How I work: one owner, one system, measured on booked revenue
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This is how a dental marketing consultant works when one person owns the whole system: research first, then a plan for the patient journey, then the foundations, then search and ads running together, all reported against booked and completed treatment. The dental marketing process below is the same for every practice. What changes is what the research finds.
If you have been burned before, the section that matters most is What I need from you. Most vendors don't tell you what your side of the work is. I will, because the engagement fails without it.
Research first
Before any paid work: you email me, I look at your site, ads and local results from the outside at no cost, I suggest a call within UK working hours if it looks like a fit, and I send a written proposal with a fixed setup price, the retainer, the minimum term and the notice period. Once you accept, the paid setup starts with market and competitor research. I look at who ranks and advertises in your catchment, what patients search for at each stage of a treatment decision, what your competitors say and charge publicly, and how your own site, Google Business Profile and ad accounts are performing today.
Research isn't a formality before the real work. It's where the strategy comes from. Planning a campaign without it means guessing which treatments to push, which searches to buy, and which pages to write.
The output is a written picture of your market that you keep, whatever happens next.
Funnel architecture
A funnel is the path a patient takes from first noticing you to sitting in the chair. For an implant or full-arch patient, that path can run for months: early research, comparing options, worrying about cost, checking reviews, then booking a consultation.
I map that journey for each treatment you want more of, and decide what each channel does at each stage. Search content answers the early questions. Paid media reaches people while they compare. The site has to hold up when they land. Your front desk handles the enquiry.
No channel is planned on its own. Organic search and paid ads are one demand system, built off one set of research.
Foundations: site, tracking, registry
Before money goes into ads, three things have to be solid.
| Foundation | What it means | Why it comes first |
|---|---|---|
| Site | Pages that answer the questions patients actually ask, and convert when they arrive | Traffic to a weak page is wasted spend |
| Tracking | Conversions set up correctly, calls tracked, and outcomes from your booking system sent back to the ad platforms | If it cannot be measured, paid media does not run |
| Registry | A planned list of every page the site needs, each with an ID, a job and a status, before anything is written | It stops random blog posts and gives the site a structure |
The registry deserves a sentence of its own. It's a spreadsheet of every page your site should have, built from the research. Nothing gets written that isn't on it, and nothing on it is skipped without a recorded reason. That is how a site builds topical authority: complete, connected coverage of a subject, rather than a monthly article.
Each piece of work passes through gates: numbered checks that must pass before the work moves on. A failed gate is recorded as failed. I do not work around it to keep things moving.
Setup is priced as its own project, separately from the monthly retainer. Details of the modules are on what an engagement includes.
Running the demand system
Once the foundations pass their gates, the work runs month to month. New pages go live from the registry. Search campaigns and social campaigns run against the treatments you chose. Your Google Business Profile is kept active and within Google's policies. Review replies and profile posts are drafted by me and approved by you before they are published.
Every change happens inside your accounts, so you can see it. Every piece of patient-facing copy is checked against UK dental advertising rules before it goes out.
I adjust based on what the tracking shows is producing booked patients, not on what produces the most clicks.
Reporting against booked revenue
A lead is an enquiry: a form, a call, an online booking request or a message. It isn't a patient. Reports that count leads tell you how busy the funnel looks, not whether it made money.
I report against booked consultations, attended consultations and completed treatment, taken from your own booking or practice management system (PMS). Booked and attended consultations and treatment starts go back to Google Ads within its upload window (90 days for offline import1); treatment completed later is measured in your own report. Meta gets only the booked and attended consultations, with no treatment detail, sent only with the patient's recorded explicit consent and hashed, and Meta may restrict or reject them for a health advertiser. Google then optimises towards patients and Meta towards booked and attended consultations, rather than form fills. The time limit is explained on what each booked consultation cost. The full method is in the guide to measuring marketing against booked revenue.
The report is a live dashboard, with a short written summary each month, not a slide deck.
What I need from you
This is the part vendors often leave out. An engagement succeeds or stalls on these, and most of them are on the practice's side.
| I need | Why it matters | What happens without it |
|---|---|---|
| Answers and sign-off within a reasonable turnaround | Clinical facts, credentials and approvals feed every page and ad | Gates stall and nothing ships |
| Access to your website, Google Business Profile, ad accounts, analytics and tag manager | The work happens inside your accounts | I cannot build or check anything |
| Access to your booking or practice system | This is where booked and completed treatment lives | No revenue attribution, which is the core of the work |
| Clinical capacity for the treatments you want to grow | Enquiries you cannot fit into the book are wasted | Spend produces a waiting list, not revenue |
| A front desk that answers and follows up enquiries | An enquiry paid for in the ad account can still be lost at reception | Good enquiries go cold |
| No other agency doing overlapping work on the same site | Two people changing one site cannot both be accountable | Nobody owns the result |
| Honesty about the current state | A broken site openly admitted is easy to plan for | Hidden problems surface later and cost more |
The front desk point isn't a side issue. I do not handle patient enquiries or follow-up for a practice; that stays with your practice. What I can do is show you, with tracking, where enquiries go and which ones become patients. There's more on what happens after the enquiry if that is where your problem sits.
Ownership sits on this list too. Your ad accounts, profile, domain and tracking stay in your name, with me given access. If any of them are currently held by someone else, I will help you get them back. The checklist is on what your practice should own.
Remote by design
I work remotely, and the method is built around that.
- Everything is done inside your own accounts, so every change is visible to you and nothing is held elsewhere.
- Reporting is a live dashboard tied to booked revenue, with a written summary each month.
- Calls are scheduled within UK working hours.
- Decisions, questions and approvals are written down, so there's a record of what was agreed and why.
You never have to take my word for what was done. You can open the account and look.
Twelve-month thinking
Topical authority compounds over time; it doesn't spike. Paid media improves as the ad platforms learn from real outcomes, and that learning needs data. A practice that wants to test things for a quarter is the wrong fit, and I would rather say so at the start.
| Stage | What is happening | What you should see |
|---|---|---|
| Opening weeks | Research, access, funnel plan, registry | A written view of your market and a page plan |
| Early months | Foundations: tracking fixed or built, key pages, campaigns set up | Numbers you can trust, even if they are unflattering |
| Through the year | Pages publishing, campaigns running on real outcomes | Reporting against booked and completed treatment |
| When results prove out | More treatments, channels or modules added | Scope that grows with evidence |
This table is the order of work, not a promise of outcomes. I commit to the work and to measurement you can check.
If this is the kind of engagement you want, see what an engagement includes or email me about your practice at [email protected]. If you want to know who is behind it, start with the about page.
Sources
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Google Ads Help, "Guidelines for importing offline conversions", https://support.google.com/google-ads/answer/15081888, accessed 1 October 2026. ↩