OC DIGITAL
Case Study • Paediatric Dentistry
Turning parent search intent into booked appointments for Child Smile.
A multi-channel SEM, SEO and GEO strategy that helped Singapore’s specialised children’s dental clinic generate more qualified enquiries, cut acquisition costs, and build long-term search visibility beyond paid ads.
479%
Revenue Growth
−58%
CPA Reduction
385%
ROAS Increase
The Client
A specialised clinic in a crowded, comparison-heavy category.
Child Smile is a specialised paediatric dental clinic in Singapore dedicated to providing a positive and comfortable dental experience for children. The clinic focuses exclusively on children’s oral health, offering preventive, restorative and specialised dental treatments tailored to infants, children and adolescents.
Operating in a niche where parents compare multiple clinics before booking, Child Smile needed a strategy that could generate qualified enquiries immediately while building a stronger, lasting search presence.
Preventive & restorative paediatric care
Core services
Singapore
Market footprint
English & Chinese-Speaking Parents
Audience reached
The Challenge
A niche practice, parents comparing every option.
01
Increasing competition
From both general and specialist dental clinics chasing the same parents.
02
Rising advertising costs
Within an increasingly competitive healthcare search category.
03
Capturing qualified enquiries
From parents actively seeking children's dental care, not general searches.
04
Balancing efficiency and lead quality
Improving advertising efficiency without sacrificing enquiry quality.
05
Limited visibility for specialised services
Paediatric-specific treatments were under-represented in search.
06
Reliance on paid advertising
With a need to build a stronger, long-term organic search presence.
The Solution
One strategy, three channels, built for a considered decision.
OC Digital implemented a multi-channel strategy combining SEM, SEO and GEO improving Child Smile’s visibility across traditional search engines and emerging AI-powered search experiences, from ChatGPT to Gemini.
Google Search Ads, targeted at parents actively searching for children’s dental services, preventive care and specialised paediatric treatments.
248%
Increase in conversions, from parents actively searching for children’s dental care.
105%
Increase in CTR, through continuous optimisation and keyword refinement.
−75%
Reduction in CPA, delivering more cost-effective leads without sacrificing quality.
Strengthening organic visibility and establishing long-term search growth alongside paid advertising.
283%
Increase in organic traffic, from improved search visibility and keyword performance.
360%
Increase in sessions, expanding reach among parents seeking paediatric care.
100%
Of targeted English and Chinese keywords ranked on page one.
- Keyword Optimisation
- On-page SEO
- Technical SEO Enhancements
- Content Optimisation
- Chinese Keyword Optimisation
Improving discoverability across AI-powered search platforms such as ChatGPT, Gemini and AI-generated search experiences.
42%
Improved AI search readiness
48%
Enhanced brand authority signals
58%
Greater discoverability across emerging search platforms
85%
Future-proofed search strategy
“Rather than relying solely on paid advertising, we implemented an integrated strategy combining immediate lead generation with long-term search visibility through targeted SEM campaigns, ongoing SEO improvements, and forward-looking GEO optimisation.”
The result: a more efficient, scalable and future-ready marketing strategy that continues to support the clinic’s business objectives.
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