Think You’re Overspending on Marketing? You Might Just Be Tracking It Wrong
Marketing your dental practice can feel like a tricky balancing act. How much should you spend? Are you getting enough new patients? Is your marketing actually working? If you’ve ever found yourself questioning whether you’re overspending on marketing, you’re not alone. But here’s a powerful truth that many dental practice owners overlook: you’re probably not spending too much on marketing, you’re just tracking it wrong.
In this guide, we’ll break down why understanding your marketing ROI (Return on Investment) is essential if you want to grow your practice with confidence. We’ll cover how most dentists approach marketing the wrong way, why cutting marketing budgets can hurt more than help, and how proper tracking can turn your spend into reliable, predictable growth.
Cutting Your Marketing Budget? Here’s Why That Backfires
Let’s say you cut $2,000 from your monthly marketing budget. Feels like a smart move, right? But what if that $2,000 was actually generating $30,000 in treatment revenue? That’s not an exaggeration - we’ve seen it happen.
This mindset of "cut to save" often stems from thinking of marketing as a cost instead of an investment. But marketing, when it works, pays you back. You wouldn’t pass up spending $1 if it guaranteed $5 in return. Yet many dentists do exactly that, only because they don’t have the data to prove the return.
Marketing is a long game. Like investing in the stock market, the returns come with consistency and time. It’s not about instant wins, it’s about steady, sustainable growth.
The Real Problem? Thinking About Marketing Backwards
A lot of dentists ask, "How can I spend the least and still get new patients?" It’s a fair question, but it often leads to ineffective marketing strategies.
Here’s a better question: "If I invest in marketing, what should I expect to get back, and how do I track that return?"
Focusing on cost instead of return leads to jumping between vendors, switching strategies too soon, and losing momentum. Dentists who succeed long term measure ROI and give campaigns time to perform.
Why ROI Tells You What’s Actually Working
ROI is your proof. It tells you whether your marketing dollars are turning into revenue.
Let’s say you spend $24,000 a year on Google Ads and bring in $60,000 in production from that. Your return is $36,000. That’s a 150% ROI. You’d be making $1.50 for every dollar spent. That’s not a cost. That’s a smart investment.
But if you’re not tracking it, how would you even know?
So How Do You Actually Track ROI?
Most dental practices rely on one method: asking patients how they heard about them. But that answer is rarely accurate. People forget, or they saw multiple touchpoints before making a call.
Here’s how to fix that:
- Use call tracking. Assign different numbers to different campaigns.
- Integrate your practice management software. Tie marketing sources to revenue.
- Use real analytics. Google Ads, Facebook dashboards, and tools like Google Analytics show what’s driving action.
With these in place, you stop guessing. You start measuring.
Play the Long Game: Why ROI Takes Time
Not every new patient books a $10,000 procedure on day one. Some start with a cleaning and later need implants or ortho.
That’s why you need to track production over time—6 to 12 months or more. That’s where the true value shows up.
A Real-World Example: $2K In, $22K Out
One orthodontic practice we work with averages $5,000 per treatment start. Their cost per start from Google Ads? Around $450.
- Monthly ad spend: $2,000
- New starts: About 4.4
- Revenue: Roughly $22,000 a month
Cutting that ad spend would "save" $2,000… but lose $22,000 in monthly production. That’s over $250,000 a year.
Use ROI to Set Goals and Scale
Once you know your numbers, you can plan growth like a business owner, not just a clinician:
- Set revenue goals. Want to grow by $100,000? Work backwards using ROI.
- Budget accordingly. If every $1 gets you $2.50, then $40,000 in spend can drive $100,000 in production.
- Shift your budget where it works best. Double down on what’s working.
Pitfalls to Watch Out For
- Expecting instant results. ROI builds over time.
- Trusting patient memory. Use tracking tools instead.
- Focusing only on the first visit. Look at the patient’s full value.
Bottom Line: Track Smarter, Grow Faster
When you know your numbers, you stop making guesses and start making decisions. Don’t be the practice that saves $2,000 and loses $30,000. Track the right way, give it time, and invest in growth.
Turn Marketing Into a Predictable Growth Engine
See how Crimson Media helps dental startups use data-backed marketing to grow revenue, without wasting ad spend.