Advertising
A targeted Google Search campaign built specifically for expatriates in Georgia seeking dental services - segmented by service category, directed to a dedicated landing page, and optimised around three high-intent conversion actions: WhatsApp, Telegram, and lead form submissions.
Clicks | 3,771 |
Impressions | 52,766 |
Avg. CPC | $1.26 |
THE CHALLENGE
Georgia's expatriate community represents a distinct and underserved segment for local dental clinics. Expats are high-value patients - often accustomed to premium dental care in their home countries - but they search differently, trust differently, and convert differently from local audiences.
The challenge was reaching this audience with enough specificity to earn their click and their trust. Generic dental advertising wouldn't cut through. The campaign needed to deliver service-level relevance at the ad level, so that by the time a user landed on the page, they were already half-convinced.
At the same time, the landing page had to close the gap - converting curious expats into real inquiries across their preferred communication channels: WhatsApp, Telegram, and direct form submissions.
STRATEGY
Ad Geeks structured the campaign around three defining strategic choices:
Service-category segmentation - Rather than running a single broad dental campaign, the account was built around distinct ad groups mirroring the clinic's core service areas (general dentistry EN and RU, Dental Clinics in Tbilisi, implants, pediatric dentistry, near me, Batumi). This allowed bespoke ad copy at the group level, pre-qualifying users on intent before the click.
Audience-first language strategy - With Georgia's expat population split between English and Russian speakers, the campaign ran parallel ad groups in both languages. Each was independently optimised, ensuring no audience was served mismatched messaging.
Conversion-action diversity - Rather than optimising toward a single CTA, the campaign tracked and optimised across three conversion points - WhatsApp, Telegram, and lead forms - reflecting the real communication preferences of an international audience and widening the path to conversion.
EXECUTION
The campaign launched as a Google Search campaign with Maximize Conversions bidding, targeting expatriates in Tbilisi and Batumi. Traffic was directed exclusively to a dedicated landing page optimised by the Ad Geeks team for this specific audience - featuring English-language copy, clear service information, and multiple contact entry points.
Deliverable | Detail |
Ad Group Segmentation | Campaign split into targeted ad groups by service category (General EN, General RU, Dental Clinics in Tbilisi, Near Me, Implants, Pediatric Dentistry, Batumi) - enabling precise, service-level messaging at the ad level to pre-qualify users before the click. |
Dedicated Landing Page | Traffic directed to a conversion-optimised landing page built specifically for this campaign, tailored to expatriate concerns: English-language content, trust signals, and clear CTAs aligned to the three conversion actions. |
Conversion Tracking | Three primary conversion actions tracked: WhatsApp inquiries (84), Telegram chat clicks (28), and lead form submissions - covering the full range of contact preferences for an international audience. |
Bid Strategy | Maximize Conversions bid strategy deployed to let Google's algorithm allocate budget toward the highest-intent search queries and user segments throughout the campaign. |
Geo & Language Targeting | Campaign structured in both English and Russian to serve Georgia's diverse expatriate population, with geographic targeting focused on Tbilisi - the primary expat hub - and extended to Batumi. |
KEY INSIGHT
By segmenting a Search campaign by service category and directing expat traffic to a purpose-built landing page, Ad Geeks delivered 306 conversions at $15.56 per lead - turning a niche, high-intent audience into a consistent source of qualified dental inquiries. |