The client
A multi-chair dental practice in Kuala Lumpur, focused on Invisalign and implants, was spending a healthy Google Ads budget but frustrated by the quality of what came back:
lots of enquiries for cleaning and whitening, very few for the RM9,000–16,000 Invisalign and RM6,000–15,000 implant cases that actually pay for the practice.
The problem
The account was almost entirely broad match with a thin negative-keyword list.
More detail on the problem
That combination is a budget leak: broad match reaches wide, and without aggressive negatives it pours spend into searches like "cheap tooth extraction near me" and "free dental checkup" that have nothing to do with high-value treatment.
Every enquiry also landed on the generic homepage, so even genuine Invisalign searchers had to hunt for the relevant information — and many bounced.
CPC on the competitive Invisalign terms was running at the top of the RM6–18 band, and roughly a third of spend was going to search terms the clinic would never want to pay for.
What we did
- Match-type discipline. We rebuilt campaigns around exact and phrase match for the treatments that matter, keeping broad match only where paired with Smart Bidding and tight negatives.
- Negative-keyword sculpting. A structured negative list — built from the search-terms report and reviewed weekly — cut the irrelevant, price-shopper and unrelated-treatment traffic that was draining budget.
- Treatment-specific landing pages. Dedicated Invisalign and implant pages replaced the generic homepage as ad destinations, matching the ad's promise to the page and lifting conversion rate — built with MDC advertising rules in mind (no guaranteed-outcome or comparative claims).
- Conversion tracking on what matters. We tracked treatment-specific enquiries, not just any form submit, so bidding optimised toward the high-value mix.
