Double Bay Cosmetic Dentist — Performance Marketing
A cosmetic dentist was getting general check-up patients — performance marketing now targets high-value Invisalign and veneer enquiries.
TL;DR
- Challenge:
- A Double Bay dentist wanting to shift from $200 check-ups to $8K+ Invisalign but marketing was attracting the wrong patients.
- Approach:
- Meta visual ads (AHPRA-compliant), Google Ads for cosmetic intent, retargeting with Afterpay messaging.
- Result:
- +312% Invisalign/veneer enquiries, average case value $320 → $7,200, cosmetic revenue up 467%.
Key Results at a Glance
+312%
Invisalign/veneer enquiries
+2,150%
Average case value
+467%
Monthly cosmetic revenue
Client Context
Business Type
Cosmetic + general dentistry
Founded
2016
Team Size
3 dentists + 2 hygienists + admin
Market
Sydney Eastern Suburbs (Double Bay, Bondi Junction, Woollahra)
Revenue Tier
$2.1M annual revenue
Stack Before
Dentally, Google Ads (generic check-up campaigns), no Meta
The Challenge
The practice wanted to shift from general dentistry to high-margin cosmetic procedures (Invisalign, veneers, whitening) but all their marketing attracted $200 check-up patients, not $8,000 Invisalign cases.
Goals & KPIs
North-Star Metric
Shift patient mix from 90% general to 60% cosmetic within 6 months
Supporting KPIs
Invisalign/veneer enquiries/month
Target: 30+
Average case value
Target: $6K+
Cosmetic revenue/month
Target: $50K+
AHPRA compliance
Target: 100% of creative
Afterpay/finance conversions
Target: 40% of cases
Discovery & Research
Audit Findings
- •All Google Ads targeting generic "dentist near me"
- •Zero Meta presence
- •No cosmetic-specific landing pages
- •AHPRA-non-compliant testimonials
- •No BNPL messaging
Baseline Issues
- •8 Invisalign enquiries/month
- •$320 average case value (check-ups)
- •$12K/month cosmetic revenue
- •AHPRA compliance risk
Competitor Insight
Top Sydney cosmetic dentists ran Meta with AHPRA-compliant before/after (with disclaimers), Google Ads for "Invisalign cost Sydney", and Afterpay/Zip messaging.
Audience Insight
Sydney Eastern Suburbs women 25-45 (HHI $150K+) research cosmetic dental for 3-6 months and are 5x more likely to commit with a payment plan.
Strategy
Core Hypothesis
“If we target Eastern Suburbs women 25-45 with cosmetic-specific Meta + Google combined with payment plan messaging, then case value + volume will scale together.”
Positioning Shift
Repositioned as "Double Bay's cosmetic dentistry specialists — Invisalign + veneers from $99/week".
Channel Mix
Meta visual ads (cosmetic) · 45%
Before/after + demographic targeting
Google Search — cosmetic intent · 30%
High-intent capture
Retargeting with Afterpay · 20%
Payment plan conversion
AHPRA compliance framework · 5%
Risk mitigation
Our Approach
Meta visual ads
Created before/after smile transformation ads (AHPRA-compliant, with disclaimers) targeting women 25–45 in Eastern Suburbs — the highest-converting demographic for cosmetic dental.
Google Ads for cosmetic intent
Targeted "Invisalign cost Sydney", "dental veneers Double Bay", "teeth whitening near me" — with landing pages showing pricing ranges and payment plans.
Retargeting with social proof
Retargeted website visitors with transformation galleries and Afterpay/Zip payment plan messaging — reducing the financial objection for $5K–$12K treatments.
Phased Roadmap
Weeks 1–4
Foundation
- →AHPRA compliance framework + creative approval
- →Cosmetic landing pages (Invisalign, veneers)
- →Payment plan messaging integration
- →Meta pixel setup
Weeks 5–16
Launch
- →Meta ads targeting Eastern Suburbs women 25-45
- →Google Ads for "Invisalign cost Sydney"
- →Landing pages with pricing tiers
- →Enquiries: 8 → 22/month
Weeks 17–26
Scale
- →Retargeting with Afterpay + Zip messaging
- →Financing calculator on LP
- →Case value shifts (general → cosmetic)
- →Enquiries: 33/month, revenue: $68K
What We Built
The Results
Monthly Invisalign/Veneer Enquiries
Before vs After — 6 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Invisalign/veneer enquiries | 8/month | 33/month | +312% |
| Average case value | $320 (check-ups) | $7,200 (cosmetic) | +2,150% |
| Monthly cosmetic revenue | $12K | $68K | +467% |
“We went from a check-up clinic to a cosmetic practice. Our average case value jumped from $320 to $7,200.”
Dr. Sarah W.
Principal Dentist
Key Insights
- →AHPRA-compliant creative (with disclaimers) performed 92% as well as non-compliant — no need to break rules
- →Payment plan messaging lifted conversion 3.4x — cosmetic dental customers need budgeting help
- →Meta before/after content drove aspiration; Google closed the deal
- →Case value shift meant fewer patients + higher revenue — better lifestyle for the dentist
What's Next
Adding smile makeover packages, launching TikTok content (AHPRA-compliant), and expanding to a second clinic in Bondi Junction.
Ready to see similar results?
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Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.