Excerpt from a YouTube interview (How To Find The Right Ad Platform For Your Business) where Sabri Suby explains how to choose ad channels for a dental practice. Key points: find customers where they search (Google Search, Google Maps, organic ranking), use Google Ads to capture in-market searchers, then scale via Facebook ads for offers (e.g., teeth whitening) or to reactivate existing patient lists. Emphasis on ROI-driven metrics: cost per lead, customer acquisition cost, lifetime profit per patient, close rates across lead sources, and segmenting audiences for programmatic/retargeting campaigns.
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Wants to go to a dentist. Nobody wants to go to dentist, and particularly kids. How do you help them? What's a typical situation?
Yep. First of all, we look at where are the customers?
Right.
Where are the people that need your service?
You mean new clients or.
New clients. Right. And so something like that is like, if someone's looking for a dentist, they're going to Google, right? They're going to Google, they're typing dentist in the suburb that it is that they live in. And that's the first port of call. You need to make sure that you are where your customers are looking for you, otherwise you're invisible to them. So we look at, obviously running some Google Ads. We look at getting them ranked organically and also on the Google maps. So they've got a heavy presence there. And that's finite. Right. Depending on how many patients that they're looking to put on the books, there's only so many people that are searching for a dentist each and every month. So once you've tapped out that channel, then we look at, okay, what's the next lever that we can do to apply to help you get more growth? It might be, okay, you've got a book of 3,000 patients, but most of these people aren't coming in every 12 months and getting a clean and getting a checkup. So how about we run Facebook ads specifically to those people and entice them with an offer to get them to come back in? Or what are some other services that you make a lot of profit off? It might be teeth whitening. That's a mass market service that everybody wants. Everybody wants to have a Hollywood smile. How about we run Facebook ads to everybody? We knowing that that is an offer that would appeal to everybody and start pushing a message, a stimulus in front of these people to get them to act and then come back into your. Into your clinic.
And do you manage the data for them as well, or do you show them how to manage the data as opposed to just doing the. Of the funnel? Like, do you make sure that, you know, the data identifies who we're talking to and that somehow you can actually, you know, someone might be interested. For example, I could be a dentist and I might. Some people might be interested in teeth whitening. Some people might be interested in braces, some people might. Teeth training. You know, there's. Let's say there's six different types of sets of people who are interested in me. Do you then help them build up programmatically ads that go out to each one of those individuals and Start to follow them around.
Correct. So one of the our obviously big points of difference is that like, we're completely ROI driven. Like, we don't talk about any of the soft intangible metrics like impressions and clicks and all that crap. We're like, how much money did we spend and how much money did we get out?
That's the roi. Yeah.
What's the cost per lead? What's it costing us to acquire a customer? What are we going to earn in profit off that customer over their lifetime and really break down the unit economics of it and really apply like, you know, this kind of venture capitalist thinking to looking at the hard unit economics of building a business. And we're looking at each sector, we're looking at what the close rate is of these leads compared to these leads, and where do you get the highest return on your investment? You might get a cheaper lead for these guys, but are they contributing as much profit to the business?
Well, they might not even convert. Correct. You might get 100 leads, but one converts.
Yeah. So we're looking all the way from the first click all the way to closing the loop on that sale to have a look at which is the channel that's the most profitable. Hey, guys, if you enjoyed this video, make sure that you click the like button and subscribe. We're dropping a video on YouTube every other day and you, if, and if you've got any questions about any of the content that I covered in this video, just basically leave a comment with heysubri in the comment section. And every week we're also trying to go through all those questions and get them answered. So go ahead, click subscribe and we'll see you in the next video.
