90+ booked demos in three months

Background

When ScalixAI took over Arini’s Google Ads account in late December 2025, paid search was delivering inconsistent demo volume in a niche vertical (dental groups and DSOs) where every qualified lead has high strategic value. Arini needed a paid engine that could consistently reach practice owners and operators, book demos for their sales team at a predictable cost, and hold up against well funded competitors in the AI voice and dental tech space.

The category required a specialist approach. Generic SaaS playbooks wouldn’t work because the buyer is narrow (dentists, office managers, DSO operators) and the category keywords are contested by well funded AI voice competitors.

About

Arini is the leading AI receptionist for dental groups, trusted by hundreds of DSOs, dental groups, and private practices across the US and Canada. Its AI front desk answers every inbound call 24/7, books appointments, handles emergencies, and integrates with practice management software like OpenDental, EagleSoft, and Denticon. Arini is Y Combinator backed and HIPAA compliant, and its customers report measurable revenue lift from capturing previously missed calls.

Challenges

The three core problems we identified on day one.

• Narrow, high value buyer. Dental practice owners and DSO operators are a small, contested audience. Missing the right keywords meant missing the whole pipeline.
• Competitor pressure. Well funded AI voice and dental software competitors were actively bidding on category terms, driving up CPCs and making Non Brand acquisition harder.
• No keyword discovery engine. The account wasn’t continuously uncovering the long tail of dental, AI receptionist, and missed call queries that convert at the highest rate in this space.

Approach & Solutions

Our step by step approach to rebuilding and scaling the account.

• Rebuilt the account around a clean Brand, Non Brand, DSA, and Competitor Conquesting structure so each campaign had a distinct role and budget could be scaled without cannibalization.
• Held Brand coverage tight to defend search intent from competitors bidding on Arini terms and to capture warm traffic from word of mouth, YC network, and dental industry referrals.
• Ran DSA as a deliberate keyword discovery layer. Every new high intent query it surfaced (AI receptionist dental, 24 7 dental answering service, missed calls dental office) was harvested and promoted into Non Brand as a dedicated keyword.
• Launched a dedicated competitor campaign targeting prospects searching for rival AI voice and dental answering solutions, positioning Arini’s dental specific advantages (practice management integrations, HIPAA compliance, 300ms latency) at the moment of comparison.
• Continuously fed DSA learnings into Non Brand ad groups, building out coverage across AI receptionist, dental front desk, missed call, and appointment booking themes where qualified dental buyers actually search.
• Scaled demo booking volume from 20 in December to 34 in March, a 70% monthly increase, with the sales team closing 17 signed clients and keeping 29 more active in the pipeline.

Impact

In a specialized vertical with a narrow buyer and contested category keywords, Arini was able to:

• Turn Google Ads into a reliable pipeline engine for a niche dental AI receptionist product, booking 90+ qualified demos in three months.
• Convert 17 of those demos into signed clients, with 29 more active in the pipeline at the end of the quarter.
• Grow confidence fast enough that the client requested a 2x budget increase to scale demo volume further.

By combining Arini’s product strength with a disciplined four campaign structure (Brand, Non Brand, DSA, and Competitor Conquesting), ScalixAI turned paid search into a repeatable demo booking engine for one of the fastest growing AI companies in dental.