Orthodontic Marketing Performance Turnaround

Scaling Multi-Location Paid Media While Lowering CPL

Dental & Ortho

CPL Reduction Strategy

Overview

Create scalable growth from fragmented multi-location paid media operations.

A rapidly growing dental and orthodontic marketing agency was struggling to maintain performance consistency across expanding client accounts. Rising CPLs, fragmented reporting, inefficient budget allocation, and operational misalignment were limiting scalability and reducing confidence in paid media performance.

Brill Media implemented a structured media buying and optimization framework that stabilized performance, improved lead efficiency, and helped scale paid media management from 17 to 68 active accounts while reducing CPL by 35%.

Responsibilities: Google Search Ads, Meta Advertising, Landing Page Optimization, Analytics & Reporting, Creative Strategy, and Media Buying

Challenges

Performance inefficiencies were limiting scalable growth

Rapid Growth Across Multiple Accounts: As the agency expanded its dental and orthodontic client base across multiple states, managing performance consistently across Google Search and Meta campaigns became increasingly difficult.

Rising CPLs Reduced Media Efficiency: Inconsistent optimization, inefficient budget allocation, and fragmented campaign management contributed to rising CPLs and unstable month-over-month performance.

Operational & Tracking Challenges Created Overwhelm: Tracking inconsistencies, fragmented reporting, slow creative turnaround, and disconnected communication workflows limited visibility and slowed optimization efforts across accounts.

Scalable Media Processes Were Not Yet Established: Without a centralized paid media framework, the agency lacked the operational structure needed to efficiently scale campaigns, reporting, and optimization across a growing portfolio of client accounts.

Solutions

Building scalable campaigns for multi-location dental and orthodontic growth

Performance Stabilization: The Brill Media team reviewed active Google Search and Meta campaigns across dental and orthodontic accounts, including CPL trends, campaign structure, budget allocation, lead volume, and historical performance.

Incremental Optimization: Brill Media reallocated spend toward higher-performing campaigns and locations, paused low-performing ads, keywords, and audiences, and introduced Target CPL and portfolio bidding strategies to improve efficiency across accounts.

Rapid Testing: Campaigns were optimized through ongoing testing of ad copy, creative, landing pages, targeting, and high-intent messaging such as “Get Offer.” New creative variations were launched regularly to improve lead quality and conversion consistency.

Quick Wins: The Brill Media team removed high-spend keywords with no conversions, expanded high-intent search terms, improved conversion tracking, and centralized reporting so performance could be managed more clearly across the full client portfolio.

Key Results

Performance outcomes for scalable multi-location growth

35% Reduction In Cost Per Lead

Cost per lead improved from $52.03 to $33.97, creating stronger media efficiency across dental and orthodontic campaigns.

3,312 Leads Generated

Campaigns produced 3,312 leads across the agency’s growing portfolio of dental and orthodontic accounts.

$112,494 In Ad Spend Managed

Brill Media managed over $112k in paid media spend while improving campaign structure, tracking, and optimization.

Scaled From 17 To 68 Active Accounts

The agency successfully expanded from 17 to 68 active accounts while improving multi-location performance consistency.

Impact

Built a scalable foundation for paid media growth

Brill Media helped transform a fragmented paid media operation into a scalable, performance-driven growth system. By improving operational alignment, optimization processes, and reporting infrastructure, the agency was able to scale more efficiently while delivering stronger results for its dental and orthodontic clients.