INSULA Dent — Google Ads (Search) + Web Setup Plan

Client: INSULA Dent — Insula Dent d.o.o., a modern dental clinic in Zadar, Croatia (founded early 2021). Goal: Run Google Search ads → drive high-intent patients to a simple site + focused Search landing pages that convert to calls and form submits. Date: 2026-07-05.

Honesty note: The live site (insuladent.hr) is JavaScript-rendered and could not be auto-extracted (empty shells on fetch). The service names, prices, hours, USPs, and contact details below are ASSUMED — the standard set for a modern Zadar clinic. Treat them as scaffolding and verify every one against the live site before launch (checklist at the end). Ground-truth capture: brain/raw/insuladent-site-copy.md.

A) GOOGLE ADS — Search campaigns

Account structure (overview)

Two campaigns to keep geo-targeting and language clean:

1. Campaign 1 — Local (HR): Croatian keywords, geo = Zadar + wider Croatia. Contains the local-demand ad groups.
2. Campaign 2 — Dental Tourism (EN): English keywords, geo = source countries (DE/AT/IT/UK/Nordics). Contains only implants + veneers (the services worth traveling for).

Ad groups are single-theme (tight keyword→ad→landing-page match). Start with these:

Ad group details

1. Implantologija (HR)

• Intent: Local patient missing teeth / needs implant, comparing clinics in Zadar.
• Keyword themes (phrase + a few exact):
  • "zubni implantati", "dentalni implantati", "ugradnja implantata"
  • "implantologija zadar", [zubni implantati zadar], [cijena zubnog implantata]
  • "all on 4", "all on 6", "implantat cijena"
• Match types: Phrase for the meat; a handful of Exact for the top converters ([implantologija zadar], [zubni implantati zadar]). Avoid broad until conversion data exists.
• Sample RSA headlines (HR):
  • Zubni Implantati u Zadru
  • Trajno Rješenje za Nedostatak Zuba
  • Moderna Implantologija — Besplatna Konzultacija
  • Iskusan Tim, Suvremena Tehnologija
• Descriptions (HR):
  • Vratite osmijeh trajnim zubnim implantatima. Naručite besplatnu konzultaciju u Zadru.
  • Suvremena implantologija uz iskusan tim i 3D dijagnostiku. Nazovite danas.

2. Estetika — keramičke ljuskice / fasete (HR)

• Intent: Cosmetic makeover, high emotional/visual motivation.
• Keyword themes: "keramičke ljuskice", "fasete za zube", "ljuskice za zube cijena", "estetska stomatologija zadar", "hollywood osmijeh".
• Match types: Phrase; Exact on [keramičke ljuskice zadar].
• Headlines (HR):
  • Keramičke Ljuskice u Zadru
  • Savršen Osmijeh za Nekoliko Posjeta
  • Prirodan Izgled, Vrhunska Estetika
  • Besplatna Estetska Konzultacija
• Descriptions (HR):
  • Keramičke ljuskice za prirodan i blistav osmijeh. Naručite konzultaciju u Zadru.
  • Iskusan tim i digitalni dizajn osmijeha. Rezervirajte termin danas.

3. Izbjeljivanje zubi (HR)

• Intent: Quick, affordable cosmetic — easiest first appointment.
• Keyword themes: "izbjeljivanje zubi", "izbjeljivanje zubi zadar", "izbjeljivanje zubi cijena", "profesionalno izbjeljivanje".
• Match types: Phrase; Exact on [izbjeljivanje zubi zadar].
• Headlines (HR):
  • Izbjeljivanje Zubi u Zadru
  • Bijeli Osmijeh u Jednom Posjetu
  • Profesionalno i Bezbolno
  • Naručite Termin Online
• Descriptions (HR):
  • Profesionalno izbjeljivanje zubi za vidljivo svjetliji osmijeh. Naručite u Zadru.
  • Sigurno, brzo i učinkovito. Nazovite ili ispunite obrazac za termin.

4. Ortodoncija / Invisalign (HR)

• Intent: Aligner / braces research, adults and teens.
• Keyword themes: "invisalign zadar", "prozirni alajneri", "nevidljive proteze zube", "ortodoncija zadar", "ravnanje zubi".
• Match types: Phrase; Exact on [invisalign zadar].
• Headlines (HR):
  • Invisalign u Zadru
  • Ravni Zubi Bez Fiksnih Aparatića
  • Prozirni Alajneri — Diskretno Ravnanje
  • Besplatna Ortodontska Konzultacija
• Descriptions (HR):
  • Poravnajte zube prozirnim alajnerima — udobno i gotovo nevidljivo. Naručite konzultaciju.
  • Digitalno planiranje osmijeha uz iskusan tim u Zadru. Nazovite danas.

5. Opća stomatologija + Hitno (HR)

• Intent: New patient looking for a dentist; urgent pain / emergency.
• Keyword themes: "stomatolog zadar", "zubar zadar", "dentalna ordinacija zadar", "hitni zubar zadar", "zubar bez čekanja", "pregled zuba zadar".
• Match types: Phrase; Exact on [stomatolog zadar], [zubar zadar]. (Highest volume group — watch cost.)
• Headlines (HR):
  • Stomatolog u Zadru
  • Novi Pacijenti Dobrodošli
  • Brzi Termini — I Hitni Slučajevi
  • Suvremena Ordinacija, Iskusan Tim
• Descriptions (HR):
  • Traži­te zubara u Zadru? Naručite pregled — brzi termini i topla dobrodošlica.
  • Od redovnog pregleda do hitnih slučajeva. Nazovite ili rezervirajte online.

6. Dječja stomatologija (HR)

• Intent: Parents seeking a child-friendly dentist locally.
• Keyword themes: "dječji zubar zadar", "dječja stomatologija", "zubar za djecu zadar".
• Match types: Phrase; Exact on [dječji zubar zadar].
• Headlines (HR):
  • Dječji Zubar u Zadru
  • Bezbrižan Posjet za Najmlađe
  • Nježan Pristup Djeci
  • Naručite Termin za Dijete
• Descriptions (HR):
  • Stomatologija bez straha za djecu — strpljiv i nježan tim u Zadru. Naručite termin.
  • Gradimo zdrave navike od malih nogu. Nazovite ili ispunite obrazac.

7. Dental Implants Croatia (EN — Tourism)

• Intent: Foreign patient comparing implant destinations; price + quality + trip.
• Keyword themes: "dental implants croatia", "dental implants zadar", "all on 4 croatia", "dental implants abroad cost", "cheap dental implants europe".
• Match types: Phrase; Exact on [dental implants croatia], [all on 4 croatia].
• Headlines (EN):
  • Dental Implants in Croatia
  • Save Up to 60% vs. Home
  • All-on-4 & All-on-6 in Zadar
  • Free Online Consultation & Quote
• Descriptions (EN):
  • High-quality dental implants in Zadar, Croatia — modern clinic, experienced team. Get a free quote.
  • Combine treatment with a coastal holiday. We help with travel & scheduling. Enquire today.

8. Veneers Croatia (EN — Tourism)

• Intent: Foreign patient seeking a smile makeover abroad.
• Keyword themes: "veneers croatia", "dental veneers zadar", "porcelain veneers abroad", "smile makeover croatia", "hollywood smile croatia".
• Match types: Phrase; Exact on [veneers croatia].
• Headlines (EN):
  • Porcelain Veneers in Croatia
  • Your Smile Makeover in Zadar
  • Premium Results, Fair Prices
  • Free Consultation & Treatment Plan
• Descriptions (EN):
  • Natural-looking porcelain veneers in Zadar — digital smile design, experienced team. Free quote.
  • A new smile plus a Croatian holiday. We assist with travel & timing. Enquire now.

Shared negative-keyword list (add at campaign/account level)

besplatno (unless it’s your own “besplatna konzultacija” — scope carefully), posao, zaposlenje, plaća, forum, iskustva (research-only, optional), wiki, recept, fakultet, studij, tečaj, edukacija, seminar, diy, kako sam, youtube. EN tourism negatives: jobs, salary, course, training, school, free (if not your offer), insurance, how to, nhs (unless relevant), reviews (optional). Review the Search Terms report weekly and mine new negatives.

Geo-targeting

• Local (HR) campaign: Zadar + a radius covering Zadarska županija; extend to wider Croatia for the high-value implant/veneer groups (people travel within HR too). Set “presence” targeting (people IN the location), not “interest.”
• Tourism (EN) campaign: Target DE, AT, IT, UK, and Nordics (SE/NO/DK/FI) — “presence” so you reach people at home planning treatment. Keep it OFF for the HR campaign.

Bidding & budget (starter guidance)

• First 2–4 weeks: run Maximize Clicks with a max CPC cap, or Manual CPC, until you have conversion tracking firing and ~15–30 conversions logged.
• Then switch to Maximize Conversions (add a tCPA once you know your cost per lead).
• Starter daily budget: modest and split — e.g. concentrate budget on Implantologija + Estetika + Opća/Hitno first; give each tourism group a small separate daily budget so it can’t drain the local budget. (Set exact figures with the client once they confirm appetite; a lean pilot of a few tens of EUR/day total is a reasonable starting frame, then scale what converts.)
• Ad schedule: consider concentrating during clinic hours for the call-focused groups.

Conversion tracking (do this before spending)

Two primary conversions:

1. Phone-call conversion — call-from-ads (call extension / call asset) + a tracked click-to-call on the site; count calls over ~30–60s.
2. Form submit — GA4 event / Google Ads conversion on the appointment/contact form “thank you” state. Wire GA4 + Google Ads, import GA4 conversions or use the Google Ads tag directly. Nothing should switch to Maximize Conversions until these fire reliably. Add call tracking (e.g. a tracked number or CallRail-style) if the client wants call-source attribution.

B) WEB SETUP — simple site + Search landing pages

The client wants a lean site plus dedicated Search landing pages. Keep the core site tiny; put the conversion work on the landing pages, each matched to one ad group (message match).

Core site (4 pages)

• Home — who they are, top services, trust bar, primary CTA (call + book).
• Usluge — the full service list (single page or light sub-sections).
• O nama — team, tech, clinic photos, Zadar location.
• Kontakt — map, address, hours, phone, form, GDPR/cookie notice.

Keep it simple, fast, mobile-first. This is not a big CMS build.

Landing pages (one per high-intent ad group — message match)

Build these, each mirroring its ad’s promise:

1. /implantologija (HR)
2. /keramicke-ljuskice (HR)
3. /izbjeljivanje-zubi (HR)
4. /invisalign (HR)
5. /stomatolog-zadar (HR) — general + emergency
6. /djecji-zubar (HR)
7. /en/dental-implants-croatia (EN) — with tourism logistics block
8. /en/veneers-croatia (EN) — with tourism logistics block

Language: HR for the local pages; HR + EN for the two tourism pages (EN is the live ad target, HR optional mirror). Point each ad group’s final URL at its own page — never at the homepage.

Landing-page template (use for every LP)

1. H1 that mirrors the keyword (e.g. “Zubni implantati u Zadru” / “Dental Implants in Zadar, Croatia”).
2. Trust bar / USP strip — years/experience, modern tech, Google rating, “besplatna konzultacija.”
3. Service explanation — short, plain-language: what it is, how it works, why here.
4. Before/after gallery (real cases — with consent) — especially for veneers, whitening, implants.
5. Transparent pricing OR “free consult” — a price range or “besplatna procjena / free quote.”
6. Strong CTA, repeated — click-to-call (big, sticky on mobile) + short form (name, phone, service, message).
7. Local proof / reviews — Zadar Google reviews, clinic photos, map, hours.
8. Dental-tourism logistics block (tourism pages only) — number of visits, treatment time, guarantees/warranty, help with travel (airport ZAD, ferry), accommodation tips, “we speak English/German,” WhatsApp contact.
9. FAQ — cost, pain, duration, financing, safety.

Keep each page single-scroll, fast, mobile-first, minimal nav (don’t let visitors wander off).

Recommended minimal build

• Static site (e.g. Astro — same stack as foogy-dev on Cloudflare Pages) for speed + easy landing-page templating and cheap hosting.
• A form — a simple static-site form endpoint (email the clinic + fire the conversion event).
• Call tracking — sticky click-to-call button + Google Ads call conversion; optional tracked number for source attribution.
• Analytics/consent — GA4 + Google Ads tag, plus a cookie-consent banner (GDPR).

Before launch — verify on the live site

• Real services — confirm the actual service list and exact names used on insuladent.hr.
• Prices — do they publish a cijenik? Get real price ranges (or confirm “consult only”).
• USPs — the true differentiators (tech, credentials, guarantees, languages spoken).
• Hours — radno vrijeme (for ad scheduling + Kontakt page).
• Phone — the real number for call ads / click-to-call.
• Address / Google Business Profile — verify GBP exists and is claimed (feeds local trust + reviews).
• GDPR / cookie consent — ensure a compliant cookie banner before running any tracking.
• Existing GA4 / Google Ads — check for any existing account/tag to build on (don’t duplicate).
• English readiness — confirm the clinic can actually handle EN (and ideally DE) enquiries before running tourism ads.
• Budget & lead service — confirm the client’s monthly budget and which services to prioritize.

Source of facts & assumptions: brain/raw/insuladent-site-copy.md · Entity: brain/entities/insuladent.md