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SmileBox Dental

Combining Google ads and a conversion focused website helped Smile Box get out of a post-pandemic sales rut and 2x their leads.

Conversion Increase

+119%

Lead Volume Increase

+111%

Conversion Rates:

+47% in 2 months

Cost Per Lead

-34%

The Challenge

Smile Box Dental, a leading clinic in Bangkok, experienced a sharp decline in new patient bookings after the pandemic disrupted inbound tourism. While their in-clinic service quality was top-notch, they struggled online with:

  • An outdated website with poor user experience and mobile performance
  • Inefficient Google Ads campaign due to broad matches watsting spend
  • Lack of lead tracking and unclear attribution
  • Over-reliance on foot traffic from tourism

The Strategy

We implemented a two-pronged solution focused on:

  1. Revamping the website to drive more conversions

  2. Rebuilding their Google Ads (SEM) strategy to capture high-intent leads and maximise budget efficiency

  3. Led to expanding through Google Performance Max

Phase 1: Revamp for Conversions

1.1 Improving Site Speed & Core Web Vitals

  • Built a modern, mobile-optimised website with faster load times
  • Simplified navigation, clear signals to buy, and structured treatment pages
  • Reduced page load time from 5.2s to 2.2s (-56%) on mobile

1.2 Conversion Driven Layout

  • Integrated sticky booking buttons and WhatsApp click-to-chat
  • Added persuasive content and testimonials to reduce hesitation
  • Setup contact form that links directly to their LINE business phone

1.3 Tracking & Analytics Setup

  • Added FAQ schema on travel pages to improve visibility in Google SERP features
  • Created a real-time dashboard to monitor lead sources and ROI
  • Tracked form submissions, calls, and click-to-message events

Phase 2: SEM (Google Ads) Performance Overhaul

1.1 Campaign Restructure

  • Shifted from generic to service-specific campaigns (e.g. "Invisalign Bangkok", "Teeth Whitening Sukhumvit")
  • Paused low-converting ad groups and reallocated budget to top performers
  • Added negative keywords to cut waste and boost relevance

2.2 Ad Copy & Landing Page Alignment

  • Wrote new ad copy focusing on trust, reviews (over 500+), and limited-time offers
  • Improved average Quality Score from 5.4 to 8.2

Conclusion

By revamping their website and restructuring their SEM strategy, Smile Box Dental saw:

This case study highlights how technical SEO, content strategy, and keyword research can drive measurable growth in the competitive airline industry.

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