My Emergency Dental is a same-day emergency dentistry located in Greater Atlanta, GA with currently 3 treatment locations in Marietta, Stockbridge, and Duluth. MED is a high-volume organization with a huge $65-70k monthly PPC budget. Due to the nature of being an emergency service, they are highly reliant on PPC advertising to ensure their ad is prominently visible when individuals with a dental emergency search for a solution online. This is where APAS Cloud has made a huge difference. A real success story. Read the full case study below…
My Emergency Dental officially launched in January of 2021, but Dr. Burke and Charles reached out to me in the summer of 2020 to see if I could help them launch their new emergency dental practice. We had known each other from a previous working relationship where I successfully managed a $150k monthly advertising budget for Urgent Care 247 and Dental Care 247 where Charles was the President, and Dr. Burke the resident dentist.
During the second half of 2020, I helped them research the best possible brand name for the new emergency dental practice, and after weeks of researching domain names, available social media handles, and names that would make sense from an SEO perspective, we decided on the name My Emergency Dental. Deciding on monthly marketing budgets is always tricky when the outcome is never guaranteed, especially with a brand new business, but Dr. Burke put her trust in me and agreed to an initial $15k a month. The first couple of months were predominantly cash-pay as they were waiting for insurance credentialing. Nevertheless, the first couple of months were rock solid in performance in terms of phone calls generated from the PPC and revenue in the clinic. After 5 months, we were at $40k a month in ad spend with $300k in billable revenue.
After 18 months and great success in their first Marietta location, MED opened their second emergency dental clinic in Stockbridge, GA. Although there were some initial staffing issues in the new location, the volume of calls and patients quickly ramped up and Stockbridge turned out to be another successful location, powered by high-volume PPC campaigns. With the addition of Stockbridge, we were spending upwards of $60k a month on PPC to keep both clinics busy 7 days a week.
After another 18 months, MED opened their third location in Duluth, GA. Duluth is the newest treatment location that we’re currently working hard on trying to get busy, exactly like we did with the previous two locations. While the new location isn’t open 7 days a week yet due to staffing, I have absolutely no doubt whatsoever that we will replicate the success we have with the previous two locations.
Since My Emergency Dental has a unique acquisition process that heavily relies on inbound phone calls (accounting for >95% of leads), we needed a different approach to tracking. Most marketing solutions are based on webform submissions, particularly when trying to identify individuals upon submission to identify events in a CDP (Customer Data Platform). We developed a custom solution that extracts a unique identifier from each phone call and associates it with our proprietary server ID and Google click ID – an extremely challenging technical feat made possible by APAS Cloud.
To achieve this, we implemented a multi-layered data architecture:
First, we utilized Cloudflare Enterprise’s HIPAA-compliant edge servers to capture and store campaign data in Supabase before browser processing begins, maximizing our ability to attribute conversions later.
Next, we leveraged CallRail to track each inbound phone call, utilizing their unique ability to capture custom cookies that store our proprietary APAS click ID (apasclid) with every call. This strategy allows us to query Supabase and extract all campaign data associated with that particular apasclid.
All this data is then streamed to Google BigQuery in real-time where it’s unified with their Tab32 (EHR) data. We established an independent data stream from their Tab32 system, scheduling queries to extract data about treated patients and their revenue in real-time, then unifying this with the CallRail data.
The resulting enriched dataset consisting of only actual treated patients with associated revenue is activated in Google Ads for superior account optimization, in full compliance with HIPAA. This reverse ETL process drives exceptional performance month after month, giving My Emergency Dental a significant competitive advantage in patient acquisition efficiency.
The results speak for themselves; within just three years of launch, My Emergency Dental has grown from a concept to a thriving network of three same-day emergency dental practices, with plans for continued expansion across Georgia and eventually into neighboring states.
The PPC campaigns managed through APAS Cloud have consistently delivered a remarkable >5:1 return on ad spend, keeping the phones ringing with qualified patients in need of immediate dental care. What truly sets this campaign apart is our sophisticated approach to optimization. Rather than focusing solely on generating phone calls, we’ve implemented comprehensive server-side tracking and data integration unifying the data in a data warehouse that allows us to optimize for actual treated patients and revenue generated.
The key differentiator has been our ability to activate real-time sales data from their practice management system directly within the advertising platforms. This closed-loop reporting system means every dollar spent is intelligently allocated toward the highest-performing keywords, ad creations, and locations based on true business impact, not just marketing metrics. Dr. Burke and her team now have complete visibility into their marketing ROI through custom dashboards that connect front-end marketing efforts with back-end business results.
As My Emergency Dental continues its growth trajectory, the scalable infrastructure we’ve built ensures they can replicate this success in each new location while maintaining the exceptional performance that has fueled their expansion from the beginning.
Lez has been with us since the beginning when we launched our first clinic and has helped us expand to three emergency dentistry locations across Atlanta, GA during the past 4 years. The PPC advertising has made a huge impact on keeping the momentum going, and we wouldn’t have gotten this far without Lez’s efforts. It’s particularly interesting how the APAS team managed to unify the marketing and EHR data to optimize PPC performance. I would highly recommend APAS! ⭐️⭐️⭐️⭐️⭐️
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