Supernova Dentistry: Microsoft Ads and Meta Ads

To establish Supernova Dentistry as a leading choice in the Somerset area, we implemented a dual-platform strategy that balanced broad local awareness with high-intent lead generation. On Meta, we focused on top-of-funnel visibility, using prospecting campaigns to introduce the new brand to residents of Bridgwater and surrounding towns. We quickly identified that the small geographic target led to rapid audience fatigue, so we proactively managed frequency by pausing remarketing when necessary and continuously refreshing creatives – including high-performing testimonial videos that achieved a 2.5% click-through rate.

To establish a data-led foundation for the new practice, we oversaw the development of a sophisticated tracking infrastructure from the ground up. Working in close collaboration with the practice’s developer, we provided the strategic direction needed to implement custom event triggers via Google Tag Manager. Since the site lacked traditional “thank you” pages, we engineered the tracking to fire based on the specific success messages that appeared across the site’s various enquiry forms, ensuring no lead went unrecorded.

We quickly identified a need for deeper visibility beyond just new patient acquisition. To accurately capture the practice’s true performance, we implemented a dual-event tracking strategy: one set of events focused on brand-new patient leads and another dedicated specifically to current customers. We realised that if an existing general dentistry patient enquired about a cosmetic service like teeth whitening, it was a vital conversion for the business. By tracking both segments, we moved beyond simple growth metrics to focus on patient retention and building average order value across the entire practice database.

Our search strategy on Microsoft Advertising (Bing) was designed to capture active demand while maintaining efficiency. We deployed Performance Max campaigns to reach users across the middle and lower funnel, alongside targeted Search campaigns for specific treatments. This allowed us to aggressively target high-AOV (Average Order Value) services like Invisalign and Dental Implants, while using strict ad scheduling to align with the practice’s opening hours. This ensured the budget was focused on peak enquiry times when the team was available to respond to and convert leads immediately.

This comprehensive visibility allowed us to be highly agile. When Meta’s native pixel faced industry-specific disapproval issues, we seamlessly pivoted to GA4 conversion tracking to maintain lead flow and attribution. Furthermore, we strategically managed two separate PPC accounts to unlock a £2,500 promotional voucher, effectively splitting the budget to support high-value treatments alongside “Generic” dentistry. This multi-channel approach ensured Supernova was visible to high-intent searchers while simultaneously building a warm audience through local awareness on Meta.