Case Study

The clinic that stopped referring its hardest cases away

Dr. Isabella Wang had built the practice most dentists build: cleanings, fillings, crowns, and a referral letter for anything harder than that. The patients who arrived with years of jaw pain were the ones she sent elsewhere. She wanted to keep them, and treat the pain rather than pass it on — which meant the website had to say so before anyone would believe it.

7.32%

Google Ads click-through rate

10-11

Leads a month from paid search

PageSpeed score, desktop

To replicate similar success

5.0

89+ reviews

Response within 24 hours

About The Client

Deerwater Dental Wellness

Deerwater is a Vancouver dental clinic run by Dr. Isabella Wang, DMD, as Director of Care, with her husband Barry Hong running operations. Dr. Wang practises holistic dentistry: rather than treating one tooth and referring the rest onward, the clinic brings the disciplines a chronic-pain patient normally has to chase across four offices under one roof, and works to a single care protocol from first assessment through to resolution.

Location

Industries

Dentistry

The Challenge

A holistic practice that read like every other dental office

Dr. Wang had already changed how she practised. Nothing a patient could see had caught up with it.

01·Challenge

The philosophy was invisible

The reason a patient with five years of jaw pain should drive past three closer clinics was the whole proposition, and the site never made it. It listed procedures the way every dental site lists procedures, which is to say it read like a practice that would refer that patient somewhere else.

02·Challenge

The TMJ page opened with "Book an appointment"

The clinic's most important page led with an H1 that was a button label. Google read it as a page about booking, patients read it as a page about nothing, and the ads pointing at it were scoring 1 and 2 out of 10 on quality.

03·Challenge

Paid budget going to the wrong intent

The campaign had launched on research keywords because transactional ones were thin in the vertical. Click-through sat at 3.89% and roughly $1,300 a month was going out against a $1,564 budget for five leads.

What We Did

Put the protocol where a patient could read it

The clinical difference was real. Everything below was about making it legible.

Rebuilt the site around the philosophy, then the protocol

Holistic care under one roof became the first thing on the page rather than a line in an About section, and the care protocol was laid out as a sequence a patient moves through — assessment, plan, treatment, resolution — instead of a menu of procedures priced separately.

Rewrote the TMJ page as a page about TMJ

The H1 stopped being a call to action and started naming the condition. The body was rebuilt against SE Ranking's content editor for the terms people with jaw pain actually search, and in December we pulled "specialist" out of the page — the word was dragging it toward a query set the clinic was not trying to win.

Fixed the landing experience at the source

NitroPack took the TMJ page from 60 mobile and 69 desktop to 74 mobile and 99 desktop. Quality score is partly a page-speed problem, and a cheaper click is the same click.

Rebuilt the campaign around intent, and asked for reviews

Every keyword under 5% click-through was paused and its search terms added as negatives; the ones that converted were promoted to exact match. A parallel review campaign brought verified patient reviews onto the Google listing, with GMB and Google Ads call tracking added so enquiries could finally be attributed to a source.

The Results

The same budget, twice the new patient enquiries

February to August 2025. Paid spend held roughly flat throughout.

7.32%

up, an improvement

Google Ads click-through rate

Up from 3.89% in May 2025. The keywords that were not earning clicks were paused and their search terms added as negatives.

10-11

up, an improvement

Leads a month from paid search

Up from five, on a budget that did not move.

up, an improvement

PageSpeed score, desktop

Up from 69 on the TMJ landing page. Mobile went from 60 to 74 over the same change.

The Work

Before and after

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The clinic that stopped referring its hardest cases away

Deerwater Dental Wellness

A holistic practice that read like every other dental office

The philosophy was invisible

The TMJ page opened with "Book an appointment"

Paid budget going to the wrong intent

Put the protocol where a patient could read it

The same budget, twice the new patient enquiries

Before and after

Want Numbers Like These For Your Business?

Ready For Results Like These?

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