The bottom line
Mountain View is the portfolio's turnaround case. Lead flow is thin and conversion is low across every channel.
Why it matters615 leads produced 12 closed cases this year, a 2.0% lead-to-sale, and five of nine months closed zero. Paid social brought 259 leads and closed none. The whole funnel needs a reset, not a bigger budget.
615
Leads
Jan to Sep 2026
12
Cases closed
2.0% lead to sale
$33K
Case value
est., won cases
$2,769
Avg case
no premium cases
0.23x
Google ROAS
$56K for $13K
5 of 9
Months at $0
closed zero cases
Pause paid social
259 leads, 0 closes. Pure waste this year. Pause it and move the attention to the funnel.
Rebuild the funnel
2.0% lead-to-sale across the board. Speed-to-lead, qualification, and booking discipline come before any new spend.
Borrow the Los Altos playbook
Sister practice Los Altos lands premium organic cases. Mirror its SEO and consult process here.
Performance by channel
No channel is converting. The paid channels bring volume and almost no cases.
Why it mattersNo channel closes above 3.5%. Paid search (211 leads, 1.9%) and paid social (259 leads, 0%) are most of the volume and barely convert. Direct and the unattributed phone leads convert best but are small.
| Channel | Leads | Booked | Closed | Case value | Book rate | Lead→sale | Avg case | Verdict |
|---|---|---|---|---|---|---|---|---|
| Total | 615 | 29 | 12 | $33K | 4.7% | 2.0% | $2,769 |
Where the case value is
Closed case value by channel, YTD (est.)
How well each converts
Lead to closed case, percent
Case value is GHL's estimated opportunity value on won cases, not collected production. With cases this few, every rate is a small sample — read direction, not decimals. “Booked” = reached Appointment Booked or beyond.
The funnel, month by month
Thin at every stage. With numbers this small, a few process fixes move the whole result.
Why it matters615 leads, 29 booked, 12 closed. Roughly 1 in 5 leads is even contacted in the data, and only a handful reach a booked consult. This is a build-the-funnel problem, not a close-rate problem.
Cohort funnel by lead-created month; rows are cumulative. This pipeline has a Presented Treatment stage, so show rate is real but tiny. Contacted is under-recorded for phone-call opportunities that stay in intake. Samples are small and cohort lag is heavy — recent months (notably September at zero closes) understate as cases mature.
Budget & ROI
The practice spent $66K on ads this year and got $13K back. Paid social got nothing.
Why it mattersMarketing ran about $83K over nine months. $56K went to Google for $13K in estimated case value (0.23x), and $10K went to paid social for zero cases. This is the clearest proof that the problem is the spend, not the size of the budget.
Budget by channel
YTD Jan to Sep 2026, about $83K ($9.2K / mo)
Return on ad spend
YTD case value / YTD spend (log scale). Breakeven 1.0x.
| Channel | YTD spend | YTD case value | ROAS | Verdict |
|---|
The entire paid program is underwater
Google at 0.23x and paid social at 0.0x mean roughly $66K bought about $13K of estimated case value this year, before any treatment cost. No budget change fixes a funnel that converts 2%; the spend has to pause while the funnel is rebuilt.
Where the budget should go
- Pause paid social entirely. $10K for zero cases. Stop it today and remove the noise.
- Cut Google and hold the savings. Do not rebuild paid search until lead-to-sale clears 5%; a 0.23x channel does not deserve more budget.
- Redirect the freed ~$7K/mo into the funnel and organic. Speed-to-lead, the Los Altos consult process, and an SEO base (organic is only 85 leads here vs 431 at Los Altos).
ROAS is gross and directional. It divides each channel's YTD estimated case value by its YTD spend (ad spend plus the attributable share of management fees). Case values are GHL estimates and samples are tiny, so read the direction: every paid dollar is losing money at a 2.0% close.
Case value by channel, by month
Case value is minimal and sporadic. Several months produced nothing.
Why it mattersMost months closed little or no value, with small wins in March, June, July, and August. There is no steady engine yet. Recent closes are still maturing.
Monthly case value by channel
Stacked, Jan to Sep (est.)
Case value by channel by month
Estimated case value credited to the month the lead was created. Change columns compare September to August and to July; recent closes are still maturing. Gross, last-touch, directional.
Case mix
A low-value mix today. No premium cases are landing.
Why it mattersThe largest case this year was $6,000 and no case cleared $8K. The average case ($2,769) is a third of Los Altos's ($8,954). The opportunity is to move upmarket, not to chase more low-value leads.
Closed cases by size
12 won cases, Jan to Sep, grouped by value (est.)
$6,000
largest single case (est.)
0
cases over $8K this year
$2,769
average case, a third of Los Altos
The tracking gap to fix
Service line is not tagged in GHL and default values are rough. Add a treatment field and realistic values, and set a goal to land the practice's first premium implant and cosmetic cases.
Two leaks in the data
Both are fixable without buying a single new lead.
Why it mattersAt this conversion level, plugging leaks matters far more than adding spend. Both are process, not media.
Paid social produced nothing
- 259 leads, 0 closed cases this year. The single largest channel by volume and it converts zero.
- Same Meta instant-form pattern as the rest of the portfolio, worse here.
- Pause it. Redirect the attention and any budget into fixing the funnel and building organic.
The funnel leaks at every stage
- Only about 1 in 5 leads is contacted in the data, and five months closed zero cases.
- Speed-to-lead, a qualification script, and booking discipline are missing.
- Copy the Los Altos consult process and set a 5-minute first-touch SLA.
A separate website and readiness review is not repeated here; this section covers only what the live GHL data shows.
Monthly trend
Lead flow dipped mid-year then recovered. Case value stayed minimal throughout.
Why it mattersLeads fell to the high 40s in mid-summer before recovering near 60 to 70. Closed case value never built momentum, and September shows zero closed so far as those cases mature.
Leads, closed cases, and case value by month
Bars: lead and closed-case counts (left). Line: monthly case value, est. (right).
The plan, next 90 days
Pause the waste, rebuild the funnel, and adopt the Los Altos playbook.
Phase 1Days 0 to 30 · Stop waste, diagnose
Reset before spending
1
Pause paid social.
Paid media259 leads, 0 closes. Stop the spend and remove the noise from the pipeline.
2
Install a 5-minute first-touch SLA and qualification script.
Front desk / MMOnly about 1 in 5 leads is contacted. Route every lead to a named owner with call-plus-text in 5 minutes.
3
Add a service-line field and real case values.
Ops / GHLTag treatment type and set realistic values so the mix and any premium cases are measurable.
4
Cut Google and hold the savings.
Paid media / Growth$56K at 0.23x this year. Do not rebuild paid search until the funnel converts; hold the freed budget for the funnel and organic work.
Phase 2Days 30 to 60 · Adopt the Los Altos playbook
Build an engine that converts
5
Copy the Los Altos SEO and consult process.
SEO / MMLos Altos lands premium organic cases; Mountain View's organic base (85 leads) is undersized. Build the same content and consult flow.
6
Reactivate booked-but-unclosed leads.
MM / GHLRun a re-engagement sequence against the owned database. Near-zero cost and the fastest path to a few more cases.
7
Rework paid search to high-value intent.
Paid mediaOnly after the funnel converts, shift keywords toward implant and cosmetic intent, with a cost-per-case gate.
Phase 3Days 60 to 90 · Prove it, then scale
Spend follows evidence
8
Land the first premium cases.
PracticeSet an explicit goal: the practice's first implant and cosmetic cases over $8K, through the rebuilt consult process.
9
Rebuild paid only after the funnel converts.
Paid mediaAdd paid budget only once lead-to-sale clears 5% and cost-per-case is proven.
10
Stand up a monthly channel scorecard.
GrowthThis report, monthly, so the turnaround is tracked and budget follows performance.
90-day targets
Google ROAS
0.23x → 1.0x+
Cut, then rebuild
Lead to sale
2.0% → 5%
Funnel rebuild + SLA
Paid social
0 closes → pause
259 leads, 0 cases
Premium cases over $8K
0 → first wins
Adopt Los Altos playbook
Bottom line: pause paid social and cut Google (together $66K at near-zero return), rebuild the funnel with speed-to-lead and qualification, adopt the Los Altos organic and consult playbook, and prove conversion before spending again.
Sources & method
- Window: performance runs Jan 1 to Sep 30, 2026 (YTD), by lead-created month. All-time context (since 2024) is in the header chips.
- Data: live GoHighLevel opportunities pull on Oct 6, 2026, 2,424 records all-time, 615 in the YTD window after excluding the Existing Patient parking stage. Aggregate only, no patient names or contacts.
- Small samples. With 12 closed cases YTD, every rate is a small sample; read direction, not decimals.
- Case value is an estimate (GHL opportunity value on won cases), not collected production. Lead and close counts are the hard numbers.
- Cohort lag: won cases are credited to the month the lead was created, so recent months (September especially) understate as cases mature.
- Spend: from the 2026 Gen4 practice marketing budget (YTD Jan to Sep). ROAS divides YTD estimated case value by YTD spend (ad spend plus the attributable share of management fees); gross and last-touch. Service line is untagged, so case mix is inferred from case value.