Coco Lane Orthodontics – SEO & Google Ads Case Study

Coco Lane Orthodontics is a modern orthodontics office located in Culver City. They are a great orthodontist which offers all the options including braces, Invisalign and correcting your smile. They offer those services or more for teenagers and adults. The objective of the brief was to develop a local website presence, appear for orthodontics searches and convert high intent users into new patient appointments through organic and paid search.

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Objectives

The primary objectives of this campaign were:

Improve Local Search Visibility: Secure high-ranking positions for important page one keywords like “Orthodontist Culver City.”
Increase Qualified Traffic: Attract individuals searching for orthodontics in your area.
Generate Consistent Patient Enquiries: Gain regular calls, form submissions, and consultation requests every month.
Maintain Cost-Effective Paid Growth: Employ Google Ads to achieve and maintain strong awareness through a cost-effective cost per acquisition (CPA).

Strategy & Execution

1. Search Engine Optimisation (SEO)

A targeted local SEO strategy was implemented to drive long-term visibility and sustainable growth:

Keyword Research & Targeting: Focused on keywords with strong commercial intent on orthodontic and location-based keywords.
On-Page Optimisation: Optimisations of service pages, meta title, meta description, heading and internal linking with a local-first approach.
Local SEO Enhancements: Improved Google Business Profile optimization, boosted local relevance signals, and ensured NAP consistency.
Content & UX Improvements: Updates to content and UX improved clarity of services and user experience for better conversions.
Ongoing Optimisation: Constant monitoring of rankings, traffic and performance to further adjust your SEO.

2. Google Ads (Paid Search)
Google Ads played a critical role in generating consistent and scalable patient acquisition:

High-Intent Campaign Structure: Marketing campaigns for orthodontic services and Culver City keywords.
Accurate Conversion Tracking: Patient enquiries were accurately measured through call tracking and form tracking.
CPA Optimisation: The cost per acquisition was continuously improved to ensure campaigns are strong and sustainable.
Long-Term Performance: The Google Ads strategy has continually generated a steady stream of patient inquiries and conversions on a monthly basis.

Results & Performance

Keyword Rankings (SEO)

Orthodontist Culver City – Top 3 Organic SERP Position

This improvement significantly increased visibility for one of the most competitive orthodontic keywords in the local market.

Organic Search Performance

Total Clicks: 221+
Total Impressions: 36.6K+
Overall Visibility: Local search presence for orthodontic keywords shows consistent improvement.

The search volume is niche-specific, but you're seeing nice visibility and engagement with high-intent traffic that matches the treatment-centric nature of these searches.

Google Ads Performance Highlights

Consistent Monthly Conversions: Successfully generating patient calls and consultation requests every month.
Strong Cost Per Acquisition (CPA): Achieved and maintained a cost-effective CPA while preserving lead quality.
Reliable Patient Acquisition: Google Ads continues to contribute a steady flow of new orthodontic patients.
High-Intent Lead Quality: Campaigns target users who are actively looking for orthodontics in Culver City.

Business Impact

Increased local brand visibility across Google Search and Maps.
Consistent flow of qualified orthodontic patients through SEO and Google Ads.
Improved marketing efficiency with a balanced organic and paid acquisition strategy.
Strong digital foundation supporting long-term clinic growth.

Conclusion

Using a combination of both SEO and Google Ads strategies, Coco Lane Orthodontics gained better visibility in local searches, consistent patient conversion, and steady growth in Culver City. This campaign continues to deliver reliable monthly results at a strong cost per acquisition.

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