Localised campaign to grow a business



    Rugby Smiles Dental Clinic is a private dental practice based in Warwickshire, covering all types of treatment including general dentistry, cosmetic dentistry, implants, whitening, smile makeovers and orthodontics.

    The business has developed a reputation for excellent patient care, delivered by a friendly team with a personal and understanding approach to patients, including those with anxieties about their visit to a dentist.


    As a relatively new practice, Rugby Dental was looking to build its patient book as quickly as possible. Prior to working with EBY, new patients largely came through recommendation. But with a recently refurbished surgery, Rugby Dental wanted to look at different options to help accelerate growth by attracting more clients.

    The local demand for dental services, fuelled by a lack of NHS services, meant there was a good opportunity for a newcomer with glowing reviews to quickly develop its client base.


    With previous digital marketing methods largely untapped, there was significant opportunity for a strategic and targeted campaign to achieve desired outcomes.

    After identifying Rugby Dental’s main objectives, EBY developed a four-month campaign to raise awareness of the general dentistry services offered by the practice.

    Research showed the core base of general dentistry patients was crucial to the clinic’s success in terms of developing long-term relationships and a sustainable client base for the future.

    A healthy patient book would also provide a solid foundation upon which to promote the range of hygiene and cosmetic treatments.

    Facebook was chosen as the preferred platform for attracting new patients, both in terms of potential and affordability.

    Deploying a modest budget, we created several engaging Facebook advertisements highlighting Rugby Dental, including the good availability of appointments.

    Adverts could be targeted to reach specific audiences in the Rugby area, ensuring key messages were seen by those most likely to take the next step.


    The paid social campaign resulted in more than 5,700 clicks on the targeted Facebook adverts designed for Rugby Dental. These attracted a 2.52% click through rate to the clinic’s website and an overall increase in traffic to the website of over 130%.

    clicks on Facebook ad

    2.52 %

    click-through rate


    increase in web traffic

    “The Facebook advertising created and managed by the team at EBY has seen the practice grow from one full day of appointments a week, up to five full days, each week. It has been a central element to our growth as a practice and we’ll continue to use Facebook as a recruitment channel over the coming months.”

    Dr Tim Bond
    Principal Dentist – Rugby Dental Smiles

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