İnci Dental Clinic — Digital Marketing & CRM Management
Google Ads, Meta Ads and CRM integration for Istanbul's leading dental clinic chain
Case summary
Industry
Healthcare — Dental Clinic Chain
Country
Turkey · 50-100+ employees, 6 branches
Duration
reference period
Services
Primary result
+45% Online Appointment Growth
Data sources
Starting point
İnci Dental Clinic is a dental chain in Istanbul: six branches and a team of 50-100+ people. The branches serve different districts of the city, while the advertising budget is run from a single centre.
The clinic was already advertising. What was missing was not advertising itself — nowhere could you see, in one place, which spend produced how many appointments and for which branch.
Diagnosed problem
In dentistry the decision window depends on the treatment. An urgent enquiry driven by pain turns into a same-day appointment, while for implants or orthodontics the patient researches first, compares prices, and only then makes contact.
We found three bottlenecks. The ad account had been built without separating branches and treatment groups, so budget flowed to whatever earned the most clicks rather than the most appointments. Second, the link between an enquiry and a completed appointment was not measured. Third, patient follow-up was scattered across each branch's own records.
Strategy
We kept the order strict: measurement first, optimisation second, budget decisions last. We did not touch bidding until the appointment event was properly defined.
In Google Ads we rebuilt the structure along two axes — branch and treatment group — so each campaign answers the demand of one district and one group of services. We positioned Meta Ads not as a direct booking channel but as a second touch that brings back visitors who left the site without booking.
The CRM integration became the backbone of the whole setup: which ad an enquiry came from, which branch it landed in, and which stage it sits at, all on one screen.
Implementation and deliverables
- Rebuilding the Google Ads account around branches and treatment groups
- Defining the online booking form as a conversion event and tracking it end to end
- Meta Ads remarketing for visitors who left the site without booking
- CRM integration: every enquiry recorded with its source, branch and stage
- Patient follow-up automation in the CRM — the team is alerted when an enquiry stalls at a stage
- A performance marketing loop: search term review, negative keyword upkeep, bid adjustment
Before/after metrics
| Metric | Before | After | Source |
|---|---|---|---|
| Online appointments | reference period | +45% | CRM |
| Google Ads ROAS | reference period | 4.2x | Google Ads |
| Patient acquisition cost | reference period | −30% | Google Ads / Meta Ads |
| Patient follow-up | scattered across branch records | automated in the CRM | CRM |
Limitations and learnings
In healthcare we make no claims about clinical outcomes; what we measure is marketing performance. None of the figures here says anything about treatment success, patient satisfaction or medical results.
Every number belongs to this one clinic. They were measured in the conditions of a six-branch chain in Istanbul with 50-100+ staff; we do not promise the same outcome in another city, in a single-site clinic, or with a different treatment mix.
We do not publish the baseline period as a number, because the measurement setup was built as part of this engagement — the earlier data was not collected the same way. That is why the table reads "reference period".
ROAS is sensitive to treatment pricing: with a different mix of treatments, identical ad performance produces a different ROAS. The percentage changes cover advertising-driven enquiries only and exclude word-of-mouth and direct walk-ins.