Dental clinic advertising budget: the first 3 months for a new clinic, line by line
A dental clinic advertising budget in Turkey has three lines when the clinic is new, and only one of them is real advertising. The Regulation on Promotion and Information Activities in Health Services, in force since 12 November 2025, lets health facilities run sponsored promotion during the first month after their opening date. After that, paid or boosted promotion aimed at the domestic audience is not allowed.
So the first 3 months are planned like this: a one-off ad window in month one, permanent visibility work across all 3 months, and the clinic’s own printed materials. If you build the permanent visibility with Adapte’s fixed-price package, that line is TRY 36,000 + VAT, or TRY 43,200 with 20 percent VAT.
Which lines make up a new clinic’s first 3 months?
BU BÖLÜMÜN ÖZETİ
- Line 1: the opening-month ad window
- Line 2: permanent visibility
- Line 3: in-clinic and printed material
Three: the opening-month ad window, 3 months of permanent visibility work, and in-clinic and printed material. The first is spent once and ends. The second keeps working while you sleep. The third reassures the patient at the door. Split the budget into these three boxes before writing any number.
Line 1: the opening-month ad window
The first month after opening is the only time you can run sponsored promotion on Google and social media. You set the amount; then the line drops to zero.
Line 2: permanent visibility
A website, a Google Business Profile, basic SEO and visitor tracking. Once ads stop, this is where patients find you.
Line 3: in-clinic and printed material
The sign, appointment cards, the waiting-room leaflet. Use your own quotes. The same regulation applies: no prices, discounts or campaigns.
Why is the ad window only the first month after opening?
Article 5 of the regulation says health facilities may run sponsored promotion on all platforms during the first month following their opening date, as long as the content follows the regulation. The same article allows registration on search engines and social media, provided it is not paid, sponsored or aimed at boosting visibility. When the window closes, the ad budget line closes too.
How do you size the opening window in 6 steps?
The window lasts 30 days and never reopens, so think in totals, not daily figures. In Google Ads, a campaign total budget works on campaigns with start and end dates, and Google says you are never charged more than that amount.
- Fix the opening date. Confirm the licence and opening order with when a dental clinic can start promotion.
- Set the end date 30 days after opening, not a day more.
- Write the highest amount you can set aside for those 30 days, for example TRY 9,000.
- Divide by 30: 9,000 ÷ 30 = TRY 300. That is your average daily spend.
- Write your target number of appointments, for example 30.
- Divide the budget by the target: 9,000 ÷ 30 = TRY 300. That is your cost-per-appointment ceiling.
If months 2 and 3 have no ad budget, where does the money go?
It goes where patients find you without ads: the website, the Google Business Profile and informative content reviewed by your dentists. These keep working after the window closes. Ads bring patients for one month; permanent visibility brings them every month.
Website and map profile
The fixed-price Website Recipe covers a mobile-friendly page, contact buttons, a Google Business Profile, basic SEO and visitor tracking. It needs no ad budget and is usually the backbone of a new clinic’s 3 months.
Dentist time: content hours
The regulation allows health-protecting information. Set aside 2 hours a week to review pieces such as “the first 24 hours after an implant”. This line costs hours, not cash. The full 90-day plan is in the new dentist practice guide.
What do 3 months cost in total? Three scenarios
The total runs from TRY 43,200 to TRY 95,400, depending on your lines. The table is hypothetical: a TRY 9,000 window, print left out. VAT is taken at the general 20 percent rate; check the current rate on your invoice.
| Scenario | Permanent visibility (incl. VAT) | Ad window (month 1) | 3-month total |
|---|---|---|---|
| Lean: website and map only | TRY 43,200 | TRY 0 | TRY 43,200 |
| Windowed: website, map and opening ads | TRY 43,200 | TRY 9,000 | TRY 52,200 |
| Windowed plus AI SEO | TRY 86,400 (two packages) | TRY 9,000 | TRY 95,400 |
Budget template: how do you track 3 months on one page?
Open a one-page sheet: one line per row, one month per column, spent next to planned. These six rows are enough for a new clinic. Filling it takes 10 minutes, and it is the surest way to cut your coat according to your cloth.
- Permanent visibility package: TRY 43,200 upfront in month 1, then 0.
- Ad window: total budget in month 1, then 0.
- Cost per appointment: window budget ÷ appointments received.
- Sign and printed material: quoted amount, before opening.
- Dentist content time: 2 hours a week, about 8 hours a month.
- Profile and website check: 15 minutes on the last day of each month.
Quick Summary
- Health facilities may run sponsored promotion only in the first month after opening.
- Build the ad window with a campaign total budget and an end date.
- In months 2 and 3 the domestic ad budget is zero; money goes to permanent visibility.
- The fixed package is TRY 36,000 + VAT, TRY 43,200 with VAT.
- Hypothetical total: between TRY 43,200 and TRY 95,400.
- Private practices: ask the health directorate and chamber first.
Short Glossary
Sponsored promotion: Sponsored promotion is the paid advertising used to boost content on a search engine or social media.
Campaign total budget: A campaign total budget is the Google Ads setting used to cap what a campaign with fixed start and end dates spends over its whole period.
Cost per appointment: Cost per appointment is the measure found by dividing ad spend by the number of appointments received.
Next Step
The window opens once; permanent visibility works every month. Apply to the Get Visible Online campaign and get a recipe suggestion based on your clinic’s opening date.
Frequently Asked Questions
Source: Google Ads Help — About campaign total budgets
Sık Sorulan Sorular
The regulation grants this to “health facilities”. For a private practice it may be open to interpretation, so ask your provincial health directorate and chamber of dentists in writing before spending.
Even sponsored content follows the same rules: specialities, address, hours and appointment line, but no prices, discounts, before-and-after photos or patient thank-you notes. We list what can and cannot be said in dental clinic advertising rules.
Check the rules first, then write the budget. Money set aside for a banned channel is thrown into the street before the shutters open. The full framework sits in the new dental clinic promotion guide.
Per Google’s help page, a campaign total budget covers 3 to 90 days and needs an end date. The window ends and the campaign stops itself, so you cannot forget to switch it off.
Above the ceiling in the first two weeks: narrow keywords and area. Below it: keep the settings. It is a measuring stick, not a promise.
Most common mistake: starting ads before opening. Every lira spent before you can accept patients is wasted and falls outside the window. Open the door first, then set the start date.
For the general logic, see how much should my ad budget be. A dental clinic’s budget simply has a 30-day lifespan.
Firm opening date and a wish to fill month one: windowed. A date that may slip: lean. AI SEO is a separate layer for clinics with a website that AI answers never name, and no recommendation is guaranteed.
Taxes may appear separately on the platform’s invoice, so check your billing settings. When the till is not turning over, a surprise invoice is the last thing you need.
To set up the permanent visibility line at a fixed price, fill in the needs form on the Get Visible Online campaign page; Adapte suggests the right recipe for you.
After month one, check cost per appointment. After months 2 and 3, count appointments that came without ads. If that number grows, the permanent line works.
One person, ideally whoever sees the appointments. Two keepers mean two different numbers.
No. The TRY 36,000 + VAT package fee covers setup and 3 months of work. The ad budget is paid separately to Google or Meta. The Website Recipe sets up no ads, so it needs no ad budget.
Under the regulation dated 12 November 2025, health facilities may run sponsored promotion in the first month after opening. After that, search engine and social media registration is allowed, but it must not be paid, sponsored or aimed at boosting visibility. Check the current position with your provincial health directorate.
The regulation grants this permission to health facilities. Interpretation may differ for private practices. Before spending, consult your provincial health directorate and your chamber of dentists in writing.
Updated: October 2026