The Ask
High-Converting Campaigns for a Growing DMO
Smile Design Dentistry is a rapidly expanding dental group with over 50 locations across Florida, providing high-quality, comprehensive dental care, often in underserved areas.
Cordelia Labs has worked with Smile Design for years, initially through web development and SEO as part of our parent company, Big Sea. But in 2025 we expanded our partnership to lead and execute their paid media strategy as well.
The goal was direct and urgent: Create a scalable system to produce high-converting landing pages and significantly increase new patient conversions.
The Insight
Two Major Pain Points Blocking Growth
Initial analysis by Cordelia Labs revealed that Smile Design’s advertising dollars were not making an impact because their digital foundation was broken in two key areas:
- Poorly Optimized Landing Pages: The existing landing pages were built on a rigid, unwieldy system that prevented the rapid A/B testing and local optimization necessary to understand patient motivation. Rolling out even minor copy changes required significant time and development investment.
- Questionable Data Integrity: Prior to 2025, campaigns lacked cohesive data tracking. Key conversion events on landing pages weren’t tracked, creating a massive disconnect in attribution and making it impossible to confidently determine which paid dollars were working, and more importantly, which were being wasted.
The core insight was that the problem was not the media channels themselves, but the destination (landing page) and the measurement system (data). Success required building a system that could be easily replicated across 50+ offices and designed specifically to maximize data collection and optimization.
The How
Building a Foundation for Conversion and Transparency
Our strategy focused on simultaneously addressing both technical and data integrity issues.
The Conversion-Focused Landing Page System
- Custom Conversion Template: We developed a new, sleek, proprietary landing page template for Smile Design, explicitly designed to be lightweight, mobile-focused, and fully supportive of rapid A/B testing.
- Localized Testing: Using this new system, we began executing A/B tests on different patient offers and local messaging across the state. This allowed the team to quickly identify what resonated best with patients in Tampa versus Miami, optimizing offers at a local scale.
The Data Integrity Overhaul
- KPI and Event Standardization: Utilizing Google Tag Manager (GTM) and Google Analytics 4 (GA4), we established clear Key Performance Indicators (KPIs) and conversion events across all newly developed landing pages.
- Full Data Transparency: This system provided the client with complete data clarity and, critically, gave the media team the granular feedback necessary to optimize campaigns—from the high-level Google Search Ads budget down to the exact landing page element influencing conversions.
By building a new, dedicated landing page within this system for each of Smile Design’s 50+ locations, Cordelia Labs ensured the ability to stay proactive, identify local nuances, and optimize every ad dollar spent.
The Result
Massive Efficiency and Patient Growth
The transformation of Smile Design’s digital foundation led to massive year-over-year gains in 2025, completely transforming their paid media performance:
- 78.5% increase in new patient appointments booked.
- Doubled the efficiency of existing traffic.
- Reduced the cost to acquire each new patient by 41.75%.
This success was achieved while serving over 1.2 million impressions and nearly 68,000 clicks through Google Search campaigns.
The results validate that localized, conversion-focused landing pages, supported by complete data transparency, drive action at a far higher and more efficient rate.
Cordelia Labs continues to optimize weekly, testing new offers and reviewing granular data to understand the unique nuances of each location, ensuring the continual success of Smile Design Dentistry.
