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Smile Doctors

Smile Doctors

Case Study

smile doctors

Created in 2015 by Dr. Scott Law, Dr. Dana Fender, and Dr. Greg Goggans, Smile Doctors is a leading group of orthodontists coming together from across the country to support a shared vision: “patients come to us with a smile and leave with an even bigger smile.” With more than 200 locations in 23 states—both branded and non-branded—Smile Doctors is the largest orthodontic Dental Service Organization (DSO) in the country.


How We helped the country’s largest orthodontic group Online increase lead volume by 73%

Smile Doctors is currently the fastest growing network of award-winning orthodontists in the US with many locations across 20 states. Their practices are owned by licensed orthodontists who through the use of Smile Doctors’ tools, network, and technology can focus entirely on their patients while leveraging these systems that provide support committed to their growth and success.


Taking Digital Marketing to The Next Level


Marketing is an investment that Smile Doctors was ready to make in earnest. When they engaged Red Star Media, Smile Doctors had a handful of direct mail and Google Ads campaigns running, the latter managed by another agency. However, conversion rates, brand awareness metrics, and lead volume were flagging. Smile Doctors’ in-house team was small and nimble but needed the right partner to expand their capabilities into strategic media management.

In addition, Smile Doctors had never explored Facebook advertising, which was a considerable blindspot. The orthodontic market is becoming increasingly competitive with direct-to-consumer orthodontic treatment options like Invisalign and Smile Direct Club, which invests heavily in social.

To increase brand awareness and remain competitive, Smile Doctors needed to put pay-per-click (PPC) advertising in the hands of experts with direct industry knowledge.


The biggest story here is that Smile Doctors came to us with an immature paid media strategy and low brand awareness. Within the first month of launching paid social campaigns, we saw considerable success. This led to a complete media contract that included paid social, paid search, smart display, and video ads. The most significant improvements came from restructuring their current accounts and refining our audience segmentation to go after specific age groups and demographics.

Implementing a comprehensive full-funnel advertising strategy was key to increasing brand awareness and driving high-quality leads.

increase in calls & form submission 


increase in ppc leads


increase in PPC conversion rate


decrease in cpa



“I couldn’t believe that we could get such results at a lower cost, I always thought to get more you need to put more but they proved me wrong.”

DR Greg Goggans, Smile Doctors CO-FOUNDER

Get In Touch

+27 14 000 4071