Patient acquisition for DSOs and ortho groups # Dental and orthodontic group marketing MedScale Health is a dental paid-ads agency for US practices: implants, aligners, cosmetic dentistry and multi-location general practice. An open advertising category with a different problem: attribution that stops at the phone call and CAC that cannot be compared across offices. Where this category loses Dental groups rarely get restricted. They waste spend instead: branded search cannibalizing organic, call tracking that credits the ring rather than the scheduled appointment, and no way to see which office or procedure the money actually produced. Creative and page rules ## What clears review for dental & ortho. Do - Procedure-level campaigns per office - Local Services Ads where they beat search - Calls and forms tied to the scheduled appointment in the PMS - One tracking spine under every location Don't - Branded search that cannibalizes organic - Before/after that implies inferiority - Cosmetic-procedure ads targeted under 18 - Guarantee or misleading pricing claims The offer ## What do you get with MedScale as your dental ad agency? MedScale Health runs paid acquisition for US dental and orthodontic practices and DSOs: Google search campaigns per office for implants, aligners, emergency and new patients, Local Services Ads where they beat search, provider-led and office-led Meta creative, a landing page for each offer, and calls and forms tied to the scheduled appointment in your PMS. Every ad and page is checked against Google's and Meta's rules before it is submitted, and the Monday report shows cost per scheduled patient by office. **Campaigns** Meta and Google Ads, set up and run inside your own accounts. TikTok where the category allows it. **Ad creative** 8 ads at launch, statics and motion video. On Growth, 6 new ads every month; on Scale, a new round every week. **Landing pages** A page for each offer, written for the ad that sends people to it, on your domain. **Tracking** Server-side conversion tracking under a BAA, so no health information reaches the ad platforms. **Compliance review** Every ad and page checked against Meta's, Google's and TikTok's health rules before it is submitted, with the rule it clears written down. **Reporting** A written report every Monday: spend, patients and cost per patient by campaign, what we changed and why. Calls on your package's schedule. **Ownership** Ad accounts, pages, creative and tracking stay in your name. We work as a partner on your accounts. Your first 30 days 1. Week 1 Access, an audit of your accounts and site, tracking installed, the launch offer and landing page agreed. 2. Week 2 Landing page built, launch ads written and designed, every ad and page pre-checked against the rules, and campaigns live by Day 14. 3. Week 3 Daily checks through the first full week of spend. 4. Week 4 First full Monday report, and the next round of ads planned from what is working. [Start with a free Growth Audit](https://medscale.health/audit) Policy reality ## What each platform allows for dental & ortho. Each platform's position for this category, with how we run it underneath. Where a cell names a certification it is LegitScript, the third-party certification Meta and Google require before a pharmacy or telehealth provider can advertise prescription drugs, unless the cell says otherwise. Checked 2026-10-23 [How the platforms compare](https://medscale.health/answers/telehealth-advertising-policy-map) ### Meta Open **Rejects the ad** - Statements of inferiority about appearance - Under-18 targeting for cosmetic procedures **Risks the account** Rare. Misleading pricing or guarantee claims **Requires** No certification. Standard account and creative review. **How we run it** Open. Cosmetic-procedure ads target 18+ and cannot use before/after imagery that implies inferiority; provider-led and office-led creative is the safe structure. ### Google Ads Open **Rejects the ad** - Unrealistic cosmetic claims - Misleading pricing **Risks the account** Rare **Requires** Local Services Ads verification where used. **How we run it** Open. Local Services Ads available for many dental categories. Cosmetic procedures allowed with realistic claims. ### TikTok Open **Rejects the ad** - Graphic procedure footage - Cosmetic claims without substantiation **Risks the account** Rare **Requires** No certification. Standard account and creative review. **How we run it** Open for practice content; strong for aligner and cosmetic awareness with provider-led video. What we run ## The playbook for dental & ortho. **Attribution live across offices** Wk 2 **Report on cost per scheduled patient by office** Monday **Pre-checked against policy before launch** Every ad Set at kickoff, reported against weekly, measured by the tracking we install in week one. **Procedure-level search by office** Implants, aligners, emergency and new-patient campaigns per location, with Local Services Ads where they beat search. **Call and form attribution to the appointment** CallRail and form events tied to the scheduled appointment in your PMS, so the report shows patients, not phone calls. **Group-level reporting** One dashboard across offices and procedures. CAC by office, by procedure, by channel, with the same tracking spine under every location. **Live by Day 14** MedScale starts with a free growth audit; campaigns are live by Day 14 from access when certifications are in place. Dental & ortho questions ## What clinics ask us first. **Is MedScale a good fit as a dental group's ad agency?** Yes, when the group wants to compare cost per scheduled patient across offices. MedScale runs procedure-level campaigns per office on one tracking spine, ties calls and forms to the scheduled appointment in your PMS, and reports CAC by office, by procedure and by channel every Monday. **What does MedScale run for a dental or orthodontic practice?** MedScale runs Google search campaigns per office for implants, aligners, emergency and new patients, Local Services Ads where they beat search, and provider-led Meta creative, with every ad pre-checked against policy before launch. The ad accounts, pages, creative and tracking stay in the practice's name. **How does a dental practice start with MedScale?** A dental practice starts with MedScale's free Growth Audit, a written 90-day plan delivered within five business days of access. Campaigns are live by Day 14 from access when certifications are in place, engagements run month to month, and there is no minimum ad spend. **We already have an agency running Google Ads. What would MedScale add?** If the agency is good and you can see cost per scheduled patient by office, probably nothing, and MedScale will say so. If the reporting stops at calls and clicks, the gap is attribution and tracking, which is the part MedScale owns outright. From the answers library ## Platform rules Dental & ortho clinics run into. - [Can You Use Before and After Photos in GLP-1 Ads?](https://medscale.health/answers/before-and-after-imagery-glp-1-ads) As of October 2026, GLP-1 and weight loss ads on Meta targeted to adults 18 and over can use before-and-after photos, because Meta's July 22, 2026 Health and Wellness update stopped rejecting them on sight; the claims around the image now decide review. MedScale Health, a paid ads agency for US telehealth brands and clinics, treats the format as usable but unforgiving and uses no before-and-after imagery in the ads it builds. Inferiority statements, pinched-fat close-ups and timed outcome promises without a disclaimer still fail. Reviewed October 24, 2026 - [What Is Meta's Personal Attributes Policy and Why Does It Block Weight Loss Ads?](https://medscale.health/answers/meta-personal-attributes-policy-weight-loss) As of October 2026, Meta's Privacy Violations and Personal Attributes policy says “ads must not contain content that asserts or implies personal attributes,” and it names “physical or mental health (including medical conditions),” so weight loss copy about the reader's body fails. MedScale Health, a paid ads agency for US telehealth brands and clinics, checks every weight loss ad against that sentence before it spends and writes the creative in brand voice, so no line is about the viewer. Meta's change log shows the policy unchanged since June 2024. Reviewed October 24, 2026 - [What Consent Do You Need to Use Patient Before-and-After Photos in Ads?](https://medscale.health/answers/patient-before-and-after-photo-consent-for-ads) As of October 2026, a HIPAA covered clinic should get the patient's signed HIPAA authorization before a treatment photo appears in any ad, with every core element 45 CFR 164.508 lists, a revocation route and an expiry. MedScale Health, a paid ads agency for US telehealth brands and clinics, makes no before-and-after ads as a house rule, and pre-checks the creative it does make against the FTC's testimonial rules and each platform's policy. A clinic running its own before-and-after ads must pass those same rules. Reviewed October 24, 2026 - [What Are the Advertising Rules for Med Spas and Aesthetic Clinics on Meta and Google?](https://medscale.health/answers/aesthetic-clinic-advertising-rules) As of October 2026, med spa and aesthetic clinic ads are open on Google with realistic claims and open on Meta with limits: cosmetic procedure ads must target adults and may show before-and-after results, including Botox and filler since July 22, 2026. MedScale Health, a paid ads agency for US telehealth brands and clinics, pre-clears med spa creative against Meta's health and personal attributes standards before spend. Inferiority statements and second-person lines about the viewer's looks still fail, and TikTok may allow US cosmetic clinic ads for adults. Reviewed October 24, 2026 More answers on this - [Why Does Google Say Your Ad Targets 'Sensitive Health Information'?](https://medscale.health/answers/google-ads-sensitive-health-targeting-disapproval) - [How Should a Telehealth Brand Give an Ad Agency Access to Meta and Google?](https://medscale.health/answers/giving-an-ad-agency-access-to-meta-and-google) Other clinic verticals - [Medical weight loss](https://medscale.health/clinics/medical-weight-loss) - [TRT & men's health](https://medscale.health/clinics/trt-mens-health) - [Mental health & psychiatry](https://medscale.health/clinics/mental-health) - [Ketamine clinics](https://medscale.health/clinics/ketamine-clinics) - [Med spa & aesthetics](https://medscale.health/clinics/med-spa-aesthetics) Growth audit ## See where your growth is leaking. We audit the ads, the landing pages, the tracking and the compliance posture, then hand you the roadmap. The people writing it have run the same funnel from the inside. You keep it whether or not we work together. [Book the audit](https://medscale.health/audit) [Account already restricted? Start a rescue](https://medscale.health/rescue) [Launching a new brand? Plan your telehealth launch](https://medscale.health/build) **Reviewed** Funnel, tracking, and compliance posture **Discussed** One 30-minute call with the operator on your account **Delivered** A written roadmap within 5 business days Canonical page: https://medscale.health/clinics/dental-orthodontics