Google Ads Proposal
Client: Royal Family Dentistry — Muncie, IN
Prepared by: SearchBerg
Date: 09/25/2025
Executive Summary Overview
This proposal explains how we’ll use Google Ads to generate more phone calls, appointment requests, and in-office visits for Royal Family Dentistry.
We’ll run three ad types that work together:
- GMB/Maps ads (through Location assets + Performance Max for Store Goals),
- Search ads, and
- Call-Only ads.
CPC = cost per click (what you pay when someone clicks).
CPL = cost per lead (a qualified call, form, or directions action).
Performance Max (Store Goals) = a campaign that shows across Google (Maps, Search, YouTube, etc.) to drive local actions like calls and directions.
Goals (priority order)
- Phone calls to the practice
- Online appointment requests (“Book Online” and contact forms)
- Clinic visits via Directions on Google Maps
What We Will Run (simple explanations)
A) GMB/Maps Ads
Ads that promote your Google Business Profile on Google Maps and local Google searches. They show a map pin, address, open hours, and Call/Directions buttons.
How we enable this: link your Business Profile to Google Ads (Location assets) and run a Performance Max campaign with Store Goals (optimizes to calls & directions).
B) Search Ads (Responsive Search Ads)
Text ads that appear when people search for terms like “emergency dentist muncie” or “dentist near me.” You pay only when someone clicks. We send people to the most relevant page on your site and include a Call button on mobile.
C) Call-Only Ads (Call Ads)
Mobile-only ads that show a big “Call” button. Tapping it dials your clinic. Perfect for emergencies or patients who prefer to talk right away.
How Google Finds Your Patients
We target people searching in a 10–15 mile area around the clinic.
High-intent examples include: “emergency dentist,” “dentist near me,” “dental implants,” “teeth whitening.”
We also add negative keywords to block irrelevant searches (jobs, DIY, free, unrelated insurance, etc.).
Keywords, Volumes & Cost Estimates
“US Monthly” shows national search volume; “Muncie Est.” scales nationally to local demand for a rough idea. We’ll validate with Google Keyword Planner for Muncie when building the campaigns.
Emergency & Same-Day
| Keyword | US Monthly | Muncie Est. | Est. CPC |
|---|---|---|---|
| emergency dentist | ≈110,000 | ≈36/mo | $8–$12 |
| emergency dentist near me | ≈201,000 | ≈67/mo | $8–$12 |
| emergency dental care | ≈14,800 | ≈5/mo | $8–$12 |
| tooth extraction near me | ≈5,000 | ≈2/mo | $8–$12 |
General / Family
| Keyword | US Monthly | Muncie Est. | Est. CPC |
|---|---|---|---|
| dentist near me | ≈1,200,000 | ≈398/mo | $6–$9 |
| dentist | ≈1,830,000 | ≈608/mo | $6–$9 |
| dentist office near me | ≈90,500 | ≈30/mo | $6–$9 |
| family dentist near me | ≈22,000 | ≈7/mo | $6–$9 |
| pediatric dentist near me | ≈60,500 | ≈20/mo | $6–$9 |
Restorative
| Keyword | US Monthly | Muncie Est. | Est. CPC |
|---|---|---|---|
| dental implants | ≈201,000 | ≈67/mo | $10–$15 |
| dental implants near me | ≈49,500 | ≈16/mo | $10–$15 |
| dental crowns | (moderate) | <20/mo | $6–$9 |
| root canal near me | (mod./low) | <15/mo | $8–$12 |
Cosmetic & Ortho
| Keyword | US Monthly | Muncie Est. | Est. CPC |
|---|---|---|---|
| teeth whitening | ≈185k–201k | ≈61–67/mo | $3–$6 |
| orthodontist near me | ≈90,500 | ≈30/mo | $6–$10 |
| invisalign near me | (moderate) | <25/mo | $6–$10 |
| veneers dentist | (mod./low) | <15/mo | $6–$10 |
Campaign Structure
A) GMB/Maps Coverage (2 parts)
- Performance Max – Store Goals (1 campaign; asset groups = General, Emergency, Restorative, Cosmetic). Goals: calls, directions, store visits.
- Search campaigns with Location assets ON so eligible impressions also show on Maps (Promoted pins / Map Search).
B) Search Campaigns (4 core)
- Emergency & Same-Day
- General / Family
- Restorative (implants, crowns, root canal)
- Cosmetic & Ortho (whitening, veneers, orthodontic/Invisalign)
Geo: ~10–15 miles around 47304 (Muncie/Yorktown/Delaware County).
Schedule: Priority during open hours; lighter after-hours coverage for Emergency.
Devices: All devices for Search; mobile-only for Call-Only.
Where We Send People (Landing Pages)
- Emergency →
/emergency-dental-information/ - General/Family →
/general-dentistry-services/ - Restorative →
/dental-implants/, crowns, root canal pages - Cosmetic/Ortho →
/teeth-whitening/,/veneers/
Tracking, Reporting & Success Measures
- Phone calls: Google forwarding number; calls ≥ 60 seconds count as leads.
- Forms/Bookings: track appointment requests and click-outs to “Book Online.”
- Directions/Visits: track Directions clicks from your profile to estimate in-office visits.
- Reporting: see leads and cost-per-lead by channel (GMB/Maps, Search, Call-Only) and by campaign (Emergency, General, Restorative, Cosmetic).
Ad Examples (quick approval)
Emergency – Search Ad (example)
Headline: Emergency Dentist in Muncie • Same-Day Relief • Call Now
Description: Tooth pain or a broken tooth? Fast, gentle care near Ball State. New patients welcome. Call now—appointments today.
Call-Only Ad (example)
Headline: Emergency Dentist • Call (765) 289-1578
Description: Same-Day Relief in Muncie. New Patients Welcome.
Timeline (first 90 days)
- Week 1: Link Business Profile ↔ Google Ads, set up tracking, launch GMB/Maps (PMax Store Goals), launch Search (Emergency & Brand), launch Call-Only.
- Weeks 2–3: Add General/Family and Restorative, expand negative keywords, test ad copy (“Same-Day” vs “Open Today”).
- Weeks 4–6: Shift Search to Target CPA, add Cosmetic/Ortho, adjust bids by radius/ZIP based on lead rate.
- Weeks 7–12: Add remarketing to non-brand search, test price/promo assets (if applicable), expand radius if CPL holds.
What We Need From You
- Access: permission to manage your Google Business Profile and Google Ads account (we’ll send requests).
- Policies: confirm which insurance/payors you accept (e.g., Medicaid/Medicare) so we can tune keywords and negatives.
- Offers: any New Patient offers or financing you want to promote.
- Call Handling: ensure calls are answered quickly during open hours; set a friendly voicemail for after hours.
Budget Options & Channel Mix Pricing
Choose a level you’re comfortable with. We’ll optimize weekly.
| Tier | Monthly Media Budget | Management Fee (per month) | Split (GMB/Maps • Search • Call-Only) | What to Expect (illustrative)* |
|---|---|---|---|---|
| Starter | $1,200–$1,800 | $500 / mo | 45% • 40% • 15% | ≈ 20–35 leads/mo |
| Balanced | $2,500–$3,500 | $1,000 / mo | 45% • 40% • 15% | ≈ 30–50 leads/mo |
| Aggressive | $4,000–$6,000+ | $1,500 / mo | 50% • 40% • 10% | ≈ 40–70+ leads/mo |
* “Leads” include qualified phone calls, appointment requests, and Maps Directions clicks. Ranges reflect normal market variation.