Best Dental PPC Keywords by Procedure
The highest-converting Google Ads keywords for every dental procedure — from cleanings and implants to Invisalign and emergency care. Organized by intent, cost, and expected ROI.
Best Dental PPC Keywords by Procedure
Keyword selection makes or breaks a dental Google Ads campaign. Target the wrong keywords and you'll pay $30–$50 per click for patients worth $200. Target the right ones and you'll generate $5,000+ implant cases at a fraction of the cost. The difference between a dental practice that scales profitably with PPC and one that quits after three months almost always comes down to which keywords they're bidding on.
We've managed PPC for dentists across every procedure type, and we've built extensive data on which keywords convert, which waste money, and which deliver the highest lifetime patient value. Here's the complete breakdown organized by procedure.
How to Think About Dental Keywords
Before diving into specific keywords, you need to understand three dimensions that determine whether a keyword is worth bidding on:
Intent level: Is the searcher ready to book, or just researching? "Dentist near me" signals booking intent. "What causes tooth pain" signals research.
Competition and CPC: High-value procedures attract more advertisers, driving up costs. You need to know what you'll pay before you bid.
Patient lifetime value: A cleaning patient might be worth $300/year. An implant patient might be worth $15,000. The keywords you target should align with the case values you want.
The best dental PPC strategy targets a mix of high-intent general keywords for volume and procedure-specific keywords for high-value cases.
General Dentistry Keywords
These are your bread-and-butter keywords — high volume, moderate competition, and they fill your hygiene schedule.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| dentist near me | $8–$20 | High | Medium |
| best dentist in [city] | $6–$15 | High | Medium |
| family dentist [city] | $5–$12 | High | Medium |
| new patient dentist | $8–$18 | Very High | Medium |
| dentist accepting new patients | $6–$14 | Very High | Medium |
| dental office near me | $7–$16 | High | Medium |
| [city] dentist open Saturday | $4–$10 | High | Medium |
Keywords to Avoid
- "dentist" alone (too broad, mostly maps results)
- "dental school near me" (students, not patients)
- "free dental clinic" (charity seekers)
- "dental insurance" (not looking for a dentist)
- "how to become a dentist" (career searchers)
Strategy Notes
General keywords drive volume but attract a mix of insurance-dependent and cash-pay patients. Layer in demographic targeting and bid adjustments for higher-income zip codes to improve patient quality. Always include "near me" and city-specific variations — dental is hyperlocal.
Emergency Dental Keywords
Emergency keywords are the highest-intent dental keywords available. Someone with a cracked tooth at 10 PM isn't comparison shopping — they need help now.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| emergency dentist near me | $15–$35 | Urgent | High |
| emergency dental care | $12–$30 | Urgent | High |
| 24 hour dentist | $10–$25 | Urgent | High |
| walk-in dentist near me | $8–$20 | Urgent | Medium |
| tooth pain dentist | $8–$18 | Urgent | Medium |
| broken tooth repair | $10–$22 | Urgent | High |
| same day dentist [city] | $8–$18 | Urgent | Medium |
| toothache emergency | $10–$25 | Urgent | Medium |
Strategy Notes
Emergency keywords convert at 15–25% — the highest of any dental keyword category. These patients also frequently need follow-up work (root canals, crowns, implants), making their lifetime value significantly higher than the initial visit.
Run emergency campaigns 24/7 if you offer after-hours service. If not, schedule ads during extended hours and weekends when patients are most likely to search. Use call-only ads and call extensions — emergency patients want to talk to someone immediately, not fill out a form.
Want a keyword strategy built for your practice? We research, implement, and optimize PPC campaigns for dentists based on your specific procedures, market, and growth goals. Book a free strategy call →
Dental Implant Keywords
Implants are the highest-value procedure in most dental practices. A single implant case runs $3,000–$6,000. Full-arch cases (All-on-4) can exceed $25,000. The keywords are competitive, but the ROI justifies aggressive bidding.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| dental implants near me | $15–$40 | High | Very High |
| dental implant cost | $12–$30 | Research/High | Very High |
| tooth implant [city] | $12–$35 | High | Very High |
| All-on-4 dental implants | $15–$45 | High | Very High |
| full mouth dental implants | $15–$40 | High | Very High |
| implant dentist near me | $12–$30 | High | Very High |
| dental implant consultation | $10–$25 | Very High | Very High |
| affordable dental implants | $10–$30 | High | High |
| dental implant financing | $8–$20 | High | Very High |
Keywords to Avoid
- "dental implant problems" (existing patients with issues)
- "dental implant failure" (negative research)
- "how long do dental implants last" (purely informational)
- "dental implant vs bridge" (early research, low conversion)
- "dental implant school" (education seekers)
Strategy Notes
"Dental implant cost" is a unique keyword — it seems informational, but it actually converts well because cost is the primary barrier for implant patients. They're ready to move forward if the price is right. Send these clicks to a page that addresses cost openly and highlights financing options.
Implant keywords deserve their own campaign with a dedicated budget. Don't let general dentistry keywords eat into your implant spend. Create specific landing pages for single implants, multiple implants, and full-arch options.
Cosmetic Dentistry Keywords
Cosmetic patients are aspirational buyers. They're not in pain — they want to look better. This changes the keyword strategy and the messaging.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| cosmetic dentist near me | $10–$30 | High | High |
| teeth whitening near me | $6–$15 | High | Medium |
| dental veneers cost | $8–$20 | Research/High | Very High |
| porcelain veneers [city] | $10–$25 | High | Very High |
| smile makeover | $8–$20 | High | Very High |
| cosmetic dental bonding | $6–$15 | High | Medium |
| professional teeth whitening | $6–$18 | High | Medium |
| best cosmetic dentist [city] | $10–$25 | High | High |
Strategy Notes
Cosmetic keywords convert best when paired with visual proof. Landing pages for cosmetic procedures should feature before/after galleries prominently. Video testimonials from cosmetic patients outperform text-only testimonials by 3–4x for this category.
Veneers and smile makeover keywords have the highest case values ($10,000–$40,000+) but longer sales cycles. These patients often need multiple touchpoints before committing. Use retargeting to stay visible after the initial click.
Invisalign and Orthodontic Keywords
Invisalign searches are high-intent and high-value. The brand recognition does the selling — patients already know what they want and are looking for a provider.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| Invisalign near me | $8–$20 | High | High |
| Invisalign cost | $6–$15 | Research/High | High |
| Invisalign dentist [city] | $8–$18 | High | High |
| clear aligners near me | $6–$15 | High | High |
| Invisalign consultation | $6–$12 | Very High | High |
| adult braces near me | $6–$15 | High | High |
| Invisalign financing | $5–$12 | High | High |
Keywords to Avoid
- "Invisalign reviews" (research phase, low conversion)
- "Invisalign vs braces" (early comparison shopping)
- "Invisalign at home" (not looking for a dentist)
- "how does Invisalign work" (purely informational)
- "Invisalign discount" (price shoppers who won't commit)
Strategy Notes
Invisalign campaigns perform best with special offers: "$500 off Invisalign" or "Free Invisalign Consultation + 3D Scan ($350 Value)." The offer gets them in the door; the consultation closes the case. Average Invisalign case value runs $4,000–$7,000.
Root Canal and Restorative Keywords
Patients searching for root canals and crowns are typically in pain and need treatment. These are mid-value, high-intent keywords.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| root canal dentist near me | $10–$25 | Urgent | High |
| root canal cost | $6–$15 | High | High |
| dental crown near me | $8–$20 | High | Medium-High |
| same day crown dentist | $8–$18 | Very High | High |
| painless root canal | $8–$20 | High | High |
| root canal specialist | $10–$25 | High | High |
Strategy Notes
"Painless" is a powerful modifier for root canal keywords. Dental anxiety is the primary barrier for these patients. Ads and landing pages that address fear directly ("sedation available," "gentle care," "painless procedures") convert significantly better than those that don't.
Same-day crowns (CEREC) are a strong differentiator. If you offer this technology, bid on those keywords — patients will pay a premium for convenience.
Pediatric Dental Keywords
Pediatric keywords have lower CPCs and target parents making decisions for their children. These are relationship-building patients — capture the kids and you often get the parents too.
Top Performers
| Keyword | Avg. CPC | Intent | Value |
|---|---|---|---|
| kids dentist near me | $5–$12 | High | Medium |
| pediatric dentist [city] | $5–$15 | High | Medium |
| children's dentist near me | $4–$10 | High | Medium |
| first dental visit child | $3–$8 | High | Medium |
| kid-friendly dentist | $4–$10 | High | Medium |
Strategy Notes
Pediatric campaigns should emphasize the child-friendly experience: "Fun, Gentle Dental Care for Kids." Parents choose pediatric dentists based on the child's comfort level. Photos and videos of happy kids in your office perform well.
The real value of pediatric patients is the family acquisition. When you win the child, the parent often switches too. Calculate lifetime value based on family, not individual.
Building Your Keyword Strategy
Budget Allocation by Procedure
For a dental practice running $3,000–$5,000/month:
- 40% — General and emergency keywords (volume and immediate needs)
- 30% — Implant and cosmetic keywords (high-value cases)
- 15% — Invisalign/orthodontic keywords (consistent value)
- 10% — Branded keywords (protect your name)
- 5% — Testing new keyword themes
Match Type Strategy
- Exact match for your proven, highest-converting keywords
- Phrase match for your core keyword themes to capture variations
- Broad match only with extensive negative keyword lists and close monitoring
Negative Keyword Essentials
Apply these across all dental campaigns:
- Jobs, salary, career, hiring, school, degree
- Free, pro bono, cheap, discount, coupon
- DIY, home, at home, yourself
- Insurance, Medicaid, Medicare (unless you accept them)
- Reviews, reddit, yelp (informational only)
- How to, what is, definition
Measuring Keyword Performance
Don't just track clicks and cost per lead. Track through to the metrics that matter:
Cost per lead — What you pay for a form fill or phone call Cost per booked appointment — What you pay for someone who actually schedules Cost per new patient — What you pay for someone who shows up Cost per treatment case — What you pay for someone who accepts treatment Revenue per keyword — What each keyword actually generates in practice revenue
The keyword with the lowest cost per lead isn't always the best keyword. A keyword generating $50 leads that convert to $5,000 implant cases is vastly more valuable than a keyword generating $20 leads that convert to $200 cleanings.
Need a keyword strategy tailored to your dental practice? We build and optimize PPC campaigns for dentists using data from hundreds of dental accounts. We know which keywords work for your procedures, your market, and your growth goals. Get your free keyword audit →
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