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 → acquire NEW LOCAL patients in Zadar and its surroundings (Zadarska županija). Drive high-intent local searchers to a simple site + focused Search landing pages that convert to calls and form submits. Focus: New-patient acquisition only. No dental tourism — this plan targets Croatian-speaking patients in the Zadar area. All ad groups are HR-language, geo-targeted to Zadar + okolica. Date: 2026-07-06 (revised).

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 campaign (Local, new-patient focus)

Account structure (overview)

One campaign — Local (HR), new-patient acquisition. Geo = Zadar + okolica (Zadarska županija). Language = Croatian. Every ad group is single-theme (tight keyword → ad → landing-page match) and oriented to turning a local searcher into a first-visit patient: easy booking, first-visit offer, trust, and location are the levers in every RSA.

New-patient conversion focus: every ad and landing page pushes two actions — call (click-to-call / call asset) and form (short “naruči prvi termin” form). See conversion tracking in the Conversion tracking section. Report on new-patient leads (calls + form submits), not clicks.

Ad group details

1. Novi pacijent / prvi pregled (HR)

• Intent: Someone who wants to register with / try a new dentist in Zadar — the purest new-patient signal.
• Keyword themes (phrase + a few exact):
  • "novi zubar zadar", "novi stomatolog zadar", "prvi pregled zubar", "pregled zuba zadar"
  • "zubar koji prima nove pacijente", "naruci se zubar zadar", "termin zubar zadar"
  • [zubar zadar novi pacijenti], [prvi pregled zadar]
• Match types: Phrase for the meat; Exact on the top converters. No broad until you have conversion data.
• RSA headlines (HR):
  • Novi Pacijenti Dobrodošli — Zadar
  • Naručite Prvi Pregled u Zadru
  • Vaš Novi Zubar u Zadru
  • Besplatna / Povoljna Prva Konzultacija
• Descriptions (HR):
  • Tražite novog zubara u Zadru? Primamo nove pacijente — naručite prvi pregled online ili telefonom.
  • Suvremena ordinacija, iskusan tim i topla dobrodošlica. Brzi termini u centru Zadra.
• Negatives (group-level): posao, zaposlenje, iskustva, forum, cijena (if you want to keep this group focused on booking, not price-shopping — optional).

2. Opća stomatologija Zadar (HR)

• Intent: Generic local dentist demand — highest volume; the front door for new patients.
• Keyword themes: "stomatolog zadar", "zubar zadar", "dentalna ordinacija zadar", "stomatološka ordinacija zadar", "zubar u zadru", "opća stomatologija zadar".
• Match types: Phrase; Exact on [stomatolog zadar], [zubar zadar]. (Highest-volume group — watch cost, lean on tight geo.)
• RSA headlines (HR):
  • Stomatolog u Zadru
  • Primamo Nove Pacijente
  • Suvremena Ordinacija, Iskusan Tim
  • Naručite Termin — Brzo i Lako
• Descriptions (HR):
  • Vaš zubar u Zadru za cijelu obitelj. Od redovnog pregleda do svih usluga — naručite termin danas.
  • Moderna stomatologija u centru Zadra. Novi pacijenti dobrodošli — nazovite ili rezervirajte online.
• Negatives: posao, zaposlenje, plaća, fakultet, studij, tečaj, wiki.

3. Implantologija Zadar (HR)

• Intent: Local patient missing teeth / needs an implant, comparing clinics in Zadar — a high-value first treatment.
• Keyword themes: "zubni implantati zadar", "dentalni implantati zadar", "ugradnja implantata zadar", "implantologija zadar", "all on 4 zadar", "implantat cijena zadar", [zubni implantati zadar].
• Match types: Phrase; Exact on [implantologija zadar], [zubni implantati zadar].
• RSA headlines (HR):
  • Zubni Implantati u Zadru
  • Trajno Rješenje za Nedostatak Zuba
  • Besplatna Konzultacija za Implantate
  • Moderna Implantologija, 3D Dijagnostika
• Descriptions (HR):
  • Vratite osmijeh trajnim zubnim implantatima. Naručite besplatnu konzultaciju u Zadru.
  • Suvremena implantologija uz iskusan tim i 3D dijagnostiku. Novi pacijenti dobrodošli — nazovite.
• Negatives: posao, slike, wiki, croatia / abroad / cost (guard against foreign-tourism intent — this is a local group), all on 4 cijena hrvatska (if it pulls research-only traffic).

4. Estetska / izbjeljivanje / ljuskice (HR)

• Intent: Cosmetic — the easiest, most motivating first appointment for a new local patient.
• Keyword themes: "izbjeljivanje zubi zadar", "keramičke ljuskice zadar", "fasete za zube zadar", "estetska stomatologija zadar", "hollywood osmijeh zadar", "izbjeljivanje zubi cijena".
• Match types: Phrase; Exact on [izbjeljivanje zubi zadar], [keramičke ljuskice zadar].
• RSA headlines (HR):
  • Ljepši Osmijeh u Zadru
  • Izbjeljivanje i Keramičke Ljuskice
  • Prvi Termin Lako i Brzo
  • Besplatna Estetska Konzultacija
• Descriptions (HR):
  • Bijeli, prirodan osmijeh — izbjeljivanje i keramičke ljuskice u Zadru. Naručite konzultaciju online.
  • Digitalni dizajn osmijeha i iskusan tim. Novi pacijenti dobrodošli — rezervirajte prvi termin.
• Negatives: diy, kod kuće, recept, youtube, posao.

5. Hitna stomatologija (HR)

• Intent: Pain / emergency now — a fast entry point that converts a stranger into a registered patient.
• Keyword themes: "hitni zubar zadar", "hitna stomatologija zadar", "zubobolja zadar", "zubar bez naručivanja zadar", "hitni stomatolog zadar", "zubar odmah zadar".
• Match types: Phrase; Exact on [hitni zubar zadar], [hitna stomatologija zadar]. (Consider a bid modifier for phones — this group is call-heavy.)
• RSA headlines (HR):
  • Hitni Zubar u Zadru
  • Zubobolja? Javite Se Odmah
  • Brzi Termini — I Hitni Slučajevi
  • Nazovite Sada — Zadar
• Descriptions (HR):
  • Bol u zubu? Primamo hitne slučajeve u Zadru — nazovite odmah i dolazite bez čekanja.
  • Brza pomoć i topla dobrodošlica. Postanite naš pacijent — nazovite ili rezervirajte termin.
• Negatives: posao, dežurna ljekarna, dom zdravlja (if you don’t want public-clinic intent), wiki.

6. Dječja stomatologija (HR)

• Intent: Parents seeking a child-friendly dentist locally — acquires the whole family.
• Keyword themes: "dječji zubar zadar", "dječja stomatologija zadar", "zubar za djecu zadar", "stomatolog za djecu zadar".
• Match types: Phrase; Exact on [dječji zubar zadar].
• RSA headlines (HR):
  • Dječji Zubar u Zadru
  • Bezbrižan Prvi Posjet za Najmlađe
  • Nježan Pristup Djeci
  • Naručite Termin za Dijete
• Descriptions (HR):
  • Stomatologija bez straha za djecu — strpljiv, nježan tim u Zadru. Primamo nove male pacijente.
  • Gradimo zdrave navike od malih nogu. Naručite prvi termin — nazovite ili ispunite obrazac.
• Negatives: posao, dom zdravlja, besplatno (unless it’s your own offer), wiki.

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

posao, zaposlenje, plaća, natječaj, forum, wiki, recept, fakultet, studij, tečaj, edukacija, seminar, diy, kako sam, youtube, slike. Guard against foreign-tourism intent (this is a local campaign): add croatia, abroad, cheap, cost, tourism, holiday, english, plus obvious foreign-language tokens if they show up in the Search Terms report. Review the Search Terms report weekly and mine new negatives.

Geo-targeting

• Zadar + okolica (Zadarska županija). Center on Zadar with a radius covering the county; keep it tight so budget goes to reachable, bookable patients.
• Use “presence” targeting (people IN the location), not “interest” — you only want people who can actually come to the clinic.
• No foreign geos. No English campaign.

Bidding & budget (starter guidance)

• First 2–4 weeks: run Maximize Clicks with a max CPC cap, or Manual CPC, until conversion tracking is firing and ~15–30 conversions are logged.
• Then switch to Maximize Conversions (add a tCPA once you know your cost per new-patient lead).
• Starter allocation: concentrate budget on Opća stomatologija, Novi pacijent, and Implantologija first (best mix of volume + value); give Hitna a small always-on budget (high intent, call-heavy); scale Estetska and Dječja once the core converts. Set exact figures with the client — a lean pilot of a few tens of EUR/day total is a reasonable starting frame, then scale what books patients.
• Ad schedule: concentrate spend during clinic hours for the call-focused groups (especially Hitna and Opća), so calls land when someone can answer.

Conversion tracking (do this before spending) — new-patient focus

Two primary conversions, both = a new-patient lead:

1. Phone-call conversion — call-from-ads (call asset) + a tracked click-to-call on the site; count calls over ~30–60s. This is the main new-patient signal for Hitna/Opća.
2. Form submit — GA4 event / Google Ads conversion on the “naruči prvi termin” / appointment form thank-you state. Wire GA4 + Google Ads; import GA4 conversions or use the Google Ads tag directly. Nothing switches to Maximize Conversions until these fire reliably. Add call tracking (e.g. a tracked number / CallRail-style) if the client wants call-source attribution. Optimize toward new-patient leads, and — once the clinic can report it — toward first-visit patients who actually show.

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). Every landing page leads with the new-patient offer + easy booking (call + form) + Zadar location + trust.

Core site (4 pages)

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

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

Search landing pages (one per ad group, message match)

Each mirrors its ad group’s headline and pushes the two new-patient actions (call + form):

1. Novi pacijent / prvi pregled — “Novi pacijenti dobrodošli”, what a first visit looks like, easy booking, trust signals.
2. Opća stomatologija Zadar — become your regular dentist; services overview; book.
3. Implantologija Zadar — implants explained, 3D diagnostics, free consult, book.
4. Estetska / izbjeljivanje / ljuskice — before/after, quick first appointment, book.
5. Hitna stomatologija — big click-to-call, “dolazite bez čekanja”, hours, book.
6. Dječja stomatologija — child-friendly framing, gentle first visit, book.

Each landing page: one clear H1 matching the ad, a short trust bar (team, tech, location, reviews), the new-patient offer, a click-to-call button and a short form above the fold, clinic address + map, and a mobile-first layout. Fire the call + form conversions from here.

C) PRE-LAUNCH VERIFICATION CHECKLIST (verify on the live site before spending)

• Real service list & exact naming used on insuladent.hr
• Pricing / whether a cijenik is published (affects “cijena” keywords + negatives)
• Working hours, phone, email, exact address, Google Business Profile + reviews
• Whether the clinic is currently accepting new patients (core to this whole plan)
• Existing GA4 / Google Ads / Meta pixel / cookie-consent (GDPR) setup
• Budget, and which services the client wants to lead with
• Hosting choice for the new simple site (Cloudflare Pages, or elsewhere)
• Confirm no foreign-language / tourism traffic is desired (this plan assumes local-only)