CASE STUDY
Turning a slow, unstructured website into a booking engine for high-value dental treatments.
Hayes Dental Clinic
Google Ads, Meta Ads
Year
2025
Timeline
6 Months
Scope of Work
Web Design · Paid Media · SEO
Introduction
Hayes Dental Clinic needed a website that could support paid advertising, not slow it down. A technical audit of the existing WordPress site found a Core Web Vitals score of 6.2 seconds for Largest Contentful Paint, no structured data for local search, and no conversion-optimised way for patients to book.
A look at how a technical rebuild and targeted Google and Meta campaigns turned Hayes Dental Clinic's site into a predictable source of bookings for high-value treatments like Dental Implants and Invisalign.
Results at a glance
BY CHANNEL
The problem
Hayes Dental Clinic's existing WordPress site was too slow and unstructured to support paid advertising. A technical audit found a Core Web Vitals score of 6.2 seconds for Largest Contentful Paint, no structured data for local search, and no conversion-optimised booking flow, meaning any traffic driven to the site had nowhere efficient to convert.
From a slow, unstructured site to a booking engine for high-value treatments.
The approach
The site was rebuilt on WP Rocket-powered WordPress with dedicated treatment pages for Dental Implants, Invisalign, Teeth Whitening, and NHS services, and online booking was integrated through the HSOne widget.
The rebuilt site launched alongside Google Search and Display campaigns and Meta lead-gen ads targeting the UB3, UB4, TW13, and W7 postcodes, each with dedicated landing pages per treatment.
Ad creatives were A/B tested and underperforming ad sets paused, with budget shifted toward Dental Implants and Invisalign, the highest lifetime value treatments.
Mapping the LEAD JOURNEY
Step 1
Technical audit and Core Web Vitals review
Step 2
WordPress rebuild with dedicated treatment pages
Step 3
Google and Meta campaigns launch
Step 4
Ongoing optimisation and budget reallocation
The Result
A blended cost per booking that easily clears typical dental marketing benchmarks.
4.8x
Return on ad spend across £6,800 of combined Google and Meta ad spend, driving 342 bookings
Within six months, the campaign generated 342 bookings, split between 218 from Google Ads and 124 from Meta Ads, for a blended cost of approximately £19.88 per booking and a 4.8x return on ad spend. Google reviews grew from 310 to 492 over the same period, reinforcing the trust signals patients see before booking.
Gallery
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