Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Orthodontics
Google Ads for UK Orthodontists
Google Ads puts your specialist practice in front of parents and adults already searching for private braces, aligners or an orthodontist near them. We split brace and aligner intent, exclude NHS and job searches, and count consultations.
We manage the account, landing pages, call tracking and reporting. The orthodontist reviews ad copy against GDC guidance and the CAP Code, and owns compliance.
Paid search for orthodontics in the UK
Context from how your customers search, compare and book.
UK orthodontic paid search has one large trap: NHS. Many searches for braces or orthodontist come from parents hoping for NHS treatment, which a private campaign cannot serve. We exclude NHS, free braces and waiting-list terms from day one and write private intent into the ads so the click is from someone expecting to pay.
Beyond NHS, wasted clicks come from orthodontic therapist courses, dental nurse jobs, remote aligner brands, wisdom teeth and emergency dentists, all of which share words with your keywords. We start with exact and phrase match around fixed braces, clear aligners and the specialist consultation, add those negatives and prune weekly from the search terms report.
Fixed brace searches skew to parents and cost questions. Aligner searches skew to adults and often carry a brand name. Each gets its own campaign, budget, ads and landing page, so you can see which intent books consultations in your city and at what cost.
Ad copy follows the CAP Code and the GDC's guidance. The specialist title appears only because you are on the GDC specialist list, a from price appears only if a significant proportion of patients are actually treated at that price, a free consultation is advertised only if it is really free, and nothing promises straight teeth in a set number of months. The orthodontist signs off on every ad.
Who UK orthodontic Google Ads suit
groups Customer segments
- person Specialist practices with consultation slots to fill within weeks
- person Practices with a new associate orthodontist who needs a book
- person Practices opening a second site in a new town
- person Orthodontists who ran ads before and were flooded with NHS and job enquiries
psychology What drives their decision
- check_circle Fixed brace and aligner campaigns with their own budgets and pages
- check_circle Negative keywords that keep out NHS, jobs, courses and remote-aligner searches
- check_circle Call tracking that shows which keyword produced each consultation request
- check_circle Transparent spend, billed by Google directly to your account in pounds
How we deliver SEM
A clear, repeatable process built around how orthodontics customers search and decide.
1
Account and consultation review
We review any existing account or plan a new one around the treatments you want more of, the towns each practice serves and the hours reception answers. We agree what counts as a booked consultation so reporting means something.
2
Campaign structure
Separate campaigns for fixed braces, clear aligners, early treatment and the specialist consultation, each with its own budget, ads and landing page. Location targeting follows a radius around each practice and the towns your patients travel from.
3
Keywords and negatives
Exact and phrase match on private consultation intent, with negatives for NHS, free, waiting list, jobs, salary, nurse, therapist course, remote aligner brands, wisdom teeth and emergency dentist. The search terms report guides weekly pruning in the early months.
4
Landing pages and call tracking
Each campaign gets a page that names the treatment, states your fee range in pounds under CAP Code rules and shows the orthodontist and their GDC registration. Dynamic call tracking shows which ad and keyword produced each call.
5
Conversion counting and tuning
Conversions count calls above a minimum length, forms that name a treatment and, where your practice software shares it, consultations attended. Bids and budgets follow those numbers, not clicks.
query_stats
What Orthodontics SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in the UK
- check_circle Campaign build and ongoing management
- check_circle Landing pages for fixed braces and clear aligners
- check_circle Call tracking and conversion setup
- check_circle Weekly search term reviews in the early months
- check_circle Monthly report with spend in pounds and consultations by keyword
What you can expect
- verified Consultation requests from parents and adults looking for private specialist treatment
- verified Fewer calls about NHS places, jobs, courses or remote aligners
- verified Budget concentrated on whichever of fixed braces or aligners is booking consultations
- verified Ads that stay inside the CAP Code and the GDC's guidance, approved by the orthodontist
- verified Spend in pounds tied to booked consultations, not clicks
- verified A reception team that knows which campaign each call came from
Deliverables you receive
inventory_2 Campaigns structured by fixed brace, aligner, early treatment and consultation intent
inventory_2 Exact and phrase match keyword lists with an ongoing negative list led by NHS terms
inventory_2 Ad copy written plainly for review against the CAP Code and GDC guidance
inventory_2 Landing pages for fixed braces and clear aligners with fees in pounds
inventory_2 Call tracking numbers and form tracking connected to Google Ads
inventory_2 Ad scheduling around reception hours, with after-hours form routing
Technical approach
The mechanics behind SEM for orthodontics, explained plainly.
Match types and search terms
We review the search terms report weekly at the start and add negatives as NHS, job and course queries appear. Broad match is used only once there is conversion data behind it.
Conversion tracking
Google Ads receives call and form conversions with filters for call length and completed treatment fields. Duplicate conversions from the same person are removed so reports reflect real consultation requests.
Scheduling and geography
Ads run when someone can answer, with bid adjustments for after-school and evening hours. Location targeting uses a radius around each practice and excludes nations or towns you do not serve.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads in the UK
Paid search can produce consultation requests quickly, but the first weeks are for learning which intent books in your towns.
Days 1 to 14
Account structure, tracking, landing pages and ads are built and reviewed by the orthodontist. We test that calls and forms record correctly before spend increases.
Days 15 to 60
Search term reports drive negatives and copy changes. We compare fixed brace and aligner campaigns, shift budget toward the one booking consultations and ask reception for feedback on call quality.
Day 61 and beyond
With more data we refine bids, test new landing pages and expand into early treatment or a second practice if capacity allows. Reporting ties spend in pounds to booked consultations.
Other Orthodontics marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How much should a UK orthodontic practice spend on Google Ads? expand_more
It depends on your city, how many consultation slots you can fill and whether fixed braces or aligners are the priority. London aligner terms cost more than fixed brace terms in a smaller town. We size the budget after the audit and adjust it to booked consultations.
How do you keep NHS enquiries out? expand_more
Negative keywords for NHS, free braces, waiting list and referral from day one, private intent written into the ads, and a landing page that states fees in pounds. Weekly search term reviews catch anything that slips through.
Can you keep fixed brace and aligner spend apart? expand_more
Yes. They run as separate campaigns with separate budgets, ads and pages, so a parent searching for braces never lands on an aligner page and you can see which intent books consultations at what cost.
Can we advertise a from price? expand_more
Only if a significant proportion of patients are actually treated at that price, which is what the CAP Code requires. We use your real figures and state what the consultation includes.
Who reviews the ads for compliance? expand_more
The orthodontist, before anything runs. We draft within the CAP Code and the GDC's advertising guidance, which govern the specialist title, from prices and patient images, and the practice keeps the final sign-off.
Can we advertise a free consultation? expand_more
Yes, if it is really free and the ad and page say what it includes. We keep it plain with no countdown urgency and do not combine it with hygiene or check-up offers.
What will we see each month? expand_more
Spend in pounds, consultation requests by campaign and keyword, consultations attended where your software records them, negatives added and changes planned. Clicks are not reported as if they were patients.
Ready to get more from Orthodontics SEM?
Get a free audit and we will show you where you are losing enquiries today.
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