Google Ads for Oral Surgeons: Implants and Wisdom Teeth

Google Ads for an oral surgery practice should match each ad group to one procedure people search for, such as dental implants, wisdom teeth removal or full arch treatment, and send the click to a page about that procedure. Before the first ad runs, set up call tracking and a booked-consult conversion so you judge the account on cases, not clicks.

I run Google Ads myself, and the first thing I look at in any practice's account is whether it can tell a booked consult from a click. Here's how I'd set yours up.

Pick the searches that match your cases

Start from the procedures you want more of, then list the words patients use for them. Patients rarely search the clinical name. They search things like "dental implants near me," "wisdom teeth removal" or "how much do dental implants cost." Put each procedure in its own ad group with its own ads, so the ad repeats the words the patient typed.

Add negative keywords early. Negative keywords tell Google which searches should never show your ad. Searches that include words like "jobs," "school" or "free" usually aren't patients looking to book, and a weekly look at the search terms report shows you more to block.

Send each ad to the right page on your website

An implant ad should land on your implant page, not your home page. That page should say what the procedure is, who it's for, what the first visit looks like and how to book, with your phone number easy to tap on a phone. Our post on dental implant marketing covers that page in more detail.

Track calls and booked consults before you spend

If your account only counts form fills, it misses every patient who picks up the phone instead. Set up call tracking for ad calls and website calls, and mark a conversion when a consult is booked. Then look at cost per booked consult by procedure, not just cost per click.

Know the ad rules before you write

Google has its own healthcare and medicines policy, and some health topics are restricted or need certification. Read Google's healthcare and medicines policy before you launch. Your state's dental advertising rules also apply to what an ad says; in Florida that includes Fla. Stat. 466.019. Have your attorney review your ad claims, and our dental ad claims checklist can help you prepare questions for them.

Set the budget from the goal backward

Decide how many consults you want a month for each procedure, then work back to a budget using your own numbers. Ad spend is paid to Google directly and is never part of our fee at Double Jaw. Our post on setting a dental marketing budget from the goal backward walks through it, and Google Ads for dentists covers costs and tracking for general practices.

Questions oral surgeons ask about Google Ads

Should an oral surgery practice run Google Ads if most cases come from referrals?

It depends on the procedures you want more of. Implant and wisdom teeth patients can search on their own, so ads can add cases beside your referrals. Referral marketing for oral surgeons covers the other side.

Who should own the Google Ads account?

Your practice should. We set ads up in the practice's own account, so the history and data stay with you.

What should we track first?

Calls from ads and booked consults. Those two numbers tell you more than clicks or impressions.

For the referral side, read referral marketing for oral surgeons.

Want me to look at your ad account?

Book a free Practice Marketing Review. It's 15 minutes with me by phone or Zoom, and afterward you get your written Double Jaw Method Plan, yours to keep whether or not we work together. Book a free review.

See how we run dental PPC and Google Ads, and how we work with OMS practices on our oral surgeon marketing page.

General information, not legal or medical advice. Rules differ by state and change, so have your attorney review before you use it.