The bottom line
Artistry converts. Paid search and organic both work, and paid social is the only soft spot.
Why it mattersA 9.5% lead-to-sale on 587 leads, led by paid search (181 leads, 15.5% close, highest value) and organic (210 leads, 9.0%). Paid social is the laggard at 1.9%. This is a healthy funnel to tune, not fix.
587
Leads
Jan to Sep 2026
56
Cases closed
9.5% lead to sale
$179K
Case value
est., won cases
$3,205
Avg case
volume + tail
15.5%
Paid-search L→S
the best channel
1.9%
Paid-social L→S
3 of 162 closed
Scale paid search
181 leads, 15.5% close, $97.9K at the highest case value. The best dollar — grow it once cost-per-case is confirmed.
Protect organic
210 leads, 9.0% close, $56K. Steady and efficient. Keep SEO and reputation funded.
Fix paid social
162 leads, 3 closes, 1.9%. Rework targeting and offer, or redirect the budget to search.
Performance by channel
Paid search and organic carry the practice. Paid social lags.
Why it mattersPaid search and organic are 67% of leads and 86% of case value, and both close well (15.5% and 9.0%). Paid social is 28% of leads at a 1.9% close. Direct is small but efficient.
| Channel | Leads | Booked | Closed | Case value | Book rate | Lead→sale | Avg case | Verdict |
|---|---|---|---|---|---|---|---|---|
| Total | 587 | 83 | 56 | $179K | 14.1% | 9.5% | $3,205 |
Where the case value is
Closed case value by channel, YTD (est.)
How well each converts
Lead to closed case, percent
Case value is GHL's estimated opportunity value on won cases, not collected production. “Booked” = reached Appointment Booked or beyond. This pipeline has no Presented Treatment stage, so show rate is not trackable.
The funnel, month by month
Lead flow is steady and the practice books and closes well.
Why it mattersArtistry draws roughly 65 leads a month and converts 9.5% to a case, with strong booking discipline (about two-thirds of booked cases close). The lever is lifting paid social and growing paid search, not fixing the close.
Cohort funnel by lead-created month; rows are cumulative. This pipeline has no Presented Treatment stage, so show rate is not trackable. Contacted is under-recorded for phone-call opportunities that stay in intake. Recent months' closes are still maturing. Change columns compare September to August and to July.
Budget & ROI
Paid search works. Paid social does not. That is the whole budget story.
Why it mattersMarketing ran about $75K over nine months. Paid search ($43K) returned $98K in estimated case value at 2.3x and the highest case values. Paid social ($8K) returned $6.8K on just 3 cases (0.85x). The split could not be clearer.
Budget by channel
YTD Jan to Sep 2026, about $75K ($8.3K / mo)
Return on ad spend
YTD case value / YTD spend (log scale). Breakeven 1.0x.
| Channel | YTD spend | YTD case value | ROAS | Verdict |
|---|
ROAS by channel by month (monthly case value / monthly spend)
Green is 3x or more, amber is 1x to 3x (roughly breakeven on gross case value), red is below 1x (losing money before any treatment cost). Recent months read low because closes are still maturing (a won case is credited to the month the lead was created), so July to September understate. Monthly spend blends actuals and the budgeted plan for later months; case value is a GHL estimate, last-touch. The YTD column equals the summary table above.
The math: revenue − cost = contribution, by month (the three channels with trackable spend)
Contribution here is case value minus marketing cost only — it is gross, before clinical, lab, and overhead costs, and case value is a GHL estimate. It is the marketing math (revenue vs spend), not practice profit. Direct and referral are brand-funded (no ad cost) and excluded, so the tracked total is less than total case value. Recent months read low because closes are still maturing.
Paid social does not pay for itself
Its 0.85x rests on just 3 closed cases and is below breakeven on gross case value, before any treatment cost. On 162 leads, it is a losing dollar until the targeting and offer are rebuilt.
Where the budget should go
- Scale paid search. 2.3x gross and the highest case values. Grow it toward implant, veneer, and full-arch intent once the estimate is validated against production.
- Rework or redirect paid social. At 0.85x on 3 cases, move the budget to search unless a rebuilt offer clears a 5% close.
- Keep organic funded. ~6.4x on the SEO retainer and the efficiency backbone, alongside brand-funded direct.
ROAS is gross and directional. It divides each channel's YTD estimated case value by its YTD spend (ad spend plus the attributable share of Wonderist management fees, split by ad spend). GHL case values are estimates and last-touch, so validate paid search's 2.3x against production before scaling. Postcards are offline and not attributable in GHL.
Case value by channel, by month
Paid search and organic trade off as the engine. Paid social adds almost nothing.
Why it mattersPaid search carried several months (notably a strong June) and organic fills the rest. Paid social is a near-flat line. Recent closes are still maturing.
Monthly case value by channel
Stacked, Jan to Sep (est.)
Case value by channel by month
Estimated case value credited to the month the lead was created. Change columns compare September to August and to July; recent closes are still maturing. Gross, last-touch, directional.
Case mix
A volume practice with a healthy cosmetic tail.
Why it mattersThe median closed case is $998, but the top 10% (6 cases) is 52% of value and the largest was $27,248, with 7 cases over $8K. The core is everyday dentistry; the upside is growing the cosmetic tail.
Closed cases by size
56 won cases, Jan to Sep, grouped by value (est.)
52%
of value from the top 6 cases (largest 10%)
$27,248
largest single case (est.)
45
cases under $5K, the volume core
The tracking gap to fix
Service line is not tagged in GHL, so cosmetic versus general is invisible, and the low default values understate real cosmetic work. Add a treatment field so the tail is measurable and paid search can target it.
Two leaks in the data
Both are fixable without buying a single new lead.
Why it mattersThe funnel is healthy, so these are tuning and measurement, not emergencies. Fix them and every report and follow-up gets sharper.
Paid social is burning leads
- 162 leads, 8 booked, 3 closed this year (1.9%). The one channel pulling its weight down.
- The Meta instant-form pattern seen across the Wonderist portfolio.
- Rework or redirect. Rebuild targeting and offer, or move the budget to paid search at 15.5%.
We can't see what drives the big cases
- Service line is untagged and offline mailers (171 leads historically) carry no outcome attribution.
- So the cosmetic tail that drives half the value is invisible in reporting.
- Add a service-line field and tag offline sources so budget can follow the premium cases.
A separate website and cosmetic-readiness review is not repeated here; this section covers only what the live GHL data shows.
Monthly trend
Lead flow is steady with a summer dip. Case value is lumpy, driven by the big cases.
Why it mattersLeads held in the 50s to high 80s through the year with a mid-summer dip. June stands out on case value ($56K) from a few larger cases. August and September look lighter only because their closes are still maturing.
Leads, closed cases, and case value by month
Bars: lead and closed-case counts (left). Line: monthly case value, est. (right).
The plan, next 90 days
Fix paid social, make the data trustworthy, then concentrate budget on what already works.
Phase 1Days 0 to 30 · Tune and instrument
Fix the soft spot, sharpen the data
1
Rework or redirect paid social.
Paid media162 leads, 3 closes. Rebuild targeting and offer around retargeting and high-intent creative, or move the budget to paid search, with a 60-day close-rate gate.
2
Add a service-line field and tag offline sources.
Ops / GHLTag implant, veneer, Invisalign, and full-arch, and attribute mailers, so the cosmetic tail is measurable.
3
Validate the estimates against production.
Ops / GrowthGHL case values are estimates. Confirm paid search's 2.3x against Eaglesoft production so budget decisions use real dollars.
Phase 2Days 30 to 60 · Concentrate on what works
Fund the two engines, grow the tail
4
Scale paid search toward high-value intent.
Paid mediaAlready 15.5% with the best AOV. Shift budget and keywords toward implant, veneer, and full-arch intent to lift average case value, once cost-per-case is confirmed.
5
Protect and extend organic.
SEO / Content210 leads at 9.0%. Keep SEO and reputation funded; add pages for the high-value services to pull more large cases.
6
Reactivate booked-but-unclosed leads.
MM / GHLRun a re-engagement sequence (financing, proof, limited consult slots) against the owned database. Near-zero cost.
Phase 3Days 60 to 90 · Scale what proves out
Spend follows evidence
7
Re-scale paid social only past a close-rate gate.
Paid mediaIf the rebuild clears a 5% lead-to-sale on a real offer, add budget. If not, keep the money in search and organic.
8
Engineer a referral track.
PracticeAdd a structured ask at case completion and a VIP card to turn satisfied patients into a steady, free channel.
9
Stand up a monthly channel scorecard.
GrowthThis report, monthly, with cost-per-case once spend lands, so budget follows performance.
90-day targets
Paid-search ROAS
2.3x → 3x+
Shift to high-value intent
Paid social lead→sale
1.9% → 5%+
Rebuild or redirect
Service-line tagging
0% → 100%
Every opp tagged in GHL
Cases over $8K
7 → grow
Lift the cosmetic tail
Bottom line: fix the paid-social soft spot, tag service line so the cosmetic tail is visible, concentrate budget on paid search and organic that already close, grow the high-value tail, and send the spend file so ROI goes live.
Sources & method
- Window: performance runs Jan 1 to Sep 30, 2026 (YTD), by lead-created month. All-time context (since 2024) is in the header chips.
- Data: live GoHighLevel opportunities pull on Oct 6, 2026, 2,192 records all-time, 587 in the YTD window after excluding the Existing Patient parking stage. Aggregate only, no patient names or contacts.
- Case value is an estimate (GHL opportunity value on won cases), not collected production. Lead counts and close rates are the hard numbers.
- Funnel: Contacted / Booked / Closed are stage-based. This pipeline has no Presented Treatment stage, so show rate is not trackable. Contacted is under-recorded for phone-call opportunities that stay in intake.
- Cohort lag: won cases are credited to the month the lead was created, so recent months understate conversion.
- Spend: from the 2026 Gen4 practice marketing budget (YTD Jan to Sep). ROAS divides YTD estimated case value by YTD spend (ad spend plus the attributable share of management fees); gross and last-touch. Service line is untagged, so case mix is inferred from case value.