeps the practice visible and supports retargeting and promotions. TikTok and YouTube can work, but usually only after the basics are dialed in. A beautiful video campaign does not matter if phones go unanswered or reviews are weak.

When dentists ask which platform has the best return, the honest answer is boring but consistent: Google Search and Maps almost always win for immediate new patient calls. Patients are raising their hand and asking for help. Social media shines when used to stay top of mind, retarget past visitors, and promote specific offers. It struggles as a pure cold lead machine unless the offer, messaging, and phone skills are excellent.

The same pattern shows up when comparing advertising types. The best results rarely come from a single channel. They come from a stack. Google Search and Maps bring intent-driven calls. Reviews and a strong Google Business Profile close the gap between click and call. Email keeps the schedule full by reactivating overdue patients and unscheduled treatment. Direct mail can still work in the right neighborhoods with the right message, but it is also one of the fastest ways to burn cash if targeting is sloppy.

Where many practices truly get hurt is ROI tracking. Townies agree this is the most botched part of dental marketing. Clicks do not pay the rent. Phone calls do not either. Scheduled and kept appointments do. Real tracking follows the patient from source to call to scheduled visit to kept appointment to dollars collected. That means call tracking numbers by channel, recorded calls reviewed for quality, online booking with proper attribution, and a consistent way to capture referral sources inside the practice management system. If a marketing report cannot tie spend to kept appointments and collections, the numbers are mostly theater.

This is also why consultants often outperform agencies when it comes to improving profitability. Consultants tend to focus on systems, communication, and conversion rather than just traffic. Better phone skills, tighter scheduling, improved case acceptance, and a smoother patient experience can dramatically increase ROI without increasing ad spend. Turning more of the leads you already have into patients is often the fastest win.

Is advertising the best way to get new patients? It is one way but often not the best way. Surveys repeatedly show that referrals remain the top source of new patients for most practices. Advertising works best when it amplifies a strong reputation, great reviews, and a well-run office. It performs poorly when it is asked to compensate for long hold times, rushed front desks, or mediocre experiences.

If a dentist needs more new patients, the most effective approach looks like a funnel. Fix phones and scheduling first. Optimize the Google Business Profile and reviews next. Add Google Ads that point to focused service pages with call tracking. Layer retargeting on social. Only then add broader campaigns. Many practices do this backward and wonder why the math never works.

Timing expectations matter too. Google Ads can quickly produce leading indicators and deliver a real scheduling impact within a few weeks if the conversion is solid. SEO is slower and demands patience. Early movement may show up in a few months, but meaningful results often take six to 12 months, especially in competitive markets. Anyone promising overnight SEO is selling hope, not strategy.

In the end, most new patient growth comes from a familiar trio. Insurance participation expands the top of the funnel. Reviews and online presence determine whether the phone rings. Word of mouth closes the loop when patients have a great experience worth sharing. Marketing does not replace those forces. It simply accelerates them.

The real question for every practice is not how much to spend, but what needs fixing before spending more.

What has made the biggest difference in your own practice growth: Better marketing, better systems, or better patient experiences, and where did you learn that lesson the hard way?

Join the Conversation!

Dentaltown Magazine
January 2026
Dentaltown Magazine January 2026 Read Current Issue Read Archived Issues
Sponsors
Townie Perks
Townie® Poll
Who primarily handles HR responsibilities in your practice?
  
Site Menu
Message Boards Magazine Continuing Education Podcasts Blogs Classifieds Dental News Events Townie® Poll Ebooks Townie Choice Awards
Company Info
Contact Us Advertise With Us Howard Farran DDS, MBA Policies and Agreements
Site Help
The Dentaltown Team, Farran Media Support
Phone: +1-480-445-9710
Email: support@dentaltown.com
©2026 Dentaltown, a division of Farran Media • All Rights Reserved
9633 S. 48th Street Suite 200 • Phoenix, AZ 85044 • Phone:+1-480-598-0001 • Fax:+1-480-598-3450