For June to August, the plan shifts to 100% paid ads and 0% organic posting, using Traffic to warm audiences and Lead Generation to capture higher-intent enquiries.
Traffic + Lead Generation
No retargeting campaign
Fremantle and nearby suburbs
On Point Dental already has strong paid angles live across emergency care, first visits, implants, Invisalign, wisdom teeth, patient offers, and open-7-days convenience. The priority now is to separate these angles by intent so each ad has a clear role.
Traffic ads should use relatable, educational, and reassurance-led content to drive landing page views and build familiarity before a patient is ready to enquire.
Lead Generation ads should use clearer service and offer-led hooks for people who are closer to booking or asking a question.
Because the strategy is paid-only, the ads should keep showing fresh angles so local patients do not see the same message too often.
The current live ads already cover several useful patient concerns. The issue is not a lack of topics; it is making sure each topic is used in the right campaign based on where the patient is in the decision process.
Open 7 days, what to expect when you visit, promotional social media ad, and patient offer themes can help reduce uncertainty and make the clinic feel easier to approach.
Wisdom teeth, Invisalign, and implant payment angles can work in Traffic when educational, then shift into Lead Gen when the message is consultation-focused.
Emergency dental, new patient promos, implant consultation, and clear aligner consultation are stronger for direct enquiry once the message is simple and action-focused.
For June to August, the plan focuses on Traffic and Lead Generation only. Traffic builds familiarity and interest. Lead Generation captures people who are ready to ask a question or book.
Use relatable, educational, and reassurance-led creatives to help local patients understand the clinic, reduce hesitation, and visit the website before they are ready to enquire.
Use clearer service and offer-led creatives for patients who are closer to taking action, especially around emergency care, new patient visits, implants, wisdom teeth, and aligners.
The creative split matters because the same topic can perform differently depending on how direct the message is. Traffic should reduce hesitation first. Lead Gen should make the next step clear.
“Haven’t been to the dentist in a while?”
For people who feel overdue, nervous, or unsure where to start.
“Here’s what to expect when you visit.”
Shows the appointment pathway in a calm, simple way before someone enquires.
“Not sure if that tooth pain is urgent?”
Uses a practical question to help people understand when to seek advice.
“Ready to book a new patient visit?”
Clear next-step creative for people ready to submit an enquiry or book.
“Thinking about dental implants?”
Focused on consultation, suitability, and understanding options without overpromising.
“Need a dentist open 7 days?”
Direct response creative built around convenience, access, and timely care.
Each month refreshes the strongest patient concerns while keeping the strategy focused on Traffic and Lead Generation.
The strongest messaging will not start with the treatment name. It will start with what the patient is experiencing, delaying, comparing, or unsure about.
People who have been putting off dental care because of embarrassment, uncertainty, cost concerns, or anxiety around the appointment.
People with tooth pain, a broken tooth, wisdom teeth concerns, or uncertainty about whether they need to be seen soon.
People exploring dental implants, Invisalign, or cosmetic treatment who need clarity before submitting an enquiry.
Busy adults and families who value convenience, 7-day access, clear communication, and a local clinic that feels approachable.
Because the plan is 100% paid ads, the key measure is whether the campaigns create stronger landing page activity, enquiry volume, and enquiry quality.