A treatment specific, fully tracked dental build

Client context

The clinic

DentalDate is a TMJ and orthodontics clinic in Dubai that wanted a steady flow of qualified consultation bookings for two high value, high consideration service lines: TMJ dysfunction and orthodontics. These are cases a patient researches hard before booking. Someone in jaw pain wants to understand the treatment and see the specialist who provides it, and a parent considering braces for a child compares options carefully.

Generic dental ads pointed at a homepage do not convert those patients, so the clinic needed treatment specific landing experiences and tracking that could tell a booked consultation from a passing click.

The challenge

The problem

• Two very different service lines, TMJ and orthodontics, each needing its own message, proof, and page rather than a shared homepage.

• High consideration treatments where patients watch, read, and compare before they book, which a single contact form cannot support.

• No treatment level tracking, so the account could not see which campaigns, pages, or videos actually produced consultations.

• A need to separate genuine, high value cases from price shoppers and low intent clicks.

What we did

The build

1. 01

   Built two independent, production landing sites: one for the TMJ campaign, including a symptom check quiz variant and dedicated pages for related search intents, and one for orthodontics, with individual pages for Invisalign, metal braces, and kids' braces.

2. 02

   Put real proof on every page: doctor credentials, patient story review video, Google and Doctify trust signals, and before and after where policy allows, with a WhatsApp first booking flow.

3. 03

   Wired a full measurement layer, PostHog session replay, heatmaps, and web vitals, plus separate Google Tag Manager containers for the TMJ and orthodontics sites.

4. 04

   Tracked video engagement across multiple placements with a locked naming convention, so we could see how far a patient watched a treatment explainer, and fired phone and WhatsApp clicks to both PostHog and Google Ads as conversions.

5. 05

   Optimized toward booked consultations, giving the productive TMJ campaign room to grow and flagging the expensive orthodontics campaign for restructure rather than letting it drain budget.

Results

Early results

As the tracking matured and the campaigns settled, the blended cost per acquisition improved from 386 to 267 AED week over week. The TMJ campaign was the producer, delivering consultations at around 213 AED. The orthodontics campaign came in expensive at that stage and was flagged for restructure, which is exactly the kind of decision clean per treatment tracking makes possible.

The bigger story here is the build itself: treatment specific landing pages with tracking deep enough for bidding to optimize toward real booked consultations.

What made the difference

Why it worked

The difference was depth. Most dental accounts send paid traffic to a homepage and track a form fill, which tells you almost nothing about who booked and why.

Here, every high value treatment got its own page and its own tracking, so we could see not just that a patient inquired but how far they watched a treatment explainer first and which page and campaign produced them. That let bidding push toward the campaign that booked consultations at around 213 AED and pull back from the one that did not, instead of averaging both into a single blurry cost per lead.