Full-service dental marketing: what an engagement includes

Who this is for

Principal-owned, independent UK private practices with one to three sites, a clear local catchment, and a wish to grow high-value treatments: implants, full-arch, Invisalign and orthodontics, cosmetic dentistry. Each treatment runs as its own funnel, compared in how high-value treatments differ: marketing single and multiple implants, marketing full-arch treatment, marketing clear aligners, braces and orthodontics, composite bonding, veneers and smile makeovers and emergency appointments as a way in. The practice can fund ad spend on top of fees, plus a site or tracking build if one is needed.

If you're comparing this with a dental marketing agency in the UK, the main differences are structural. There's no account manager layer. I do the work myself, with my own automation for research, drafting and checks; I review and approve everything that goes out. Every account stays in your name. More on the process is in how I work, and more on the person behind it is on the about page.

The eight modules

A few terms, defined once:

• Offline conversion import: sending an outcome that happened outside the website (a booked or attended consultation, or a treatment start, recorded in your practice management system, or PMS) back to the ad platform, matched to the ad click that started it. Booked and attended consultations and treatment starts go back to Google Ads within its upload window (90 days for offline import¹); treatment completed later is measured in your own report. Meta receives only the booked and attended consultations, sent only with the patient's recorded explicit consent and hashed, and Meta may restrict or reject them for a health advertiser. The time limit is explained on what each booked consultation cost.
• Server-side tracking: sending measurement data from a server you control rather than only from the visitor's browser, which is more reliable and easier to govern for consent.
• Topical authority: covering a subject so completely and so well connected that search engines treat your site as a reliable source on it.

Organic and paid are never planned separately. They are one demand system, built from the same research, and every piece of work traces back to that research and forward to a tracked outcome.

Setup and retainer

The pricing model has three parts, and they are kept separate on purpose.

Packaging follows the modules:

Ad spend is paid direct to the platform so that you can see exactly what was spent, and so that nobody has a reason to push spend up to raise their own fee. Performance-based and revenue-share pricing are not offered. Prices are set per practice, because the work depends on what is already in place: you get a written proposal with a fixed setup price, a fixed retainer, the minimum term and the notice period before you commit, and the first look at your site and ads costs nothing. If you're comparing prices across vendors, I have written up how much dental marketing costs and the pricing models you will meet.

What is never included

Some things are left out deliberately. Knowing them up front saves both of us time.

One practice per catchment

I work with one practice per catchment area. A catchment is the area your patients realistically travel from. If I already work with a practice competing for the same patients, I will say so and decline, however good the fit looks otherwise.

The reason is practical. The research I do for you, the searches you bid on and the pages that rank are competitive assets. You should not be paying someone who is also trying to beat you in the same results.

What the first three months look like: an illustrative example

Illustrative: a composite example, not a client result. The practice, what the first look finds and the report rows are invented to show the shape of the work, so the report shows placeholders, not figures.

A two-surgery private practice wants more implant consultations. The owner emails me, and before any call I take the free first look at the site, ads and local results from the outside. In this example it finds three things: calls from the website aren't tracked, the Google Ads campaign is optimising to form fills, and the Google Business Profile has gaps in its services, photos and review replies. We talk it through on a call, and the practice gets a written proposal.

The paid setup. Research into the catchment, the competing practices and what local patients search for comes first. Then the build: call tracking, and the join between the practice system and Google Ads, so booked and attended consultations and treatment starts become the results the campaign is told to find, with form fills kept as secondary. The implant pages are rewritten to answer cost and fear questions, and the profile gaps are filled. Meta stays off until that measurement works.

The first month on the dashboard. One row per stage, by channel, with a short written summary at the month's end:

Under the table sits a data-gaps note: calls with no source recorded, and treatment that will finish after Google's upload window.

Months two and three. NHS, job-seeker and out-of-area searches found in the search terms are excluded. Bidding moves to booked consultations once enough are coming through to learn from. Review replies are drafted by me and approved by the practice before they're posted. If booked consultations are being recorded reliably, Meta goes in with its two consultation events, and the dashboard's Meta column fills in.

Is it a fit?

The surface criteria get a practice into the conversation. These decide whether the engagement works.

If most of the left-hand column is true, email me about your practice at Fayez@imfayez.com. Send your website address, your rough catchment and who handles your marketing now, and I will look at your site, ads and local results from the outside before any call, at no cost.