Scaling High-Intent Dental SaaS Leads
dau partnered with Practice by Numbers (PbN) to design and execute a precision-led paid media strategy focused on generating high-intent dental practice leads while maintaining strict cost efficiency. The approach combined search intent capture with remarketing and performance optimisation to drive scalable SaaS growth.
Project Overview
About The Brand
Campaign Objective
Generate high-quality dental practice leads while maintaining a cost per lead (CPL) under $350 and ensuring sustained lead flow across branded, competitor, and industry search categories.
Campaigns Executed
Google Search Campaigns (branded, competitor, and industry intent keywords)
Display & Remarketing Campaigns
Segment-Based Messaging Strategy
Continuous Creative & Keyword Optimisation
The Advertising Environment
PbN operates in a competitive SaaS and healthcare technology market where:
Competitor bidding drives fluctuating CPC benchmarks
Dental practice owners require trust and proof-driven messaging
Lead quality directly impacts sales conversion cycles
Intent varies significantly between branded and industry searches
How dau Approached the Campaign
Key Strategic Elements
- 1Segmented campaign structuring across branded, competitor, and high-intent industry keywords
- 2Messaging customised per search intent category
- 3Integration of remarketing audiences to reinforce conversion pathways
- 4Funnel-aligned strategy balancing acquisition and re-engagement
Execution & Optimisation Framework
- 5Continuous A/B testing of ad copy, CTAs, and keyword groups
- 6Budget redistribution based on CPL and conversion thresholds
- 7Ongoing refinement of keyword match types and bidding controls
- 8Performance monitoring to maintain efficiency while scaling impressions
Performance Outcomes
4.9M+
Total Impressions
47.93%
Average CTR
$0.28
Average CPC
Why This Strategy Worked
Intent-segmented campaigns improved message relevance
Competitor targeting expanded qualified reach
Remarketing reinforced conversion opportunities
Performance discipline ensured cost control under target CPL
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