Nelos
Get a Teardown
Back to home
// Full teardown & rebuild
Illustrative · example brand

The whole path, rebuilt: how we’d grow Bright Lane Dental

Not one page. Not one ad. Every lever from the first impression to the booked, high-value patient. Meta and Google ads, custom patient funnels, the website and booking flow, the offers, the copy and creative experiments, reminders and recall, and attribution, rebuilt so the schedule fills with the right patients.

// The whole path, end to end

From ad impression to booked, high-value patient.

LeakBroad Meta & Google adsOne audience, generic creative, brand + non-brand blended.
LeakGeneric homepageNo match to the service they searched.
LeakOne contact formSame form for a cleaning and an emergency.
BookingFront-desk phone tagCalls to the office, often missed.
LeakOne-size reminderNo-shows pile up; no recall.
LeakCost per clickYou see clicks, not booked patients.

Money leaks at every stage, and the reporting only counts clicks.

RebuiltSegmented Meta & GoogleService creative, brand vs non-brand, Local Services Ads.
RebuiltService landing pageEmergency, whitening, or new-patient page that matches intent.
RebuiltFast online bookingSame-day slots and click-to-call by intent.
RebuiltConfirmed appointmentBooked into the calendar, insurance handled.
RebuiltMatched follow-upReminders, no-show recovery, and 6-month recall.
RebuiltClean attributionBooked patients and case value, not clicks.

Every lever matched to the patient, and measured to booked, high-value visits.

◆ Focus groups01 Paid acquisition02 Patient funnels03 Site & booking04 Experiment engine05 Reminders & recall06 Attribution
// The method behind every phase

How our focus groups narrow the field.

Every ad angle, page, offer, and reminder starts here. Before we spend a dollar or build a thing, we pressure-test the options against synthetic patient panels, so we start from the strongest few instead of a blank page or the loudest opinion in the room.

Everything on the table

Every angle worth considering, from the whole team, the reviews, and the market.

Same-day emergencyGentle / anxiety-freeFamily dentistWedding whiteningBack-to-schoolInsurance acceptedNew tech / scansSedation optionsCosmetic / veneersKids welcomeEvening hoursLowest price
Focus-group pre-read

Synthetic panels for each buyer type score every angle on believability and pull.

Emergency patientsCosmetic patientsFamilies
“In pain? Same-day spots open”93
Gentle care for anxious patients80
A dental home for the whole family74
Lowest price cleaning26
The shortlist we test live

Only the strongest few move into real ads, pages, and offers, the rest get parked or dropped.

Same-day emergency · urgentBuild now
Gentle / anxiety-freeTest
Family dental homeBuild next
Lowest price cleaningDrop
Coupon-ledPark
What the pre-read actually decides
Which service to prioritize first
Which message earns the call
Which offer fills the schedule
Which fear to address up front
Which page angle should lead
Which creative deserves budget first

Focus groups don’t pick the winner, booked patients do. They just make sure we start from the strongest few, not a random guess, so budget goes to bets that already cleared a bar.

// Phase 01

Paid acquisition, Meta & Google

Traffic is not one lever. We rebuild how each channel finds patients, what it says to them, and how it is measured, so spend creates booked visits instead of just clicks.

Meta ads (Facebook & Instagram)
Local awareness that fills the schedule
Before
One boosted post to the whole town.
Generic smile stock photo, same for every service.
No angle testing, whatever spends, wins.
After
Service-specific angles from the focus-group pre-read (emergency, whitening, new patient).
Structured tests: angle x hook x format, radius and budget caps.
Judged on booked appointments, not reach.
Creative angle test matrix
“In pain? Same-day spots open” · emergencyScaling
“Gentle care for anxious patients”Testing
“A dental home for your family”Build next
Generic smiling-teeth stockCut
Google ads & Local Services
Catching high-intent local searches
Before
Brand and non-brand lumped together; brand clicks counted as growth.
Broad match on “dentist”, every click hits the homepage.
No Local Services Ads or Maps presence.
After
Brand vs non-brand split and reported apart.
High-intent terms routed to matching pages (“emergency dentist” to same-day page).
Local Services Ads and Maps for the calls that convert.
Restructured · intent-routed
Non-brand: “emergency dentist near me”→ same-day LP
Non-brand: “teeth whitening”→ whitening LP
Brand: “bright lane dental”Tracked apart
// Phase 02

Custom funnels per patient

Different patients decide differently. Instead of one path for everyone, we build a dedicated funnel for each reason to book, page, offer, and follow-up matched end to end.

Segment funnels, end to end
One complete path per buyer, not one path for all
TodayAll adsHomepageOne contact formFront-desk phone tagOne path, so anyone who is not ready to call just leaves.
Pick a patient to see the funnel we’d build for them: the real ad, the matching landing page, and what we track. Same practice, a different path for each.
the ad
Bright Lane Dental
Sponsored
Back to school ad
Get their smile ready before day one.
matching landing page
Back to school landing page
Back-to-school checkups, booked before the bell.
lead + what we track
Appointment
Booking startForm submitAppt booked
Readout: Parents book in the weeks before term. Front-load spend in August.

Real ad creative and landing pages. Every step, from the ad to the booked visit, is built for how that patient decides, and the same system runs whether you fill chairs, carts, or showrooms.

// Phase 03

Site & booking

Once the click lands, the page has to match the reason they searched, and booking has to be one tap, not a phone call at 2pm.

The entry point
Where the click lands first
Before
Every ad points at a homepage with hours and a phone number.
An emergency patient and a whitening shopper see the same thing.
Homepage · today
Our servicesHoursCall us
After
The ad’s promise carries into a matching page.
Urgent, cosmetic, and new-patient visitors each get the right path.
Intent-aware entry
Same-day emergencyNew patientWhitening
Service landing pages
Matching the search intent
Before
Paid traffic dumped on a generic services list.
No proof, no pricing, no reason to pick this office.
After
A same-day emergency page, a whitening page, a new-patient page.
Insurance accepted, reviews, and a single clear CTA up top.
Same-day emergency page
Seen todayInsurance acceptedCall or book
The booking flow
One tap, not phone tag
Before
Booking means calling during office hours.
One long form; mobile users bail.
After
Real-time online scheduling with same-day slots.
Click-to-call for urgent intent; short, mobile-first form.
Booking · by intent
Emergency · click-to-callLive
New patient · online scheduleLive
Whitening · consult requestTesting
// Phase 04

The experiment engine

Nothing here is decided by opinion. Copy, creative, and offers all run through the same loop: focus-group pre-read to narrow the field, live test to decide the winner, then a readout that feeds the next round.

Copy & message experiments
Headlines and hooks, tested not guessed
Before
Headlines picked by whoever’s most senior.
One version ships; no read on why it worked.
After
Focus-group pre-read ranks angles before a dollar is spent.
Top angles go live head-to-head; the winner feeds the next round.
Headline experiment · live
“In pain? Same-day spots open”Winning
“Gentle, judgment-free dental care”Testing
“Modern dentistry, easy booking”Refine
“Quality dental care”Cut
Offer experiments
A reason to book that protects margin
Before
Random coupons that attract one-time discount seekers.
No hierarchy, so the schedule fills with low-value visits.
After
New-patient exam + whitening bundle vs. a flat discount, measured on booked case value.
A ranked plan of what to test next.
Offer hierarchy · ranked
New-patient exam + whitening$59 new-patient specialFlat % off
// Phase 05

Reminders & recall

Most revenue leaks after the booking. We rebuild reminders, no-show recovery, and recall so chairs stay full and patients come back on schedule.

Reminders & no-show recovery
Fewer empty chairs
Before
One reminder, if any; high no-show rate.
No fast path to rebook a cancellation.
After
Timed SMS and email reminders with easy confirm or reschedule.
Instant waitlist fill when someone cancels.
Flows · live
Appt reminders · SMS + emailLive
No-show rebookLive
Waitlist fillTesting
Recall & reactivation
Bringing patients back on schedule
Before
No 6-month recall; patients drift away.
Lapsed patients never hear from you again.
After
Automated 6-month recall tied to each visit.
Win-back for lapsed patients, plus review requests after good visits.
Lifecycle
6-month recallLapsed win-backReview request
// Phase 06

Attribution & measurement

None of it matters if you cannot tell what actually filled the schedule. We rebuild reporting around booked, high-value patients, not clicks.

The reporting
Booked patients and case value, not clicks
Before
One blended cost-per-click number; brand search counted as growth.
No read on booked vs. showed, or case value by source.
After
Call tracking and form tracking tie spend to booked appointments.
Show rate, new vs. returning, and treatment-acceptance value per source.
Cost per booked, high-value patient on one dashboard.
Dashboard · rebuilt
Booked patientsShow rateCase valueNew vs returning
// What we’d expect to move

The whole system points at booked, high-value patients, not clicks.

Booked appointments
Service-specific funnels and one-tap booking instead of phone tag.
Show rate
Reminders and easy rescheduling that keep chairs full.
New patients
Intent-matched pages and offers that fill new-patient slots.
Treatment acceptance
Trust built before the visit, so more plans get accepted.
Recall & retention
Automated 6-month recall and win-back that bring patients back.
Cost per booked patient
Spend measured to booked, high-value visits, not clicks.

Illustrative example. Real outcomes depend on your market, offers, and demand, we commit to what we’d build and test, not to numbers we haven’t earned yet.

That was one hypothetical path. Want yours?

Send your site, product, or launch brief and we’ll run the same teardown across ads, funnels, site, experiments, follow-up, and attribution, and show the first 3-5 fixes we’d make.