It is best practice for a Google ads campaign to be targeted toward specific types of patients and for visitors/viewers to be directed to a landing page instead of directed to a full-blown website. This strategy allows the ads to achieve a high relevancy score and improves the results of the ad campaign. This is because when a patient is searching for a dentist based on a specific credential or benefit, that person will want to know the dentist meets their desired need immediately and will have a clear call to action, such as to book online or request an appointment.
An example would be a patient seeking a dentist nearby that accepts XYZ dental insurance. Another example would be a patient seeking dental implants to replace missing teeth or restore a deeply damaged smile. If an ad for these items redirects the viewer to the full website (especially the homepage), they are less likely to schedule. If they instead point to a page about the ease of utilizing your XYZ dental insurance or are built to specifically position YOU as the expert in dental implants, your ad campaign will improve in performance. Landing pages also allow for accurate traffic tracking, conversion tracking, and better overall analytics reporting.
The only way launching a new site with Identity will interfere with your pre-existing Google ads campaign is if the company running the ads does not utilize this important landing page strategy, or if the landing pages are built into the current website AND you are utilizing a new keyword heavy domain for SEO purposes.
The good news is, if your ads campaign is interrupted, it will be a quick and simple "fix" for your ads company and you'll simply need to give them your new domain. If we are launching to a new domain, we also place forwards on previous domains. Even if you do nothing, they should be able to follow the redirect and update your ads accordingly.
We hope this information is helpful in preventing any issues with your existing marketing initiatives while explaining best practices for Google ads campaign management. The company running your ads should hold your hand in this process and should notify you immediately if your ad campaign becomes suspended for any reason.