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Clínica Dental Aurora
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Case study · Clinics & health · 2026

The chains were full;
her diary was not

Clínica Dental Aurora is a three-chair dental practice in Indautxu. It competed with two franchises advertising loss-leader implants, saw its ads rejected and lost patients after the first visit.

-71% Gaps in the diary
148 New Google reviews
34% Patients returning for check-ups
Smiling female dentist in teal scrubs welcoming a middle-aged patient at a sunlit clinic reception desk with plants — Clínica Dental Aurora, Bilbao

“The chains take my patients, my ads get rejected and whoever comes once disappears.”

Dr Aurora Egaña, director · before we started
The challenge

Competing with chains while meeting healthcare rules

The clinic could not and would not advertise like a franchise. Its ads were rejected for promising results, it ranked behind the chains on Google and there was no reminder for the annual check-up.

  • —Ads rejected by Google and Meta healthcare policies
  • —Chains and insurers outranking it on generic searches
  • —No reminders: a cleaning patient did not return for two years
Clinic team of five in scrubs standing together in their practice — Clínica Dental Aurora, Bilbao
Close-up of a small green plant beside a dental mirror on a clean white surface — Clínica Dental Aurora, Bilbao
clinicaaurora Follow Message
312 posts 11.3K followers 264 following
Clínica Aurora · Dental practice in Bilbao Conservative dentistry. No rush, no surprises. Indautxu, Bilbao · Three chairs First visit includes a diagnosis ↓ #unhurriedcare
Dentist explaining a treatment plan on a tablet to a seated patient in a modern treatment room — Clínica Dental Aurora, Bilbao
Team
Confident woman in her thirties smiling naturally after a dental treatment — Clínica Dental Aurora, Bilbao
Braces
Dental hygienist demonstrating brushing technique with a model to a child and parent — Clínica Dental Aurora, Bilbao
Implants
Clinic team of five in scrubs standing together in their practice — Clínica Dental Aurora, Bilbao
Children
Close-up of hands in gloves preparing sterile instruments on a tray — Clínica Dental Aurora, Bilbao
Check-up
Posts Reels Tagged
Smiling female dentist in teal scrubs welcoming a middle-aged patient at a sunlit clinic reception desk with plants — Clínica Dental Aurora, Bilbao
Dentist explaining a treatment plan on a tablet to a seated patient in a modern treatment room — Clínica Dental Aurora, Bilbao
Confident woman in her thirties smiling naturally after a dental treatment — Clínica Dental Aurora, Bilbao
Dental hygienist demonstrating brushing technique with a model to a child and parent — Clínica Dental Aurora, Bilbao
Clinic team of five in scrubs standing together in their practice — Clínica Dental Aurora, Bilbao
Close-up of hands in gloves preparing sterile instruments on a tray — Clínica Dental Aurora, Bilbao
Older patient in the waiting area reading — Clínica Dental Aurora, Bilbao
Dentist pointing at a digital dental scan on a large screen while a patient watches — Clínica Dental Aurora, Bilbao
Bright clinic corridor with treatment room doors open and daylight from a window at the end — Clínica Dental Aurora, Bilbao

Posts that filled chairs

Content compliant with healthcare rules
clinicaaurora
Dentist explaining a treatment plan on a tablet to a seated patient in a modern treatment room — Clínica Dental Aurora, Bilbao
1,420 likes

clinicaaurora An annual check-up costs less than a root canal and takes fifteen minutes. That is not an offer: it is the simplest maths in dentistry.

#dentalcheckup #oralhealth #bilbao #clinicaaurora

clinicaaurora
Dental hygienist demonstrating brushing technique with a model to a child and parent — Clínica Dental Aurora, Bilbao
2,870 likes

clinicaaurora Ana had not sat in a dental chair for eleven years out of fear. We started with a session that was only talking. Today she comes every six months.

#dentalanxiety #dentalfear #unhurriedcare #bilbaodentist

clinicaaurora
Older patient in the waiting area reading — Clínica Dental Aurora, Bilbao
1,960 likes

clinicaaurora Circles, 45 degrees and two minutes. We teach it to children with a giant model and it works better than any lecture.

#paediatricdentistry #brushing #childrenshealth #clinicaaurora

Carousel · What to check before accepting a dental quote

3 slides · saves x10
Confident woman in her thirties smiling naturally after a dental treatment — Clínica Dental Aurora, Bilbao 1/3
Hook — the question of anyone who has seen a €399 implant.
Clinic team of five in scrubs standing together in their practice — Clínica Dental Aurora, Bilbao 2/3
Problem — quotes with no breakdown and no implant brand.
Dentist pointing at a digital dental scan on a large screen while a patient watches — Clínica Dental Aurora, Bilbao 3/3
Close — the five questions any clinic should answer.
What we did

Visibility where the chains do not reach

Dentist explaining a treatment plan on a tablet to a seated patient in a modern treatment room — Clínica Dental Aurora, Bilbao

Local SEO by treatment

One page per treatment and neighbourhood, a current Google profile and health content answering concrete questions.
Close-up of hands in gloves preparing sterile instruments on a tray — Clínica Dental Aurora, Bilbao

Compliant campaigns

Creatives and copy that meet Google and Meta healthcare policies: no promised outcomes, no clinical before-and-afters.
Bright clinic corridor with treatment room doors open and daylight from a window at the end — Clínica Dental Aurora, Bilbao

Check-up and review emails

Automatic check-up reminders segmented by treatment and a post-visit email requesting a review compliantly.

Each problem, its fix

From brief to result
Dental hygienist demonstrating brushing technique with a model to a child and parent — Clínica Dental Aurora, Bilbao
Gaps in the diary Local SEO + paid search Showing up for ‘dentist in Indautxu’ and capturing people already searching, with booking straight from the ad.
Older patient in the waiting area reading — Clínica Dental Aurora, Bilbao
Rejected ads Compliant creatives Messages focused on process and team, not outcomes; zero rejections from month two onwards.
Confident woman in her thirties smiling naturally after a dental treatment — Clínica Dental Aurora, Bilbao
Patients who don't return Check-up reminder An email at six and twelve months depending on treatment; a third of patients rebook on their own.
Older patient in the waiting area reading — Clínica Dental Aurora, Bilbao
Dentist pointing at a digital dental scan on a large screen while a patient watches — Clínica Dental Aurora, Bilbao
Behind the clinic

Three chairs, no rush
and a diary that fills itself

Aurora opened in 2014 after ten years at a franchise. She does not compete on price: she competes on time per patient. Today the diary fills with neighbours who found her on Google and patients who return because an email reminded them.

45 minPer first visit
4.9Google rating
Trustworthy health content

What people ask before booking

Articles by treatment and city, answered with clinical judgement, ranking the clinic in AI answers too.

01 — What a dental implant costs in Bilbao and why it varies 02 — Clear aligners or braces: how the choice is made 03 — How often you really need a professional cleaning
Close-up of hands in gloves preparing sterile instruments on a tray — Clínica Dental Aurora, Bilbao
Patients

What they leave on Google

Bright clinic corridor with treatment room doors open and daylight from a window at the end — Clínica Dental Aurora, Bilbao

“Searched ‘dentist Indautxu’ and they came up first. I'm not moving.”

Josu · Check-up

“The check-up reminder arrived exactly a year later. I'd have forgotten.”

Nekane · Cleaning

“They explained the quote line by line. Nobody had done that before.”

Iñaki · Implant
Frequently asked

What other clinics ask

How does a small clinic compete on Google with the big chains?

Not on generic searches but on specific ones: treatment by neighbourhood, real clinical questions and trustworthy health content. Aurora holds the top result for ‘dentist Indautxu’ and dozens of long-tail searches the chains ignore.

Why does Google reject my clinic's ads?

Almost always for promising an outcome, showing clinical before-and-afters or using language healthcare policy does not allow. We build compliant creatives and copy focused on process and team: Aurora has had no rejection since month two.

How do I get patients to come back for the annual check-up?

With automatic reminders segmented by treatment: six months after a cleaning, a year after a check-up, in the clinic's own tone. 34% of Aurora's patients book their check-up straight from that email.

Smiling female dentist in teal scrubs welcoming a middle-aged patient at a sunlit clinic reception desk with plants — Clínica Dental Aurora, Bilbao
Run a clinic?

Fill your diary while meeting the rules

Local SEO by treatment, compliant campaigns and automatic check-up reminders. No agency, no lock-in. This is how we work with clinics and health.

See CustomIQ for clinics