A premium orthodontics website redesign and multi-channel ad strategy that filled Just Braces' appointment calendar in Singapore.
What Was Holding Them Back
Just Braces was operating in one of the most competitive healthcare markets in Asia. Singapore's orthodontics space is saturated with both large dental chains and boutique specialist clinics — all competing for the same high-value patients searching for braces and Invisalign treatment online.
Their existing website was outdated and didn't reflect the premium quality of their clinical work. It was slow, not optimised for mobile, and had no clear conversion path for visitors — no prominent booking CTA, no before/after gallery, and no trust signals that would convince a prospective patient to choose Just Braces over a competitor.
On the advertising side, there was no structured campaign in place. The Singapore dental market has high CPCs — clicks on competitive Invisalign keywords can cost significantly more than in other markets — meaning inefficient campaigns burn through budget quickly without generating qualified bookings.
"Just Braces is a specialist orthodontics clinic in Singapore offering braces and Invisalign treatment. They needed a website that matched the premium nature of their service and a digital ad strategy to consistently attract new patients in a highly competitive market. We built a conversion-focused website and ran Google Ads and Meta Ads campaigns that together generate a consistent flow of qualified appointment enquiries every month."
How We Solved It
Premium Website Redesign — Built to Convert
We redesigned the Just Braces website from scratch with a clean, clinical aesthetic that communicates expertise and trust. The design hierarchy was built around one goal: getting a visitor to book a consultation. A prominent consultation CTA appears above the fold on every key page, paired with before/after treatment galleries, practitioner credentials, and patient testimonials.
Separate landing pages were built for each treatment: traditional braces, ceramic braces, Invisalign, and retainers. Each page was written with treatment-specific content targeting the patient's decision-making questions — cost, duration, comfort, and expected results.
The site was engineered for performance — achieving a 95 PageSpeed score on mobile. Full on-page SEO was implemented: MedicalBusiness schema, optimised meta data, and a site structure built for Singapore dental search terms.
Google Ads — Capturing High-Intent Patients
A structured Google Ads account was built with separate campaigns for each treatment type. Braces and Invisalign campaigns targeted high-intent queries — 'Invisalign Singapore price', 'orthodontist near me', 'braces for adults Singapore' — with ad copy addressing cost, treatment duration, and the free initial consultation offer.
Given the competitive CPC environment in Singapore dental, Quality Score optimisation was critical. Ad relevance, landing page experience, and expected CTR were all improved through tight keyword-to-ad-to-page alignment — bringing CPCs down while maintaining top ad positions.
Negative keywords blocked irrelevant traffic from DIY dental queries, job seekers, and dental product searchers. Call tracking and form submission tracking gave complete visibility into which campaigns were generating real bookings.
Meta Ads — Awareness & Retargeting
Meta Ads ran across Facebook and Instagram targeting Singapore residents in the right demographic for orthodontic treatment — young professionals and parents researching treatment for their children. Top-of-funnel creative featured before/after treatment results, Invisalign explainer videos, and practitioner introduction content.
A retargeting campaign served lead generation ads to website visitors who hadn't booked a consultation — offering a free initial assessment with a frictionless lead form. This captured warm prospects at a significantly lower cost than cold acquisition campaigns.
Instagram content was aligned with the ad creative to build a cohesive brand presence, with regular posts featuring patient transformations (with consent), treatment process content, and clinic updates that built trust with followers before they became patients.
What We Achieved
New premium website live — 95 PageSpeed score, full SEO foundation, conversion-optimised service pages
90+ qualified patient enquiries generated per month across Google Ads and Meta Ads
Cost-per-lead 46% below the Singapore dental industry benchmark
4.2x return on Google Ads spend
Quality Score improvements reduced CPCs in the competitive Singapore Invisalign keyword market
Retargeting campaigns convert warm website visitors at 3.1x lower cost than cold acquisition
Appointment calendar consistently full — new patient flow no longer dependent on walk-ins or referrals
Project Details
Services Used
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