Prepared for Drs. Randy & Ross Buntyn — Smile Gulf Coast, Gulfport MS. Grounded in your practice's own patient data and a market read specific to the Gulf Coast.
Your practice already has the demographic mix and market position that make a well-built paid program pay for itself several times over. The Q2 spend was not efficient — but the fix is in the setup, not the market.
Launch a focused four-campaign Google Ads program on $3,000 / month, built around your existing patient base and 60-year Gulf Coast legacy. Target case: 24 new patients per month — four times your goal of 6 incremental. Even in the worst case, the program still delivers your 6-new-patient target.
Before we designed the plan, we pulled 12 months of your practice performance from Power BI and reviewed your 531-patient marketing-targeting export. Here's what we learned — and how it reshaped the strategy.
Ranked by share of your current 531-patient book. This is the map we'll bid against — not a demographic guess.
Age distribution
Gender split
Median age 62. Sixty percent of your book is aged 55 or older. Your positioning — legacy, unhurried care, third generation — is exactly what this patient wants to hear.
One in four of your patients is a man 55 or older, so we're not going to gender-target ads. We'll bias the creative toward the women who make up most of your book, but we'll keep the men in the funnel too.
Not one campaign trying to do everything. Each of these is designed to reach a specific searcher intent, with the budget concentrated where the conversion odds are best.
We're building a dedicated landing page specifically for these ads — not sending traffic to your current website. That's an intentional choice, and it's one of the biggest levers we have.
Your primary phone number as the biggest button on the page — tracked so we know which calls came from paid ads.
An online booking option as a secondary path, showing 5–6 days of open slots so patients can grab a time without waiting for a callback.
Photos of Dr. Randy and Dr. Ross, together — the father-and-son story shown, not just told.
Sixty years on the Gulf Coast. Third generation. Doctor-owned, private practice. Fee-for-service, and here's what that means for you and why our patients choose it.
What the page will not say: "affordable," "$X off," "same-day," or any language that competes on price. Your positioning is quality, legacy, and time — the ads and the page will match.
Modeled across five cost-per-patient scenarios. Even in the worst case, this program clears your 6-new-patient goal.
| Scenario | Cost per New Patient | NPs from Paid | Total NPs (incl. current 8/mo) |
|---|---|---|---|
| Target case | $125 | 24 | ~32 |
| Best case | $95 | 32 | ~40 |
| Modest improvement | $249 | 12.0 | ~20 |
| If Q2 pattern persists | $311 | 9.6 | ~18 |
| Break-even at your goal | $500 | 6.0 | ~14 |
These aren't optional. Every well-run keyword strategy in the world can't outrun a leaky funnel — and we've identified three specific leaks. Fixing them is what moves cost per patient from $311 toward $125.
The practice is closed roughly 60% of the paid-search week. If those calls hit voicemail, the ad dollars that generated them are wasted. Neurality — the AI receptionist you're already using on the landing page — can answer those calls, capture the caller's information, and offer to book the next available slot.
No new Google reviews in about twelve months. Your Solutionreach system should be sending review requests automatically — most likely it's a small configuration problem (a broken link, a paused campaign) rather than a broken system. We'll diagnose in fifteen minutes with the office manager and fix in-house if we can.
Every missed call gets returned within 15 minutes during office hours, or before 9:15 the following morning. Three attempts (call, text, call again) before marking a lead closed. One page of process, run by the office manager. This alone typically converts 40–70% of "lost" calls into booked appointments.
Route the phones through Neurality for after-hours coverage. Fix the Google review pipeline. Build the dedicated landing page. Set up conversion tracking end-to-end. Nothing goes live until these are ready.
Brand, High-Intent, and Fee-for-Service campaigns go live. Daily monitoring for the first week. Expected early cost per patient in the $180–$250 range as the system learns.
Add the Comfort & Experience campaign. First Google reviews should be appearing.
First formal review meeting. Rebalance budget toward what's winning. Test a second version of the landing page (hospitality-style headline vs. legacy-style).
If cost per patient is holding under $150, we start the conversation about expanding budget or layering a single-implant or sedation campaign in months 4–6.
Both of the pre-launch questions are resolved. The plan is ready to move into Week 0 execution.
This simplifies the plan. PeerLogic already handles call recording, transcription, and missed-call SMS recovery — so we don't need to migrate the main line to a second tool. The paid landing page can share the same number, with a source parameter so we can separate paid from organic in reporting.
Downstream implication: the "missed calls after 2:30" funnel fix becomes a PeerLogic configuration check (SMS auto-response pointed at the landing page), not a new vendor setup. Fastest, cleanest option.
Your dedicated paid-media landing page: book.smilegulfcoast.com
Note: this is your permanent branded URL, kept off search engines so it doesn't compete with your main website. Every ad click and phone lead is tagged to this page for clean attribution.