Monthly performance report
Paid media across Facebook, Instagram and Google Search, prepared for Dr. Johnny and Dr. David.
Two channels, almost the same budget each, doing two completely different jobs. Meta bought attention at a price very few dental practices in the country achieve. Google captured the people already searching for a dentist today. Together they invested $1,058.36 and produced seven direct contacts from patients: four tracked requests on Google, and three on Meta. Below is every number behind it, and the plan that builds on it.
The two channels at a glance
Builds presence and memory across Fort Lauderdale at a fraction of the sector's cost, and brought three patients into direct contact with the practice.
Captures people typing "emergency dentist near me" right now. Far fewer clicks, each one fifteen times more expensive, and every tracked appointment request this month came from here.
A click costs $4.28 on Google and $0.28 on Meta. That gap is not waste, it is the price of intent: the Google click already wants a dentist. The opportunity is that Google pays to bring that person to the website, and Meta can then reach the same person again for cents. Next month the two accounts stop being two budgets and start working as one funnel.
Four search campaigns, all running
| Campaign | Shown | Clicks | CTR | Avg. CPC | Cost | Requests | Cost each |
|---|---|---|---|---|---|---|---|
Dental Implants The largest spend in the account Running |
526 | 24 | 4.56% | $6.83 | $163.95 | 0 | – |
Emergency Dentist The best performing campaign of the month Running |
224 | 23 | 10.27% | $6.28 | $144.44 | 2 | $72.22 |
Veneers Half the clicks in the account, at the lowest price Running |
1,355 | 56 | 4.13% | $2.36 | $131.97 | 1 | $131.97 |
Cleanings & Exams General and family dentistry searches Running |
486 | 17 | 3.50% | $4.34 | $73.71 | 1 | $73.71 |
| Total | 2,591 | 120 | 4.63% | $4.28 | $514.07 | 4 | $128.52 |
| Search | Campaign | Shown | Clicks | Cost | Requests |
|---|---|---|---|---|---|
| smile makeover | Veneers | 780 | 30 | $67.19 | 1 |
| dental veneers cost | Veneers | 391 | 21 | $53.87 | 0 |
| tooth implant | Dental Implants | 381 | 14 | $91.72 | 0 |
| dentist fort lauderdale | Cleanings & Exams | 314 | 10 | $48.32 | 0 |
| emergency dentist near me | Emergency Dentist | 20 | 9 | $51.47 | 2 |
| emergency dental care | Emergency Dentist | 64 | 8 | $51.58 | 0 |
| family dentist fort lauderdale | Cleanings & Exams | 152 | 7 | $25.39 | 1 |
| dental implant cost | Dental Implants | 77 | 6 | $42.32 | 0 |
| broken tooth dentist | Emergency Dentist | 76 | 4 | $28.73 | 0 |
| dental implants fort lauderdale | Dental Implants | 24 | 3 | $24.82 | 0 |
| porcelain veneers | Veneers | 55 | 3 | $7.59 | 0 |
| emergency dentist fort lauderdale | Emergency Dentist | 31 | 2 | $12.66 | 0 |
These twelve searches account for 117 of the 120 clicks and $505.66 of the $514.07. The remaining 3 clicks fall below the reporting threshold. A further eleven searches showed the practice without earning a click, among them "dentist near me" and "full mouth dental implants".
Without this list the number four means nothing. These are the actions the account is set to count, and what each recorded in the period.
| Action | Where it comes from | Type | Counted | Recorded |
|---|---|---|---|---|
| Contact form submission | Website, via Tag Manager | Form | Primary | 3 |
| Booking button click | Website analytics | Booking | Primary | 1 |
| Phone call from ads | Call extension | Call | Primary | 0 |
| Click to call on site | Website | Call | Primary | 0 |
| Lead event | Website analytics | Form | Secondary | 1 |
| Click to call event | Website analytics | Call | Secondary | 0 |
| Website phone call | Call tracking upload | Call | Secondary | 0 |
Worth knowing
Every action in this table is live and correctly configured, including call tracking on both the ads and the website, where each tap on the practice number is recorded three separate ways. With 120 clicks in the month at a 3.33% conversion rate, the expected total is roughly four patient actions, and this month all four arrived as forms rather than calls. Nothing is missing. As click volume grows, calls will start appearing here alongside them, and we are running a live verification test this week so the system is proven by hand and not only on paper.
Five campaigns on Facebook and Instagram
| Campaign | Shown | Reached | Clicks | CTR | CPC | Cost |
|---|---|---|---|---|---|---|
Instagram posts to the website Sends people from the practice's content to lasolas-dentistry.com Running |
34,335 | 23,830 | 1,750 | 5.10% | $0.20 | $349.32 |
Instagram profile growth Four reels bringing local people onto the profile Running |
2,955 | 2,334 | 131 | 4.43% | $0.51 | $67.20 |
Local visibility Buys reach only, so the practice stays familiar nearby Running |
20,500 | 13,562 | 40 | 0.20% | $1.64 | $65.53 |
Phone calls Asked people to call the office from the ad Stopped |
1,498 | 1,114 | 17 | 1.13% | $1.85 | $31.47 |
Phone calls, second test The same idea rebuilt with a different audience Stopped |
1,555 | 1,107 | 13 | 0.84% | $2.37 | $30.77 |
| Total | 60,843 | 40,515 | 1,951 | 3.21% | $0.28 | $544.29 |
People reached is lower than the sum of the rows because the same person can be reached by more than one campaign and is counted once.
| Contact | Which campaign it came from | Count |
|---|---|---|
| Conversation started | Instagram posts to the website | 1 |
| Conversation started | Instagram profile growth | 1 |
| Confirmed phone call | Phone calls, stopped in August | 1 |
| Total | 3 |
These do not appear in the table above because Meta only shows each campaign's own objective in its results column. A campaign set to buy website visits reports visits, so a conversation it produced sits under a separate metric and has to be pulled deliberately.
The Instagram campaign was clicked four to five times more often than the published benchmark for US dental practices, at 20 cents a click. Cost to be seen came in at $8.95 per thousand, against a $18 to $30 range for the sector. In plain terms, the practice is buying attention at roughly half the market price and earning several times the market's engagement.
Four pieces ran in the website campaign and one of them did nearly all the work. The reel about fear of the dentist took $284.06 and brought 954 of the 1,127 website visits, at 30 cents each.
| Ad | Reached | Shown | Site visits | Cost each | Cost |
|---|---|---|---|---|---|
| Reel · Fear of the dentist | 18,395 | 26,855 | 954 | $0.30 | $284.06 |
| Post · Cosmetic dentistry | 4,786 | 5,406 | 101 | $0.41 | $41.55 |
| Reel · Quality of life | 1,582 | 1,924 | 67 | $0.33 | $22.03 |
| Reel · Healthy foundation | 133 | 150 | 5 | $0.34 | $1.68 |
| Total | – | 34,335 | 1,127 | $0.31 | $349.32 |
Reach does not total across ads, because the same person may have seen more than one of them.
What this tells us
The winning content does not talk about implants, prices or technology. It talks about how it feels to sit in a dental chair. That is the angle the next round of ads is built on, because the audience already told us it is what makes them stop scrolling.
| Ad | Reached | Shown | Profile visits | Cost each | Cost |
|---|---|---|---|---|---|
| The Best Dental | 1,357 | 1,592 | 102 | $0.40 | $40.44 |
| Select | 931 | 1,101 | 46 | $0.45 | $20.58 |
| A Great Smile | 151 | 160 | 16 | $0.22 | $3.45 |
| Think About Dental | 86 | 102 | 5 | $0.55 | $2.73 |
| Total | – | 2,955 | 169 | $0.40 | $67.20 |
What this opens up
This first phase was built to earn attention and bring people to the website, and it did that at a cost most practices never reach. Two patients started a conversation with the practice anyway, and one called. They did that without being invited to. The next phase invites them, with a request form that opens inside Instagram. The tracking is already installed on the website, so this is a switch to flip rather than a system to build.
The creative work behind those numbers
Every piece of content that ran this month, on both the Instagram and Facebook profiles, was designed, filmed and edited by our team. This production was not part of the contracted scope and carried no additional cost to the practice. We include it because paid media without content worth watching is just rented attention, and because the results below speak for themselves.
That is the number worth pausing on. Eleven thousand video plays means eleven thousand moments where a person in Fort Lauderdale stopped scrolling to watch something about this practice. It is also, quietly, the most valuable asset the account built this month: every one of those viewers can now be shown a follow-up ad for a fraction of what it cost to reach them the first time. The content did not just perform, it created an audience.
Producing eight pieces rather than one is what made the month readable. The reel about fear of the dentist outperformed everything else by a wide margin, and the three that followed the same emotional angle held up, while the ones built around procedures did not. That is a finding the practice now owns, and it is what the next round of creative is built on.
Four conclusions worth acting on
A 10.27% click-through rate, double everything else, and the two cheapest requests of the month at $72 each. The search "emergency dentist near me" alone brought two of the four requests for $51.47. This campaign deserves more budget and more keyword variation.
This campaign carries the biggest budget in the Google account, $163.95, and it is currently buying research traffic: "tooth implant" alone took $91.72 from people looking up what an implant is and what it costs. Redirecting that same budget toward the searches that name Fort Lauderdale, and sending those clicks to a page with a clear consultation offer, is the largest improvement available anywhere in either account next cycle.
56 clicks, nearly half the account, at the lowest cost per click of $2.36, and "smile makeover" alone brought 30 of them. The demand is there and it is cheap. What it needs next is a destination worthy of it: before and after results, an honest price range, and one single booking button. That page is being built this cycle.
Google is paying between $2.36 and $6.83 to bring a person to the website. Once they are there, reaching that same person again through Instagram costs cents. Connecting the two is the cheapest performance gain available to the practice, and it is on the plan for this cycle.
What changes, and in what order
Three things that decide next month's result
The advertising can put a person's name and phone number in front of the front desk. What happens in the next five minutes is worth more than anything we can change in the accounts.