Paid Advertising

Demographically Targeted Advertising That Engages the Right Patients

Depending on the dental practice, your patient lists will vary in demographical data. This information helps you better understand your patients’ interests, behaviors, and lifestyles. It can also segment an audience for targeted advertising, which attracts the right leads with relevant offers that can be matched to a procedure.

What is demographically targeted advertising?

Demographically targeted advertising focuses on behavioral data that defines a particular group from others. In marketing, these demographics help identify which messaging would match a patient’s needs and interests and would most likely lead to a conversion. Some data points that can be used in targeted offers include:

  1. Age
  2. Gender
  3. Race
  4. Occupation
  5. Income
  6. Education
  7. Marital status
  8. Religious preference
  9. Family structure

How does it benefit a dental practice?

Targeted advertising that is personalized, relatable, and relevant to a patient, is a proven response strategy. It makes sense then that dental practices that understand what their patients need from oral healthcare and modify advertising campaigns with specific messages, will experience higher campaign conversion rates. 

By marketing products and services to a defined audience, dentists can home-in on different types of patients and match them to high-value procedures. Not only does targeted advertising provide people with services they want but it also saves on advertising spend. Focused, mutually-beneficial campaigns drive down costs by targeting people who are more likely to convert, which rewards a practice with a greater return on investment (ROI). 

While social media, such as Facebook and Instagram, have the greatest benefit because of its targeting capabilities, demographically-focused ad campaigns can be created in direct mail and digital advertising too. Social platforms are popular because they allow for additional demographic segmentation like job title, education, and relationship status.  

Adjusting bids for the right click  

Bid Adjustments in your Google Ads account allows you to change how much you are willing to spend on an ad and how frequently you want to serve the ad to an audience. If, for example, women between the ages of 25-34 are the ideal patient group for targeted advertising, you should be paying more to show your ads to that audience. Research shows that 33% of people click on ads because of how relevant they are to their needs.   

While it is important to increase bids so your ads appear in front of the right audience, it is equally critical to ensure your ads are NOT showing to the wrong audience. If a certain demographic does not fit your target audience, you should exclude that group of individuals completely from seeing your ads or bid down on them aggressively. 

Where to start: Patient lists 

Patient lists contain the most valuable demographic data for targeted advertising. Since as a dentist, you’ll already be able to segment your lists into groups with different needs, your patient lists are a good first step in testing messages and offers. 

The other way a patient list is useful is that it attracts leads for specific procedures, so it’s important to align your marketing objective with audience needs, which is also called user intent. To begin segmentation and targeting, you’ll need to create bid adjustments based on demographics. Get started by following these steps.

Step 1: Create or log in to a Google Ads account

  1. Visit to create or log in to your account.
  2. Navigate to your account/Campaign. 
  3. On the left-hand side, look for the option for “Demographics”. 
  4. Click on Demographics to select and edit the data.


Step 2: Update demographic bid adjustments to match your practice

When you are selecting adjustments to your bids keep in mind that bid adjustments stack. So if you bid up 100% on multiple things, it will increase how much you are spending per click by quite a bit. Also it may be wise to test bidding down on demographics that don’t fit your practice.

  1. Select the gender most frequently in your practice.
  2. Select “edit”. 
  3. Select “Change bid adjustments”. 
  4. Update the % you are willing to spend on an individual matching this demographic. 
  5. Optional: choose to bid up or bid down. 


Step 3: Update detailed demographics

You’ll have an option to pick Targeting instead of Observing. Targeting will narrow the reach of your campaign to the specific audiences you select. Meaning, the individual MUST fall within whichever demographic choice you selected, and anyone outside of that demographic you will not serve an ad (which is why we recommend Observation to start). 

  1. Navigate to “Audiences” on the left menu. 
  2. Click the pencil to start editing your audiences 
  3. Select Observation (which allows you to make adjustments, but not limit yourself to a much smaller pool). 
  4. Select “Browse” and find additional targeting options like:
    • Detailed Demographics: Parental Status, Marital Status, Education, and Homeownership
    • Affinity Audiences: What their interests and habits are
    • In-Market: What they are actively researching or planning 

Call us

Conversion Whale has years of proven data and demographic trends ready to start your next targeted advertising campaign. If you would like assistance with paid search, demographic targeting, or any other aspect of your dental marketing, contact our team of marketing specialists exclusively for dentists. 

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