Lilac Dental Clinic

Lilac Dental Clinic, a leading general and cosmetic dental practice in Abu Dhabi, partnered with Berkeley Health to scale patient acquisition through a focused performance marketing strategy. The clinic operates in one of the most competitive dental markets in the GCC, where established multi-location chains, expat-targeted practices, and aggressive Google Ads spend from competitors made it difficult to capture high-intent search demand cost-effectively.

The primary objectives were twofold. First, to overhaul the clinic's paid advertising to reduce wasted spend and consistently generate high-quality consultation enquiries for both general dentistry and higher-value cosmetic treatments. Second, to build a sustainable organic search foundation that would rank Lilac for commercially valuable Abu Dhabi-specific dental terms, reducing long-term reliance on paid media.

Lilac needed a partner that understood both healthcare marketing and the nuances of the UAE market, including bilingual search behaviour, MOHAP advertising compliance, and the distinct patient journeys for routine dental care versus elective cosmetic treatment.

Lilac's existing Google Ads account suffered from structural inefficiencies typical of practices managed without specialist healthcare PPC expertise. Pulling in irrelevant traffic, searches for dental jobs, dental schools, and pricing comparisons unrelated to Abu Dhabi were eating into the daily budget. Ad groups were over-consolidated, with cosmetic and general dentistry keywords competing in the same campaigns, which diluted ad relevance and depressed Quality Scores. Landing pages were generic, sending whitening searchers and root canal searchers to the same homepage, which hurt conversion rates and inflated cost-per-acquisition.

On the SEO side, Lilac was effectively invisible for the searches that mattered most. Core commercial terms were dominated by larger competitors with significantly stronger backlink profiles and more comprehensive treatment content. Lilac's website had limited service-page depth, no local SEO foundation (incomplete Google Business Profile, inconsistent NAP citations across UAE directories), and no content addressing the high-intent informational queries that build topical authority, questions like cost comparisons, treatment timelines, and "veneers vs composite bonding" decision content.

The competitive landscape in Abu Dhabi added further difficulty. Meaning every wasted impression carried real budget consequences.

Berkeley Health deployed a tightly integrated SEO and PPC strategy designed specifically for the Abu Dhabi dental market.

Paid Search Restructure

We rebuilt the Google Ads account from the ground up. Campaigns were split by treatment category and intent, separating high-value cosmetic campaigns from general dentistry and from brand defence. Within each campaign, tightly themed ad groups allowed us to write ad copy that mirrored search intent precisely, lifting Quality Scores and lowering CPCs. We introduced robust negative keyword lists targeting job searches, educational queries, and out-of-market geographies, and built dedicated landing pages for each core treatment so that searchers landed on a page that directly answered their query. Conversion tracking was rebuilt to give us clean attribution data to optimise against.

SEO Foundation and Content Strategy

We executed a full technical SEO audit, resolving indexation issues, improving site speed, and implementing schema markup to improve how Lilac appeared in search. We rebuilt the Google Business Profile and ran a citation cleanup across UAE-specific directories to strengthen local search signals. Content production focused on two pillars: in-depth, SEO-optimised treatment pages targeting commercial terms with Abu Dhabi geo-modifiers, and an informational content layer answering the questions patients actually search before booking. Targeted link acquisition through UAE healthcare publications and local directories built the authority needed to compete with established practices.

• Google Ads: To drive high-intent consultation enquiries across general and cosmetic dentistry through tightly structured, treatment-specific campaigns.
• Google Search Console: For keyword research, rank tracking, and ongoing organic performance monitoring.
• Google Business Profile: Optimised and actively managed to dominate local map pack results in Abu Dhabi.
• Call tracking and lead attribution tools: To accurately measure cost-per-lead by channel and treatment category, ensuring every optimisation decision was data-led.

• 6.5x ROAS on Google Ads, transforming paid search from a cost centre into a reliably profitable acquisition channel.
• 29% increase in monthly lead volume, with a notable shift toward higher-value cosmetic enquiries.
• 31% reduction in cost-per-lead, achieved through account restructure, Quality Score improvements, and removal of wasted spend.
• Average SEO ranking improvement of 12 positions across core commercial terms, with priority keywords such as "veneers Abu Dhabi" and "cosmetic dentist Abu Dhabi" moving onto page one.
• By combining a disciplined paid search rebuild with a foundational SEO programme, Berkeley Health gave Lilac Dental Clinic a defensible, scalable position in one of the GCC's most competitive dental markets, and a marketing engine built for sustainable long-term growth.