If you run an orthodontic practice, you know how important it is to keep your appointment calendar full. But great care alone isn’t always enough, especially when people are searching online for providers. That’s where working with an orthodontist PPC company can make a big difference.
PPC (Pay-Per-Click) advertising helps you get noticed by the right people at the right time. Instead of waiting for patients to find you, PPC puts your name at the top of search results—where they’re already looking. In this blog, we’ll break down what PPC is, how it works for orthodontists, and how the right strategies can help you book more appointments.
PPC stands for Pay-Per-Click, which is a type of online advertising. In simple terms, you create an ad and only pay when someone actually clicks on it. These are the ads you often see at the very top of Google when you search for things like “braces near me” or “Invisalign in [your city].”
So, why is PPC so useful for orthodontists?
Because it helps you reach people who are already looking for your services. If someone types “orthodontist consultation near me” into Google, there’s a good chance they’re ready to make an appointment. PPC puts your practice front and center in those search results—right when potential patients are ready to take action.
Yes, absolutely. It’s one of the fastest and most targeted ways to bring in new patients—especially when the ads are set up and managed properly. While SEO (search engine optimization) takes time, PPC gets your practice in front of searchers immediately.
But here’s the thing: just setting up an ad isn’t enough. If it’s not done right, you could end up spending money without getting new appointments. That’s why working with an experienced orthodontist PPC company is such a smart move. They know what works—and what doesn’t—for practices like yours.
A PPC company that focuses on orthodontists understands your world. They know the types of services you offer, the patients you want to attract, and the best way to turn a search into a scheduled appointment. Here's how they help:
When someone searches for a service online, they use keywords. These are the words and phrases people type into Google—like:
An orthodontist PPC company does the research to figure out which keywords are most likely to turn into real appointments. They also know which keywords not to target—like “orthodontist salary” or “orthodontic school”—so you don’t waste money on clicks that won’t lead to new patients.
Because it helps you avoid paying for clicks from people who are not actually looking for your services. You only want to show up in searches that are likely to turn into real business.
Most orthodontists serve a local area. You probably don’t want to show up in search results for someone 100 miles away.
That’s where geo-targeting comes in. A smart PPC company will set your ads to only appear in your service area—like your city, ZIP codes, or nearby neighborhoods. This makes sure your ad dollars go toward reaching people who can actually walk into your office.
Yes! If you have multiple locations, your PPC campaign can be tailored for each one with separate ads and landing pages for each office.
Let’s say someone clicks on your ad—now what?
They should land on a page that’s built to convert. That means the page should:
An orthodontist PPC company knows how to design these landing pages with one goal in mind: turning a curious visitor into a booked appointment.
Not necessarily. A good PPC company can create individual landing pages just for your ads—without changing your main website.
A great PPC campaign doesn’t run on autopilot. Things like search trends, competition, and audience behavior can change over time.
That’s why the best orthodontist PPC companies keep tracking your campaign performance. They look at:
By constantly testing and adjusting your campaign, they make sure you get the best return on your investment—and more patients in your office.
You can usually start seeing traffic and leads within a few days of launching a PPC campaign. Full optimization may take a few weeks, but PPC is one of the fastest ways to increase visibility and appointments.
When it comes to PPC advertising, it’s not just about showing up in search results—it’s about getting people to actually book an appointment. That’s the difference between a campaign that just spends money and one that helps your orthodontic practice grow.
The most effective pay-per-click strategies focus on quality, not just quantity. Below are several smart tactics that experienced PPC companies use to turn clicks into real patients. Let’s break them down:
Not every ad will perform the same. Sometimes small changes in wording, tone, or even the call-to-action can make a big difference.
With A/B testing (also called split testing), your PPC team will create two or more versions of an ad to see which one gets better results. For example:
After running both for a short period, the data will show which one more people click on—or which one leads to more appointment bookings.
Because even tiny changes can lead to better results. The more your ads improve over time, the more value you get from your budget.
Ad extensions give your Google ad more space and more info. Instead of a simple headline and link, you can add:
These extra features make your ad more helpful and stand out more on the results page.
Nope! You don’t pay extra just for having them. You still only pay when someone clicks—but you’re more likely to get that click because your ad looks more complete and trustworthy.
Not everyone is ready to schedule an appointment the first time they visit your site. Maybe they’re comparing providers. Maybe they got distracted.
Retargeting helps bring those visitors back.
Here’s how it works:
Not if it’s done right. The goal is to gently remind them—not to flood them with ads. A good orthodontist PPC company will limit how often people see the reminder ad to avoid being pushy.
Not all searches are worth paying for. Some people are looking for things that have nothing to do with becoming a patient, like:
That’s where negative keywords come in. These are keywords that tell Google not to show your ad when someone includes those words in their search.
By adding negative keywords, your PPC company makes sure your ad is only seen by people who are likely to become patients—saving you money and improving your results.
Your PPC team reviews your search terms regularly. If they notice people clicking on your ad for the wrong reasons, they’ll add those terms to the negative keyword list to stop it from happening again.
People don’t always search for orthodontists during business hours. Many do their research in the evenings or on weekends—when they’re off work and have time to think about healthcare for themselves or their kids.
That’s why it’s important to schedule your ads to appear when your audience is most active. PPC companies use data to find the times when people are most likely to:
They can set your ads to automatically pause during slow hours (like the middle of the night) and run during high-traffic windows.
Yes, but it’s usually not the best use of your money. Running ads during low-activity times can drain your budget with fewer results. Scheduling helps you spend smarter.
One of the best parts of PPC is that everything is trackable. You’ll know how many people clicked your ad, how many booked appointments, what time they clicked, and what search term they used. A good orthodontist PPC company checks this data regularly and makes adjustments to improve performance.
They’ll pause low-performing ads, adjust bids, update keywords, and test new ideas—all to make sure you’re getting more out of every dollar.
Pay-per-click advertising can be a powerful tool to grow your orthodontic practice—but only if it's done right. Even small mistakes in your PPC strategy can cost you money and cause you to miss out on new patients.
If you're running ads (or thinking about it), here are some of the most common PPC mistakes orthodontists make—and how to avoid them:
One of the biggest mistakes orthodontic practices make is sending ad traffic to their homepage.
Let’s say your ad is about Invisalign. If someone clicks it and ends up on your general homepage, they now have to search around to find more info about Invisalign—or worse, they leave altogether.
Instead, your ad should take people to a dedicated landing page that matches what they clicked on. If the ad is about braces for teens, the landing page should focus specifically on that service.
Because people are busy. If they don’t find exactly what they’re looking for in just a few seconds, they’ll leave and click on someone else’s ad. That means you just paid for a click that went nowhere.
Before you launch any PPC campaign, ask yourself: What do I want people to do after clicking my ad?
Are you hoping they:
Your goal should guide how your campaign is set up. The ad copy, landing page, and even the button people click should all point toward that one goal.
Without a clear goal, your campaign won’t be focused. You may get clicks, but they won’t turn into actions. That means your ad budget is being spent without driving real results.
These days, most people search for local businesses—like orthodontists—on their phones. If your landing page isn’t easy to use on mobile, you could be missing out on a huge number of potential patients.
Make sure your landing page:
Try visiting your landing page from your own phone. Is it easy to navigate? Can you read the text without zooming in? If not, your PPC company or web designer can help you make improvements.
Another common mistake is running a PPC campaign without checking the data.
The beauty of PPC is that everything is measurable—you can see how many people clicked, how many booked appointments, what time they clicked, and which search terms they used. But if no one’s looking at the data, how can you know what’s working?
A professional orthodontist PPC company will regularly track your campaign’s performance and make changes to improve results.
They might stop running low-performing ads, change up the keyword list, tweak the landing page, or shift the ad schedule based on what’s getting the most bookings.
When your PPC campaign is set up the right way—and you avoid the common mistakes listed above—you can expect some great results for your orthodontic practice. Here’s what a well-managed campaign can do:
Your ads are shown to people who are actively searching for orthodontic services. This means more of them are likely to call your office, fill out your contact form, or schedule an appointment through your website.
PPC done right is all about efficiency. You’re not paying just to get seen—you’re paying to get results. With smart targeting, clear goals, and continuous testing, your cost per patient can go down over time as your campaign improves.
PPC puts you right at the top of search results—above the organic listings. This is especially helpful if your website is still climbing the ranks through SEO or if you're in a competitive market with other orthodontists nearby.
You don’t have to guess whether your PPC ads are working. You’ll have access to real data showing:
This data makes it easier to adjust your strategy and get better results over time.
You may start getting clicks and inquiries within the first few days of launching your campaign. It usually takes a few weeks to fully optimize, but PPC is one of the fastest ways to generate new patient leads online.
Not necessarily. Some practices use PPC long-term to keep a steady stream of leads, while others use it during slower seasons or for special promotions. It depends on your goals and your budget. A good PPC company will help you figure out what makes the most sense for your practice.
At THAT Agency, we know how to create PPC campaigns that get results. We’ve helped businesses across many industries—including healthcare—grow through digital ads. For orthodontists, that means:
We take the guesswork out of PPC so you can focus on what you do best—helping people smile with confidence.
If you’re ready to book more appointments and grow your practice, working with a specialized orthodontist PPC company is the way to go. With the right strategy, you’ll reach more people, fill more time slots, and make the most of your ad budget.
Want to learn more? Contact us today to get started with a custom PPC plan built for your orthodontic practice.
Tags: PPC, PPC Management, 2025 Marketing Trends
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