Enquiries up 79% and cost per enquiry down 40% in six months, with monthly spend moving from ₹1.20 lakh to ₹1.30 lakh.
Pearlcrest Dental Studio is a six-chair dental clinic in Gurugram. I worked on the account from January to June 2025, across Google Search, the Google Business Profile, and call and WhatsApp tracking.
More enquiries a month, from 96 to 172 across calls, WhatsApp and forms.
Lower cost per enquiry, from ₹1,250 to ₹756.
Share of spend going on irrelevant searches, down from 31%.
Booked appointments a month, up from 41.
What wasn’t working.
Pearlcrest spent about ₹1.2 lakh a month on Google Search with broad keywords and one landing page for every treatment. Nearly a third of the budget went to searches from people who were never going to book, and the account had no idea which ads made the phone ring.
- Wasted spend. “Dental college admission”, “free dental camp” and “teeth whitening at home” were all buying clicks.
- Blind spots. Calls were tracked only from the ad itself. WhatsApp, where most patients actually started, was not tracked at all.
- One page for everything. Implant, aligner and check-up searches all landed on the same generic home page.
Five changes, in the order they mattered.
Search-term mining
An AI-assisted pass grouped six months of search terms by intent. I reviewed every group, built shared negative lists, and set a weekly script to flag new irrelevant terms.
Campaigns by treatment
Implants, aligners, root canal and check-ups each got their own campaign, ads, budget and landing page, inside an 8 km radius and clinic hours.
Calls and WhatsApp, counted properly
Click-to-call and WhatsApp clicks became GA4 events through Tag Manager, and calls longer than 60 seconds count as conversions.
One landing page per treatment
LLM-assisted drafts written to match each ad group, with price ranges, dentist credentials and a sticky call and WhatsApp bar. The clinic approved every page.
Alerts and the Monday report
Budget pacing and zero-conversion alerts run by script. Every Monday a Looker Studio report joins ad data with the clinic’s booking sheet.
What changed, month by month.
Enquiries rose while cost per enquiry fell
Monthly enquiries from calls, WhatsApp and forms (bars) against cost per enquiry (line). December is the baseline month before the rebuild.
Where the budget went
Share of monthly spend by search intent, before and after search-term mining and the treatment-led rebuild.
How enquiries arrive
Monthly enquiries by channel. December figures were rebuilt from call logs and the clinic’s WhatsApp Business inbox, because they weren’t tracked at the time.
Still running today
- A script reviews new search terms every Monday.
- Zero-conversion and pacing alerts run every day.
- The Looker Studio report, joined with bookings, arrives every Monday.
Tell me what you’re working on.
What you want to achieve, and where you need help. We can talk it through and decide on a practical next step. I’m based in New Delhi and work with businesses across India.
