Clearly, they know what they’re doing when it comes to marketing and patient acquisition. But what exactly are they doing?

That’s exactly what we’re breaking down today. Let’s take a deep dive into Aspen Dental’s ad strategy and see what smaller practices can learn and apply to their own marketing.

For starters, where does Aspen Dental run ads?

Facebook Ads – (490 ads)

Google Ads – (9,000 ads )

TikTok Ads – (total unknown)

It’s no surprise they run a lot of ads—they have the budget to do so. In 2021 alone, Aspen Dental Group reported $3 billion in revenue.

But instead of focusing on their budget, let’s focus on their strategy. We’ll cover ad channels, dental offers, HIPAA compliance, creative testing, website optimization, and more.

Here’s what you can take from their approach and apply to your practice.

8 advertising lessons from Aspen Dental

Advertising lessons from the top DSO, and what smaller practices can do to keep up.

Lesson 1: Diversify your ad strategy to reach more patient leads

Aspen Dental doesn’t rely on just one platform to attract new patients.

Their sizable presence across Google, Facebook, and TikTok suggests a well-defined marketing playbook—one they likely replicate when launching in new locations.

And there’s a reason for that (well, three reasons).

• The U.S. dental market is more competitive than ever, with more practices turning to online advertising.
• Patient journeys aren’t linear—they don’t just see one ad and book an appointment. They research, compare, and revisit. (Devetziadou, Antoniadou, 2021, ResearchGate)
• Consumer behavior is shifting—Google is increasingly a destination for people who already know what they want, while discovery is happening on social media, YouTube, and podcasts. (Fishkin, 2024, SparkToro)

This shift is why you’ll see dentists leaning into trends like “I found my dentist on TikTok”, as seen in this Dentologie ad.

Key takeaway: Don’t rely on just one ad channel. Find the right mix for both demand capture and demand creation.

But what services should you focus on? Let’s see what Aspen Dental prioritizes in the next lesson.

Lesson 2: Dental offers that convert new patients

Aspen Dental seems to adjust their offers based on where they convert best.

Right now, they focus on four key offers: brand, general dentistry, dentures and implants, and Motto clear aligners (their answer to Invisalign). But not every offer runs on every platform.

• Brand ads (Google, Facebook) use a cinematic style to introduce patient personas and promote rotating offers—$29 exams and X-rays, 25% off dentures and implants, or $500 off.
• General dentistry ads (Google, Facebook, TikTok) highlight the experience—offices, technology, staff, and affordability—answering the question, “What can I expect?”
• Dentures and implants ads (Google, Facebook, TikTok) focus on implant dentures, speed (75% same-day), before/after results, and patient testimonials.
• Motto clear aligners ads (Google) emphasize affordability vs. Invisalign and insurance coverage.

By far, dentures and implants dominate Aspen’s ad spend, making up 50-60% of their ads. This indicates both demand and profit potential.

Key takeaway: Different offers perform differently across ad platforms. Test your own aligner and dentures and implants offers on Google, Facebook, and TikTok to see where they work best.

And don’t forget HIPAA compliance—Aspen Dental is careful about it, as covered below.

Lesson 3: How to run HIPAA-compliant ads and avoid legal issues

Did you know that as of December 2024, HIPAA violations can come with fines up to $2.1 million?

And yet, I still see dentists using marketing practices that aren’t HIPAA-compliant.

One of the biggest mistakes? Facebook Instant Form Ads.

Many dental marketers love them because they’re a low-cost way to generate leads—but they’re not HIPAA-compliant.

Under the current HHS guidance on HIPAA, Meta cannot collect, store, or process PHI (protected health information) through Facebook Ads unless it signs a Business Associate Agreement (BAA)—which it doesn’t.

This is also why Google Ads doesn’t allow lead forms for healthcare providers.

Aspen Dental avoids this completely. After reviewing their ads, I didn’t find a single Instant Form ad.

But they didn’t stop there—they also removed all Facebook and Google tracking pixels.

My guess? They’re using a data privacy platform like Freshpaint or Ours Privacy to handle tracking while keeping patient data protected. This allows them to keep running ads while staying HIPAA-compliant.

Key takeaway: If your practice collects patient information through ads, you need a HIPAA-compliant process—or risk serious legal issues.

Now that you know about compliance, are you testing your ads like Aspen Dental does?

Lesson 4: Creative testing: What most dentists get wrong

While most dentists stick to static image ads, Aspen Dental tests different creatives and creative types including statics, cinematic videos, and user-generated content (UGC).

What’s more, they test different variants of the same ads adjusting headlines, layouts, and messaging to find what works.

They don’t just launch a few ads and hope for the best—they test, analyze, and improve.

And so should you if you want to grow your practice.

In fact, when it comes to paid social (Facebook, Instagram, and TikTok ads), we and most industry experts agree that the frequency of creative testing is directly tied to result growth.

This is why we’ve developed our own framework for testing ads called Test-to-Win method.

» Related article: Facebook Ads Testing: Test-to-Win Method

Key takeaway: Test more creative variations and formats if you want better results.

One creative dentists use all the time? Before & after images. But are they as effective as people think?

Lesson 5: Before & after images in ads: Are they effective?

Should you use before-and-after images in your ads?

If we’re to trust Aspen Dental, the answer is a resounding yes.

After reviewing their Facebook Ads library, it’s clear that this is one of their most-used angles.

But they’re not just throwing up boring side-by-side photos.

Instead, they integrate before-and-after images strategically—either as a hook in their video ads (using the Before-After-Bridge approach) or as a supporting proof element to build trust and improve conversion rates.

» Related article: 11 Copywriting Formulas to Convert More Leads

But wait, aren’t before-and-after ads banned on Facebook?

It’s a common misconception. Facebook restricts before-and-after images for weight loss ads, but for other industries—like dental—you can use them if you follow the rules. Stick to real patient photos (ideally UGC), and don’t explicitly label them “before” and “after” (though Facebook has been more lenient on this recently).

Key takeaway: Don’t shy away from showing off your patients’ results, but make sure you’re telling a compelling story—not just posting plain side-by-side photos.

And speaking of real patient stories, there’s another format Aspen Dental leans on heavily—user-generated content (UGC).

Lesson 6: Should dentists use UGC ads? How to do it right.

Many dentists feel uncomfortable asking patients to be in their ads.

But the reality is, user-generated content (UGC) builds trust faster than anything else.

Patients relate more to real stories than polished marketing.

And while Aspen Dental runs a mix of creative formats, they lean heavily into UGC—because it works.

Good UGC isn’t just about getting a patient to record a video. It’s about making the experience feel real and unscripted.

Instead of forcing a scripted testimonial, encourage natural storytelling—a patient sharing how they felt before treatment, what the process was like, and how their life has changed since.

Tip: From experience, it’s a good idea to prepare a rough script, too, to have a backup.

Take a look at these great examples of UGC ads from Aspen Dental:

• Example 1: How you feel when you look in the mirror,
• Example 2: Thinking about your own smile journey?

Key takeaway: UGC isn’t just for social media—it works in paid ads, too.

But Aspen Dental doesn’t stop at direct response ads. They also invest in brand awareness. Here’s why.

Lesson 7: Don’t skip brand awareness.

Most dental practices focus only on direct response “Book now” ads.

But Aspen Dental plays the long game.

Instead of relying only on bottom-of-funnel ads, they invest in brand awareness campaigns across YouTube, Google DV360 (Google Ads Display and Video for enterprises), TikTok and Meta.

These ads don’t just sell—they educate, build trust, and keep Aspen top of mind.

For most practices, this is an overlooked opportunity. Patients don’t always convert on the first touchpoint.

A well-placed awareness ad—whether it’s an educational video, a patient success story, or a simple “why choose us” ad—warms up potential patients before they’re actively searching for treatment.

Aspen Dental understands that brand awareness and familiarity leads to easier conversions when it’s time to book. Running awareness ads doesn’t mean wasting money—it means making sure your direct response ads (and other marketing channels) work better.

Key takeaway: Don’t just run “Book now” ads—invest in awareness campaigns so when patients need a dentist, they already know and trust you.

Now that we’ve talked about ads, let’s look at what happens after the click.

Lesson 8: A great ad means nothing if your website doesn’t convert patients

Getting a potential patient to click on your ad is just the first step.

If your website isn’t built to convert, you’re losing patients before they ever book.

Aspen Dental doesn’t make this mistake.

Instead of sending traffic to a cluttered homepage, they use treatment-specific landing pages designed to match the ad a patient clicked on.

Searching for implants? You land on an implant-focused page. Dentures? A page all about dentures.

No distractions, no unnecessary clicks—just clear next steps.

Their landing pages also follow a clean, conversion-focused layout. The two primary calls to action—schedule appointment or call now—are impossible to miss.

They clearly list their unique value proposition (USP) and services, highlight affordability/financing/insurance upfront, and reinforce trust with patient testimonials, video reviews, and FAQs that answer common concerns (they even do popups).

This is where most dental practices fall short.

If your website buries key information, makes booking complicated, or feels overwhelming, even the best ad won’t get results.

Key takeaway: Your ad got the click—now, make sure your website turns that click into an appointment.

Conclusion

Want better results for your dental practice? Take a page from Aspen Dental’s playbook:

1. Diversify your ad strategy. Use Google, Facebook, TikTok, and programmatic ads to reach patients at every stage.
2. Stay HIPAA-compliant. Avoid Facebook lead forms and ensure your tracking is secure.
3. Match offers to the platform. Test different promotions and prioritize high-value treatments like implants and dentures.
4. Test creatives. Run multiple versions of your ads, adjusting headlines, formats, and layouts to find what works.
5. Use before-and-after images strategically. Integrate them into video ads instead of relying on plain side-by-side photos.
6. Incorporate UGC. Feature real patient stories, testimonials, and staff clips to build trust.
7. Invest in brand awareness. Don’t just run “Book now” ads—warm up potential patients before they’re ready to book.
8. Optimize beyond the ad. Use treatment-focused landing pages, clear CTAs, and a seamless booking process to turn clicks into appointments.

Is there anything else? Did you notice something I didn’t? Let me know!

The hidden cost 

The American Productivity and Quality Center found that knowledge workers spend upwards of 20% of their time on repetitive tasks. In security alone, analysts spend 70% of their time manually investigating alerts—while burnout continues to rise.

The cost isn’t just time or money. Muckwork drains morale and results in employee churn. It leads to missed threats, dropped tickets, slow responses. It creeps into even the most critical workflows—places where the stakes are existential.

How companies have tried to solve it 

We’ve thrown people at the problem.
We’ve bought more software.
We’ve outsourced it.

Each of these creates new layers. More handoffs. More tools. More complexity. None of them eliminate the work—they just shuffle it around.

Enterprise software stacks have grown 3x in the last decade. We’re not fixing muckwork. We’re cementing it into the fabric of organizations.

Why AI matters 

AI changes the equation. For the first time, we have the potential for technology to not only understand tasks, but also act on them with consistency, speed, and context.

That unlocks a few things:

• Important work stays in-house. No need to offshore what AI-enhanced employees and agents can do better.
• Tech stacks become simpler and leaner. AI connects directly with systems and data you need to get work done.
• Security improves. Less burnout, fewer vendors, known attack surfaces.

But AI alone won’t fulfill that potential.

The missing piece: orchestration 

AI needs access. To systems. To data. To workflows. And most importantly, to people who can orchestrate it.

Without orchestration, you end up with AI for AI’s sake, i.e. major investments and no adoption. According to McKinsey, 92% of companies are ramping investment in generative AI. Almost none have operationalized it.

Modern work in the enterprise is scattered across disconnected SaaS tools. What’s missing is the connective layer that spans data, applications, and teams. 

Tines is building that layer—and we’re starting with the teams who know this world best.

Security and IT have always been on the frontlines of complexity. Thomas, our co-founder and chief customer officer and I saw this first-hand during our time at Docusign and eBay. It’s the reason we started Tines. These teams already manage sprawling toolsets, deeply understand systems, and are experts in workflows that can’t afford to fail. They are the architects of resilience—and now, they’re becoming architects of AI adoption.

We’ve seen these teams do incredible things with Tines: automating alert triage, scaling vulnerability management, streamlining onboarding and access, and now—powering intelligent workflows with AI within their teams and throughout the enterprise

But to continue to solve it for our customers, we also need to solve it for ourselves

Tines as Customer Zero 

AWS had a “build for ourselves” mindset. They identified problems internally, built products to solve them, and shipped the ones that would bring value to customers. This led to tools like DynamoDB, EC2, and SageMaker.

Tines is taking a similar approach. So much so that Thomas’ full time role is now entirely devoted to leading adoption of our flagship AI tool Workbench–both externally and, just as important, internally. 

Thomas is leading, but every Tines employee is responsible for identifying and testing new use cases. Our entire team is committed leading the way on bringing muckwork down to zero. We’ll be sharing new use cases and what we’re learning along the way. And we’ll be encouraging our customers to do the same.

The Autonomous Enterprise 

Organizations everywhere are beginning their AI journey. It’s transformative—but it’s also uncertain.

Most will make incremental improvements. A few will get stuck in complexity and tool sprawl. But some—those who rethink how work gets done—and who crack the AI adoption code—will unlock something bigger.

They’ll reach the promised land:

• A place where muckwork is reduced to zero.
• Where employees are more fulfilled, not replaced.
• Where enterprises move faster, stay safer, and adapt with ease.

We call this the Autonomous Enterprise.

It’s not a destination you reach overnight—but it is a path worth walking.
And the companies who commit to it will be the ones that define the next decade.
IT and security teams will be at the core and Tines is here to help

Let’s build it—together.