Thrive Services Used
Project Overview
A leading dental equipment manufacturer wanted to increase leads and conversions across the United States and Canada. The company offers a range of products for dental practices, including dental chairs, equipment and related solutions. However, its paid media strategy was not aligned with its primary objective of driving qualified leads and sales actions.
Thrive Internet Marketing Agency refined the PPC strategy with a stronger focus on conversion-oriented campaign management. After reviewing the account, our team identified campaign misalignment and missed opportunities to capture higher-intent traffic.
By shifting investment away from awareness-based campaigns and refining the account structure to focus on search intent, Thrive helped the client improve efficiency. This resulted in +586 conversions while also reducing cost per lead by 21%, helping rebuild confidence in the account’s performance.
The Results
+586
Conversions
-21%
Cost Per Lead
+5,666%
Clicks
+27%
Conversion Rate
Before performance improved, this partnership faced several important challenges. The client had concerns about account management, was not satisfied with conversion performance and needed stronger results from its paid media investment across key markets.
The results below reflect a meaningful turnaround in both campaign efficiency and lead generation outcomes.
- Conversions: 1,027 to 1,614 (+57%)
- Cost Per Lead: $32.27 to $25.40 (-21%)
- Clicks: 11,450 to 17,116 (+49%)
- PDF Downloads: 743 to 1,109 (+49%)
- Calls From Ads: 241 to 303 (+26%)
- Find-a-Dealer Actions: 44 to 56 (+27%)
The Execution
Thrive restructured the client’s PPC strategy to better support lead generation and capture higher-intent traffic across key markets.
Shifting Budget Toward Conversion-Focused Campaigns
The account had previously invested in video campaigns to drive awareness, but those efforts were not yielding the level of conversions the client expected. Because the main priority was generating leads and sales activity, Thrive paused those campaigns and redirected spend toward search initiatives built to capture stronger buying intent.
Improving Search Targeting and Landing Page Relevance
Our team launched and refined Search and Dynamic Search Ads campaigns to reach users who were closer to taking action. Instead of directing traffic to broad, generic pages, we aligned campaigns with more specific product pages. This created a more relevant landing experience and supported stronger conversion performance.
Expanding Methodically Across the United States and Canada
Geographic targeting was also refined to improve efficiency. Thrive focused first on optimizing campaigns in the United States, where the larger market offered the strongest opportunity to establish performance gains. Once those improvements were validated, we expanded that approach into Canada. We also restructured Canadian campaigns into more targeted segments, giving the account better budget control across product categories and stronger potential for incremental conversions.
Using Audit Insights To Refine Strategy
Thrive conducted a detailed audit of campaign structure, conversion trends, conversion rates, keyword performance, cost per conversion and location targeting. This process revealed that the previous strategy was too heavily weighted toward awareness rather than the client’s most valued conversion goals. Based on those findings, our team shifted the account toward the highest-performing campaign types and product categories while reducing wasted spend.
Capturing Early Wins
One of the quickest gains came from eliminating inefficient video spend. This improved budget allocation almost immediately and created more room for higher-performing campaigns to scale. Over time, that adjustment helped turn the account into a more effective lead generation program.
The Next Steps
The next phase of the strategy will focus on supporting the client’s upcoming artificial intelligence (AI) product launches and identifying new ways to grow engagement and conversions.
Thrive plans to test additional campaign approaches, explore strategies that increase customer interaction across channels beyond search and refine promotional efforts around new product introductions to help drive continued business growth.
