Markovitz Orthodontics is a well-established, multi-location orthodontic practice serving the greater Baltimore, Maryland area. With three offices in Parkville, Pikesville, and Inner Harbor, the practice offers braces, Invisalign, and a full range of orthodontic treatments for children, teens, and adults.
Before partnering with Optidge, Markovitz Orthodontics had limited paid advertising infrastructure and no consistent strategy for attributing ad spend to actual new-patient appointments booked across its locations. They needed a partner who could build scalable paid media campaigns tailored to each office while measuring true ROI all the way to the consultation.
Multi-location practices face unique paid advertising challenges that single-location practices don’t: geo-targeting that prevents locations from competing against each other, attribution complexity across offices, and lead quality that can’t simply be measured by form fills.
Markovitz needed a paid media partner who understood the nuances of multi-location healthcare marketing from day one.
Rather than running a single blanket campaign for the entire practice, we built dedicated Google Ads campaigns for each office, with tight geographic targeting around each location. This prevented audience overlap and ensured that ad spend reached the right patients closest to each office. A separate branded campaign was also maintained to capture high-intent patients already familiar with the practice.
We implemented Google Click ID (GCLID) conversion imports, a tracking method that links ad clicks directly to CRM records. This allowed Markovitz to match paid search clicks all the way through to new patient appointments, giving us ground-truth data on which campaigns were driving actual consultations, not just form fills.
We launched across Google Search, Meta, and LinkedIn, then rigorously analyzed channel performance. After identifying that Google Ads delivered the highest-quality conversions, we consolidated the budget accordingly and paused Meta and LinkedIn once the data showed diminishing returns relative to Google’s performance.
We conducted over 15 Search Query Report (SQR) analyses throughout the engagement to continuously refine keyword targeting, add negative keywords, and ensure spend was directed toward high-intent searches such as “orthodontist near me,” “braces Parkville,” and “Invisalign Inner Harbor Baltimore.”
Every month, Markovitz Orthodontics received a detailed Paid Advertising Report breaking down performance by channel, by location-level campaign, by lead type (call vs. form), and by new patient appointment. This provided the practice with clear visibility into exactly where every dollar was going and what it was producing.
At peak performance in Q3 2022, Optidge delivered 44 tracked new-patient appointments in a single quarter. Google Ads alone reached 18 new patient appointments per month during its best months; strong, practice-level ROI in a competitive market.
The Markovitz Orthodontics campaign is a strong example of what rigorous, location-level paid media infrastructure can accomplish for a multi-location healthcare practice.
By building campaigns that treated each office as its own market, tracking performance all the way to booked appointments, and continuously optimizing for real patient outcomes, Optidge delivered results that went well beyond standard lead-generation metrics.
Markovitz Orthodontics is one of many multi-location healthcare practices Optidge serves nationwide, from orthodontics and ABA therapy, to allergy and home health services.