Google Ads is a powerful tool for driving leads to your website, which can eventually convert into patients for your dental practice. By running targeted Google Ad campaigns, you can focus on specific patient groups or service types.

However, while Google Analytics provides data on impressions and clicks, it doesn't tell you if a patient who clicked on an ad actually made an appointment. This is where Marketing IQ comes in. With Marketing IQ, you can analyze which campaigns are generating the most calls, new patients, and production. This information allows you to monitor the performance of your Google Ads and refine your campaigns accordingly.

Steps for Setting Up Multiple Campaigns from a Single Source

Assumptions

Let's assume your practice is running three Google Ad campaigns for Implants, Crowns, and Emergency services.

Step 1: Purchase Call Tracking Numbers

1. Navigate to Settings.

2. Click on Call Tracking Phone Numbers.

3. Select Buy Phone Numbers to purchase call tracking numbers. For this example, you would buy three phone numbers for the three Google Ad campaigns.

Step 2: Assign Call Tracking Numbers

1. Assign each call tracking number to a referral source. In this case, the referral source is Google Ads, so all three numbers should be tagged to the Google Ads source. 

Step 3: Set Up Campaign UTM Parameters, Set the Referrer and the Referring Website 

1. Click on the blue Advanced Settings icon to access the Campaign window. 
2. Fill out the Google Ads campaign parameters: UTM Campaign, UTM Medium, and UTM Source.

   1. Generate UTM URL

      • Click on the Generate URL box to create a UTM URL. This URL is a simple code added to your website landing page URL to track the performance of a specific campaign.

   2. Implement the UTM URL

      • Copy the URL after the question mark (?) and send it to your webmaster to be added at the end of your landing page URL. Adding this UTM URL helps the referral tracking script display the correct Google Ad campaign number. Without this, the script may randomly display any of the Google Ad numbers instead of the designated one for the specific campaign.

1. Set the referrer as Google Advertisement and add the Referring Website. This step ensures that the script recognizes the referring website that links to your practice website.

Step 5: Insert Referral Tracking Script

1. Obtain the referral tracking script by scrolling to the bottom of the page and clicking on Get Referral Tracking Script.
2. Send the script to your webmaster to be inserted on all landing pages of your website. This script replaces the office number with the designated call tracking number for visitors coming from the referral source.

Note: While hard coding the call tracking numbers on your website landing pages can also track the referral source, using the script offers more flexibility. You can make changes to campaigns without needing to update your website each time.

Step 6: Add Call Tracking Numbers to Google Ads

1. Include the call tracking numbers as the call extension number in your Google Ads. This step ensures that the call tracking number is displayed with the Google Ad text, tracking patients who call directly from the ad without clicking on it.

Final Setup Steps

To complete the setup in Practice by Numbers, ensure you:

1. Add the UTM URL to the landing page URL.
2. Insert the script on your website.
3. Add the call tracking number as the call extension number in your Google Ad.

After completing these steps, test the system in a new incognito window/browser. Open a brand-new incognito window each time you test a campaign to ensure accuracy.

With the setup complete, when a user clicks on a Google Ad, they will be directed to the designated landing page and see the corresponding call tracking number. For example, if a user clicks on the Implant Google Ad, they will land on the implant landing page and see the implant call tracking number. The script on the website will override the office number and display the implant number. If the patient calls to make an appointment, the call’s referral source will be recorded as the Implant Google Ad.

Additional Information on UTM: 

• Landing Page URL and UTM Parameters 
• UTM Parameters to use in Landing Page URLs