Smile Design Dentistry, a 50+ location DSO, struggled with inflated ad spend, poor-quality leads, and limited tracking. We restructured PPC accounts, added full-funnel paid social, and created tailored landing pages — resulting in higher lead quality, better ROI, and scalable growth across the network.
Smile Design Dentistry, founded in 2004 with its first office in Dade City, Florida, has grown into one of the most recognized dental support organizations (DSOs) in Central Florida and Tampa Bay. With more than 50 locations, Smile Design offers comprehensive services from cosmetic dentistry and emergency dental care to preventive checkups and specialty treatments.
While their offline reputation was strong, Smile Design faced significant challenges scaling its digital marketing strategy. Poor campaign segmentation, wasted ad spend, low-quality leads, and lack of tracking limited their ability to acquire high-value new patients.
Smile Design Dentistry's growth was limited by challenges in both marketing and operations. Their PPC campaigns targeted too broadly, generating leads that rarely converted into patients. This led to high acquisition costs, low ROI, and wasted staff time on unqualified leads.
Tracking and analytics were weak, offering little insight into performance, ROI, or where leads were lost in the funnel. Operational capacity added pressure: some locations could take on more patients, while others lacked staffing — yet marketing spend wasn't tailored to these differences, resulting in uneven performance.
Social media was also underutilized. Engagement was low, and paid social wasn't leveraged as a growth channel.
Redefine Web executed a restructured PPC and social-media strategy designed for scale and precision. We built bottom-of-funnel search-focused campaigns, segmented by funnel stage and geography, to channel high-intent leads directly to the locations best equipped to handle them.
Dedicated landing pages increased relevance and conversions, while CallRail analytics enabled differentiation between leads that booked and those that didn't. In parallel, we launched Smile Design's first paid-social campaigns with a full-funnel strategy, nurturing prospects from awareness to conversion through ad-variation testing, video-based engagement, and demographic-focused targeting.
Marketing spend efficiency improved, lead quality increased, and the cost per lead steadily decreased month after month — across all 50+ offices.