Digital Dental Lab
CPL down 27.6%, Leads up 36%
A US digital dental lab sells to dentists and dental practices, but its Google Ads were also paying for patients searching for implants and dentures. I restructured the campaigns as B2B-only, added a large set of negative keywords to block consumer searches, fixed the conversion tracking and optimized the landing page for practices. Cost per lead dropped from $61.07 to $44.23, and monthly leads rose 36% on about the same budget.
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at $61.07 CPL
at $44.23 CPL
Client Background
About the Client
The client is a US-based digital dental lab. Their customers are dentists and dental practices that send in cases for crowns, implants and other restorations. Every good lead is a practice that could send work for years, so lead quality matters far more than volume.
The problem is that dental lab keywords overlap with patient searches. People looking for cheap implants, dentures or a dentist near them were clicking the ads, and none of them could ever become a customer. From June to August the account spent $2.72K for 44.5 conversions at $61.07 each, and the tracking was not giving a clean picture of what was working.
A B2B Business Paying for B2C Clicks
Patients Clicking B2B Ads
Searches for implants, dentures and dental work from patients were triggering the ads. Every one of those clicks was wasted, because a dental lab only works with practices.
Mixed Campaign Structure
Brand and non-brand searches were not cleanly separated, and the campaigns were not built around B2B intent. It was hard to see which searches brought real practice leads.
Unreliable Tracking
Old and duplicate conversion actions muddied the data. Without clean tracking, Google's bidding could not tell a real practice inquiry from noise.
How I Restructured the Account
B2B-Only Campaign Structure
I split the account into a dedicated brand campaign and a B2B-only non-brand campaign built around how practices search, with keywords like [dental lab near me] and "dental lab services". This made it clear which searches produced real practice leads.
Blocked B2C Traffic With Negative Keywords
Because this is a B2B business, I added a large list of negative keywords to block patient searches such as implant prices, dentures and "dentist near me" style queries. The budget now goes to dental professionals, not consumers.
Fixed Conversion Tracking
I cleaned up the conversion actions, set old actions to secondary, and made calls from ads and website form submissions the primary goals. Google now optimizes toward real practice inquiries.
Optimized the Landing Page for Practices
I reworked the landing page around what dentists care about, with B2B messaging and a clear path to call or send an inquiry. Patients landing by mistake now understand quickly that the lab works with practices only.
Campaign Evidence & Timeline
Before (Jun – Aug 2026, 3 months): $2.72K spent for 44.52 conversions at $61.07 each.
After (Sep – Oct 2026, 2 months): $1.79K spent for 40.48 conversions at $44.23 each.
Monthly Average: Before vs After
Key Business Impact
Search Terms & Conversion Setup
Search Terms Report: Practice searches like "dental lab near me" promoted to exact match inside a B2B-only campaign.
Conversion Setup: Calls from ads active as the primary goal, old lead actions moved to secondary so they no longer distort bidding.
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