Should my dental clinic show prices in its ads?

When to show a price, and when not to

The rules your price must pass

1. DHA: accurate and with conditions. The DHA social media advertising standard lists stating "fees charged" and insurance arrangements as acceptable. It lists as not acceptable any price information that is inaccurate or that fails to specify conditions or variables, and time-limited discounts or inducements that cannot be met (DHA standard, Appendix 1). "Get money back" is on DHA's banned list.
2. Google: the price must be real and easy to find. Google's unavailable offers policy disapproves ads that show an inaccurate price or a deal that has ended, or whose offer is hard to find on the landing page. Put the exact price from the ad on the page the ad sends people to.
3. VAT-inclusive. Under Article 38 of the UAE VAT law, prices for taxable supplies must be advertised including VAT. The fine is AED 5,000 per violation (Mondaq, August 2025). Ask your accountant which of your treatments are taxable.
4. No superlatives with the price. "Cheapest implants in Dubai" or "best price guaranteed" breaks the DHA ban on claims of superiority. "Implants from AED X, including crown. Price after scan." does not.

How to show prices in Google Ads

1. Put the price in one headline, in AED: "Scale and Polish AED X" or "Aligners From AED X". Pin it only if you must; let Google test it against non-price headlines.
2. Add price assets. Google's price assets show a scrollable row of up to 8 cards under your ad. You need at least 3 items; Google recommends 5 or more. Each item has a 25-character header, a price, a 25-character description and its own link. A click on a card costs the same as a click on the ad.
3. Follow the price asset rules. Headers and descriptions cannot contain promotional text like "Sale", and each card must link to the same domain as the ad (price asset requirements). Use the "Services" type: "Check-up and Clean", "Teeth Whitening", "Implant Consultation".
4. Match the landing page. Each treatment page shows the same price, what it includes (exam, X-rays, scan, crown, follow-ups) and what changes it (grafting, number of implants, material).
5. State insurance clearly. DHA lists insurance arrangements as acceptable content. "Direct billing with [insurer names]" is often more persuasive than a price for routine care.

Test it, then judge by booked patients

A price in the ad can lower your click-through rate while raising lead quality. That trade is the point. Judge the test on cost per booked patient, not on clicks.

1. Run price and no-price ad versions in the same ad group, or use a Google Ads experiment, for at least 4 to 6 weeks.
2. Track calls, forms and WhatsApp clicks with conversion tracking, then mark which leads booked.
3. Compare cost per lead and cost per booked patient for each version.

Benchmarks for context: LocaliQ's 2026 search data for dentists shows a 5.66% click-through rate, $8.00 average cost per click, 10.67% conversion rate and $72.97 cost per lead (LocaliQ). These are mostly US accounts, so use them as a sanity check only.

A worked example with your own numbers: if 100 leads at AED 250 each give you 20 bookings, each patient costs AED 1,250. If a price in the ad cuts leads to 70 but 25 still book, your lead cost rises but each patient now costs AED 1,000 for the same spend. Fewer, better leads also free up your front desk.

For more on lead quality, read why Google Ads brings bad-quality leads and how to get more dental implant patients.

Discounts and offers

• Only advertise a discount you can honour for everyone who qualifies, for as long as the ad runs.
• Put the end date and conditions in the ad or on the page. When it ends, remove it from ads, assets and pages the same day.
• Check with Dubai Economy and Tourism whether your promotion needs a commercial permit before you run it.
• Avoid free-treatment hooks that pull price shoppers who never come back for treatment.

Want this done for you?

Access One is the UAE's first Healthcare Google Partner and Dubai's Google Ads agency for healthcare. We set up dental campaigns with compliant pricing, price assets and tracking to booked patients. Get a free ads audit.

Frequently asked questions

Will showing prices make my ads more expensive?

Your cost per click may not change much, but you may get fewer clicks from people who would not book. That often lowers cost per booked patient, which is the number that matters.

Can I write "from AED 99" if only a few patients pay that?

Only if it is a real price that qualifying patients can get, with the conditions stated. DHA bans price information that is inaccurate or hides conditions, and Google disapproves inaccurate prices.

Do dental prices in Dubai ads need to include VAT?

Prices for taxable supplies must be advertised including VAT, with fines of AED 5,000 per violation. Confirm with your accountant which treatments are taxable.

Should I compare my prices to other clinics in ads?

No. DHA bans claims of superiority over competitors and negative statements about other facilities. State your own price and what it includes.

Sources

• DHA Standards for Medical Advertisement Content on Social Media
• Gulf News: DHA banned words and claims
• Google Ads policy: Unavailable offers
• Google Ads Help: About price assets
• Google Ads policy: Price asset requirements
• Mondaq: UAE VAT-inclusive displayed prices rule
• LocaliQ: Search advertising benchmarks 2026
• Invest in Dubai: Request to issue commercial permit

Published 26 Oct 2026 · Access One