The Gentle Dental Centre

Building brand awareness for one of Wellington’s most iconic Dentists


Gentle Dental has been operating for over 27 years and has fast become the biggest privately owned dentist practice in the Wellington region. With a recent move to a new and upgraded second clinic on Ghuznee street, they now have the facility to help more patients and offer more specialised services. Allowing the team to leave everything in house and avoid unnecessary delays for their customers.

We partnered with Sam and Mike who bought into the company in 2010 to help bring them to the new age of branding and digital marketing. Their current website and marketing strategy was outdated and needed some serious TLC. We started with a brand new website build that needed to reflect their brand. Clean design, easy navigation and helpful information to guide the user into booking an appointment. Then optimised their current Google Ad campaign which hadn’t been touched in years! After identifying some costly mistakes, we made adjustments to their account which will save them thousands of dollars going forward, while also adding important keywords to their campaign which increased their traffic and reduced their cost per click. Then we ran Facebook video ads to increase their brand awareness of a promotion they were running and this campaign was seen by over 100,000 people.

The team at Gentle Dental has been great to work with and now has a solid foundation to build upon. We are looking forward to continuing to grow their brand and bring in more leads to their state of the art clinics.

The Client

The Gentle Dental Centre


Website Re-Design
Digital Marketing Strategy
Facebook Management
Facebook Advertising
Google Ad Campaign Optimisation
Google My Business Optimisation

The Objective

Build A Responsive & Engaging Website To Convert More Bookings
Their old one-page scroller website was not enough. High bounce rates showed they needed more information to keep their users on the website for longer. While also have a clean design and call to actions directing towards an online booking or phone call.

Track Their Marketing Efforts
Since Gentle Dental is running multiple types of advertising, they had no way of tracking their marketing efforts. We set up Google Ad conversion tracking, goal tracking and Facebook pixel so we can learn/use their website data going forward.

Expand Their Online Presence
Through the help of adding new keywords into their Google Ad campaign, creating SEO optimised blog articles, running Facebook ads and posting regularly on their Facebook page.


Gentle Dental’s new website was built from the ground up to be the comprehensive online hub the GD team needed to begin their online presence transformation. No corner has been cut and every precaution has been taken to completely transform their old website into a new, vibrant, responsive, lead generating machine.

Specifically designed to be search engine optimised, built from the base using keyword specific titles, header tags, alt tags. Coupled with speed optimisation and clever security encryption, this website is the epitome of modern online marketing.

Their website clearly shows all the information a potential customer may need to make an informed decision to make that important booking. Giving as little or as much info as the viewer needs. Married with easy to reach and obvious CTA’s (Call To Action’s) to help educate and convert the viewer.

A blog section has been added for extra learning and to increase their SEO rankings with targeted keywords.

Phone numbers and geo-locations of the clinics are clearly visible.

Going forward we can now understand who, when and where the viewers are coming from, giving us a complete understanding of how the customer is engaging with their new website using Google Analytics. Important actions taken on the website are now tracked such as phone/email/booking clicks and contact form submissions through Google Tag Manager.

To top it off, all the latest social network Tracking Pixels have been installed to allow ur for retargeting and marketing possibilities through Social Media / Paid Advertising.

Google Advertising (PPC)

Campaign Re-Structure, Conversion Set Up & Ad Management

  • 16 conversion tracking metrics set up
  • Optimised over $2,700 of wasted spend (saving $90 per month going forward)
  • 211 keywords added or updated
  • 2.5k conversions since October 2019
  • Optimisation on-site links, call extensions, callout extensions and structured snippets
  • Verified both Google My Business locations to their campaign and added direct booking links in Google maps

Facebook Advertising

Ad Campaign Creation & Ad Management

  • Facebook pixel, conversions and events set up
  • 47 Ads created (image & video)
  • 370,000 video views
  • 3,172 new website visitors directly from Facebook
  • 500+ new Facebook page likes
  • 616 clicks to booking page
Gentle Dental Case Study

Facebook Advertising

Ad Campaign Creation & Management

  • 275+ premium section templates to mix and match
  • Page builder with front-end and back-end editing
  • Massive element library with extensive options
  • 275+ premium section templates to mix and match
  • Page builder with front-end and back-end editing

What The Client Says

“We required a completely new website. Ambitious Digital worked tirelessly, patiently and without complaint to meet that date, with a brief that grew and changed as the project evolved. The result is a website that reflects our business and brand culture now whilst also allowing us to grow and build on it as the business grows and evolves in the future.”

Sam Moeung, Gentle Dental

The Results

After implementing the newest design and tracking features into Gentle Dental’s site they easily surpassed their competitors. Running effective paid traffic campaigns, being active on social media and posting SEO blog content has helped increase their overall brand presence.


Increase in social traffic


Increase of new users visited


Bookings made online