When setting up a Google Ads campaign for your dental clinic, one of the most important decisions is choosing your targeting strategy—local or national.
While it might seem tempting to cast a wide net, the most effective approach depends on your goals, services, and clinic type.
In this blog, we’ll break down Local vs. National Targeting and help you decide what’s best for your dental practice.
Understanding the Basics
Local Targeting
This focuses your ads on a specific geographic area—such as a city, ZIP code, or radius around your clinic.
Example: A dental clinic in Chicago targeting users within 10 miles of their practice.
National Targeting
This strategy shows your ads to people across an entire country, regardless of their exact location.
Example: A dental brand promoting mail-order aligners across the U.S.
Why Local Targeting Is Usually Better for Most Dental Clinics
✅ 1. Attracts Nearby Patients
Patients typically choose dentists close to home or work. Local targeting ensures your ads reach people who can realistically visit your office.
Stat: Over 80% of patients choose a dentist within 10 miles of their location.
✅ 2. Increases ROI by Reducing Wasted Clicks
National targeting often brings irrelevant traffic. Local targeting helps you avoid clicks from users who will never become patients, saving you money.
✅ 3. Improves Relevance & Ad Rank
Google rewards relevance. Local targeting helps your ads better match user intent, leading to higher Quality Scores and lower CPCs.
Tip: Use location-based keywords like “emergency dentist in Austin” or “teeth cleaning near me.”
✅ 4. Enhances Ad Copy & Offers
With local targeting, you can personalize your messaging:
“Trusted Boston Dentist – Book Same-Day Appointments”
That’s far more compelling to a local user than a generic nationwide ad.
When National Targeting Makes Sense
Although most brick-and-mortar dental clinics benefit from local targeting, there are exceptions where national ads can work:
🌐 1. Multi-Location Dental Brands
DSOs (Dental Support Organizations) or chains with clinics in multiple states may run national campaigns and segment ads by region.
🌐 2. Mail-Order Dental Products
If you’re offering products like whitening kits, night guards, or virtual orthodontic services, national targeting helps reach a broader audience.
🌐 3. Specialized Services or Expert Content
If your practice offers rare expertise (e.g., a dental implant educator or second-opinion consultations), national ads can help grow your brand recognition beyond your city.
Combining Both: Hybrid Strategy
In some cases, a hybrid approach works best:
- Local campaigns for patient acquisition (e.g., “Dentist near me”)
- National campaigns for brand awareness or promoting online services (e.g., “Free Virtual Dental Consultation”)
Pro Tip: Use separate campaigns for local and national targeting to better control budgets, keywords, and messaging.
Final Verdict: Local Wins for Most Practices
If you operate a single dental clinic—or even a few locations—local targeting is the smartest, most efficient strategy. It aligns with patient behavior, reduces wasted spend, and delivers better conversions.
National targeting only makes sense if your services go beyond your local area or you operate at a broader scale.
Need Help Choosing the Right Google Ads Strategy?
Our team specializes in Google Ads campaigns tailored for dental practices. We’ll help you choose the best targeting strategy to attract more patients and grow your clinic efficiently.