Landing page
Maylands Dental Centre landing page
Destination for all three active Google Ads. The ads recorded 451 clicks in September; clicks are not a count of page visits or booked patients.
Open landing page →01
Executive summary
What September tells us
The team remained easy to reach. Enquiry volume was lower than August, and Google Ads became more expensive per recorded action. Booking outcomes are still missing from the enquiry records, so the first priority is to confirm what happened after people contacted the clinic.
Team strength
92% of calls connected
Your team answered 442 of 481 tracked call events. Review the 39 missed or unanswered events for anyone who still needs a callback.
Patient interest
69 new enquiries
This is down from 101 in August. The records still show New Lead for all 69, so we need to check which people booked before judging the final result.
Paid search
More spend, fewer actions
Google spend rose 48% while recorded actions fell 35%. Reviewing the less effective searches is the clearest advertising opportunity.
02
New enquiries
Enquiries need a clearer path to appointments
The clinic recorded 69 new enquiries, down from 101 in August. Their current system status does not tell us which became appointments; the figures below describe enquiries, not confirmed new patients.
69
New enquiry cards opened · Sep
71
Cards updated in Sep
69
Still showing New Lead
$10,927
Recorded value in enquiry cards (not revenue)
Where September enquiries came from
Source is recorded on 16 of the 69 new enquiries. The others remain unattributed.
| Source recorded | New cards | Updated cards |
|---|---|---|
| Web Widget (website chat/forms) | 9 | 9 |
| Google Ads landing page | 4 | 4 |
| Google Ads call button | 3 | 3 |
| Google Ads (other) | 0 | 2 |
| No source recorded | 53 | 53 |
Seven new enquiries name Google Ads, down from 43 in August. Another 53 have no recorded source, so we cannot reliably assign them to a channel. Some callers may already be patients; check missed calls for anyone needing follow-up rather than treating every call as a new lead.
03
Patient calls
The team answered 92% of tracked calls
Your team connected 442 of 481 tracked call events. The listing line remained the largest source, and 39 missed or unanswered events are worth reviewing for callbacks.
Patient calls in September
September call handling, with August alongside for context. One attempt can appear on two tracking lines.
481Call events
92% of calls connected
In September your team connected 442 of 481 recorded call events. The 39 missed or unanswered calls make up the small remaining slice.
Connected442
Missed or unanswered39
| Measure | September | August |
|---|---|---|
| Calls received (events / attempts) | 481 / ~445 | 488 / ~449 |
| Connected | 442 | 449 |
| Missed or unanswered (Sep: 21 no-answer · 17 no-duration · 1 ringing) | 39 | 39 |
| Distinct callers | 338 | 357 |
| Calls on your listing line (Sep 320 answered · Aug 354) | 336 | 378 |
| Calls on your Google Ads line (Sep 67 answered · Aug 37) | 79 | 44 |
| Calls on the number-pool line (Sep 55 answered · Aug 55) | 66 | 63 |
| Average / median answered length | 1m 55s / 1m 31s | 2m 03s / 1m 41s |
The answer rate held at 92%. A reliable first-time-caller split is unavailable from the retrieved phone history, so distinct callers are shown instead.
04
Google advertising
More spend, fewer recorded actions in September.
One search campaign spent $2,885 in September, up from $1,946 in August. Google recorded fewer actions, so each recorded action cost more. These actions are not confirmed appointments.
$2,885
Google spend · Sep ($1,946 Aug)
▲ 48% on August
451
Ad clicks · Sep (390 Aug)
▲ 16% on August
$33.55
Spend per recorded action · Sep (about $14.63 Aug)
86
Recorded actions · Sep (133 Aug)
▼ 35% on August
What Google counted in September
For reference, here is how Google counted the 86 main actions. These can represent different steps by the same person.
| Action counted | Primary | Including secondary |
|---|---|---|
| Mobile taps to call | 55.0 | 82.0 |
| Qualified calls sent from your system (upload) | 30.0 | 45.0 |
| Native qualified calls from ads | 1.0 | 1.0 |
| Phone calls, all leads (secondary only) | — | 72.0 |
| Total | 86.0 | 200.0 |
These are different measures of interest. Google recorded 86 main ad actions, the Ads phone line logged 79 call events, and seven new enquiry cards name Google Ads. They may include the same people, so the counts should not be added together. Check a sample of calls before changing Google’s tracking.
What people searched to find you
Top searches that triggered your ads in September. Most clicks already name your clinic.
| Search | Clicks | Spend | Actions |
|---|---|---|---|
| maylands dental centre | 227 | $732 | 51.0 |
| maylands dentist | 50 | $304 | 14.0 |
| dentist near me | 27 | $274 | 2.0 |
| maylands dental clinic | 20 | $160 | 4.0 |
| mayland dental centre | 17 | $88 | 5.0 |
| dentist maylands | 14 | $74 | 3.0 |
| dentist (generic) | 9 | $230 | 0 |
| dental clinic near me | 7 | $94 | 0 |
Searches naming Maylands produced most recorded actions. The generic terms “dentist” and “dental clinic near me” spent $324 together without a recorded action. Review those terms before the next budget decision.
05
Social advertising
Local visibility that held steady.
One awareness campaign reached 28,724 people in September on $185 of spend. Its value here is visibility; no direct enquiries were recorded by Meta.
$185
Meta spend · Sep ($193 Aug)
91,926
Times shown · Sep (104,970 Aug)
28,724
Locals reached · Sep (28,537 Aug)
153
Clicks · Sep (158 Aug)
06
Website visits
Quieter September, led by search and direct visits.
Website visits fell to 4,747 from 6,417 in August. Most September visits came from organic search or direct traffic; paid search was nearly unchanged.
4,747
Website visits · Sep (6,417 Aug)
▼ 26% on August
2,341
Organic-search visits · Sep (2,596 Aug)
1,722
Direct visits · Sep (3,101 Aug)
334
Paid-search visits · Sep (329 Aug)
Where visits came from
September visits by channel from your site analytics. The remainder row reconciles the listed channels to the reported total. Paid-search visits and Google Ads clicks are separate measures.
4,747Website visits
September visit sources
Organic search2,341
Direct1,722
Paid search334
Other or not itemised350
| Channel | Sep visits | Aug visits |
|---|---|---|
| Organic Search | 2,341 | 2,596 |
| Direct | 1,722 | 3,101 |
| Paid Search | 334 | 329 |
| Unassigned | 198 | 221 |
| Referral | 66 | 72 |
| Organic Social | 28 | 41 |
| Paid Social | 20 | 15 |
| Channels not itemised above | 38 | 42 |
| Total visits | 4,747 | 6,417 |
The largest change was direct traffic, down 1,379 visits. Paid search stayed close to August. Visits to the external booking partner are included in the records.
07
Local search
Local search remained a strong call source
The number used on your Google listing recorded 336 calls, with 320 connected. It was the largest tracked call source in September.
336
Calls on your listing line · Sep
320
Answered on the listing line
70%
Share of all September calls
08
Landing pages
One landing page supports the active Google Ads.
All three active Google Ads send visitors to this page. The ads recorded 451 clicks in September; the page gives prospective patients a clear way to call or enquire.
09
Moving forward
Our next priorities, shaped around your clinic and your patients.
Three practical steps will help Maylands understand the month’s results and improve the next one.
1
Confirm what happened after each enquiry.
Next step: Check which of the 69 September enquiries booked, attended, or still need a response.
Why: All currently show New Lead, so the report cannot yet show the clinic’s true appointment result.
Why: All currently show New Lead, so the report cannot yet show the clinic’s true appointment result.
Goal →A clear view of appointments and a useful follow-up list.
2
Review searches without recorded ad actions.
Next step: Check the generic search terms, then compare a sample of ad calls with the actions Google counted.
Why: Spend increased while recorded actions fell. A call check will also show whether the tracking needs adjustment.
Why: Spend increased while recorded actions fell. A call check will also show whether the tracking needs adjustment.
Goal →More useful responses for the advertising budget.
3
Follow up missed calls while keeping response strong.
Next step: Review the 39 missed or unanswered call events against enquiry records and return calls where needed.
Why: The team answered 92% of calls; timely callbacks can help the remaining callers reach the clinic.
Why: The team answered 92% of calls; timely callbacks can help the remaining callers reach the clinic.
Goal →Fewer people left waiting for a response.