Chennai Dental Chain: CAC ₹4,200 → ₹1,850 via Quality Score + GMB fix
CAC ₹4,200 → ₹1,850
The starting position
Dental chain with 8 clinics across Chennai. Running Google Ads + Meta with total customer acquisition cost (CAC) at ₹4,200 per booked patient. Booking volume was steady but revenue growth had flatlined. Landing page LCP (Largest Contentful Paint) was 4.8 seconds — Google Ads Quality Score was 4/10 across most campaigns, meaning the chain was paying 60-80% more per click than a well-optimised competitor.
The root cause
3 problems compounding: (1) Landing page speed — 4.8s LCP was killing Quality Score and doubling effective CPCs. (2) Google Ads copy didn't match landing page H1 — further Quality Score hit. (3) GMB profiles across 8 clinics had inconsistent NAP data + missing photos + reviews unresponded — losing 30-40% of potential walk-in traffic.
What ICG built
Fix 3 things in sequence: (1) Landing page rebuild — LCP from 4.8s to 1.9s (WebP images, critical CSS inlined, deferred JS, CDN for static assets). (2) Google Ads copy rewrite — every ad's headline matched to landing page H1 exactly for maximum Quality Score. (3) GMB fix across all 8 clinics — consistent NAP, 30+ new photos per clinic, weekly posts, response to every review within 24h, Q&A populated with 12-15 common patient questions per clinic.
**ICG team on this engagement:** - Deep Das — Co-Founder, Technology (landing page performance engineering) - Raman Soni — Head of Performance Marketing (Google Ads restructure) - Abhishek Kumar — Sr. Manager SEO & AIO (GMB optimisation across 8 clinics) - Himanshu Ranjan — Head of Technology (analytics + attribution setup) **Platforms deployed:** - **Core Web Vitals engineering** — LCP from 4.8s to 1.9s. - **Meta Catalyst IQ** — Google Ads Enhanced Conversions. - **Nexus CRM** — Multi-clinic tracking with GMB source attribution.
What changed,
measurably.
We assumed dental marketing was expensive. Turned out our landing page was killing our Quality Score. ICG fixed the technical foundation first — bookings scaled and cost per acquisition dropped by more than half.
Hear it from other ICG clients.
"Dental marketing in Delhi is brutally competitive. ICG's local SEO + Google Ads stack moved the needle steadily."
"Scale up of organic channels and business consulting. ICG has absolute domain authority in their field."
Want results
like these?
Every ICG engagement begins with a 30-minute Brand & Growth Diagnostic.
