+72%
conversion rate after the strategy shift
-49%
cost per conversion after the strategy shift
The Challenge
Hoboken sits in one of the most competitive dental markets in the country — dense, NYC-adjacent, and full of practices bidding on the same core search terms, from routine checkups to cosmetic and implant work. A generic, set-it-and-forget-it campaign doesn't win in a market like that. It takes real competitive research and a strategy built around exactly who the right patient is and how they search.
The Turning Point
We rebuilt the campaign strategy from the ground up — deeper competitive analysis to understand exactly who else was winning that market and why, sharper audience targeting, and an ongoing testing and optimization cadence instead of a set-and-forget approach. Same business, same market, same ad spend. The difference was the strategy behind it.
The Results
BEFORE — GENERIC STRATEGY:
6.46%
average conversion rate
$126.13
average cost per conversion
AFTER — REFINED STRATEGY WITH LANTHIA MEDIA:
11.10%
average conversion rate
$63.94
average cost per conversion
The Full Picture
750
total booked appointments generated
$59,253
total ad spend over this period
$79.00
blended average cost per conversion
A Closer Look
One thing worth calling out: click-through rate actually declined over this period — from about 5.4% in the earlier era down to roughly 4.3% after the strategy shift. That might look like a red flag out of context, but it's the natural result of a campaign that scaled up. Average monthly impressions grew from about 5,400 to over 7,700 across the same period — a substantial increase in reach. A modest CTR dip against that kind of reach expansion is expected, not concerning; the real signal is that conversion rate climbed anyway, meaning the additional traffic was still high-quality, not just high-volume.
See What a Sharper SEM Strategy Could Do for Your Practice
In a competitive local market, generic campaigns don't win. A strategy built around real competitive and audience research does.
Or reach out: (908) 403-0727 | CLanthier@LanthiaMedia.com