How do I get more braces and Invisalign patients?

Why orthodontic leads behave differently

• High ticket, long decision. A full case runs for many months and costs thousands of dirhams. Most people book a consultation, then think, then compare.
• Two buyers. Parents searching for a child, and adults searching for themselves, often for aligners. They need different ads and pages.
• Price is the first question. If your page hides the price, the patient asks a competitor who shows it.

Google's rules for orthodontic ads

• "Invisalign" is a trademark, not a drug. The prescription drug ban does not apply. Google's trademark policy lets you bid on trademarks as keywords. Use in ad text can be restricted if the owner files a complaint, especially for ads that confuse people about who you are. Say "Invisalign" in ads only if you actually offer it, and use "clear aligners" as your main term.
• No guaranteed timelines. "Straight teeth in 3 months, guaranteed" risks Google's unreliable claims policy. Give typical ranges and say the orthodontist confirms at assessment.
• Remarketing. Orthodontics is not named in Google's sensitive health categories list, which covers conditions, invasive procedures and injections. Write remarketing ads about the service, not the viewer's teeth. If Google limits an ad, remove the audience list.
• Under-18s. Google does not allow personalised advertising to users under 18. Aim teen-braces ads at parents with keywords, not audiences.

DHA and UAE rules

• Titles. Advertise as "Specialist Orthodontist" or "Consultant Orthodontist" only if that is the DHA licence title. A general dentist who offers aligners must be advertised as a general dentist.
• Clinical expectations. The DHA Clinical Guidelines of Orthodontics (Version 2, effective 1 March 2026) expect full records before treatment, informed consent and a realistic time estimate. Your marketing should promise the same: an assessment, not a result.
• Banned words. No "the best", "100%", "immediate results" or comparisons with other clinics (Khaleej Times, Sept 2026).
• Before-and-after smiles. Same person, same lens, no editing, written consent and a "results vary" note. Parental consent for under-18s (Gulf News, Sept 2026).
• Outside Dubai. MOHAP issues health advertisement licences. Abu Dhabi clinics follow DOH standards.

The 8-step plan

1. Separate campaigns for adults and children. Adults: "clear aligners", "invisible braces", "aligners cost". Parents: "braces for kids", "orthodontist for teenager". Different pages, different offers.
2. Publish your price logic. A range per option (metal, ceramic, aligners), what is included (scan, retainers, reviews) and payment plans. Unclear pricing is the main reason aligner leads go quiet.
3. Offer a scan consultation. A 3D scan with a preview of the plan is the strongest first step for adults. State whether it is free or the fixed fee.
4. Show the orthodontist. Name, licensed title, years in orthodontics and real cases. Patients choose a person for a year-long relationship.
5. Answer the comparison questions on the page. Braces vs aligners, how long, how often visits are, what happens if you lose an aligner, retainers after treatment.
6. Add negatives. "Course", "jobs", "orthodontist salary", "at home kit", "DIY", "second hand". See negative keywords.
7. Follow up for weeks. Send the treatment plan and price in writing, then check in at 1, 2 and 4 weeks. Track which leads start treatment, not just who booked a scan.
8. Ask for reviews at debond or final aligner. That is when patients are happiest. No incentives, per Google's review policy.

What leads cost

LocaliQ's 2026 benchmarks, mostly from US accounts, show dentists at an average $8.00 click, 10.67% conversion rate and $72.97 (about AED 268) per lead, the highest of the healthcare categories they list. UAE aligner keywords are competitive too. Because one started case is worth thousands of dirhams, judge on cost per started case. Example only: if 1 in 5 leads starts treatment, a AED 1,500 acquisition budget allows AED 300 per lead. Track it with conversion tracking.

For the wider dental playbook see how to get more dental patients, dental marketing and dental SEO. Related: Botox and filler patients.

Want this done for you?

Access One is the UAE's first Healthcare Google Partner and Dubai's #1 Google Ads agency for healthcare. We run braces and aligner campaigns that pass Google and DHA review and are tracked to started cases. Get a free Google Ads audit.

Frequently asked questions

Can I use "Invisalign" in my Google ads?

As a keyword, yes. In ad text, it can be restricted under Google's trademark policy if the owner complains. Only use it if you offer Invisalign, and lead with "clear aligners".

Can a general dentist advertise braces?

They can advertise services they are licensed and privileged for, but must use their real licence title, not "orthodontist".

Should I show braces prices in ads?

A "from" price or monthly plan in the ad or on the page filters out poor-fit leads. Keep it accurate and say what is included.

Are orthodontic leads worth more on Google or Instagram?

Google catches people already searching for treatment and usually converts better. Instagram builds interest with real cases. See Google Ads vs Meta Ads for clinics.

Sources

• Google Ads: Trademarks policy
• Google Ads: Unreliable claims policy
• Google Ads: Personalised advertising, sensitive categories
• DHA: Clinical Guidelines of Orthodontics, Version 2 (2026)
• DHA: Standards for Medical Advertisement Content on Social Media
• MOHAP: Health advertisement licence
• DOH Abu Dhabi: Standards
• LocaliQ: Search advertising benchmarks 2026
• Google Maps: Prohibited and restricted content (reviews)

Published 18 Oct 2026 · Access One