Biggest Win
First-visit reassurance became the standout creative theme.
The leading June Meta ad delivered 133 landing page views from a patient-experience angle.
01
Executive Summary
What happened this month.
Aurora Smiles generated strong top-of-funnel traffic in June, with Meta producing efficient landing page visits and Google Ads driving qualified search intent into calls and clicks. The strongest creative angles were first-visit reassurance, smile transformation proof, and outcome-focused education.
Strongest Performance Area
Meta traffic efficiency was the clearest verified channel win.
$747.34 in spend produced 764 landing page views at $0.98 per LPV.
Main Opportunity
Tracking after the click needs tightening.
Traffic performance is clear, but lead quality, booked consult quality, and downstream revenue impact still need clearer visibility.
Primary Focus For Next Month
Improve lead tracking and scale the best creative themes.
The next gain is not more raw traffic alone, but proving which enquiries are turning into booked consults and treatment conversations.
02
Leads
Lead performance shows both patient intent and the next growth opportunity.
June lead activity shows stage movement, appointment intent, urgency, and treatment interest. While channel-by-channel attribution is still limited, the lead pattern already points to where follow-up and conversion can improve.
36
June Opportunities
Total opportunities recorded for the month.
7
Booked
Reached the Appointment Booked stage.
5
Attended
Progressed through to Attended.
1
Treatment Done
Only one June record is visibly closed through treatment.
Pipeline stage mix
Lead-quality and intent signals
15 not qualified
9 hot leads
3 warm leads
8 existing-patient enquiries
13 appointment intent: yes
7 appointment intent: maybe
16 appointment intent: no
5 urgent enquiries
These patterns help show which enquiries were strongest, which were lower quality, and where appointment intent was most visible.
What this means commercially
The main commercial insight is that demand exists, but too much of it is still leaking between enquiry, booking, and attendance.
With only 7 booked and 5 attended from 36 opportunities, the biggest lift is likely to come from stronger conversion and follow-up, not simply generating more leads.
Important data note
Because lead-source attribution is still limited, the best reading of lead quality comes from behaviour inside the pipeline: who wanted an appointment, who booked, and who actually attended.
That means the operational story matters just as much as the marketing story in June’s lead performance.
03
Calls
Calls show strong responsiveness and useful search-intent clues.
Response quality
98%
49 of 50 inbound calls were answered.
Answered49
Missed1
Where those calls came from
Source Breakdown
Google Ads Call Asset41
Aurora Smiles Pool9
Caller-Type Breakdown
First-time callers37
Returning / non-first-time callers13
Tracked search terms from paid calls
2 chermside dental
1 dentist stafford
1 dental clinic near me
1 dentist wavell heights
These searches suggest patients are not only looking for a dentist in Chermside itself, but are also discovering Aurora Smiles from nearby suburbs like Stafford and Wavell Heights. That points to demand extending beyond the immediate clinic suburb, especially for patients using high-intent terms such as “chermside dental” and “dental clinic near me.”
04
Meta Ads
The clearest verified channel win in June.
$747.34
Spend
59,011
Impressions
25,593
Reach
2.37%
CTR
764
Landing Page Views
What worked
- First-visit reassurance led the month with 133 LPVs.
- Transformation proof remained strong with 125 LPVs from the top cosmetic variant.
- Checkup and treatment education produced 102 LPVs.
- Doctor and team trust content added efficient supporting traffic.
What needs attention
- June delivery was highly dependent on a single traffic campaign.
- Price-first messaging remained weak in June performance.
- Family-content variations were mixed in efficiency.
- Post-click lead quality and booking outcomes still need clearer visibility.
Top creative leaderboard by landing page views
Efficiency context
$0.53 CPC
$12.66 CPM
2.31 frequency
8,365 video views
$0.98 cost per LPV
The efficiency pattern suggests Aurora Smiles earns stronger clicks when creative reduces patient uncertainty first. Ads about first-visit experience, visible outcomes, and treatment expectations materially outperformed harder promotional messaging, which points to trust and clarity being stronger response triggers than offers alone.
05
Reels
Creative delivered and what it supported.
June included 23 unique reel assets. Combined with the Meta performance report, the clearest pattern is that videos performed best when they answered a real patient concern, showed a believable result, or made the first visit feel less uncertain.
Featured June video previews
These three can be played directly below. The remaining videos can be opened from the dropdown list.
View the other June videos
The June reel mix suggests the clinic’s strongest creative territory is practical confidence-building: helping patients understand what will happen, who will treat them, and what kind of outcome they can expect.
06
Google Ads
Google Search generated qualified traffic, with attribution still the main gap.
4,430
Impressions
323
Clicks
7
Platform Conversions
7.29%
CTR
$2,451.56
Spend
How search traffic moved through June
4,430
Search Impressions
Search volume was healthy enough to keep Aurora Smiles in front of local patients already looking for treatment, which means awareness was not the limiting factor in June.
323
Clicks
A 7.29% CTR is a strong response for search, suggesting the offer and messaging matched what nearby patients were actually trying to find.
7
Platform Conversions
The drop from 323 clicks to 7 tracked conversions shows the bigger constraint was after the click, where landing-page action rate and conversion tracking still have room to improve.
$7.59 average CPC
$350.22 cost per conversion
1 active campaign
The most important Google Ads takeaway is that June does not look like a traffic problem. Searchers were finding the ads and clicking at a strong rate, but only a small share progressed into tracked conversions, which pushed cost per conversion up to $350.22. In practical terms, the next gains are more likely to come from improving the post-click path and tightening conversion attribution than from simply buying more traffic.
07
Landing Page
Traffic reached both the campaign page and the main site.
764
Meta LPVs
Meta is clearly capable of pushing qualified curiosity to the landing page at scale.
7
Calls To Campaign LP
Most tracked landing-page call activity came through the campaign page rather than the main site.
2
Calls To Main Site
The main site played a smaller direct role in tracked call activity during June.
What could be tied to a page path
7 calls tied to the campaign landing page
2 calls tied to the main website / GBP path
41 calls without a confirmed page path
This is a partial attribution view rather than a full traffic split. Only a small share of tracked calls could be linked back to a specific page path in June, which is why landing-page reporting still needs tighter call and booking visibility.
What to improve next
The next landing-page improvement is not simply more visits. It is making sure page visits, calls, and form actions can be tied back to the same booking outcome so the clinic knows which page experience is producing real patients.
08
Wins
The executive read on June.
Biggest Win
Meta creative produced efficient traffic at scale.
$747.34 in spend generated 764 landing page views, led by reassurance and transformation content.
Strongest Growth Area
Trust-building and education-led video.
First-visit reassurance, treatment education, and doctor-led content were the clearest winning themes.
Best Performing Channel
Meta Ads
Meta produced the clearest volume result in June, with efficient landing-page traffic and multiple creative themes proving they can attract patient interest.
Biggest Opportunity
Make lead tracking commercially usable.
The clinic is generating interest, but the path from click to booked treatment needs clearer proof.
Area To Watch
Single-campaign dependency.
Most meaningful Meta delivery came through one traffic campaign, which increases reliance on one engine.
Strategic Insight
Patients respond to reassurance before promotion.
The strongest June ads helped patients feel safer about the first visit and clearer about outcomes, which outperformed harder promotional framing.
09
Action Plan
What we are doing next month, and why.
1
Scale reassurance, transformation, and treatment-education creative.
What we are doing: Producing more first-visit, smile transformation, and checkup-outcome content.
Why we are doing it: These were the strongest verified demand drivers in June’s Meta performance data.
Why we are doing it: These were the strongest verified demand drivers in June’s Meta performance data.
Expected outcome → More efficient traffic and stronger creative testing depth.
2
Tighten post-click tracking between ads, calls, forms, and booked consults.
What we are doing: Improving tracking setup, source attribution, and reporting visibility inside GHL so enquiries can be followed more clearly from first contact to booking.
What the clinic can support: Consistently updating lead status, booked consult outcomes, and attended appointments so the reporting reflects real patient movement.
Why we are doing it: June’s biggest strategic gap was not traffic generation, but proving which enquiries turned into real consults and treatment outcomes.
What the clinic can support: Consistently updating lead status, booked consult outcomes, and attended appointments so the reporting reflects real patient movement.
Why we are doing it: June’s biggest strategic gap was not traffic generation, but proving which enquiries turned into real consults and treatment outcomes.
Expected outcome → Cleaner reporting on which channels are creating real patient movement.
3
Replace weaker price-first and mixed-efficiency creative variants.
What we are doing: Reworking price-led, family-convenience, and low-differentiation variants before they absorb more spend.
Why we are doing it: June’s Meta review showed uneven efficiency inside those themes.
Why we are doing it: June’s Meta review showed uneven efficiency inside those themes.
Expected outcome → Less wasted spend and a stronger creative rotation.
4
Preserve Google search demand while improving conversion proof.
What we are doing: Keeping search visibility active, then pairing it with tighter conversion and call tracking.
Why we are doing it: June’s Google data confirms search intent, but not enough downstream attribution to judge efficiency fully.
Why we are doing it: June’s Google data confirms search intent, but not enough downstream attribution to judge efficiency fully.
Expected outcome → A clearer view of cost per genuine enquiry and cost per booking.