The marketing that actually fills an orthodontic chair, in order of return: a complete Google Business Profile with steady reviews, a consult-focused website with local SEO, dentist referrals, and Google Ads for immediate demand. Because a started case is worth $3,000 to $6,000, the math forgives a lot — but only if the site converts and the front desk follows up. Here's what each channel really does for a practice, and when it's worth it.
We run our own service companies on the same marketing stack we build for clients, so the numbers below are how we actually think about cost per lead — not agency theory.
The cheapest, highest-return thing a practice can do. A complete profile with current photos and a steady flow of reviews lands you in the map pack for "orthodontist near me." Ask every finished case for a review; velocity matters more than total count. Cost: your time.
Pages on Invisalign, braces, early treatment, and financing that rank for what parents search — feeding a site built to book free consults. Slower to ramp (three to six months) but it compounds and you own it. The durable engine.
The highest-intent source most practices have. Fast reports back to the referring dentist, a simple referral page, and real relationships keep the pipeline full at almost no media cost. A small, consistent effort here beats a lot of paid spend.
Buys consults today. A consult can run $50–$150 in competitive metros, but against a $3,000–$6,000 case it still pays — if the site converts. Turn ads on after the site and follow-up are solid, never before.
Track one number above all: cost per started case. A worked example:
More marketing isn't always the answer. Hold off if:
Our Grow in Google plan is $597/mo: a consult-focused site, the monthly SEO content engine, Google Business Profile management, and lead attribution so you see which channel produced each consult. Just need the site and after-hours capture? Start Getting Leads is $249/mo. Both are month-to-month and you own everything. A free working demo lands in 48 hours.
Related: orthodontist website design, dentist marketing, SEO for dentists, is local SEO worth it, and the marketing by trade hub.
We don't post stock testimonials. On a 15-minute call we screen-share the real dashboards behind our own businesses — live leads, rankings, and the exact page that produced each one. See the proof →
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