Which Paid Media Strategy Is Right for Your Dental Practice?

Most of you already know paid advertising can help bring in new patients and add more exposure to your practice. It’s not always clear how and where to start though. After all, dental school doesn’t exactly cover the value of Google ads, Facebook ads, etc.

The good news is that you don’t have to be an advertising expert to make paid media work for your practice. What matters most is getting clear on your goals first. From there, you can choose the right mix of channels and campaigns that fit your practice goals.

In this post, we’ll break down the basics of paid media, walk through your main advertising options, and show you how to pick the path that makes the most sense for your practice.  

Why Should Dental Practices Care About Paid Media?

Organic marketing like Search Engine Optimization (SEO) is important, but it takes time to improve your search rankings. When you combine it with a paid advertising strategy, it gives you a faster way to:  

• Get seen by patients actively searching for a “dentist near me” or a specific service that you offer like “dental implants near me” or “cosmetic dental services near me.” According to Grandview Research, the global dental services market size is valued at $433.2 billion in 2022 and is expected to grow annually at 4.5% until 2030.
• Fill your chairs quickly with new patients who need to see a dentist.
• Stay visible during the decision-making process, when patients are comparing you to competitors.  

Another way to look at paid media is as the fuel that powers your marketing engine. SEO and social media are like regular maintenance, important for building and solidifying brand awareness and trust and staying in the search engines. But when you add paid advertising, you give your practice an immediate boost, helping you get in front of new patients faster.

Where Do Paid Ads Fit in Your Dental Marketing Strategy?

One helpful way to think about paid advertising is through the lens of a marketing funnel. This simply means the different stages a patient usually goes through before booking an appointment:

1. Awareness: Someone discovers your practice (through social media ads, local SEO, or even a billboard). ‍
2. Consideration: They start comparing you with other dentists (reading Google reviews, clicking on retargeting ads, or searching for your services). ‍
3. Conversion: They’re ready to take action by calling your office, booking online, or filling out a form.

Now here’s the catch. Patients don’t move through this funnel in a neat, step-by-step order. Just like when you’re making a purchase, people can jump around. Sometimes they see reviews first, and sometimes they see an ad before they even know they need a dentist.

But from an advertising perspective, the funnel gives you a clear framework. It helps you structure your campaigns so that you’re showing the right type of ad, whether it’s introducing your practice, building trust, or driving someone to book, at every stage of the patient journey. Plus, you can never be in front of your potential patients enough. Sometimes it takes an average of 7 touchpoints for a person to act on a message.  

What Are My Paid Advertising Options?

There are a lot of paid media options you can choose from. It’s helpful to remember that if you don't have the budget, then you don't have to be seen in every paid media channel. Focus on the ones where your patients are and that’s where you’ll be more likely to drive appointments. At the end of the day, you want attract your ideal patients who will keep coming back to your practice.

1. Paid social (Facebook, Instagram, TikTok)

• Best for: Building awareness, connecting with your community, promoting specials. ‍
• How it works: Boost a top-performing post or run targeted ads to people near your practice. ‍
• Pro tip: Even if people don’t click right away, your practice stays in their minds. Think of it like an Instagram Reel or TikTok that you see, and it sticks with you even when you keep on scrolling.  

2. Google Ads (Pay-Per-Click)

• Best for: Capturing patients with strong intent like “emergency dentist near me.” ‍
• How it works: You bid on keywords and show up at the very top of Google search results. ‍
• Pro tip: Focus on high-value services (like implants, Invisalign, or cosmetic dentistry) where competition is high and patients are ready to act.

3. Other options

• YouTube Ads: It's great for educational or testimonial videos. ‍
• Microsoft Ads (Bing): It works well for a smaller audience and has less competition. ‍
• Local TV/Streaming Ads: It builds brand recognition in your community. ‍
• Billboards and Public Transit Ads: It builds and reinforces your practice in the community, especially if they also see you in the search engines and on social media.  

How to Choose the Right Paid Advertising Strategy?

Not sure which path makes sense? Start by asking yourself these questions.  

1. What’s my goal?

• Want to fill the schedule quickly? Start with Google Ads.
• Want to build brand trust over time? Social media ads are your friend.
• Want to launch a new service? Consider using both together.

2. What’s my budget?

• Paid campaigns are flexible, but you’ll want to invest enough to see meaningful results.
• Think of it as a test-and-learn process. You can scale up what works, and you can pull back on what doesn’t.  

3. Do I have a strong foundation?

• Ads work best when paired with solid website optimization (so patients land on a page that converts).
• Don’t neglect organic marketing. Ideally, your paid and organic efforts should complement each other.

There are no wrong answers as you think through your goals. But getting clear on them will help you determine where to invest first.  

What are the Quick Wins vs. Long-Term Growth in Paid Media?

• Quick wins: Paid media helps you drive calls and appointments fast. They're great for promoting your most profitable procedures and limited-time offers. ‍
• Long-term growth: Combine ads with SEO, reviews, and educational content to keep your practice top of mind year after year.

Paid advertising doesn’t have to be overwhelming. Whether you’re starting with a simple boosted Facebook post or managing a full-scale Google Ads campaign, the key is to align your efforts with your practice goals. Start small, measure results, and build on what works. Over time, paid media can become one of your most reliable drivers of new patient growth.

That said, advertising is rarely a “set it and forget it” effort. To see consistent results, it helps to have someone monitoring and optimizing your campaigns, whether that’s a dedicated in-house marketer or a trusted dental partner like RevenueWell’s paid advertising services.

When you’re ready to give paid media a try, decide what level of support makes sense for your practice. For now, this overview gives you the foundation you need to understand how it works and how to make it work for you.