Weekly Marketing Check-in · Dental Implants

Innovative Dental
& SGA, together

Week of April 13–19, 2026 · Paid media, practice funnel, your read, and what's next.

SGA Dental Partners · Growth Team
Prepared April 21, 2026 · Confidential
Agenda
Weekly Standing · April 21, 2026

Six chapters, weekly lens

Dental implants only — ortho is pulled out of every chart. This is a working session: the numbers tell one half of the story, your read tells the other.

01
Weekly Pulse
Last week at a glance — what moved on paid, what moved on practice.
02
Paid Media — Weekly
Spend + leads trend, and the Meta CTR breakout that's driving cheaper leads.
03
Weekly Funnel · Side-by-Side
Four consecutive weeks, full funnel, no averages — where each stage landed.
04
April Pacing + Sales Context
Where April lands vs. goal + why weekly sales trail by 4–8 weeks.
05
Your Read
Three open questions for the team — we need your honest answer.
06
Campaign Planning · Next 30 Days
What we're testing now, next, and in the wings. Plus commitments.
SGA × Innovative Dental
02 / 12
01 · Weekly Pulse · Apr 13–19
Last Complete Week · April 13 – April 19, 2026
Best CPL week of 2026 — 94 leads at $77.
Contact rate moved up to 36%. Still chasing the 60% target.
Paid Leads · Last Wk
94
+12% WoW · 12-wk avg is 84
Blended CPL · Last Wk
$77
−21% WoW vs $98 · best of 2026
Contact Rate · Last Wk
36%
Up from 25% week prior · target 60%
Appts Booked · Last Wk
23
68% of contacted booked · a 2026 high for this stage
The Split Story
Paid media is humming — cheaper leads, more of them, and the funnel opened up this week. More leads got touched, more got booked. Show and close data for these leads is still in flight (sales take 4–8 weeks post-consult).
What We're Focused On
Protect the Meta creative that's producing. Understand what let the team contact more leads last week than in any week of Q1 — then make it a habit.
SGA × Innovative Dental
03 / 12
02 · Paid Media — Weekly
Weekly Paid Spend + Leads · Last 12 Weeks · Jan–Apr 2026
Spend is flat. Leads are climbing. That's exactly the shape we want.
Spend has hovered at $7–8k / week all quarter. Leads ran 64–102; last week's 94 is the second-highest of 2026 and beats the 12-week average by 12%.
The winBlended CPL dropped to $77 last week — 14% below the 12-week average of $90 and our lowest reading of the year.
WatchOne great week is not a trend. We need 2 more weeks below $85 CPL before we bank it.
Source noteWeekly numbers include Google implant + Meta. Ortho (~$500/wk Google) is excluded from all analysis here.
What This Means
The paid engine got more efficient without growing the budget. If the efficiency holds, we either get more leads at flat spend or the same leads at lower spend — either one is a win.
SGA Action
Pull Meta creative-level data for the 4/13 jump this week. Identify the specific ad / audience / placement that moved CTR, then protect or scale before it fatigues.
SGA × Innovative Dental
04 / 12
02 · Paid Media — Weekly
Meta CTR · Weekly · Last 29 Weeks
Meta just broke above 2.8% for the first time. That's the engine behind the CPL drop.
Meta CTR sat in the 1.5–2.0% band from October through March. Week of 4/12 it jumped to 2.86% and held at 2.84% the following week — a real breakout, not a spike.
Why it mattersHigher CTR → more clicks at the same spend → more leads at lower cost. This is the mechanism behind the $77 CPL.
The riskCreative fatigue. Two strong weeks is where Meta creatives typically start to fade. We want a refresh queued up before CTR softens — not after.
ContextGoogle Search implant is a separate story — CPL there rose from $350 (Nov) to $553 (Mar). Meta is where we're winning right now.
What This Means
We found something that works on Meta. The job now is to understand what worked (creative? audience? placement?) and have the next variant ready to go before the current one flattens.
SGA + Agency
Agency reports back by Friday on (1) which ad(s) drove the breakout, (2) what's already in the refresh queue, (3) when the next creative wave ships.
SGA × Innovative Dental
05 / 12
03 · Weekly Funnel
Full Implant Funnel · Four Recent Weeks, No Averages
Week of Mar 30 was a different animal — 61% contact rate, 42% of leads booked.

The same four stages, week-by-week. Same team, same ads, same systems — and a very different set of outcomes. That's the question to unpack.

Week 1
Mar 23 – Mar 29
Leads77
Contacted2127%
Booked1216%
Showed1083%
Sales (so far)1
Typical Q1 shape — fine show rate, thin at the top of the funnel.
Week 2 · Outlier
Mar 30 – Apr 5
Leads87
Contacted5361%
Booked3844%
Showed3797%
Sales (so far)0in flight
What changed that week? Staffing? A push? This is the replication target.
Week 3
Apr 6 – Apr 12
Leads84
Contacted2125%
Booked1113%
Showed5pending
Sales (so far)0in flight
Back to baseline contact rate. Consults still filling from this cohort.
Week 4 · Last Wk
Apr 13 – Apr 19
Leads94
Contacted3436%
Booked2324%
Showed9pending
Sales (so far)0in flight
Best booked count of 2026. Show and sale data still maturing.
The Mar 30 Question
One week hit every target. The next week fell back. Understanding why that week worked is the fastest path to a repeatable playbook. Was it staffing, follow-up cadence, lead source mix, a one-time cleanup?
SGA + Innovative
Pull the Mar 30 cohort detail together this week — who made calls, when, through what channel. If it was a systems change, we lock it in. If it was a one-off, we learn what triggered it.
SGA × Innovative Dental
06 / 12
03 · Weekly Funnel
Conversion Rates by Stage · Weekly vs. Target · Mar–Apr 2026
Contact rate is volatile week-to-week. That tells us it's a process, not a structural problem.
Three stages, eight weeks. Contact rate and appointment rate bounce from 25% to 61%. Show rate stays high when we can measure it — execution downstream is solid.
What's workingWhen we contact a lead, we usually book them. When we book, they usually show. The first touch is the leverage point.
What's leakingBaseline contact rate of ~25–35% means we never reach 2 out of 3 leads. If that's a speed issue, a channel issue, or a staffing issue changes the fix.
Measurement noteShow rate for Apr 6 & Apr 13 is preliminary — some booked appointments haven't happened yet. We'll restate at next check-in.
What This Means
The variance week-to-week is the signal. A stable 30% contact rate would mean "this is our ceiling." Wide swings mean there's a behavior we can identify and systematize.
Joint Action
Pull call-log detail for both the best week (Mar 30) and a typical week (Apr 6). Compare speed-to-first-call, # of attempts per lead, channel mix of first touch. Bring findings to next check-in.
SGA × Innovative Dental
07 / 12
04 · April Pacing
Cumulative Implant Leads · April vs. March vs. February
April will beat March but miss the 400 goal. Push the final 10 days.
Through day 20 (yesterday), April is at 263 cumulative implant leads. Linear projection: ~379 by April 30. Goal is 400.
Ahead of MarchAt the same point in March we had 195. April is +68 / +35% MoM.
Below FebruaryFebruary finished at 354. April is tracking to beat that but only by ~7%. Still 21 short of goal.
What it takesTo hit 400 we need 14 leads/day for 10 days. Last week ran 13.4/day — tight but reachable if Meta creative holds.
Sales contextWeekly sales data lags 4–8 weeks behind lead creation — that's why April weekly sales show zero. We'll see April's closes roll in starting late May.
What This Means
Goal is in sight. Protecting the Meta CTR we just unlocked is the single biggest determinant of whether we hit 400.
SGA + Agency
No major creative changes through April 30. Re-baseline May goal after reviewing 4-week close cohort performance, not just lead volume.
SGA × Innovative Dental
08 / 12
05 · Your Read
What The Numbers Don't Tell Us · Questions For The Team
Three honest questions. Your answers shape what we do next.

The data on the previous slides is what we see from outside. What you see on the floor is the other half. No right answers here — we're looking for ground truth.

Question 01 · Lead quality
Are the leads coming in real implant candidates?
94 leads last week. Meta CTR is breaking to new highs, which usually means cheaper and less qualified.

From your chair:
  • Are patients showing up ready for a real conversation?
  • Or are they arriving confused, price-shopping, or expecting something different?
  • Is the mix of cases in consult what you'd want more of?
  • Any pattern in the no-go leads that we could screen out earlier?
Question 02 · The Mar 30 week
What was different about the week of March 30?
61% contact rate. 44% appointment rate. 97% show rate. A week unlike any around it.

From your chair:
  • Anything you remember being different that week — staffing, training, a push?
  • Did someone on the team take extra call coverage or change their approach?
  • Was there a technology or process change we rolled back afterward?
  • If we asked you to recreate that week intentionally, what would you need?
Question 03 · What breaks first
If we push volume higher, what breaks on your side?
We're pushing toward 400+ leads/month. Last week the front-end broke open. If volume keeps climbing, something will strain.

From your chair:
  • Front desk bandwidth — calls, texts, follow-up?
  • Consult slots — are you running tight on calendar?
  • Case presentation / financing conversations — bottlenecked on one person?
  • What's one thing you've been wanting to ask SGA for but haven't?
SGA × Innovative Dental
09 / 12
06 · Campaign Planning
What We're Running · What's Queued · What's In The Wings
A 30-day plan — now, next, and later. Built around what Meta just showed us.

Paid media strategy is a team sport between SGA, the agency, and the practice. This slide is where we align before we commit.

Now · This Week
Protect the win
Meta found a CTR gear we haven't had all year. Priority #1 is understanding and locking in what's working before it fatigues.
  • Freeze top-performing Meta ad sets through April 30 · no major creative pauses
  • Agency breakdown of the 4/13 breakout — which creative, which audience, which placement
  • Creative refresh queue — at least 3 new variants on deck for May 1
  • Daily spend pacing watch — avoid mid-month budget caps that'd kill the momentum
Later · June+ · In The Wings
Bigger moves, earned
If May tests read well and source attribution is live, these are the bigger swings we'd take into summer — conditional on May data.
  • Budget reallocation test — 20% Google → Meta, measured by source-tagged sales
  • Geo expansion test — adjacent ZIPs / secondary market probe
  • Full-funnel email/SMS nurture — for the ~65% of leads we don't contact
  • Lead scoring — route high-intent leads directly, longer-tail into nurture
  • Seasonal theming — back-to-school / end-of-year benefits windows
SGA × Innovative Dental
10 / 12
04 · Sales Context
Monthly Implant Sales + Revenue · Oct 2025 – Mar 2026
Sales are tracking down while leads hold up. The gap is funnel, not demand.
Implant sales: 9 → 7 → 7 → 6 → 4 from November through March. Lead volume over the same window held in the 300–484 range. The issue is downstream conversion, not top-of-funnel demand.
ROAS compressionFrom a 26× peak in November to 12–13× in Feb/Mar. Still strong in absolute terms — but the slope is wrong.
Margin stableContribution margin steady at 92–96%. When we close, the economics are excellent — which is exactly why the funnel fix pays off so hard.
Why no weeklyA lead in week N typically closes (or doesn't) somewhere between week N+4 and N+8. Weekly sales is noisy by nature; monthly is the cleanest view until attribution is instrumented.
What This Means
Four months of directional decline means we're not waiting on more ads — we're waiting on the funnel to catch up. The test plan and the Your Read answers feed directly into where we act.
SGA Action
Roll up April actuals through May 15 and publish a three-scenario Q2 forecast. Share with Innovative leadership before end of month.
SGA × Innovative Dental
11 / 12
06 · Commitments
Who Owns What · Next 30 Days
Commitments from today's session.

Most of this sits on SGA. Two asks of the Innovative team — small, flagged clearly. Tracked next week.

#CommitmentOwnerTargetWho
1Agency breakdown of the 4/13 Meta CTR breakout — identify the specific creative / audience / placement. Freeze winners through April 30.SGA + AgencyApr 25SGA
2Creative refresh queue — at least 3 new Meta variants ready to ship by May 1 so we're not caught flat when the current set fatigues.SGA + AgencyApr 30SGA
3Mar 30 week deep-dive — pull call logs, staffing, follow-up cadence for that cohort vs. a typical week. Report back at next check-in.SGA Growth + Innovative Front DeskApr 28Both
4UTM + Meta CAPI into GHL — source-tagged close rates so channel ROI stops being an assumption.SGA Marketing OpsMay 10SGA
5Financing-first landing page test ("as low as $X/month") live for May Week 1.SGA Growth + AgencyMay 4SGA
6Q2 revenue forecast — three scenarios off April actuals + funnel assumptions.SGA GrowthMay 15SGA
7Small ask: answer the three "Your Read" questions before next check-in. Email, text, or a 10-minute call — whatever's easiest.Innovative TeamApr 28Innovative
8Small ask: tag consult outcomes as treatment-planned vs. declined in GHL, so "still deciding" stops showing up as "didn't close."Innovative Front DeskOngoingInnovative
SGA × Innovative Dental · Growth Team
12 / 12
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