Turning Smile Doctors’ Media Investment Into 24% YoY Production Growth
How Hiatt Digital re‑engineered Smile Doctors’ budget allocation, capacity modeling, and attribution to unlock market share and drive year‑over‑year production growth.
Client Background
Smile Doctors, a multi-location Dental Services Organization (DSO), approached Hiatt Digital with concerns that their advertising wasn’t delivering its full potential. While their prior agency managed significant budgets, campaign structures were inefficient, tracking was unreliable, and didn’t provide leadership with clarity on how ad spend connected to patient growth.
Challenges
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Connecting Spend to Results
Budgets were being deployed, but leadership couldn’t clearly tie paid media to new patient revenue.
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Scaling Significant Media Spend
Increasing paid media investment by 4x YoY across paid search and social channels, while onboarding 100+ new practice locations.
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Increased budgets without waste
Increasing investment in capped or low-return markets risked diminishing returns.
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Enterprise Complexity
140+ Google Ad accounts and dozens of Meta campaigns required orchestration at scale.
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HIPAA Constraints
All targeting, tracking, and reporting had to remain compliant.
Objectives
Maximize production growth: Ensure that ad dollars translated into new patient appointments and revenue.
Onboard efficiently: Bring dozens of new practices under one unified strategy.
Build a capacity-aware allocation model: Spend more only in markets that could absorb new patients.
Improve analytics foundations: Fix conversion tracking and establish HIPAA-compliant attribution.
Strategy
Hiatt Digital developed a capacity-first scaling model with the singular goal of maximizing production.
Capacity-based allocation:
Budgets prioritized for practices able to take on more patients.
Market share recovery:
Identified and reclaimed impression share lost to rank and budget limits.
ROI-driven scaling:
Budgets were funneled to locations where production lift was measurable.
Parallel improvements:
While scaling, the team progressively improved conversion tracking and restructured accounts to support efficiency at higher spend levels.
Execution
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Scaled Responsibly
Google Ads investment grew by 160% in the first month and reached a 300%+ increase within six months, with each increase deployed intentionally as a lever to drive measurable production growth.
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Integrated New Practices
Onboarded 40 new practices into the system in just six months.
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Protected Momentum
Scaled spend and restructured accounts in parallel, ensuring growth velocity wasn’t disrupted.
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Maintained Compliance
All campaigns and data strategies adhered to HIPAA standards.
Results
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24% YoY Production Growth
Incremental revenue directly tied to paid media.
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Efficient scale
Growth concentrated in high-capacity markets, avoiding waste.
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Repeatable system
Playbook enabled smooth onboarding of new practices while sustaining growth.
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Budget scale as proof point
The client gained confidence that higher media investment could be deployed profitably and responsibly.
Impact
Hiatt Digital proved that scaling media investment is valuable only when it translates into real outcomes. By prioritizing production and aligning spend with operational capacity, we turned budget expansion into meaningful business growth.
Let’s talk.
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