Fixed Teeth Solutions — Google Ads Brief

Run Google Search Ads only to start — no Display, no PMAX, no Discovery until Search is profitable. We want to capture people who are actively searching for implants right now, not interrupt people who aren't looking.

• Ad format: Responsive Search Ads (RSA) — 15 headlines, 4 descriptions. Google auto-tests combinations.
• Bidding: Start on Manual CPC for the first 4 weeks. Once you have 30+ conversions per campaign, switch to Target CPA. Do not use Smart Bidding before you have data.
• Match types: Exact Match and Phrase Match only. Broad match is prohibited — it will waste 40% of the budget on irrelevant searches.
• Structure: One campaign per location (4 campaigns). Within each campaign, 3–4 tightly themed ad groups. One campaign for brand defence (own name, cheap CPCs).
• Extensions required: Call extensions (phone number), Location extension (clinic address), Sitelink extensions (4 links), Callout extensions (USPs), Structured snippet (procedures offered).

These are the highest-intent keywords for full-arch implant patients. Use Exact for head terms, Phrase for modifiers. Do not deviate from this list in the first month.

Create a Shared Negative List called "FTS — Global Negatives" and apply it to every campaign. This prevents the budget being wasted on people who want NHS treatment, jobs, or single-tooth work. Do this first, before switching anything on.

Ads run Mon–Sat 8:00am–7:30pm only. The team cannot call leads outside these hours. A lead that arrives at 8pm and isn't called until 9am the next morning is essentially wasted — the patient has moved on. Hard-stop at 7:30pm to ensure every lead gets a same-session call.

1. Start narrow, spend precisely. In the first 30 days, only run the exact match keywords listed above. No broad, no PMAX. We'd rather spend £500 on 5 highly-qualified leads than £500 on 50 unqualified ones.
2. One landing page per location. The ad for Bexleyheath goes to a Bexleyheath landing page. The ad for Rochester goes to a Rochester landing page. Sending everyone to the homepage kills Quality Score and conversion rate.
3. Lead response within 5 minutes during business hours. Google rewards accounts where leads convert. The faster the team calls leads, the better the consultation book rate, the more conversions Google sees, the cheaper the CPL gets. This is a flywheel — the team's speed directly affects ad cost.
4. Budget split: weight towards what converts. Start equal across 4 locations. After 2 weeks, shift budget towards the location generating the cheapest cost-per-booked-consultation. Do not keep equal budgets if one clinic is performing 3× better than another.
5. Competitor flanking last. Only run [evodental cost] and competitor keywords once the main procedure campaigns are stable. They convert at a slightly lower rate but are worth running once you have budget headroom.
6. Never pause for the weekend without a plan. Saturday is peak. If you're manually adjusting budgets and you stop ads Friday night, you're missing the best window of the week.

Write one RSA per ad group. Use the location name in Headline 1 (pin it). The goal of every ad is one thing: get the right person to click and call. Don't be clever — be clear.