We more than tripled a dental clinic's booking rate
How we turned Bolinet's Google Ads into a predictable booking machine — more of every click becoming a booking, and monthly leads climbing as we scaled — across Polish and Ukrainian audiences, on a flat fee.
The partner
Bolinet is a dental clinic in Poland serving a mixed local and diaspora community — Polish- and Ukrainian-speaking patients. Dentistry is a high-trust, high-competition category: the clinic needed a steady stream of people ready to book an appointment, at a cost per patient that made sense month after month.
Goals
- A steady, predictable flow of patient bookings — not just clicks.
- A cost per booked lead the clinic could plan around, even as spend grew.
- Coverage across both of the clinic's core audiences: Polish and Ukrainian speakers.
- Accountable tracking — every call, form and booking measured, so bidding optimizes to real patients.
- Room to scale spend without the fee scaling with it.
Strategy
The account had potential but no structure — audiences and intents were tangled together, and measurement was thin. We rebuilt it into a system where every campaign has a job, every booking is counted, and every week makes it a little sharper.
- 01
Rebuilt the account by intent and language
A Brand campaign to defend the clinic's name, dedicated Search campaigns for high-intent queries in Polish and Ukrainian, and Performance Max — including a Local variant — to expand reach and drive visits. Each audience got its own budget and messaging instead of competing in one blur.
- 02
Fixed the measurement first
Before scaling anything, we made every booking countable — calls, form submissions and appointment requests all tracked as conversions. That gave Google's bidding a real signal to optimize toward: booked patients, not raw traffic.
- 03
Owned high-intent search
Search campaigns captured people actively looking for dental treatment right now. Tight query control and negative keywords kept spend on people ready to book, not window-shoppers.
- 04
Scaled reach with Performance Max + Local
Performance Max opened up Maps, Discover, YouTube and Display with local targeting pointed at the clinic's catchment area — where a large share of the volume and the lowest-friction bookings came from.
- 05
Optimized weekly, then scaled the budget
Bids, budgets, search terms and assets were reviewed on a weekly loop. As results held, monthly investment roughly doubled while the pipeline of leads grew with it.
Results
Over the engagement the booking rate more than tripled — a far larger share of every click turned into a real appointment — while monthly lead volume grew as we scaled the budget.
Booking momentum
Leads booked · % change vs the launch month“The bookings are steady and we finally know what to expect each month. No surprises, no percentage of our spend — just a system that keeps the chairs full.”
The team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics for conversion tracking and reporting — the same people from kickoff to today, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
More from Healthcare
Launched a structured Google Ads system for an orthopedic surgeon — Local Performance Max reach plus high-intent surgery search across knee, hip and SVF.
PMax + Search · read case →Grew a Czech clinic's appointment requests nearly 4.7× at peak while cutting cost per booking, on Performance Max + Search.
PMax + Search · read case →Turned a physiotherapy clinic's account around — more than quadrupling quarterly leads while cutting cost per lead by nearly three-quarters.
Search + PMax · read case →Book your free audit.
No pitch.
We connect to your account, review the numbers live, and show you exactly what's working — and what isn't. If it's solid, we'll say so. If not, we'll show you precisely what we'd change and why.
Book my free audit →