How we created a new-patient engine generating ~6.7x ROAS for a Brisbane dental practice
Around 28 new-patient enquiries a month at roughly 6.7x return on ad spend using Google Ads on a solid website foundation.
Teneriffe Dental is a boutique dental practice in Brisbane's inner-north, with the clinical reputation and word of mouth to match. In early 2025 we had rebuilt their website from the ground up developing a clean, fast and conversion focused foundation to maximize traffic value.
After a brief stint of the practice temporarily relocating due to Cyclone Alfred damage earlier in the year, we engaged Teneriffe Dental in December 2025 to leverage the foundation we built and run their SEO and Google Ads with the core goal of bringing in more high-value new patients with hygienic data traceability.
Teneriffe Dental already had worth-of-mouth and organic visibility on their website and social media, what they didn't have was a way to grow deliberately with predictable results. Google Ads were already running at a limited capacity with a spray and pray strategy but no clean data tracking. Without the proper tracking the practice couldn't know what was working, or what a new patient cost to acquire.
We built a tracked acquisition engine before committing their ad spend. We used call and form tracking software to trace attributes of every enquiry to its source with ties to the treatment value it produces, so we can separate new patients from existing ones and paid from organic. With this foundation in place, we focused Google Ads on new patient demand: people actively searching for the treatments that the practice desired such as emergency, cosmetic and general dentistry. We built the campaigns ensuring we maintained APHRA compliant copy.
We report on the campaigns excluding branded search so the numbers reflect demand we created rather than patients who were already typing "Teneriffe Dental" into Google. Alongside ads, we grew the organic channel in parallel through ongoing technical SEO, treatment page content, Google Business Profile management and local citations so a share of new patients arrive at no ad spend cost.
We recorded the first five full months (Jan to May 2026). Branded search excluded, only new patient numbers.
Efficient, fully tracked ad leads. Across the period, non-branded Google Ads produced 162 enquiries, each attributed to its source and tied to the treatment value it generated. Because we exclude branded search, every one of those is genuine new demand rather than someone who would have found the practice anyway.
Around 6.7x return on ad spend. Those non-branded ad enquiries are tied to the treatment value they produced with a ~6.7x return on the ad spend, meaning each $100 in ad spend produced approximately $670 in revenue.
141 new-patient enquiries. Across SEO and non-branded ads combined, the practice booked 141 enquiries tagged as new patients, roughly 28 a month. About one in three enquiries converts to treatment.
SEO adds free leads on top. Organic search delivers around 12 enquiries a month at no per-click cost, so the practice isn't renting all of its growth.
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