Google Is Not the Strategy (E.325)

“Google ads are not the end all be all. You have lots of options.” – Sara Hansen

Brief Overview of the Episode

When a dental practice wants more new patients, the first question is often, “Should we do Google Ads?”

Sara Hansen challenges that question.

Google may be a strong move for some practices, but it can also become an expensive mistake when it is not tied to the practice’s goals, market, budget, or ideal patient. In this episode, Sara walks through how dentists can evaluate digital advertising with more clarity.

She explains why competition changes cost, why demographics matter, and why platforms like social media, streaming, Apple Maps, AI search, radio, and community-based channels may create better opportunities in certain markets.

The point is simple: Google is a tool. It is not the strategy.

What This Episode Reveals

• Google Ads are not wrong. Treating them as the whole strategy is.
• The most expensive ad campaign is the one that attracts the wrong patients.
• Digital advertising works best when it starts with the growth gap, not the platform.
• Your market, message, and ideal patient should decide where your dollars go.

What You’ll Learn

• How to decide whether Google Ads actually make sense for your practice.
• Why patient behavior should shape where and how you advertise.
• How to think about budget, competition, and return before launching a campaign.
• Why AI search, maps, streaming, and local platforms are changing patient attraction.

If This Sounds Familiar

• You want more new patients, but you are not sure where to spend.
• You feel pressure to run Google Ads because that is what every agency talks about.
• You have tried marketing before and wondered why the leads did not match the practice you are building.
• You are not looking for more noise. You are looking for a smarter path to growth.

Next Steps

Before you launch ads, slow down long enough to ask the right question.

Not, “Should we do Google Ads?”

Ask, “What strategy gives our practice the best chance to attract the right patients at the right cost?”

That answer starts with your market, your message, your budget, and your growth goal.

Google is not the strategy. Neither is staying stuck in a model that limits your growth.

At Unrestricted, you will step back, look at the quality of your revenue, and build a more intentional path forward for your practice.

Learn more and reserve your spot: Attend Here

TRANSCRIPT

[00:00:00] Regan Robertson: Doctor, do you want to advertise on Google? Do you know if you already are advertising on Google? Do you know that aside from Google, there are other forms of digital advertising? Which is right for you? How much should you spend? How much do you expect to get in return? We today, on everyday practices are gonna dive into this subject, uh, to give you kind of the what’s what, so you can really use this information and apply it to your practice in a meaningful way so you’re not wasting your dollars and you have a plan going forward.

[00:00:33] Regan Robertson: Sarah, welcome to our show together. Hello. I’m excited that you are our resident expert in this because this is part of your everyday world digital advertising.

[00:00:46] Sara Hansen: Yeah, and I think it’s a conversation that I have all the time with doctors. It’s probably one of the questions I get asked most actually, is should I do Google ads?

[00:00:58] Sara Hansen: That’s the question of [00:01:00] the day.

[00:01:00] Regan Robertson: This is, I, the vice smile is huge because I am not a digital ads expert by any stretch of the imagination, brand and story. I mean, I, I love that I’m ask me questions all day long. Color psychology, let’s go. But when it gets into the actual execution of the advertising element, there are so many nuances out there that, and, and changing, changing rules at the time.

[00:01:23] Regan Robertson: Mm-hmm. That, you know, it really takes someone dedicated that is gonna stay up on all of those trends and know, so I know this is something that you’re very passionate about. How do you define so that we can set the stage for today? Yeah. How do you define online advertising or digital advertising?

[00:01:40] Sara Hansen: So digital advertising is really a big umbrella, I say, or a big pot full of anything that I would consider digital.

[00:01:49] Sara Hansen: So, um, Google ads, social media, Hulu, even podcast commercials, all of those things. Next door neighbor. Ads. [00:02:00] Um, those are all the things that fall into what we call digital advertising. Most people though, when you say digital advertising, everyone thinks of Google, but that really is just a small portion of the opportunities that are out there for doctors to really use in marketing.

[00:02:19] Sara Hansen: So it’s fun because we get to explore new things all the time.

[00:02:23] Regan Robertson: How do you know, like when you’re taking a practice through, uh, their online advertising strategy mm-hmm. What platforms they should be present in?

[00:02:34] Sara Hansen: Yeah. You know, this is not a one size fits all. Now, I know a lot of marketing companies will say, do Google ads, and while yes, Google can be really successful, the problem with Google is we call it pay to play, right?

[00:02:50] Sara Hansen: So if you’re in a highly competitive area for Google, it is going to cost you more to attract those leads based on the competition. [00:03:00] Rather than in an area where maybe there’s not as much competition. So for example, if it’s going to cost you $20 per click to attract a new patient, oftentimes we find other strategies in that community or that area that can.

[00:03:17] Sara Hansen: You know, give the same amount of new patient results or opportunities coming to the practice without having to spend that much. So it’s important that before doctors, you go into any digital strategy that you have the research, um, that the marketing companies should be doing research because while Google’s great, there’s.

[00:03:36] Sara Hansen: Oftentimes a lot of other opportunities that you can participate in with campaigns and get great attraction without having to spend a lot. Um, and that’s really where, you know, the, the flexibility of marketing comes in is that it’s not one size fits all. You really have a lot of options that you can implement into your practice, so I think it becomes fun.[00:04:00]

[00:04:00] Regan Robertson: Okay. Walk me, be my eyes and ears. Walk me through, okay. Walk me through deciding on, uh, you know, take me through like a common. Attraction goal that, that a practice line has. Yeah. What’s a really common goal? Yeah. And then walk me through that process.

[00:04:16] Sara Hansen: Yeah. So I would say most doctors are wanting to grow their practice in some way.

[00:04:22] Sara Hansen: So, you know, really it comes down to the metrics behind it and what makes sense. Um, so Reagan, as you know. You know, we wanna have a budget, right? A marketing budget, we always recommend four to 8% of collections a month should be going towards your marketing. And when you look at that, and then we back step into what is the gap?

[00:04:44] Sara Hansen: What is the growth gap that we’re trying to fill? And what opportunities will help that practice grow within that gap? Um, when we look at an area, so let’s say you are in. New York City that comes [00:05:00] top of mind. ’cause I was just there. Let’s say you’re in New York City, um, your opportunity within that area is going to be heavy with competition because you have a lot of dental practices in a very, um, you know, congested type of area in a four to 12 mile area.

[00:05:21] Sara Hansen: You have a lot of competition. So your, your, um, rates. For attracting those patients are going to cost you a lot more. Now, if you’re a dentist that is in the middle of Ohio somewhere, it’s going to co cost you a lot less to attract that. So when you’re looking at the growth strategies, and here I’m gonna geek out Reagan, so get prepared.

[00:05:43] Sara Hansen: Um, it’s all about really identifying, do we want to just attract more new patients? And how do we wanna do that? Is it that we wanna grow the revenues? And how do we best do that? So when we look at. At community opportunities, when we look at. [00:06:00] Radio. Um, radio is still a great opportunity, um, that we consider digital.

[00:06:05] Sara Hansen: Um, a new big thing is Hulu ads and streaming because if your patient demographic is maybe middle aged women, guess what doctors they’re watching. Hulu and a great opportunity would be Hulu commercial. So again, looking at the opportunities that are in your area, um, I know next door neighbor is a huge opportunity digitally to be.

[00:06:28] Sara Hansen: Able to have ads and run them and have the community talk about you. So again, we start to look, wait,

[00:06:35] Regan Robertson: tell us what next Door Neighbor is. It’s an app. Why is

[00:06:37] Sara Hansen: it Yes, an app.

[00:06:38] Regan Robertson: Okay.

[00:06:39] Sara Hansen: Yeah. So Next Door Neighbor is an app that a lot of communities have now, it’s not big in every community. So again. If it’s an opportunity in your area, we want to explore that.

[00:06:48] Sara Hansen: But it’s an app that a lot of cities or small towns are on where they kind of can talk about different things within the city. If there’s concerns, maybe they’re looking for a [00:07:00] dentist, um, you know, they’re looking for, Hey, is there someone that can help mow my parents’ lawn this summer? Right. So it’s kind of a community.

[00:07:09] Sara Hansen: Chat room almost. Um, but what’s great is you can actually advertise on that. So there’s a lot of opportunities that I think, you know, we forget about because we’re so focused on Google and social media, which again, those are great opportunities, but are we missing out on other pieces that maybe don’t cost as much and can still provide awesome new patients to your practice or the growth that we’re looking for?

[00:07:35] Regan Robertson: How has AI changed the landscape? Because I know when I searching Google or, uh, being, you know, it’ll come up.

[00:07:42] Sara Hansen: Yeah.

[00:07:42] Regan Robertson: AI generated overview that kind of takes up a lot of real estate and can super dominate.

[00:07:47] Sara Hansen: Yeah.

[00:07:48] Regan Robertson: On top of, you know, the sponsored posts and the sponsored replies and whatnot, how, um, how have you adapted strategies to, to meet that, um, you know, that change in environment?

[00:07:59] Sara Hansen: Yeah, so [00:08:00] it’s interesting because while Google is still ranking probably the number one search platform, what we know is that people now, especially the younger demographics, are utilizing Chat g, pt, um, Claude, all of those platforms, and they’re actually using it as their search engine. And so, you know, AI is is an interesting conversation because people either love it.

[00:08:24] Sara Hansen: They hate it or they’re afraid of it, right? But what we know is that if we use it correctly and we use it in a way that helps, uh, support our growth goals, it is an awesome tool and it really is becoming the next wave. Of some of that digital advertising. So make sure that you are utilizing those platforms for digital because there are opportunities now that you know we’re seeing within the market to be ranking on those other.

[00:08:57] Sara Hansen: Platforms. Um, uh, you [00:09:00] know what, A big question I’ve been asked is apple maps lately as well. Mm-hmm. Um, a doctor asked me about that. Hey, what do we do on Apple Maps? With Apple maps? Well, yes, you can advertise on Apple maps as well. It’s not as heavily utilized. So again, it comes down to that cost versus, you know, return on investment.

[00:09:22] Sara Hansen: So I always recommend researching that. But yes, that is going to be kind of the next wave that’s hitting us, is making sure that you are ranking for those different opportunities that you’re showing up in AI platforms. ’cause people are now starting to use them.

[00:09:39] Regan Robertson: Wow. So I heard, uh, budget, figure out your budget.

[00:09:42] Sara Hansen: Yes.

[00:09:42] Regan Robertson: And you know, the different types of advertising that exist right now, today, what’s coming on? Mm-hmm. You know, on, on the horizon with Apple Maps and some of the newer, um. Platforms, uh, can you talk to me again about the demographics, the psychographics, especially [00:10:00] like where, where these people are, are really, their digital footprint is being left in relation to growth.

[00:10:05] Regan Robertson: Because I hear a lot of agencies, you know, they promise new patients. They don’t really say what type of patients though. The practice can be busy and still not filled with the patients that the dentist really deserves or wishes to serve. Yeah. So how do you navigate that?

[00:10:24] Sara Hansen: Yeah, so ads don’t necessarily bring in the wrong patients, but you have to be intentional about your growth.

[00:10:32] Sara Hansen: So when you have a marketing system that’s implemented into your practice and your core messaging is aligned, again, those are some of the things that we’ve already been talking about on this podcast. But what does that messaging, what type of patient do you want to attract? It is. Really important that that messaging and basically your strategy is aligned with those ads.

[00:10:56] Sara Hansen: Um, if your practice is built on high [00:11:00] value relationship. You know, best care, that sort of thing. Um, we can actually align to those types of patients. But again, if you are working with a company and you feel like that you’re attracting the wrong patients, it’s probably because it’s mismatched somehow with, with what you’re looking for.

[00:11:17] Sara Hansen: So you can be really intentional and really targeted with who you’re wanting to attract. Um. I guess it’s good and bad in the fact that so much of what we consume is online and we do have a digital footprint that we leave whether we like it or not. So, Reagan, have you ever been shopping for, I’m gonna say a pair of shoes.

[00:11:38] Sara Hansen: ’cause you know I love shoes For a pair of shoes you click on, you go to a website. Let’s say DSW. You click on it, you look at it, a pair of shoes, maybe you even put it in your bag, but then you’re like, eh, let me think about it. And then that shoe like follows you around on different platforms. Oh, yeah, yeah.

[00:11:56] Regan Robertson: Oh yes,

[00:11:56] Sara Hansen: yes. So again, it [00:12:00] tracks what you’re doing and it’s really wanting to know how are you consuming it? It’s reminding you, Hey, don’t forget about me. So there’s top of

[00:12:10] Regan Robertson: mind. Top

[00:12:10] Sara Hansen: of mind. Yeah, top of mind. Remember how cute these shoes are. So, but again, what that’s doing is it’s learning your algorithms and what things are speaking to you.

[00:12:21] Sara Hansen: It’s just like with social media, when you’re scrolling, it starts to feed you things to see what you’re clicking on, what you’re liking, and then it starts to feed you more of that. So. When we do that with patients, when we create digital advertising, we’re wanting to know, one, how they consume media, so what platforms are important to them.

[00:12:42] Sara Hansen: So we know with, you know, the older demographic, they really still like and utilize Facebook, where a lot of the, you know, 35 and under, well,

[00:12:52] Regan Robertson: Facebook hanging on,

[00:12:52] Sara Hansen: I know it’s still alive and well. And the younger demographics are doing more [00:13:00] TikTok, right? Where us middle-aged moms love Instagram. So again, understanding how your patients or the potential patients that you want to target and attract to your practice, how they’re consuming media is really important because now you can create the correct messaging and.

[00:13:19] Sara Hansen: Attract the patients that you want based on the strategy that you know, you need to hit those growth goals.

[00:13:27] Regan Robertson: What do you want doctors to know, uh, about engaging in digital advertising and, uh, if it’s right for them at this time?

[00:13:39] Sara Hansen: Yeah, so listen, doctors, I know that digital advertising is expensive, so I guess what I want you to know is.

[00:13:47] Sara Hansen: Google ads are not the end all be all. You have lots of options. Um, and I think it’s understanding what options you have and then what fits your practice the best. Um, if Google Ads are [00:14:00] right for you, by all means, let’s do it right. But if they’re not, I don’t want you to feel discouraged. Um, you have a lot of options, a lot of opportunities on several different platforms that create.

[00:14:11] Sara Hansen: The same amount of patient attraction that Google Ads would, um, without you having to spend a ton and you can still maintain that marketing budget.

[00:14:22] Regan Robertson: Thank you, Sarah. Yeah. Is there anything else you want listeners to know when it comes to the success? What I love, by the way, is I already feel like, regardless of my budget, because four to 8% of your collections, that can vary depending on the practice, who you see and the area that you live in.

[00:14:39] Regan Robertson: Compared to competition. Um, so it could be an abundance or it could be not even enough to touch the surface. So I love that. It sounds like there is a digital advertising, you know, solution and strategy that will work for me regardless of what the budget is. Is there anything else you want our listeners to take away?

[00:14:55] Sara Hansen: Yeah, no, I mean really doctors, it is just about [00:15:00] understanding what is best for you. Um, and you know, again, your practice is not the same as every other practice down the street. So really diving into what strategy makes sense for you. How the growth goals will be achieved. And that is really, I would say my number one recommendation is just really look around, see what opportunities are there.

[00:15:22] Sara Hansen: Um, we’re always happy to help look at demographics as well for you, you know, um, that’s easy for us to do. So if you’re like, Hey, I’m not sure what I’m supposed to be doing here, or if it makes sense, um, shoot me an email. And again, I’m happy to kind of pull that for you. And I, I’d be happy to give that to you.

[00:15:41] Sara Hansen: Um. That way you can find really what makes sense.

[00:15:45] Regan Robertson: Well, thank you so much, Sarah. Doctors.

[00:15:47] Sara Hansen: Yeah.

[00:15:48] Regan Robertson: If you know anybody who’s considering Google advertising, send them this podcast before they pull the trigger.

[00:15:55] Sara Hansen: Yes. Thanks, Reagan.

[00:15:57] Regan Robertson: Thanks, [00:16:00] Sarah.