Results and project materials
About the project
A patient searching for dental implants might visit a clinic’s website but pick up the phone to book. Kalibra, a digital dentistry clinic in Cherkasy, Ukraine, wanted more appointment requests. When iWeb took over in April 2026, a local Performance Max campaign was the only one running in the account.
Counting calls separately from taps on a phone number
After auditing the account, we agreed on a budget and two priorities with the clinic: dental implants and bone grafting, and oral surgery. We set up conversion goals and introduced Ringostat call tracking after the campaigns went live. The two-month Google Ads report shows 80 tracked calls and 59 taps on the phone number. We report them separately: tapping a number does not mean a call took place.
Building campaigns around the treatment patients searched for
In Google Ads, we separated searches for Kalibra by name from searches for a specific treatment. We built Search and Performance Max campaigns for implants and oral surgery, alongside a competitor campaign and Dynamic Search Ads in Ukrainian and Russian. Display and video campaigns introduced the clinic to a wider audience.
We later expanded Search to cover aesthetic prosthodontics and orthodontics, and launched new local and general Performance Max campaigns. Search term reports helped us find useful keywords, exclude irrelevant searches and reduce overlap between campaigns. We also tested bid strategies and moved budget between treatment areas.
What changed in month two
¹ We compared May 22–June 21 with April 22–May 21, 2026. Excluding the local campaign, calls attributed by Google Ads rose 115.60% and cost per call fell 22.82%. Spend rose 66.40%, while clicks increased 171.94% to 6,097.
Across the full period, Ringostat tracked 80 calls, even though tracking started after launch. These are phone enquiries. The report does not show how many callers went on to attend an appointment.
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