Google Ads Audit Checklist for Dental Practices

Use this Google Ads audit checklist for a dental practice in order: define the decision, validate office, provider, and specialty routing, separate urgent from elective care, test calls and forms, inspect patient-safe privacy and payment language, reconcile appointments and treatment stages, and compare location-level results with chair, lab, insurance, and provider costs.

This is a self-service educational checklist, not medical advice, a privacy opinion, or an automated adz.so audit. Gather account exports, search terms, call and form records, office and specialty pages, scheduling and practice-management stages, revenue, costs, consent tests, and change history. Consult Google Ads Help and Google Ads policy guidance.

1. Establish scope and evidence

[ ] Record dates, locations, service areas, providers, specialties, hours, insurance or payment models, campaigns, pages, phone numbers, scheduling, and conversions.
[ ] State whether the question concerns routing, qualified demand, specialty capacity, missed calls, show rate, treatment acceptance, collection, or margin.
[ ] List call, form, appointment, new patient, location, provider, attendance, cancellation, no-show, treatment, insurance, payment, referral, transfer, and invalid-lead stages.
[ ] Preserve settings, searches, calls, forms, appointment stages, changes, outcomes by location, revenue, chair and lab costs, insurance collection, and cancellations.
[ ] Assign source, owner, priority, and proof condition to each finding.

Keep contact, new patient, booking, attendance, treatment, payment, insurance, transfer, refund, and support distinct. Never put patient details in the checklist.

2. Validate offices, providers, and services

[ ] Map campaigns, offices, services, specialties, providers, hours, devices, networks, languages, audiences, budgets, bids, call assets, and pages.
[ ] Compare advertised coverage with each office address, provider schedule, specialty availability, emergency coverage, insurance rules, and booking inventory.
[ ] Check location options, exclusions, radius assumptions, city targeting, office names, local pages, phone ownership, and call-center routing.
[ ] Identify existing-patient, insurance-only, school, supplier, support, and unavailable-specialty queries.
[ ] Record changes to location, budget, phone, form, bid, ad, schedule, provider, and conversion.

A click near an office does not prove the patient can be scheduled at that office or with that provider.

3. Classify specialty and urgent intent

[ ] Separate pain, swelling, broken tooth, trauma, lost restoration, and after-hours inquiries from general, pediatric, orthodontic, periodontal, oral-surgery, implant, cosmetic, restorative, and referral demand.
[ ] Record query, specialty, office, urgency, provider path, page, call or form, eligibility, appointment outcome, and owner.
[ ] Check urgent messages reach a responsive path and referral services are not presented as in-house care.
[ ] Separate insurance questions from new-patient acquisition.
[ ] Confirm no query or audience rule infers diagnosis or health status.

Do not use the audit to make a clinical conclusion.

4. Test calls, forms, and location pages

[ ] Test office and specialty paths on mobile and desktop during open and closed hours.
[ ] Confirm office identity, address, provider or specialty, phone, tracking, emergency availability, insurance and payment language, appointment availability, privacy notice, form fields, and scheduling.
[ ] Check after-hours direction, thank-you page, provider routing, and call-center behavior.
[ ] Identify unanswered calls, wrong numbers, existing-patient support, supplier calls, short hang-ups, duplicate forms, and missing campaign IDs.
[ ] Flag price, outcome, or service claims needing responsible review.

Keep patient identifiers, health information, recordings, and insurance details in approved systems.

5. Test appointments and treatment stages

[ ] Trace click, call, form, chat, appointment request, location routing, eligibility, confirmation, scheduled visit, attendance, cancellation, no-show, exam, treatment plan, accepted care, payment, insurance claim, referral, provider transfer, and support.
[ ] Confirm calls and forms fire once with patient-safe ID, source, campaign, specialty, office, provider, value, and stage.
[ ] Reconcile Google Ads with calls, scheduling, patient CRM, practice management, treatment plans, insurance, billing, payments, referrals, provider schedules, and approved offline imports.
[ ] Separate contact from new patient, booking from attendance, treatment plan from accepted care, and billed from collected revenue.
[ ] Review call duration, missed calls, after-hours, imports, attribution windows, time zones, consent, and currency.

Preserve unexplained stage and location joins as findings.

6. Review location-level economics

[ ] Capture chair time, provider labor, supplies, lab, equipment, imaging, sterilization, insurance adjustments, payment fees, refunds, no-shows, cancellations, discounts, financing, referral costs, and follow-up.
[ ] Compare reported leads and value with contribution margin by office, specialty, provider, service, device, campaign, payment model, new versus existing patient, and attendance.
[ ] Identify spend or leads routed to the wrong office, low-show specialties, insurance collection lag, costly consultations, provider capacity constraints, and omitted chair or lab cost.
[ ] Check payment, insurance, financing, cancellation, and treatment assumptions have owners.
[ ] Mark profitability unknown when office, show, collection, provider, or cost evidence is missing.

Lead volume and return on ad spend alone do not prove a practice’s location-level profitability.

7. Check privacy and consent

[ ] Test forms and tracking with consent granted, denied, changed, and withdrawn.
[ ] Define owners for call IDs, form records, scheduling stages, patient-safe identifiers, and offline imports.
[ ] Keep names, identifiers, symptoms, treatment, insurance, addresses, and recordings in approved systems.
[ ] Document only behavior needed to prove conversion and appointment measurement.
[ ] Assign an owner to unresolved privacy, consent, advertising, or clinical-review questions.

Do not place patient health information in a general audit sheet.

8. Close findings with proof

For each failed checkbox capture account, campaign, office, provider, specialty, service, urgency, location, query, device, phone, form, page, lead or call ID, appointment, attendance, treatment plan, accepted care, insurance, payment, revenue, cost, cancellation, transfer, consent, claim, policy reference, impact, owner, priority, action, proof condition, retest result, and limitation without patient details.

Prioritize tracking and consent failures; office, provider, specialty, location, urgency, phone, form, page, privacy, policy, and routing mismatches; appointment, show, no-show, treatment, insurance, collection, referral, transfer, and margin gaps; irrelevant, existing-patient, insurance-only, supplier, employment, or unavailable-specialty intent; then campaign and reminder tests.

Dental-practice handoff

End with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. This is a repeatable review aid, not medical advice, a privacy opinion, or an automated adz.so audit. For deeper context, see how to audit Google Ads for dental practices and keep recommendations grounded in the practice’s offices, providers, specialties, capacity, patient-safe stages, and economics.