We had the privilege of managing his Facebook ads for generating Dental Implant leads, and the results were impressive to say the least!

 

At the time of writing this, the total amount spent on Dental Implant Facebook ads is $386.60.

 

Not a huge investment.

 

But definitely not an amount to be sneezed at either.

 

 

We got 123 Pre Qualified Implant leads, as it can be seen in the above image.

Among the 123 leads, the front office was able to schedule appointment for 34 of them.

25 out of those 34 either cancelled or did not respond for the appointment.

However, the remaining 9 showed up for the consultation and accepted the treatment.

This has added an immediate revenue of $16,613, and a total case bookings of $34,573.

Thus, the $386.60 ad spend brought in a total of $34,573 in Implants revenue.

Above all, this campaign is actively running at $10 per day budget and it generates at least 3 to 5 pre qualified dental implant leads every single day.

With that said, It’s time to learn how to implement this for your practice, step by step.

How We Turned $386.60 in Facebook Ads into $34,573 in Dental Implant Revenue

I will show you the followings in this case study.

• How we built an audience
• How we converted cold traffic into warm traffic
• How we used animation videos to engage cold traffic
• How we generated pre-qualified leads from warm traffic
• What type of images we used in the ad
• How we setup Dental Implant funnels for high conversion
• How we made use of email and SMS automation to educate and convert the leads

But first, a few more numbers for you.

In addition to the $34,573 in revenue..

..this campaign also delivered a few additional benefits.

Those Facebook ads also delivered:

• 135 new Facebook page likes
• 7,195 people saw the ad
• 16,609 times the ad was shown

The main reason I wanted to quickly show you these numbers is to demonstrate a nice side benefit of these ad campaigns.

In addition to the revenue, the reach of the dental practice increased significantly.

Ok, let’s take a look at how it was done.

Part 1: Build a Warm Audience

Most dental practices (and local businesses in general) just scream “BUY BUY BUY” in their advertising.

That’s dumb… People hate being sold to.

They want to come to their own decisions about what they want to buy.

That is where all of your content comes into play.

Luckily, we had already been creating great content and resources for this client.

We had a little bit of everything that talked about missing teeth and implants.

• Blog post
• eBook
• Dental Implant Guides
• Animated videos

Sharing the contents mentioned above on Facebook (and around the web) does 2 very important things for us:

It builds our “retargeting” list on Facebook of people who have visited our website and engaged with our content.

That builds our “warm audience.”

Here are some other things you can do to create brand awareness on Facebook and build a warm audience:

• Live video streams
• Contests
• Customer stories/testimonials
• Videos/slideshows/visuals/photos
• Run “Like” campaigns to get more pages likes and build social proof

Animated videos for education and engagement

When it comes to dental implants, compared to the other types of content, we found animated videos to be working pretty well.

Especially when the video explains about the step by step procedure of dental implants. 

This educates the patients and makes them aware that their missing tooth has a solution…

..and that it is simpler to get their missing tooth replaced.

The animated video should explain the procedures for most of its part.

At the end of the video, we added a Call to action.

We asked them to call our dental office if they are looking for a permanent solution for their missing tooth/teeth.

Part 2: Sales Ad Creative & Copy

Now that we have built our audience, now it’s time to run an ad to them with our offer.

For this practice, the dentist was providing Free consultation for Dental Implants.

To create the campaign, We decided to test 3 different ad creatives and copies.

The first is an animated video as given below.

Video Credits: Blueskybio.com

The video talks about the followings:

• Risks of not replacing missing teeth
• Dental implants as the solution for missing tooth
• Our offer
• Scarcity

For the second ad creative, we decided to use images.

We wanted to use 5 images and find which one converts better so that we can scale that specific ad.

The followings are the 5 different images that we used.

Based on the cost, results and conversion, we turned off the ads of images that did not perform well and scaled the ones that performed well.

Creative images in the ad

In addition to the above images, we also created a second ad set that targeted those who had already visited the dental practice’s website where we have installed the Facebook pixel.

All our Facebook ad copies, images and videos were designed to show the benefits and results.

That is the “After” state of getting a dental implant.

This explains the reason why we have happy people in four of the above images with a big smile.

We did not want to show the “Before” state in any of our ad copy.

Because we did not want our leads to feel bad, or be embarrassed about missing tooth.

However, we wanted to test this and created a “Before” state image.

But, we wanted to make sure it doesn’t look embarrassing to our prospects.

Therefore, we created an image with a kid that has a missing tooth and added a little humour to the ad.

You can have a look at that ad in the following image.

Compared to all the other image ads, this little kid image ad started performing well.

In fact, it outperformed other ads.

Therefore, we stopped other ads and started scaling this ad.

This ad alone helped us generate 123 pre qualified leads at the time of writing this case study.

We did not promote this to cold audience.

From what I found, if we get a lead from a cold traffic, especially for a dental practice, the leads are less likely to show up.

Therefore, We did not want to waste our time and the ad spend targeting cold traffic with our offers.

Instead, we were educating the cold traffic with various content types such as blog posts, eBook guides, animated videos and so on, as I have mentioned above.

We only offered them once they became a warm traffic from cold.

So, to put it simple:

Run educational and informational campaigns to cold traffic.

Then, Sell them the implants once they become warm traffic from cold.

Part 3: High Converting Funnel & Follow Up System

As soon as I started working with Dentists, I understood two things.

First, they are misled and held hostage by web development agencies.

The web development agencies have setup wordpress sites that are ugly and look like its built in the 1990s.

In addition to have built an ugly site, the web development agencies have hosted the site in their own hosting, rather than hosting it in the dentists account.

It’s like a dentist building his home (Website) in someone else’s land (Hosting).

What’s so worse is that the dentists are not aware of this.

Almost all of our dentist clients of ours have hosted their site in the web development agency’s hosting.

When We wanted to create landing pages and funnels for the ad campaigns, the web development agency was reluctant to share the details of the hosting.

I am sure not all the web development agencies are like this.

But the majority seems to be doing this.

Anyway, rather than following up with the web development agency for the access, We decided to build a website under the dentist name.

This will serve two purposes.

• First, it will help us build funnels for our marketing campaign.
• Second, it will help build a personal brand for the Dentist.

The landing page has to provide only two options to the visitors.

The visitors have to either submit the lead, or exit the page without submitting.

If they become a lead:

If they become a lead, they will be taken to the following thank you page.

The thank you page has multiple elements built into it.

It has the following psychological triggers to make the visitor call and book the appointment.

• Urgency
• Scarcity
• Offer
• Call to action

If they don’t submit the lead:

What happens if they visit the landing page and exit the page without submitting the lead?

Facebook and Google provides retargeting options.

Using this retargeting tools, we can efficiently retarget those who visited our page, but did not submit their lead.

We will discuss about this further down in the case study.

So, read on.

The Second Thing I learnt about dental practice:

No matter how many leads you generate via Facebook ads, if the follow up system sucks, then you will never have implant leads show up to your dental office.

When I started working with Dentists, I realised most of the leads that we generated were not showing up.

While digging this deep, and after listening to the calls of the front office team, we realised there is lot of room for improvement in the way the front office team followed up with the leads.

Therefore, we started focussing on follow ups and created a follow up system.

For an effective follow up system, we needed to use the following 3 components.

• Email automation
• SMS automation
• Front office team calling the leads and following up with them on a scheduled interval

Here is the Dental Implant Follow Up Blueprint that we created from our learning after spending thousands of dollars on advertisements in both Google and Facebook.

If you look at the blueprint, you will understand that creating ads and running traffic is just the tip of the iceberg.

There needs to be an effective, tested and up to date follow up system to gain ROI from Dental Implant Campaigns.

Part 4: Results

Overall, this was a hugely successful campaign with a $16,613 in immediate collection and $34,573 in case bookings in total.

And, all this from just $386.6o ad spend.

This campaign is generating at least 3 to 5 pre-qualified lead every single day.

The generated leads are already made aware of the Dentist even before they submit the leads and are informed what to expect when they visit the practice.

This makes the conversion much easier than running ads to cold traffic.

We got 123 Pre Qualified Implant leads at the time of writing this case study.

Among the 123 leads, the front office was able to schedule appointment for 34 of them.

25 out of those 34 either did not show up and did not take up the treatment. 

However, the remaining 9 showed up for the consultation as scheduled and also accepted the treatment. 

This has added revenue of $34,573.

Thus, the $386.60 ad spend brought in a total of $16,613 in immediate revenue and $34,547 in case bookings. 

Part 5: How you can use these strategies

Even if you don’t run online advertisements, I’m confident the principles that I laid out here can help you start getting new implant leads.

Moreover, these principles do not apply only for implants.

You can use the same principles to promote dentures, crowns, bridgework, braces, veneers and anything that you want to promote.

Here’s how you can apply these strategies for your dental practice:

Create content for brand awareness:

People want to buy from people/brands they know, like and trust.

Helpful content that’s valuable to your target audience and builds credibility before you ask them to make a purchase.

Target “warm audiences” with offers:

Earlier we discussed how it’s not a good idea to sell to cold traffic.

In the same way, you want to show your opt-in offers (like consultation, coupon, examination, lead magnets, etc.) to the people who have already engaged with your brand.

Offer something that will make someone get off Facebook and into your business:

Here’s where the magic happens (and where you need to get creative).

Based on what you’re selling and who your target audience is, you’ll need to craft some kind of offer that makes people take action and come into your business.

That can be a redeemable coupon, VIP event, complimentary service/consultation, contest, etc.

Strengthen your follow up system:

The money is in the effective follow up of your leads.

If the same is not done, it will be really hard to get a positive ROI from online advertisements.

So, make sure you establish and implement an effective follow up system. Make use of SMS, Email automation tools.

Alright let’s wrap this up!