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Cut Cost per New Patient by 41% and Added 227 New Patients in 6 Months

August 18, 2023- 2 minutes

Clinic: DentalZorg – Amsterdam Noord
Locations: Amsterdam-Noord, Netherlands


Services:

  • General dentistry & regular check-ups

  • Dental hygienist & periodontitis care

  • Dentures & denture repairs (in-house lab)

  • Implants, crowns & bridges

  • Orthodontics for children & adults

  • Sedation & anesthesia for anxious patients (with full anesthesia in Zaandam)

DentalZorg is a multi-location clinic that positions itself as “all dental care under one roof,” with:

  • Own dental laboratory

  • In-house implantologist and prosthetic technicians

  • Multi-lingual team (Dutch, English + other languages)

  • Saturday opening hours at Distelplein (10:00–15:00)

The English-language page “Dentist Amsterdam Noord” targets internationals and expats who want accessible, multi-lingual dentistry with no referral needed. 

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2. The Challenge

Before engagement, DentalZorg faced typical “big clinic, weak performance marketing” problems:


1) Fragmented online acquisition

  • Traffic from brand and generic “dentist Amsterdam” searches was sent to generic pages, not tailored to Amsterdam Noord or English-speaking patients.

  • Emergency, dentures, implants and regular check-ups were mixed in the same campaigns, making optimisation messy and slow.

2) High cost per new patient & underused capacity

  • Historical Search campaigns (run by a generalist agency) generated ~45–50 new patients per month for Amsterdam Noord, but at an average €84 cost per new patient.

  • Saturday and some weekday afternoon slots remained underutilised, especially for hygienist and denture work.

3) Low signal quality in Google Ads

  • Only form fills were tracked as conversions; phone calls and online “Register” submissions were not properly measured.

  • No differentiation between:

    • emergency-only visitors

    • one-off check-ups

    • high-value treatments (implants, dentures, orthodontics).

DentalZorg wanted to grow new patient registrations for Amsterdam Noord, especially English-speaking and high-value cases, without exploding cost per acquisition.

3. Strategy

We rebuilt the account as a location- and intent-driven system around Amsterdam Noord, focusing on three pillars:


A) Granular Search Structure by Intent & Language

We split campaigns by intent cluster and language:

Dutch – Core:

  • “tandarts amsterdam noord”

  • “spoed tandarts amsterdam noord”

  • “tandarts zaterdag amsterdam”

  • “kunstgebit reparatie amsterdam noord”

English – Core:

  • “dentist amsterdam noord”

  • “english speaking dentist amsterdam”

  • “emergency dentist amsterdam north”

  • “dentist open saturday amsterdam”

High-value segments:

  • “dental implants amsterdam”

  • “click dentures amsterdam”

  • “sedation dentist amsterdam”

What we enforced:

  • Strict match types: exact & phrase on high-intent, with broad only in tightly controlled test groups.

  • Large negative keyword lists to exclude: “free”, “cheap”, “tooth gem”, “DIY”, student trainings etc.

  • Separate bidding and budgets for:

    • Emergency / same-day

    • Routine & hygiene

    • Dentures & implants

    • English-only searches


B) Dedicated Landing Journeys for Amsterdam Noord

Instead of dropping everything onto generic pages, we used and extended the “Dentist Amsterdam Noord” English page plus Dutch variants for each intent cluster. dentalzorg.nl

We built / optimised 4 core journeys:

  1. General dentist Amsterdam Noord

  • Focus: check-ups, regular treatments, hygiene.

  • Messaging: “no referral needed,” “all specialists under one roof,” “evening & Saturday options across locations.”

  1. Emergency dentist

  • Fast contact options (phone first, WhatsApp second).

  • Clear mention of Saturday hours and same-day help. dentalzorg.nl

  1. Dentures & denture repairs (in-house lab)

  • Emphasis on: on-site lab, same-day repairs/rebasing where possible, options under anesthesia in Zaandam. dentalzorg.nl+1

  1. Implants & click dentures

  • In-house implantologist, no external referral. dentalzorg.nl

  • Guidance on reimbursements & Dutch insurance.

Each page had:

  • Localised copy for Amsterdam Noord (Mosplein, bus 34/35, parking etc.) dentalzorg.nl

  • CTAs: Call, Request callback, Register as new patient

  • Social proof: patient testimonials & team photos

  • Insurance clarity: “contracts with almost all health insurers” highlighted. dentalzorg.nl

C) Measurement, Retargeting & Capacity Utilisation

Measurement upgrades:

  • Call tracking with dynamic numbers for Amsterdam Noord only.

  • Separate conversion actions for:

    • phone calls > 30 seconds

    • “Register” submissions

    • emergency contact form

  • Offline conversion import to mark actual first visit and treatment type (routine / dentures / implant / orthodontic).

Retargeting & Performance Max:

  • Performance Max used only for warm audiences (site visitors & past converters), not pure prospecting.

  • Display/YouTube retargeting with creative highlighting:

    • Multi-lingual team

    • Anxiety-friendly approach

    • Weekend dentist & in-house lab.

Capacity utilisation:

  • Ad schedule bid adjustments to push mornings and Saturdays for hygiene & denture work.

  • Emergency campaigns set to show full-day during opening hours but bid-dampened on already saturated time blocks.


Metrics Overview (6 Months Before vs. 6 Months After Launch)


Average monthly ad spend

Before: €3,800

After: €4,500

Change: +18.4%


New patients from paid search (average per month)

Before: 47

After: 85

Change: +81%


Total new patients from Google Ads (6 months)

Before: 282

After: 510

Change: +81%


Cost per new patient (all treatments)

Before: €84

After: €49

Change: −42%


English-speaking new patients (per month)

Before: 15

After: 34

Change: +127%

Anna Rose Thomas

Anna is the visionary content writer extraordinaire at Solutions 8, a true artist of words. With a self-taught mastery of canvas, she weaves vibrant tales that pulse with life, injecting her imagination into every stroke. Driven by an insatiable wanderlust, Anna fearlessly embarks on soul-stirring solo escapades, her camera an extension of her soul. Through this lens, she captures the raw, unfiltered beauty of the world, distilling it into captivating imagery. Her passion for art, travel, and the enchantment of storytelling is unrivaled, making her the ultimate purveyor of spellbinding narratives.

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