AI read the market, built the ads, and hasn’t stopped tuning them since.
A two-location pediatric practice had spent years on advertising that never quite worked. PracticeNova analysed its local market, generated an entirely new set of campaigns matched to how families there actually search, and has been optimising them around the clock ever since — 151 patient inquiries at $11.97 each.
Why the old advertising underperformed
The practice was not short of budget or intent. Its campaigns were simply built for dentistry in general rather than for two specific towns in Indiana.
Targeting was broad, creative was generic, and the largest campaign was spending most of its budget on people who already knew the practice by name. Nothing was matched to the situations that actually send an Indiana parent looking for a pediatric dentist, and nothing changed when results changed. It was advertising that ran, but never adapted.
What the market told us
Before writing a single ad, the platform analysed the practice’s real catchment. Three findings shaped everything that followed.
The market is smaller than the budget assumed
New Castle has roughly 17,000 residents. There is a hard ceiling on how many families search for a pediatric dentist there in a given week — so campaigns were sized to real local demand rather than to a spend target, and the surplus was pointed at the larger Anderson market.
Most of the spend was buying patients they already had
Around three quarters of the largest campaign’s calls were coming from people typing the practice’s own name into Google. They already knew where to go. That budget was redirected towards families who did not.
Parents don’t search for “a dentist”
They search for the situation they are in — a child in pain tonight, a newborn who cannot latch, a chipped front tooth. Each is a different moment with different urgency and a different way of making contact, so each got its own campaign rather than being folded into one.
How PracticeNova built the new ads
Every campaign was generated by AI — the audiences, the targeting, the copy and the creative — from a strategy the platform wrote by reading this specific market. Then it kept running them, around the clock.
Read the local market first
The platform analyses the practice’s actual catchment — competitor set, local demographics, which patient segments are underserved, and what budget the available demand can realistically absorb. Two practices in the same speciality get different strategies because they sit in different markets.
OUTPUT · A strategy specific to this practice, not a category templateEstablish the brand voice
It then drafts how the practice should sound — tone, positioning, the promises it can credibly make — and every asset generated downstream inherits it. That is why the new ads read like this practice speaking to its own community rather than like stock dental advertising.
OUTPUT · A voice guide every later stage is bound byGenerate the campaigns end to end
Complete campaigns — audience definitions, targeting, budget splits, headlines, body copy and creative — all produced by AI, all conforming to the brand voice, and all checked against each platform’s rules for healthcare advertising before they are ever proposed.
OUTPUT · Launch-ready campaigns across search and socialThen a human says yes
Nothing patient-facing goes live without a person approving it. The AI does the research, the writing and the building; the practice keeps the final word on anything a patient will read. That gate never comes out of the loop.
Launch, and watch every hour
Campaigns go live across Google and Meta, and every resulting contact is traced back to the campaign, the ad and the search term that caused it. Performance is visible continuously rather than at the end of the month, which is what makes the next stage possible.
OUTPUT · Every inquiry attributed to its sourceKeep tuning, around the clock
Budget concentrates on the campaigns producing patient contacts and pulls back from those that are not. Spend is scheduled into the hours that actually generate calls rather than running flat through the night. The campaigns that launched are not the campaigns running today — they have been adjusted continuously since.
OUTPUT · Spend that follows results, not assumptionsTwo channels, two different jobs
Parents reach a pediatric dentist in two completely different states of mind. The platform built for each one separately rather than running the same campaign everywhere.
Catching the urgent moment
A parent whose child is in pain does not fill out a form — they dial. Campaigns were scoped to the specific situations that trigger that call, and the whole channel optimised around the phone ringing.
Reaching parents before they look
Most families are not searching for a dentist today. The social side was rebuilt around distinct parent audiences per location, each with its own AI-generated creative and its own contact form.
The results
Eight weeks, both channels, measured against published dental advertising benchmarks.
| Channel | Inquiries | Cost each | Dental benchmark | Difference |
|---|---|---|---|---|
| Search | 136 | $8.87 | $83.93 | 89% lower |
| Social | 15 | $40.14 | $76.71 | 48% lower |
| Combined | 151 | $11.97 | $81.53 | 85% lower |
Inquiries are connected phone calls and completed contact forms. Benchmarks are published 2025 averages for the dentistry category on each platform; the combined figure is weighted by spend. Media cost only.
“The first thing I noticed was that the ads sounded like us — not like something recycled from another practice. Then they just kept getting better on their own. We’re reaching more families now, and paying less for every one of them.”
Your market is not the same as anyone else’s. Your ads shouldn’t be either.
PracticeNova reads your local market, builds the campaigns, and keeps optimising them around the clock.
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