Bounty Road Dental Practice partners with Front Page Advantage for SEO and PPC
The practice had been using a search engine optimisation (SEO) and pay per click (PPC) advertising agency for several years, so they knew that these methods could generate strong lead volumes. However, the initial results and service which had allowed the practice to grow were not being maintained, resulting in declining enquiry levels and diminishing value for money.
Challenge:
Declining enquiry levels, increased cost per click on Google Ads and a lack of service transparency
The thought of changing agencies was daunting, especially as the practice relied heavily on SEO and PPC to deliver appointment leads. However, they no longer felt their current agency was delivering the value they needed.
Ilhea Rhee, practice business owner explains; “We were finding that our fees were rising yet we were not consistently appearing against the expected search terms on Google. We were becoming increasingly frustrated, email queries weren’t answered clearly, and we were not getting regular reports. Each time we complained it was followed by an uplift in bookings and enquiries but then it would quickly drop off. It was a difficult decision, but we needed to see if switching agencies would deliver better results.”
The practice wanted a long-term partner with a good reputation, supported by strong customer reviews and who could quickly deliver results. Clear communications, regular campaign reviews and being a Google certified partner were also on their wish list.
Ilhea says; “Our previous agency billed us a lump sum each month so the cost split between Google clicks and agency fees was unclear. We even wondered if some months there was little spent on clicks, but we were still charged the same amount. When we gave notice of our intention to leave, the agency refused to transfer our Google Ad account. However, we were determined that we weren’t going to be held to ransom.”
Solution:
Switch to Front Page Advantage, a long-term partner committed to continually delivering excellent results for SEO and PPC
After online research, the practice identified Front Page Advantage, an award-winning Hampshire based agency. They met all their requirements, plus where most agencies lock customers in to 12-month contractual periods, Front Page Advantage offers a 30-day contract so customers can be assured of continually getting great results. They would also gain the consistency of a dedicated account manager covering both SEO and PPC. With all Front Page Advantage staff having been with the firm over five years, they offered both stability and experience.
The practice chose the Bronze SEO and PPC packages which includes 7 hours per month of management time spread equally between the two disciplines. This meant the practise would get free traffic from highly ranked search terms but also the paid for traffic from Google Ads – for where it’s harder to compete with organic rankings e.g. locations outside of the practices immediate geography.
Normally, when a client switches agencies, Front Page Advantage analyse the client’s Google account to identify what’s working, what’s not and develop a strategy. Lucy goes on to explain; “An existing account offers useful insight as well as providing a benchmark for the client to measure against. Not having access to the account, just means we have to set up a new account and have to carry out our analysis of the business and their market in other ways. Fortunately, we can still achieve great results in a relatively short timeframe. “
Benefits:
Quick turnaround of results with a 44% increase in patient enquires with a 24% reduction in cost per enquiry
Front Page advantage were up and running and turned results around very quickly. Ilhea says “When we switched to Front Page Advantage, Lucy and the team quickly turned the results around and we are now appearing in the top three positions for all the terms we want to rank. We are now consistently number one for the most searched term. We keep telling them that we will pay for more hours, but they tell us we are already paying for enough hours as they can’t get us higher than number one for our most searched term!”
The practice has seen a 44% increase in enquiries for the same click spend and cost per enquiry has dropped dramatically by 24% (see image below).
The campaigns now deliver a fantastic return on investment with the cost of the service equating to around 7% of the income generated from the resulting cosmetic dental surgery appointments.
