Back to case studies
Health · DentalAlicante2025
Clínica Sonríe
12%moreleadsin60days
+0
Leads/month
−0%
Google Ads CPL
+0
Monthly appointments
The challenge
How they came to us
A family dental clinic with three practitioners in Alicante. A legacy WordPress site, non-responsive, with outdated plugins (a security risk).
They were spending €1,800/month on Google Ads managed by an external freelancer with a CPL of €78 and conversion below 2%. Volume stuck at 30-40 leads/month.
The dental sector in Alicante is fiercely competitive: 23 clinics within a 5km radius and franchises with six-figure budgets.
Diagnosis
What we found when we audited
- 1A website with no landing pages per treatment: the same page received searches as different as 'invisalign Alicante' and 'emergency dentist Alicante'. Conversion rate of 0.8%.
- 2A Google Ads setup with keywords that were too broad and minimal negative keywords. 38% of the budget was being spent on irrelevant terms.
- 3No Conversion API pixel or server-side measurement: Google was optimising blind.
Strategy
The 4 pillars of the solution
01
Full migration to Next.js + Sanity
A new website with dedicated landing pages for Invisalign, Implants, Cosmetic dentistry, Endodontics and Emergencies. Each landing with its own H1, MedicalProcedure schema and specific CTA (Cal.com).
02
Google Ads restructuring
Search campaigns by intent + themed ad groups + 600 initial negative keywords. Server-side Conversion API for real tracking. Smart Bidding fed with offline conversions (appointments that close).
03
Cal.com integrated for 24/7 booking
Each doctor with their own calendar, slots configured by specialty, automatic reminders by SMS and WhatsApp. No-shows reduced from 22% to 8%.
04
Reviews and trust
A review-capture programme after the appointment with automated SMS. +44 reviews in 60 days. Testimonials embedded in the landings with photo and treated condition.
Timeline
How we delivered it
Week 1-2
Audit, design and wireframes
Week 3-4
Development + Cal.com integration + Sanity CMS
Week 5
SEO migration + 301 redirects + Ads restructure
Week 6
Launch, server-side Conversion API install
Month 2
+112 leads/month, CPL down to €49
Results
What happened next
+112 qualified leads/month (versus 38 before).
−38% in Google Ads cost per lead (from €78 to €49).
+44 additional monthly appointments.
Lighthouse: 96 / 100 / 100 / 98.
Top 3 organic for 'invisalign Alicante', 'implantes dentales Alicante' and 'clínica dental urgencias Alicante'.
No-show rate: 8% (previously 22%).
“The new website took 18 days. By month 2 we already had a 4x return on what we'd invested. We'd never seen anything like it.”
— Dr. Javier Ruiz · Director, Clínica Sonríe
Tech stack
Technologies we used
Next.js 15SanityCal.comTailwindGA4 server-sideResend
Other case studies you might like
Shall we talk for 15 minutes?
I'll show you 2 case studies like yours and, if it's not a fit, we never message again. No hard sell, no strings attached.