Case Study: Paid Advertising
Clear Comfort Night Guards: PPC Case Study
A dental lab selling direct to customers had not seen positive results from its previous PPC agency. We rebuilt its Google Ads around the products people were most ready to buy.
- Campaigns managed by an in-house team, never subcontracted
- Continuous optimisation, not set-and-forget
- No lock-in on standard services
- No guaranteed sales figures, just honest reporting
The client
A dental lab with an online store
Located in Los Angeles County, California, Clear Comfort Night Guards is a dental lab with over 10 years of experience. The team specialises in night guards, dentures, crowns, bridges and a range of other dental appliances.
Selling dental appliances online means competing for buyers who compare options carefully. The products that sell are the ones where the customer already knows what they need and is looking for a lab they trust to make it.
The challenge
A previous agency that did not deliver
Clear Comfort Night Guards' work with its previous PPC agency had failed to produce positive results. When the lab switched to Content Writing Square, the main goal was clear: improve conversions and purchases.
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What we did
The plan of action
To increase purchases, we focused on promoting the lab's product store through Google Ads using a Performance Max campaign.
- A Performance Max campaign built to advertise popular products with higher purchase intent
- Optimisation by featuring the highest-performing products
- Continuous adjustments to improve purchase frequency over time
The result
What changed between May 2022 and May 2023
Comparing campaign performance for May 2022 with May 2023, the campaign recorded the following.
40.21% increase in conversion rate
A larger share of the people who clicked the ads went on to convert.
20.29% decrease in cost per conversion
Each conversion cost less to win than it had a year earlier.
Lessons
What ecommerce advertisers can take from this
Not every product deserves the same budget. Putting spend behind the products that customers already search for and buy, and featuring proven performers, lets a campaign learn from the strongest signals first.
Performance Max is also not a campaign to launch and leave. The results here came from continuous adjustment over a full year, which is why we compare the same month across two years rather than reporting a single good week.
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Questions about this case study
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Performance Max is a Google Ads campaign type that uses one campaign to show ads across Google's channels, such as Search, Shopping, YouTube and Display, with Google's automation deciding where to show them. It suits online stores well, but it relies on good product data, clear conversion tracking and ongoing human review.
Comparing campaign performance in May 2022 with May 2023, the conversion rate increased by 40.21% and the cost per conversion decreased by 20.29%. Those are the figures recorded for this project; we do not add numbers that were not measured. Comparing the same month a year apart also avoids reading too much into seasonal swings.
We start by reviewing the existing account: what is being advertised, how conversions are tracked, and where budget is going without return. Then we focus spend on the products or services with the strongest buying intent and adjust continuously. We will tell you honestly if the account needs fixing before more budget will help.
No. Sales depend on your products, prices, website and competition as well as the ads. We commit to careful setup, ongoing optimisation and clear reporting, so you can see exactly what your budget is doing. If we think the problem lies in the product pages or pricing rather than the ads, we will tell you.
No lock-in applies to our standard services. Paid campaigns do need time to learn and improve, so we recommend judging results over a few months, but you are not tied into a long contract to do so. We would rather keep clients because the reporting shows the campaign is working.
Works well with
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