Both practices are running real volume on the right structure: OM Marketing on general dentistry, Grow Dental on implants. The framework is sound. The execution has a few specific holes worth fixing this quarter, none of them require a vendor change.
Three things stand out across the 96-day window. Peak Cottonwood is the network's model account: 21% click-to-conversion rate, $36 CPA, no fragility. Peak Sedona is the network's outlier in the wrong direction: $29.66 per click, every month, on a single Search campaign that is structurally identical to its sister locations. The CPC there is roughly 3 to 4x what Cottonwood and Flagstaff pay. New Horizons Implant Center is softening in May across four of five campaigns. Worth asking Grow Dental whether anything changed in the last 30 days.
On the websites: New Horizons has the implant funnel built but is not deep-linking paid traffic to it. The site has dedicated Teeth-In-A-Day, All-On-4, Cost, and Candidacy pages; the campaigns appear to point at the generic /dental-implants page anyway. Peak's homepage has no form, no chat, no review widget, and no offer copy visible above the fold. Both are fixable inside 30 days.
Both practices, all five linked Google Ads accounts, rolled up for the 96-day window. Pulled live from marketing.google_ads_campaign_daily_metrics.
SGA's standard model on these two practices: OM Marketing runs the general-dentistry top-of-funnel; Grow Dental runs the implant / full-arch top-of-funnel. The two agencies are specialists, not competitors. Both are present at Peak. Grow Dental only is present at New Horizons (the GP side is not running paid).
| Customer ID | Account | Agency | Service line | Campaigns | Spend | CPC | CTR | CVR | CPA |
|---|---|---|---|---|---|---|---|---|---|
| 7920578080 | Peak Family Dental — Cottonwood | OM Marketing | General dentistry | 1 | $4,841 | $7.54 | 9.28% | 20.87% | $36.12 |
| 9266937842 | Peak Family Dental — Flagstaff | OM Marketing | General dentistry | 1 | $14,860 | $8.63 | 7.22% | 14.00% | $61.66 |
| 4043731823 | Peak Family Dental — Sedona | OM Marketing | General dentistry | 1 | $7,355 | $29.66 | 8.32% | 14.92% | $198.79 |
| 7787250776 | Peak Family Dental — implant tactical | Grow Dental | Implants / full-arch | 5 | $3,551 | $3.49 | 5.41% | 5.10% | $68.50 |
| 4691011135 | New Horizons Dental Implant Center | Grow Dental | Implants / full-arch | 5 active | $9,378 | $3.86 | 7.97% | 4.64% | $83.04 |
The Implant Center has account 4691011135 under Grow Dental. The GP at newhorizonsdentalcare.com root does not appear in marketing.google_ads_accounts at all. Either OM Marketing is not yet running there, or the account is not linked to SGA MCC 9626647196, or the GP intentionally relies on the Implant Center halo. Worth a one-line confirmation with the local market manager.
Three location-specific Search campaigns, each in its own customer ID, dayparted Mon-Fri only. Same agency, same campaign template. The variance between Cottonwood, Flagstaff, and Sedona is the story.
| Location | Month | Days | Spend | Clicks | CPC | CTR | Conv | CPA | CVR |
|---|---|---|---|---|---|---|---|---|---|
| Cottonwood | Feb (5d) | 5 | $311 | 43 | $7.24 | 10.05% | 13 | $23.95 | 30.23% |
| March | 22 | $1,583 | 199 | $7.96 | 9.49% | 34 | $47.22 | 16.85% | |
| April | 22 | $1,518 | 219 | $6.93 | 9.33% | 48 | $31.33 | 22.13% | |
| May (partial) | 20 | $1,428 | 181 | $7.89 | 8.85% | 39 | $36.61 | 21.55% | |
| Flagstaff | Feb (7d) | 7 | $1,193 | 117 | $10.19 | 6.96% | 11 | $108.42 | 9.40% |
| March | 31 | $5,710 | 802 | $7.12 | 7.78% | 96 | $59.47 | 11.97% | |
| April | 22 | $3,751 | 399 | $9.40 | 7.03% | 69 | $54.37 | 17.29% | |
| May (partial) | 20 | $4,206 | 403 | $10.44 | 6.54% | 65 | $64.71 | 16.13% | |
| Sedona | Feb (5d) | 5 | $298 | 10 | $29.81 | 4.12% | 2 | $149.07 | 20.00% |
| March | 22 | $2,613 | 75 | $34.84 | 7.28% | 17 | $153.69 | 22.67% | |
| April | 22 | $2,659 | 97 | $27.41 | 9.04% | 10 | $265.91 | 10.31% | |
| May (partial) | 20 | $1,785 | 66 | $27.05 | 10.41% | 8 | $223.17 | 12.12% |
Sedona's CPC: $29.81 (Feb), $34.84 (Mar), $27.41 (Apr), $27.05 (May). Cottonwood and Flagstaff sit in the $7 to $10 range every month under the same OM template. CVR holds up only because the few clicks that land are highly intent-matched; the impression volume is roughly 10x lower than Flagstaff at half the spend. Most likely cause: thin search volume in Sedona pop ~10k forcing top-of-page bids to a few branded or competitor terms, OR geo overlap with Flagstaff queries that the bid strategy cannot disambiguate. The OM agency knows this market better than the warehouse does, so the conversation should start with them.
Cottonwood is hitting 21 to 22% click-to-conversion rate and a $32 to $37 CPA every month. CPC sits at $7 to $8 on a $72/day budget. CTR is the highest of any Peak campaign (9.3% blended). Whatever OM Marketing built into the Cottonwood RSAs, keyword themes, location signals, and bid strategy is the right template for the network.
CTR drifting down (7.78% Mar → 6.54% May) at the same time. Suggests either competitive pressure entering the auction or RSA fatigue. CVR is improving (12% → 16%), so the funnel below the click is fine. This is upstream pressure on ad rank, not downstream pressure on the LP.
Grow Dental runs the implant top-of-funnel at both Peak (parent customer ID 7787250776) and New Horizons Implant Center (4691011135). Same campaign template at both: four Search campaigns (Implants, Retained Dentures, All-On-4, Competitors) plus a Performance Max.
| Month | Days | Spend | Impr | Clicks | CTR | CPC | Conv | CPA | CVR |
|---|---|---|---|---|---|---|---|---|---|
| Feb (5d, pre-pause) | 5 | $319 | 6,484 | 110 | 1.70% | $2.90 | 11 | $29.45 | 9.85% |
| March: paused, restructured. New campaigns relaunched April 1. | |||||||||
| April | 30 | $1,577 | 7,574 | 436 | 5.76% | $3.62 | 13 | $120.86 | 2.99% |
| May (partial) | 28 | $1,655 | 4,766 | 473 | 9.92% | $3.50 | 28 | $59.21 | 5.91% |
| Campaign | Type | Spend | Clicks | CPC | Conv | CVR | Read |
|---|---|---|---|---|---|---|---|
| Leads-Performance Max-1 | PMax | $667 | 144 | $4.63 | 10.95 | 7.61% | Driving |
| Competitors / 2nd Opinions [SP] | Search | $279 | 80 | $3.49 | 11.00 | 13.75% | Star |
| All-On-4 [SP] | Search | $235 | 79 | $2.97 | 4.00 | 5.06% | Mid |
| Implant Retained Dentures [SP] | Search | $240 | 81 | $2.96 | 2.00 | 2.47% | Light |
| Dental Implants [SP] | Search | $235 | 89 | $2.64 | 0.00 | 0.00% | Zero conv |
Post-restructure, Apr to May: spend roughly flat ($1,577 → $1,655), but conversions doubled (13 → 28) and CTR nearly doubled (5.76% → 9.92%). This is what a successful campaign warmup looks like. The Performance Max and Competitors campaigns are both pulling their weight.
89 clicks, 0.00% CVR in May. The sister "All-On-4 [SP]" and "Implant Retained Dentures [SP]" campaigns at the same budget tier are running 2.47% to 5.06%. Either the keyword theme is wrong (Implants generic vs. specific service-line intent), the LP final_url is misrouted, or the conv events are not firing for this campaign only.
| Month | Days | Spend | Impr | Clicks | CTR | CPC | Conv | CPA | CVR |
|---|---|---|---|---|---|---|---|---|---|
| Feb (6d) | 6 | $593 | 697 | 156 | 22.38% | $3.80 | 9 | $66.16 | 5.75% |
| March | 26 | $3,009 | 7,113 | 837 | 11.77% | $3.60 | 42 | $71.65 | 5.02% |
| April | 26 | $3,463 | 14,057 | 914 | 6.50% | $3.79 | 44 | $78.66 | 4.82% |
| May (partial) | 20 | $2,312 | 8,638 | 525 | 6.08% | $4.40 | 18 | $128.86 | 3.42% |
| Campaign | May spend | May CVR | Full-period CVR | Delta | Read |
|---|---|---|---|---|---|
| Leads-Performance Max-1 | $396 | 5.00% | 3.68% | +36% | Up |
| Dental Implants [SP] | $511 | 3.77% | 6.45% | -42% | Softening |
| All-On-4 [SP] | $467 | 4.36% | 4.30% | flat | Stable |
| Implant Retained Dentures [SP] | $473 | 0.00% | 3.71% | -100% | Zero conv |
| Competitors / 2nd Opinions [SP] | $464 | 3.26% | 5.63% | -42% | Softening |
This is the pattern that matters at NH Implant Center, not a single-day cliff. Search Network campaigns are down 42% to 100% on CVR while Performance Max is up 36%. CPC is also drifting up ($3.79 Apr → $4.40 May). Most plausible reads: (a) the Search Network impressions are degrading and PMax is absorbing the volume, (b) conversion event firing has degraded on Search but not on PMax, (c) audience signal is shifting and the SP campaigns have not been retuned. The Retained Dentures campaign running $473 in May for zero conversions is the clearest single fire.
Campaign 22403715502 (GR - YT Conversions - Video Action) is in REMOVED status and has never served. Implant / full-arch is one of the few dental verticals where YouTube and Demand Gen earn their keep, because the consideration window is long and visual proof matters. The site already has four production-quality patient testimonial videos (Christina, Gwen, Justin, plus the office tour).
WordPress site on the Themeco Pro / X theme. Three locations rolled into one domain. Reviewed the homepage and the path from Google Ad click to booking confirmation.
Each location has a dedicated book.modento.io/peak-family-dental-care-{flagstaff|cottonwood|sedona}. Multi-location call-to-call works across five phone numbers with CallRail dynamic number insertion appearing active.
For paid traffic blending at ~7% CTR and ~13% CVR, an embedded homepage form is the most reliable lift available. Two-click paths from ad to form leak roughly 15 to 25% of the would-be conversions.
The Grow Dental implant tactical campaigns (All-On-4, Retained Dentures, Competitors) land on the same homepage as the OM general-dentistry traffic. No mention of CareCredit, Sunbit, Cherry, or in-house financing. No "Free Implant Consult" or "$X off New Patient Exam" hook. This is the single biggest reason the Grow Dental implant CVRs at Peak Parent sit at 2 to 5% versus what is possible on a service-specific LP.
No Birdeye, Podium, Swell, or hand-rolled review carousel detected. SGA already standardizes on Swell across the network per the Culture OS strategy. Reuse, do not source new.
Dentist team headshots are served as full-size unoptimized PNGs from /app/uploads/. Page-weight HTML alone is 335KB before any image. Mobile is >60% of paid traffic in this vertical.
loading="lazy" below the fold.
Single-location WordPress site. Has the implant funnel architecture built (Implant Center sub-nav: Teeth-In-A-Day, Implants vs Dentures, Before/After, Candidacy, Cost). The pages exist; the paid campaigns are not using them.
First H1 on the page directly addresses the highest-spend Grow Dental campaign's keyword theme. Hero CTA is "Request a FREE Virtual Smile Consultation" with an embedded form. This is real CRO craft and likely the reason the core Dental Implants [SP] campaign held a 6.45% CVR for the full period.
Teeth-In-A-Day, Implants vs Dentures, Before/After Gallery, Am I a Candidate, How Much Do Implants Cost. These are exactly the LP destinations paid implant traffic should be deep-linked to.
Christina, Gwen, Justin. Plus an office tour. Asset library worth more than the campaigns using it.
The All-On-4 [SP] campaign at full-period 4.30% CVR and the Implant Retained Dentures campaign at 3.71% sit under the core Dental Implants [SP] at 6.45%. With the site already hosting /teeth-in-a-day, /implants-vs-dentures, and the cost / candidacy pages, the most likely reason for the gap is that final_url on the campaigns points to the generic /dental-implants page rather than the matching service-line LP.
NHDC_Christina, NHDC_Gwen, NHDC_Justin, plus new-horizions-video-3.mp4. HTML payload alone is 1.05MB before videos render.
href="//https://www.facebook.com/NewHorizonsDentalCare". Double-protocol typo, 404s on click. Second Facebook reference on the page is correct. One-line theme fix.
All-On-4 buyers face $25k to $50k case value. Financing is often the deciding factor. The implant funnel has a cost page in the nav, but the homepage and implant pages do not surface CareCredit, Sunbit, Cherry, LendingClub, or in-house plans by name above the fold.
Ranked by impact-to-effort. P1 items are the ones that should move performance inside 30 days. None of them require an agency change.
| P | Action | Owner | Window | Expected impact |
|---|---|---|---|---|
| P1 | Schedule a Sedona-specific working session with OM Marketing. Pull 90-day search terms, check geo overlap with Flagstaff, decide on Maximize Clicks with $12 CPC cap vs. budget reallocation. | SGA Growth + OM | This week | Cut Sedona CPA $199 → $80-100 |
| P1 | Ask Grow Dental whether the four NH Implant Center SP campaigns saw any change in May (LP routing, event firing, bid strategy). Specifically the Retained Dentures campaign at $473 / 0 conv. | SGA Growth + Grow Dental | This week | Recover ~10 conv/month |
| P1 | Audit Grow Dental final_url on the All-On-4 and Retained Dentures campaigns at NH. Route to /teeth-in-a-day and /implants-vs-dentures. | Grow Dental | 14 days | +10 conv/mo at flat spend |
| P2 | Document Cottonwood's RSAs, keyword themes, audience signals, and ad schedule. Apply to Sedona (and consider for Flagstaff RSA refresh). | SGA Growth + OM | 30 days | Lift Sedona CVR to ~20% |
| P2 | Pause Peak Parent "Dental Implants [SP]" if May 0% CVR holds for another 7 days. Reallocate to Competitors/2nd Opinions (13.75% CVR). | Grow Dental | 14 days | Recover $200/mo |
| P2 | Confirm whether NH GP runs paid media with OM Marketing. If yes, link to SGA MCC. If no, decide on brand-defense budget. | SGA Growth + local manager | 30 days | Closes attribution gap |
| P2 | Peak homepage: add embedded sticky Request Appointment form, financing logo strip, Swell review widget. | SGA Growth + web team | 30-45 days | +15-25% homepage CVR |
| P3 | Investigate the May 21 warehouse ingest failure (campaign-status check constraint + bigint parsing). Fix the schema to accept newer Google Ads status values and decimal budgets. | SGA Reporting / marketing-ingest | 30 days | Restores campaign metadata sync |
| P3 | Discuss with Grow Dental whether a YouTube Video Action + Demand Gen test at NH ($25-35/day) using the existing testimonial videos is worth a Q3 pilot. | SGA Growth + Grow Dental | 60 days | Top-of-funnel for long-consideration implants |
| P3 | Compress and lazy-load all hero media on both sites. Target LCP under 2.5s. | Web team | 60 days | +5-10% mobile CVR from paid |
| P3 | Fix the //https:// Facebook link typo on newhorizonsdentalcare.com. | Web team | Same day | Restores social signal |
marketing.google_ads_campaign_daily_metrics on the SGA reporting Postgres (Railway production) on May 29, 2026.google_ads_campaigns.status and a bigint parsing error on what looks like a fractional CPC/budget value. Daily metrics still landed. Campaign metadata refreshes did not for one day. Pipeline recovered May 22.