B2B Dental Laboratory: 70% More Google Ads Conversions as Click Costs Rose 78%
The challenge
A dental laboratory that makes crowns, bridges and dentures for dental practices across Australia has run Google Ads with Technical Content Links since July 2021. Its customers are dentists, not patients, so the audience is small, specialised and expensive to reach.
B2B dental searches are low volume and competitive. Between 2024 and 2026 the average cost per click in this account rose 78%. Without changes, every extra dollar of budget would have bought fewer leads, not more.
Our approach
- 01
State-based search campaigns
Search was split into separate campaigns for NSW, VIC, QLD, SA and WA, so budget could follow the states that convert best. Between September 2023 and September 2024, NSW was the most efficient at $48 per conversion, while VIC cost $93.
- 02
Performance Max for reach
A Performance Max campaign ran alongside search to build brand awareness with dental practices, at an average cost per click of $0.60.
- 03
Monthly budget pacing
Every month is tracked against budget in a shared pacing sheet, so spend lands on target and the partner can see exactly where the money went. Budget increases were agreed in steps, from $1,250 a month in 2024 to $2,500 a month in 2026.
- 04
Ongoing optimisation
Keyword and search term clean-ups, ad testing and conversion tracking checks kept the conversion rate climbing as clicks got more expensive.
The results
- Conversions: from an average of 14.5 a month in 2024 to 18.2 in 2025 and 24.7 in 2026 (January to September), up 70%.
- Conversion rate: from 5.3% of clicks in 2024 to 8.2% in 2026.
- Cost per conversion: held between $81 and $94, even though the average cost per click rose from $4.34 to $7.71.
- Pacing: 2026 spend has stayed within budget every month.
- Client
- B2B dental laboratory (anonymous)
- Industry
- Healthcare
- Services
- Analytics & Tracking, PPC
- Timeframe
- July 2021 to now
- How we worked
- White label Google Ads management
Led by Harry James, our Managing Director and former COO of Online Marketing Gurus.
The white label team behind agencies across Australia
agency partners
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deliverables completed
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Google Partner
Through Harry's services, the Google search rankings for almost all SEO target phrases have improved from low to very high rankings within a few months! I am very happy to recommend Technical Content Links for marketing consultants and ad agencies.
Rising click costs are the norm in specialist B2B markets. The answer isn’t only more budget. It’s a structure that shows where conversions come from, a conversion rate that keeps improving, and pacing your client can trust. We run that for you, white label, under your brand.
See how our white label PPC and Google Ads management work, or talk to us about a healthcare client.
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