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Orthodontics · why otp

We will tell you which case starts Google can never see.

Most agencies will promise full funnel attribution from click to case start. In Australian orthodontics a meaningful share of that is impossible, and knowing which share is the difference between a working account and an elaborate report.

What we say first

The honest version of orthodontic attribution.

Google keeps a click identifier for 90 days. Matching on hashed contact details works for 63. An orthodontic case start frequently arrives after both, particularly where treatment is deferred to a growth spurt, which can mean years. For those cases there is no technical solution, at any budget, from any agency.

So we build the account around the records appointment, which is paid, frequent and inside the window, and we report case starts separately as the business number rather than as a bidding signal. That is less impressive than a dashboard claiming click to case attribution, and it has the advantage of being true.

How we work

Four things specific to orthodontics.

We build around the protected title
571 practitioners in Australia may call themselves orthodontists, against roughly 21,000 dentists who may provide the treatment. It is a legally enforced differentiator and it is under-used in almost every account we audit.
We separate the parent from the adult
Two audiences with different queries, different objections, different competitors and opposite seasons. Averaging them is how orthodontic accounts end up mediocre for both.
We use the click identifier, not hashed patient data
Health information is sensitive under the Privacy Act, the small business exemption does not apply to health providers, and Australian Privacy Principle 8 makes you accountable for an overseas recipient. An opaque identifier with a timestamp and a value sends no patient data offshore, and it has the longer window.
We check what is actually available in Australia
Local Services Ads, several practice system integrations, and much of the imported best practice in this category simply do not exist here. We would rather establish that before proposing it than after invoicing for it.
One thing we will not do
We will not put patient testimonials, outcome claims or before and after imagery into assets we control in a way that breaches section 133, even where a direct to consumer competitor is visibly doing it and even where a client asks. The rules apply asymmetrically in this category and that is genuinely frustrating. The registered practitioner carries the liability, not the agency and not the platform, which is exactly why we hold the line on it.
Straight answers

Questions clinic owners actually ask

How quickly will an orthodontic account produce case starts?
Enquiries usually within the first two to three weeks. Case starts take considerably longer, because the funnel has a free consultation, a paid records appointment and a finance decision in it, and because some cases are clinically deferred to a growth spurt. A realistic first read on account quality is at eight to twelve weeks using records appointments as the measure. Anyone quoting a case start figure in month one is either counting consultations or describing something that has not happened.
Can you guarantee our orthodontic advertising complies with Ahpra?
We can guarantee that what we write follows the advertising guidelines, that we will not use clinical testimonials in assets we control, and that offers will carry their terms or link directly to them. We cannot give legal advice and Ahpra will not pre-approve advertising. Two risks sit outside anyone's guarantee and we flag them at the start: some Google campaign types generate headlines and descriptions from your landing page content, which means a non-compliant page can produce a non-compliant ad, and your existing website may carry claims we did not write. We audit both.
Do you work with more than one orthodontist in the same area?
No, one practice per catchment. With 571 orthodontists nationally the geographic spread is thin, and two clients in the same metropolitan area would be bidding against each other in a category where a single case is worth several thousand dollars. There is no internal arrangement that makes that acceptable, so we turn the second one down.
What do you need from an orthodontic practice to start?
Access to the Google Ads account and Business Profile, your current fee schedule including the records appointment fee, an honest count of case starts per month for the last year, and a conversation about which of your two audiences you actually want more of. That last one matters most, because a practice that wants more adult aligner cases and a practice that wants more teenage comprehensive cases need different campaigns, different pages and different budget timing across the year.
Related

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A campaign partnership built for clinics

Ads that earn their place in your P&L.

A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.

Dedicated account manager

A senior specialist who runs clinic accounts day to day.

Clinic-only specialists

Every keyword, headline and account structure built inside real Australian clinic accounts.

Award-winning team

Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.

When you're ready
We will be too.
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