A 3-month new patient growth plan for Sienna Smiles.
A focused paid campaign plan to attract more local patients, promote the confirmed offers, and turn clinic content into ads that support enquiry and booking growth.
Confirmed priority offers and services.
Photo/video shoot for the ad topics.
Website, booking links, Google Ads access, and Meta access.
One account manager approval path.
Attract local patients who are ready to enquire and book.
The campaign is built to reach people near Sienna Smiles, guide them into the right booking pathway, and use real performance data to improve the ads month by month.
Reach Local Patients
Show ads to people in Hilbert and surrounding suburbs who may be looking for a new dentist, a check-up and clean, teeth whitening, Invisalign consultation, or urgent dental care.
Send Them To The Right Pathway
Use Google Ads for high-intent searches and Meta traffic ads to drive landing page views. Each campaign should send patients to the most relevant landing page or booking pathway.
Generate Enquiries
Use Meta lead generation ads for direct-response offers and service-specific enquiries, with clear next steps for patients.
Improve From Results
Use the data to adjust creative, campaign focus, and budget recommendations across June, July, and August.
Use paid ads to bring the right local people into the booking pathway.
Sienna Smiles should run a paid-only strategy for June-August. There will be no organic posting in this plan. The focus is on Google Ads for high-intent searches and Meta Ads for traffic and lead generation.
Core Campaign
We will run Google Ads and Facebook/Instagram ads to people near the clinic and send them to either the website, booking page, landing page, or lead form.
- Google Ads priority: new patient offer and emergency dentist campaign.
- Meta campaign 1: traffic campaign.
- Meta campaign 2: lead generation campaign.
- Traffic optimisation: landing page views.
- Lead generation optimisation: completed lead forms or enquiry actions.
- Retargeting: not included.
Paid Creative Support
Since there will be no organic posting, the ad creative needs to carry both the trust-building and conversion roles.
- Traffic ads should feel relatable, calm, educational, and awareness-building.
- Lead generation ads should be more direct and offer-led.
- Recent photoshoot carousel images can be used for early Meta traffic creative.
- A video shoot is needed for stronger Meta ad creative by Friday, 12 June 2026, or earlier if possible.
In plain English: we are using paid ads to find local patients, send them to the right enquiry path, and improve the campaign based on what actually drives leads and booking intent.
The first paid campaigns should lead with approved offer pathways.
Use as the main new patient offer for the immediate Google Ads launch and supporting Meta lead generation creative.
Use as a cosmetic-interest offer that encourages patients to speak with the team and book a consultation.
A focused 3-month paid campaign roadmap.
Each month has a clear role: launch the urgent campaigns, improve from the data, then scale or refine the strongest patient enquiry pathways.
June: Test And Launch
Ad focus: Launch Google Ads new patient offer by Friday, 5 June 2026. Prepare emergency dentist Google Ads. Launch Meta traffic and prepare or launch Meta lead generation.
We watch: Landing page views, calls, booking clicks, lead form completion, CTR, CPC, CPM, frequency, and lead quality.
Decision: Keep, pause, or improve early creative and identify any landing page or lead form friction.
July: Improve
Ad focus: Continue the traffic campaign with stronger creative variations and continue lead generation with direct-response offer creative.
We watch: Landing page views, enquiries, booking intent, lead quality, search term quality, and creative fatigue.
Decision: Stay at the approved budget or scale if performance supports it.
August: Recommend
Ad focus: Push the best-performing creative and use August reporting to recommend the next campaign move.
We watch: Enquiry quality, booking intent, cost per lead, landing page conversion, and Google Ads search intent.
Decision: Scale, maintain, or restructure the best-performing campaigns.
A smart starting budget, managed carefully before we scale.
The budget should gather enough data to judge creative and audience performance, then move spend toward the offers, messages, and services showing the strongest booking intent.
| Month | Recommended Ad Budget | What It Pays For | Why This Matters |
|---|---|---|---|
| Month 1: June | Meta starting point: $25 AUD/day where CBO setup applies. Google Ads budget to be confirmed by media buyer. | Google Ads new patient offer, Meta traffic campaign, and lead generation setup. | Launches urgent campaigns and shows which message brings better website visitors and leads. |
| Month 2: July | Review before scaling. Stay at approved daily budget or increase if approved. | Continue traffic and lead generation campaigns, refine Google Ads, and prioritise stronger creative. | Lets the team protect spend while improving around actual performance data. |
| Month 3: August | Approved daily budget, or scale after review. | Use best-performing creative and strongest enquiry pathways. | Spend is guided by landing page views, enquiries, cost per lead, and booking intent. |
Creative direction: each campaign should be supported by 10 different ad angles so the team can test what earns the strongest website visits, enquiries, and booking intent.
The campaign inputs we need before launch.
The clinic does not need to manage the campaign. We need the approved offers, access, links, and visuals so the paid ads can be built properly.
1. Offer Details
- $299 Check-Up and Clean.
- $599 Teeth Whitening + Complimentary Invisalign Consultation.
2. Account Access
- Meta Business Suite and ad account.
- Facebook Page and Instagram account.
- Google Ads account.
- Website, booking links, and tracking.
3. Landing Pages
- New patient offer landing page.
- Emergency dentist landing page.
- Optional whitening/Invisalign offer page section.
4. Approval Contact
Confirm the best contact for fast review of landing pages, offers, campaign creative, and shoot details.
Here is what we will do, and what we need from you.
We will turn the approved topics into paid campaign creative. Since this plan is 0% organic posting, every asset should be made with ad use in mind.
| Output | Focus | Notes |
|---|---|---|
| Photoshoot | Clinic trust assets | Team, reception, treatment rooms, signage, and calm patient-care moments. |
| Video shoot | Priority ad creative | Short clips for first-visit reassurance, check-up offer, whitening/Invisalign consultation, and emergency dentist pathways. |
| Campaign | Google Ads new patient offer | Launch by Friday, 5 June 2026. |
| Campaign | Google Ads emergency dentist | Prepare campaign and landing page as the second Google Ads pathway. |
| Campaign | Meta traffic ads | Paid trust-building and landing page view creative. |
| Campaign | Meta lead generation ads | Direct-response offer and consultation creative. |
| Reporting | Monthly optimisation | Review creative, audience, lead quality, and booking intent. |
What We Need From You
| Client Action | Item | Details |
|---|---|---|
| Approval | Content plan review | Review the proposed campaign plan and confirm any changes. |
| Approval | Offer terms | Confirm inclusions, exclusions, eligibility, expiry, and any terms for both offers. |
| Access | Ads and tracking | Provide Meta, Google Ads, page, website, booking link, and tracking access. |
| Production | Shoot date and access | Confirm shoot date, rooms, team members, and approved visuals. |
| Approval | Final review | Confirm final approval before campaign launch. |
Next step: confirm the approved offers, landing page links, shoot date, and approval contact with the account manager so the team can finalise the shoot brief and campaign creative.
June-August paid ads calendar.
| Month | Campaign Priority | Creative Priority | Production Priority | Reporting Decision |
|---|---|---|---|---|
| June | Launch Google Ads new patient offer. Prepare emergency dentist Google Ads. Start Meta traffic and lead generation. | 10 ad angles per campaign, including the new patient offer, clinic trust, first-visit reassurance, emergency dentist, and whitening/Invisalign consultation. | Complete Meta video shoot by Friday, 12 June 2026, or earlier. | Decide what to keep, pause, rewrite, or refresh based on first results. |
| July | Improve Google Ads search quality and Meta lead generation. Continue traffic ads. | 10 ad angles per campaign, using stronger variations from the best June performers. | Use shoot assets to replace early static-only creative. | Decide whether budget can stay, scale, or shift toward stronger offers. |
| August | Push best-performing paid angles and prepare next-quarter recommendations. | 10 ad angles per campaign, focused on the strongest offer creative, local trust, booking pathways, and emergency dentist refinements. | Prepare next asset needs based on performance gaps. | Recommend September direction based on CPL, enquiry quality, and booking intent. |