Stan Consulting · Industry

Medical and Dental Marketing Built Around New Patient Acquisition

Website traffic is not the goal. New patients are. Stan Consulting structures paid advertising for medical and dental practices around one number: the cost to acquire a new patient at your target procedure mix.

Get Your $999 Second Opinion All Services

Quick answer

Stan Consulting diagnoses and rebuilds new-patient acquisition systems for medical and dental practices: paid ads, landing pages, and intake qualification. The $999 Conversion Second Opinion is the diagnostic-led entry. Higher-tier engagements scope on the intake call. Stan Consulting works with clients across the United States and internationally, including active engagements in New York, Texas, Los Angeles, Germany, and Israel. The office is in Roseville, California.

20+

Years in paid advertising

Google + Meta + LSA

Platform coverage

New Patient Focus

Not traffic metrics

$999

Practice marketing diagnostic

What we diagnose first

The Four Medical Marketing Problems We Diagnose First

Most medical and dental practice campaigns have one of four structural problems. The diagnostic identifies which one is costing you new patients before any changes are made.

High Traffic, Low Bookings

The practice website gets visits but not appointment requests. The landing page is not structured for an immediate booking decision.

Wrong Patient Type Attracted

Campaigns attract cash-pay patients when the practice needs insurance patients, or vice versa. Insurance intent is not being targeted correctly.

Google LSA Not Performing

Local Service Ads are live but not generating verified leads. Profile is incomplete, review volume is insufficient, or budget is too low for competitive geographies.

No Procedure-Specific Landing Pages

All traffic from all procedure campaigns lands on the practice homepage. A patient searching for dental implants sees a page about the whole practice.

Why campaigns underperform

Why Medical Practice Ads Underperform

The same structural errors appear across medical and dental Google Ads accounts. None of them are fixable by increasing budget.

Location Targeting Too Broad

A local medical practice is paying for clicks from patients outside its service radius. Geographic targeting includes a 25-mile radius for a practice that loses patients at 8 miles.

Procedure Keywords Mixed with General Health Terms

"Dentist near me" and "dental implant cost" are different search intents at different stages of the decision. Mixing them into one ad group produces mediocre match quality across both.

Landing Page Has No Booking Friction Reduction

Contact forms are long. Phone numbers are not click-to-call on mobile. Insurance information is buried. The patient who is ready to book encounters obstacles.

No Credential Display Above the Fold

Medical and dental patients want to see board certifications, years of experience, and patient reviews before they trust the practice enough to book. Most practice landing pages put credentials below the service descriptions.

Meta Ads Violating Health Audience Restrictions

Targeting patients by health condition or medical history on Meta is restricted by platform policy. Campaigns using restricted health targeting risk account suspension and reach suppression.

Call Tracking Disconnected from Ad Data

Patients call rather than submit forms. The calls are counted by the front desk. Nobody has connected which keywords produce booked appointments vs. general inquiries.

What the audit covers

What a Medical Practice Marketing Audit Covers

The $999 Conversion Second Opinion reviews six areas before any campaign recommendation is made. No changes are proposed without a clear finding behind them.

Geographic Targeting Review

Catchment area mapped against campaign targeting radius. Over-reach corrected. Location bid adjustments reviewed.

Keyword Intent Segmentation

Procedure-specific keywords separated from general health information searches. Insurance intent keywords identified and prioritised.

Landing Page Booking Flow Audit

Appointment request friction reviewed. Click-to-call placement on mobile audited. Form length and field requirements assessed.

Credential and Trust Signal Placement

Board certifications, patient reviews, years of experience, and insurance acceptance reviewed for above-fold visibility.

Platform Compliance Review

Google and Meta healthcare advertising policy compliance verified before any campaign changes are made.

Call and Form Attribution

Call tracking setup reviewed. Appointment-booked events connected to ad campaign data where tracking infrastructure supports it.

Where agencies miss

Where Medical Marketing Agencies Miss

The same four failures appear across medical and dental practices that have worked with agencies before. They are structural problems with how healthcare campaigns are typically sold and managed.

Generic Healthcare Templates

Same campaign structure applied to every medical client regardless of specialty, procedure mix, or patient demographics. Results are consistent - consistently average.

Reporting Traffic, Not Patients

Monthly reports show impressions, clicks, and CTR. New patient volume by source is not tracked or reported. The practice cannot tell which campaign is producing bookings.

No Landing Page Specificity

All campaign traffic lands on the homepage. Procedure-specific landing pages are never built. Conversion rate is low because the page does not match what the patient searched for.

Compliance Ignored

Healthcare advertising restrictions on both Google and Meta are not reviewed before campaigns launch. Violations result in account restrictions that affect all campaigns.

Scope clarity

Is This the Right Fit?

This Is

Procedure-specific campaigns with matched landing pages
Geographic targeting within realistic patient catchment
Compliance review before campaign launch
Click-to-call and booking friction reduction
Call attribution connected to campaign data
Insurance vs. cash-pay intent targeting

No-fit

General health information content
Social media content management
Guaranteed new patient volumes
Billing or insurance verification
Reputation management
organic search

Common questions

Medical and Dental Marketing - FAQ

What paid advertising works best for medical and dental practices?

Google Search Ads work best for medical and dental practices because patients actively search for services by location and specialty - the purchase intent is explicit. Google Local Service Ads provide additional visibility for high-intent local searches with a verified badge. Meta Ads work for elective procedures like cosmetic dentistry, Invisalign, or aesthetic treatments where the patient does not have an active immediate need but can be reached by interest targeting.

How do I target the right patients with Google Ads?

Patient targeting in Google Ads is built through keyword intent signals - searches that indicate an active need for a specific procedure or service in a specific location. Keywords are segmented by procedure type, insurance intent (cash-pay vs. insurance-accepting), and geographic radius. Broad match without this segmentation produces irrelevant traffic at high cost in medical categories.

Can I advertise specific medical procedures on Google and Meta?

Yes, with platform-specific compliance requirements. Google restricts certain healthcare and pharmaceutical advertising categories. Meta has specific restrictions on health condition targeting and personal health data. Stan Consulting reviews platform policy compliance as part of every medical marketing engagement before campaigns are created.

Why is my medical practice getting website visitors but no appointment requests?

Visitors without appointment requests is a landing page problem in most cases. Medical and dental landing pages fail at conversion when they do not prominently display insurance acceptance, do not show the booking pathway clearly above the fold, or do not establish credential-level trust on the first screen. The $999 Conversion Second Opinion reviews your landing pages and campaign structure and identifies the specific failure point.

What is a good cost per new patient for paid advertising?

Cost per new patient varies significantly by specialty and procedure type. A general dentistry new patient acquired through Google Ads typically costs $80-200. A cosmetic dentistry patient $150-400. An elective medical procedure $200-600+. The right target depends on your average patient lifetime value and insurance vs. cash-pay mix. Stan Consulting establishes CPA targets as part of every campaign architecture engagement.

Beyond the Campaign

When the Marketing Problem Is a Business Problem

Medical and dental marketing failures are usually upstream of the ads. A campaign producing appointment requests that do not convert is a landing page problem, a qualification problem, or a front-desk follow-up problem. The ad is the last place to look.

Stan Consulting diagnoses across the full new patient acquisition system. Campaign structure, page architecture, and intake qualification. Engagements scoped to what is actually broken.

Not sure what is broken

Start with the $999 Conversion Second Opinion. Structural diagnosis in 72 hours.

Ready for a full build

The $5,000 Revenue Sprint. Diagnose, build, and fix in one defined engagement.

Need ongoing strategy

Monthly consulting from $1,500. Four engagement levels. Scoped to what applies.