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Adwright

[ For dental practices ]

Dental ads that fill the chair without the hard sell

Dental marketing has two jobs: bring in new patients for check-ups and hygiene, and help people decide on treatments they've been putting off. Both depend on trust, and both have rules about what an ad can say. Here's what works, hooks to adapt, and how Adwright makes the ads.
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Write about the treatment, not the patient

Meta's ad rules don't allow an ad to assert or imply someone's personal attributes, including their physical or mental health. Its own example of what's not allowed is "Do you have diabetes?". So "Embarrassed by your teeth?" is the kind of line that gets rejected, while "Clear aligners, now at [practice]" is fine. Talk about what you offer and how it feels, not about what's wrong with the reader.

Your regulator may also have rules on advertising claims, prices, reviews and before-and-after photos. In Australia, for example, AHPRA's advertising guidelines explain that the National Law bans testimonials about the clinical side of a regulated health service (a symptom, a treatment or an outcome) in its ads, so patients' reviews of their treatment can't be quoted there. Check your own rules before you run treatment ads.

What brings in new patients

Most people change dentist because they moved, or because they've been putting off going. Make the first visit feel easy.

  • A clear new-patient offer: an exam and clean, a hygiene appointment, the price on the ad if you can.
  • Nervous patients: a calm, kind tone, and what you do differently (longer appointments, explaining each step, sedation if you offer it).
  • Convenience: early, late and weekend appointments, online booking, parking.
  • Your team: real photos of the dentists and hygienists. People choose a person.

Treatments people put off

Whitening, aligners, veneers and implants are considered for months. Ads for them should help someone decide: what it involves, how long it takes, the payment plan if you offer one, a free consultation. Video suits this well: a dentist explaining a treatment in plain words is reassuring in a way a picture of a smile isn't.

Cosmetic treatments such as whitening and veneers are likely to count as cosmetic procedures under Meta's health and wellness rules: their ads must be shown only to people 18 or older (before-and-after pictures included), and they can't put down how someone looks. If an ad offers finance or a payment plan, Meta may also treat it as a Financial products and services ad, a special ad category with the same audience limits as housing ads in the US, Canada and Europe.

Search and local

People look for a new dentist on Google, and dentists are among the categories in Google's Local Services Ads, where you pay only for leads. Keep your reviews current, target the area around the practice on social, and name it.

Example hooks for dental practices

Written for this page as examples, not taken from any business’s ads. Swap the [brackets] for your own town, name and numbers, and only claim what’s true.

  • New patients

    “New to [area]? Our new patient exam and clean, booked online in a minute.”

  • Nervous

    “We explain every step before we start, and you can stop at any time.”

  • Convenience

    “Early mornings and Saturdays, so you don't miss work.”

  • Treatment

    “Clear aligners at [practice]. Start with a free consultation.”

  • Team

    “Meet Dr [name]: [number] years of gentle dentistry in [town].”

  • Payment

    “Spread the cost of your treatment over monthly payments.”

  • Calm

    “Nervous about the dentist? Meet the team before your first appointment.”

How Adwright makes your ads

  1. 1

    Paste your practice's website or a treatment page. Adwright reads your treatments, prices, team and reviews and builds your brand kit, so every ad looks like your practice.

  2. 2

    It researches the practices around you: their sites, their offers and, where they advertise, their ads in Meta's Ad Library. You see how they talk about new patients and treatments, and the gaps.

  3. 3

    It makes ads for each treatment or offer, for Facebook and Instagram and the other platforms you pick, at each one's size with the post copy written. Edit any line before you download, so every claim is one you're happy to make.

You download your ads (pictures as PNG files) with their post copy and run them from your own ad account, such as Meta Ads Manager or TikTok Ads Manager. Your ad budget is between you and the platform: an Adwright plan pays for making the ads.

FAQ

Questions, answered

A common reason is wording that implies something about the reader's health or body, such as "Are you ashamed of your smile?". Meta's rules don't allow ads to assert or imply personal attributes like physical health. Rewrite the line about the treatment instead: "Whitening at [practice], from a free consultation".

A new patient exam and clean, a hygiene appointment or a free treatment consultation. Keep it simple and check that your regulator allows the way you show prices and offers.

Yes. Every ad's words and post copy can be changed before you download it, and you can make an ad again with a note. Nothing is posted anywhere unless you post it.

It depends on where you practise. In Australia, AHPRA's guidelines say the National Law bans testimonials about the clinical aspects of a regulated health service in its advertising. Other regulators have their own rules, so check yours before quoting any patient.

Something else? Email support@adwright.co and we’ll get back to you.

More kinds of business

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