Orthoclear is a dental company based in Amsterdam, Netherlands and Dublin, Ireland, specializing in clear aligners – invisible braces that gradually straighten teeth. The company’s main acquisition channel is Google Ads which drives website appointments via Calendly – during that appointment they schedule the first step toward treatment. Then the actual purchases are handled through the Shopify platform. Orthoclear has been operating for over a decade in the Netherlands and has recently started expanding into Germany.

Roadblock: Full calendars, incomplete insights

Scheduling consultations is the foundation of Orthoclear’s business. Every treatment starts with an appointment – yet until recently, Orthoclear didn’t have visibility into which ads or keywords ACTUALLY bring appointments and customers.

How the team was operating:

• If the appointment calendar was full → then campaigns must be working, hoorah!
• If the calendar was empty → something must be wrong

The team quickly found out Calendly’s Google Ads integration was inaccurate. It’s built on old school “Thank you” page visits that fire conversions on page load. And many users just clicked away before the page fully loaded. Basically, a lot of conversions are not tracked and even worse they don’t reach back to ad platforms.

Meanwhile, Google Ads is becoming less transparent. Jesse Bartels, who manages growth at Orthoclear, noticed that the infamous “Other search terms” category represented over 20–30% of the total Google Ads budget.

When Google Ads is your main acquisition channel, this black box means a lot of wasted money with no learnings. 

There’s actually a solution for that!

Jesse Bartels, Chief Smile Officer :), was on the lookout for a way to seamlessly connect Calendly appointments and Shopify purchases with Google Ads. Few solutions existed on the market to fit this criteria and that allowed them to track their whole customer journey without turning this into a huuuge tech project.

That’s when he discovered Tracklution’s server side tracking solution, which is platform agnostic and allows the tracking of conversions from multiple sources (including Shopify and Calendly of course!). 

With support from the team at Tracklution, Orthoclear implemented:

• Accurate Calendly appointment tracking sent directly to Google Ads through API
• Shopify order tracking for clarity on most performing campaigns based on revenue
• A unified customer journey from first ad click, to appointment, to purchase

What about the stuff that can't be measured in numbers?

• Complete visibility in campaign performance at appointment level 
• A way to judge campaigns on actual performance (and bookings), not just assumptions
• Confidence to remove underperforming keywords and ad groups, cutting waste
• Same appointment volume with 25-30% reduction in acquisition costs (!!)
• Clarity on hidden spend – Tracklution exposed just how much budget was being wasted in Google’s “other search terms.”

But at least for Orthoclear the most important part might be that Jesse can now confidently guide the growth strategy with accurate data, not gut feeling and hunches.

As Jesse Bartels explains:

“Before Tracklution, we basically judged success by whether the calendar was full. Now we know exactly which campaigns drive real appointments — and we’ve cut acquisition costs by more than 30% while keeping bookings steady.”

Why this matters

Using server side tracking Orthoclear can continue winning (profitably) day in, day out against competitors with higher budgets who are still catching up.

In today’s market it’s not enough to have the better product (like in Orthoclear’s case) you also need to be competitive in the acquisition channels where your customers live.

Tracklution is proud to support Orthoclear’s growth – helping them spend smarter, not just more.