Case Study: Dental Group in the Southwest Came to Orange 142 Wanting New Clients for Their Second Location

A dental group in the Southwest came to us with the goal of getting new clients to a second location that served children and adults.

One week after the campaign launch, we reviewed all the data we had gathered and began making optimizations. We reallocated the budget to the strategies driving the most conversions, developed new strategies based on our insights, and discontinued those that were not effective.

At the end of a 60-day campaign, we delivered 11 “contact us” submissions, which resulted in 4 booked appointments. The client gave Orange 142 additional budget to run for the entire year. In addition, they gave us budget for a recruitment campaign to hire dental hygienists.

How Orange 142 Delivered Results

LAUNCH STRATEGIES

• Behavioral Targeting: Focused on new movers, elementary-age children in household medical utilization, likely to see a dentist, dental work.
• Retargeting: We mapped various actions on the site and created remarketing strategies based on those actions.
• Keyword Targeting: We used a custom keyword list and looked for users reading content related to those keywords.
• Local Site Targeting: We created a site list of local news and entertainment websites, along with top indexing websites for adults aged 18+ in the specific geography.

OPTIMIZATIONS

• Increased bid and spend on the remarketing strategy.
• Created a lookalike audience using “online scoring” to isolate the most valuable site visitors.
• Adaptive Segments: These segments removed exhausted users from the retargeting pool and adapt to more engaged users by serving them more ads.
• We paused the behavioral targeting segment “new movers” and shifted the budget to the behavioral segment “parents of elementary age children,” as it was performing well.