High CPC, high case value — do the maths
Singapore dental Google CPCs run about SGD 8–25, with cost per lead around SGD 80–250. That looks steep until you set it against case value: Invisalign around SGD 4,500–9,000 and implants around SGD 3,500–7,000 per tooth. Work backwards — if an Invisalign case is worth SGD 6,000 and you can spend 8–10% to acquire it, that is SGD 480–600 per case, which supports a healthy cost per lead once you factor show-rate and close rate. The high CPC is the price of high-intent traffic that converts to high-value cases.
The structure that wins
| Lever | Why it matters in SG |
|---|---|
| Exact/phrase match on high-value terms | CPCs are too high to waste on broad, low-intent traffic. |
| Aggressive negatives | Every wasted SGD 8–25 click compounds fast. |
| Treatment-specific landing pages | Match ad to page; lift conversion to offset high CPC. |
| Consult-to-case focus | At these values, closing consultations beats chasing cheap leads. |
Compliance: MOH + SDC
Singapore dental advertising sits under the Healthcare Services (Advertisement) Regulations and Singapore Dental Council guidance — restricting guaranteed outcomes, comparative claims, testimonials and certain imagery. High-value dental marketing wins on credibility and consultation, not hype, which happens to be exactly what these rules require. Confirm specifics with the relevant authority.
The DNC/PDPA layer
As with all SG lead-gen, the DNC Registry and PDPA (SG) apply to follow-up by call or SMS — build consent and DNC-aware nurture into the funnel (see our DNC & PDPA post). At these case values, a compliant, well-worked follow-up is worth a great deal.
What we do differently in client accounts
We budget from SGD case value backwards to a defensible cost per lead, structure the account to win the high-intent Invisalign/implant terms, and focus on consult-to-case conversion — the SG counterpart to our Malaysian Invisalign economics. It is the core of our Singapore dental programme.
What to do about it
- Stop judging CPC in isolation — set it against your SGD case value and acquisition target.
- Use exact/phrase match and aggressive negatives; at SGD 8–25 CPC, waste compounds fast.
- Send high-intent clicks to treatment-specific pages, not the homepage.
- Focus on consult-to-case conversion and build DNC/PDPA-safe follow-up.