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Google Search · Responsive adDental RCM
Dental RCM SoftwarePinned firstDental Revenue Cycle MgmtAutomate Your Dental RCMWorks On Top of Your PMS
Challenges
Zentist sells revenue-cycle software to dental groups. A search for dental RCM and a search for insurance billing are different requests. The old paid setup did not give each buyer a clear path, and the ad account was measuring the wrong form as its main goal.
Two search intentsDental RCM and dental billing needed distinct opening messages.
One buyer testA lead had to fit a dental practice or DSO that bills insurance.
One sales destinationThe next step was a real demo request, not a vague form fill.
We audited the paid accounts and traced what happened after a click. That gave us the work plan: rebuild search, give each offer a relevant page opening, screen the lead, then carry the source into booking and follow-up.
Our solution
Search campaigns
The first search build separated dental RCM from dental billing. We wrote distinct responsive search ads and mapped each group to its own headline on the paid page. A negative-keyword list kept patient, job, login, and unrelated practice-software searches away from the offer.
2search intent groups
19target keywords in the build
54negative terms in the build
The Google search build included 19 target keywords and 54 negative terms. We also prepared a Microsoft search structure and ad-copy version.
The paid page
We built one live paid-search page with two message-matched openings. The RCM version speaks to payment posting and reconciliation. The billing version speaks to claims and insurance billing. The rest of the page gives the buyer the same proof and one clear next step.
Buyer searchdental revenue cycle management
Ad headlineDental RCM Software
Page headlineDental Revenue Cycle Management, Automated
Buyer searchdental billing software
Ad headlineDental Billing Software
Page headlineAutomate Dental Insurance Billing
Both screenshots show different openings on the same live paid page.
Qualification and booking
The page opens a HubSpot form. The qualification questions screen out a practice that does not fit. A qualified visitor can then choose a demo time on a branded booking page. The thank-you page confirms the meeting and carries relevant proof.
01Ad click
The search theme selects the RCM or billing opening.
02Fit questions
The form asks whether the visitor is a dental practice or DSO and bills insurance.
03Demo booking
The booking page presents the real HubSpot scheduler.
04Confirmation
The thank-you page confirms the request and shows sourced customer proof.
We built click-ID and campaign-tag capture into the page, form, booking, and thank-you route.
Conversion tracking
The audit found that Google Ads treated Zentist's corporate contact form as the main conversion. That form was outside the paid funnel. We moved the paid funnel's actual form action into the primary goal and moved the corporate-site form to a secondary role.
LeadPaid-page form submitted
This is the first request from the buyer.
Next stepDemo booked
This is a later action by the same person.
Sales outcomeQualified in CRM
This needs its own confirmed offline signal.
We separated form requests, demo bookings, and CRM-qualified opportunities so each step could be reviewed on its own.
Sales follow-up
Getting a form fill was not the end of the work. We wrote three HubSpot email sequences for the lead states the sales team actually sees. We also built an account-executive playbook that explains the funnel, call timing, handoff, and status rules.
15 emailsForm filled, no demo booked.
The copy brings a hand-raiser back to the booking step.
4 emailsDemo booked.
The copy helps the prospect arrive prepared and attend.
4 emailsDemo missed.
The copy gives a no-show a clear way to rebook.
We handed the sequences and sales playbook to the client’s HubSpot team.
Meta campaigns
Alongside Google search, we built Meta prospecting and retargeting campaigns. The creative used Zentist's own offer and customer proof. Retargeting focused on people who had already visited or engaged; the broader campaign looked for new dental buyers.
SearchCapture a buyer who is already looking.
The query and paid page use the same service language.
MetaReturn to a buyer who showed interest.
Prospecting and retargeting used separate audiences and messages.
Deliverables
We built the ads, pages, measurement, and sales path together.
Research and ads
- Paid-media audit across Google and Microsoft
- Dental RCM and billing keyword map
- Google search campaign and responsive ad copy
- Negative-keyword build and Microsoft search plan
- Meta prospecting and retargeting creative
Pages and qualification
- Live paid page with two service openings
- Proof-led page copy and Zentist brand assets
- Dental-fit qualification questions
- HubSpot lead form and demo booking page
- Thank-you page with sourced customer proof
Measurement and handoff
- Click-ID and campaign-source capture across the route
- Google Ads goal correction for the paid form
- Separate form and booking event definitions
- Three written follow-up sequences
- Account-executive funnel and sales playbook
- Client performance dashboard
Results
Starting point2×
After 2.5 months9×
We took Zentist from 2× to 9× lifetime ROAS within 2.5 months. Lifetime ROAS means expected customer lifetime revenue divided by ad spend.
What it shows
The work joined the search, the paid page, qualification, and sales follow-up into one route. It gave a dental buyer a relevant opening and gave the team a clearer way to separate form requests from bookings and qualified opportunities.
Lifetime ROAS rose from 2× to 9× in 2.5 months. The search, page, qualification, and follow-up work gave each buyer a clearer route to a demo.
Book a call
We can map your search demand, paid page, and qualification path in the same way.
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