Comprehensive Report · February to May 2026

Hills Family Dental Centre
Feb to May Performance

This report combines four months of patient acquisition, calls, paid media, and campaign delivery into one clearer performance read. The broad pattern is encouraging: demand held up across the period, paid search scaled, and May closed as the strongest new-patient month in the set.

Prepared by Shoutout Digital
Period Headline
416
new patients recorded from February to May
May finished strongest at 114 +11.8% from Feb to May

The period did not move in a straight line, but it ended well. After a softer April, patient volume rebounded sharply in May, giving the report a stronger finish than the mid-period dip might have suggested.

430
Tracked Calls Across Period
1,839
Google Ads Clicks
A$18.88K
Google Ads Spend
856.6K
Meta Impressions
Lift Conversion Efficiency
Priority Across Period
Feb-May Snapshot
New Patients 416
May Website Visitors 2.06K
Tracked Calls 430
Booked Appointments 82
Google Paid Calls 142
01

Executive summary

What the February to May trend says.

🏆Biggest WinPatients
The period finished stronger than it started.
New patient numbers moved from 102 in February to 114 in May, with April as the only softer month before a strong rebound at the end of the period.
⭐Strongest AreaPaid search
Google Ads scaled without losing intent quality.
Clicks climbed from 384 in February to 521 in May, while CTR stayed in a strong 16 to 18 percent range across all four months.
!Main OpportunityConversion
The account is generating enough intent to justify a stronger conversion focus.
Across the period there were 430 tracked calls and 142 paid-search calls, which points to an enquiry environment that is already active enough to support sharper booking optimisation.
🎯Primary FocusLead handling
Lead demand was active enough to justify a stronger follow-up focus.
The opportunities and calls picture together suggest Hills was not short on interest across the period. The more valuable next lift is improving how that interest is turned into booked treatment.
New patients by month
The period dipped in April before finishing with its strongest month in May, which is why the overall trajectory still reads as positive.
0 30 60 90 120 102 104 96 114 Feb Mar Apr May
Monthly patient volumeTrend line
02

What we learned across the period

The pattern behind the four-month performance.

↑
416
New patients across four months
☎
430
Tracked inbound calls across period
↗
142
Tracked Google paid calls across period
⌕
1,839
Google Ads clicks from Feb to May
◔
A$18.88K
Google Ads spend from Feb to May
★
856.6K
Meta impressions across the period
🏆Strongest ResultPatients
The period recovered well after April.
April was the softest patient month at 96, but May bounced back to 114, which keeps the overall four-month arc pointed in the right direction.
⌕Best Performing ChannelSearch
Paid search kept scaling while demand stayed serious.
Clicks rose month by month, and the call tracking shows branded, Kalamunda, and urgent terms were consistently tied to real phone intent.
💡Growth OpportunityConversion
The next gain is more likely to come after the click than before it.
With 430 calls and strong search click-through already in place, the practical commercial question becomes how efficiently Hills converts that demand into booked appointments.
!Risk To WatchLead flow
Lead momentum was not perfectly even through the period.
The opportunity volume built into March and April before easing in May, so the focus should be on sustaining enquiry quality while converting more of the demand already coming through.
03

Graphics delivered

Creative output supplied across February to May.

Feb
Graphics delivered to support awareness and promotional visibility during the month.
View file links
Mar
Another high-output month of creative delivery to keep the practice visible and active in market.
View file links
Apr
A lighter refresh month, with two creative assets supplied rather than a full batch.
View file links
May
May creative delivery was lighter in finished assets, but the month also included a videoshoot on May 21 that created approved video content for the next wave of Meta advertising.
View file links
04

Leads & pipeline

What the opportunities data shows by month.

◎
406
Tracked opportunities across period
✓
82
Booked appointments across period
↗
135
Highest monthly opportunity volume in April
★
26
Highest appointment-booked month in May
Lead picture
February
86 opportunities

February opened the period with a clean, search-led pipeline. Almost all activity sat inside the main pipeline, Google Ads was responsible for nearly the full source mix, and the booked volume held up well relative to total opportunities. It reads as a month where intent quality and booking movement were broadly in step.

Volume and source structure
Total monthly lead volume
86
Pipeline breakdown
Main Pipeline
86 opportunities
Share of monthly volume100%
Google Ads
85
Website Form
1
Stage movement and outcome quality
Appointment Booked
22
Healthy booking movement for a single-pipeline month.
Existing Patients
59
Known-patient demand still made up most tracked activity.
Not Interested
4
Only a small share of demand dropped out early.
New Lead
1
Very little sat in a fresh, unworked state.
Status snapshot
Open opportunities86
Won opportunities0
Booked share of opportunities25.6%
Clean search-led baseline
February is one of the cleanest months in the report. There is only one active pipeline, almost every opportunity comes from Google Ads, and the booked result is healthy relative to total opportunity volume.
Intent already converting into bookings
The overall picture is a strong baseline month: search intent was already present and translating into meaningful booking movement early in the reporting period.
Lead picture
March
113 opportunities

March increased opportunity volume materially, but the conversion shape became less tidy. The month still relied overwhelmingly on Google Ads and the main pipeline, yet booked appointments held flat while not-interested opportunities climbed. That means more demand entered the system, but more of it stalled before becoming appointments.

Volume and source structure
Total monthly lead volume
113
Pipeline breakdown
Main Pipeline
113 opportunities
Share of monthly volume100%
Google Ads
110
Website Form
3
Stage movement and outcome quality
Appointment Booked
22
Booked volume held flat even as total opportunities increased.
Existing Patients
71
The month still leaned heavily on known-patient activity.
Not Interested
20
A larger non-converting group softened the month.
Website Form Leads
3
A small but visible source outside Google Ads.
Status snapshot
Open opportunities91
Won opportunities22
Booked share of opportunities19.5%
Higher volume, flatter quality
March was not automatically stronger just because the total opportunity count rose. The more important performance signal is that additional enquiry volume entered the system, but conversion quality did not improve with it.
More demand stalled before booking
The jump in not-interested opportunities matters because it shows the pipeline got busier, but a bigger share of that activity was not turning into the same level of booked momentum seen in February.
Lead picture
April
135 opportunities

April is the broadest and most layered lead month in the report because it includes two distinct pipelines. The main pipeline still carried the larger share of activity, but the Dental Implant Pipeline added a second stream of movement and Facebook Ads appeared directly in the source mix. That wider footprint is why April must be interpreted differently from the simpler February and March view.

April overview
Total monthly lead volume
135
Main pipeline
Main Pipeline
106 opportunities
Share of monthly volume78.5%
Google Ads
104
Website Form
2
Stage movement and outcome quality
Appointment Booked
12
Bookings were present, but softer than the month’s overall lead volume might suggest.
Existing Patients
78
The main pipeline still leaned heavily on known-patient activity.
Not Interested + Misc & Spam
13
Some demand dropped away or was low-value, but the combined total still remained moderate relative to the pipeline size.
New Lead
3
Only a small portion remained early-stage rather than progressing.
Implant pipeline
Implant Pipeline
29 opportunities
Share of monthly volume21.5%
Facebook Ads
29
Stage movement and outcome quality
Opportunities
29
Implant demand was a meaningful second stream inside April rather than a minor add-on.
Converted Patients
29
Every tracked implant opportunity is paired with downstream patient conversion in this data set.
Source
Meta
Facebook Ads were responsible for the full implant pipeline contribution this month.
Pipeline Share
21.5%
Implant represented just over one-fifth of April’s total opportunity mix.
Status snapshot
Open opportunities99
Won opportunities36
Booked share of opportunities8.9%
Two-pipeline month
April is structurally different from the other months because it is not a single-pipeline month. The main pipeline and the implant pipeline are both active, and each is supported by a different source pattern.
Broader lead mix, softer core bookings
The day-to-day booking flow was softer, but the report also contains a separate implant stream that adds 29 Facebook-sourced opportunities and 29 converted-patient outcomes. That is why April can show weaker booked appointments while still being the broadest lead month overall.
Lead picture
May
72 opportunities

May carried fewer total opportunities than March and April, but it produced the strongest appointment-booked result in the four-month window. That makes it the clearest quality-over-quantity month in the lead section. The opportunity base was smaller, yet more of the activity translated into the outcome the client cares about most.

Volume and source structure
Total monthly lead volume
72
Pipeline breakdown
Main Pipeline
72 opportunities
Share of monthly volume100%
Google Ads
42
Unattributed
29
Website Form
1
Stage movement and outcome quality
Appointment Booked
26
The strongest booked outcome in the four-month set.
Existing Patients
38
Returning demand still represented a large share of activity.
New Lead
4
Very little of the month stayed at the top of the funnel.
Not Interested + Misc & Spam
4
Drop-off and low-value noise stayed limited in the overall mix.
Status snapshot
Open opportunities72
Won opportunities0
Booked share of opportunities36.1%
Best conversion month
May is the clearest quality-over-quantity month in the report. Total opportunity volume was lighter than March and April, but the booked result was the strongest of all four months.
Strong outcome with attribution caution
That is a positive conversion signal first, with some caution still needed around source interpretation because 29 opportunities are unattributed. Even with that caveat, the booking outcome itself is clearly strong.
05

Calls & enquiry quality

How the phone channel moved from February to May.

☎
430
Tracked inbound calls across period
✓
413
Answered calls with clear status tags
!
14
Missed calls with clear status tags
◎
202
First-time call records across period
↗
142
Google paid calls across period
★
119
Peak monthly call volume in April
Phone performance
February
95 calls
Answered calls93 of 95
First-time callers45
Google paid calls38
Unique callers67
Strong opening demand
The phone channel started from a healthy operational base. Answer rate was excellent, nearly half of calls were first-time callers, and paid search was already putting meaningful contact intent into the front desk.
Dentist Kalamunda 12 Hills Family Dental 9 Emergency Dentist Near Me 6
The keyword mix matters because it shows a blend of branded demand, local discovery, and urgent treatment intent rather than low-value browsing behaviour.
Phone performance
March
112 calls
Answered calls105 of 112
First-time callers68
Google paid calls29
Unique callers84
Fresh enquiry expansion
March broadened phone demand materially. It produced the highest first-time caller count in the report, which makes it one of the clearest signs that campaign activity was reaching beyond existing patient administration and into genuine market enquiry.
Hills Family Dental 8 Urgent Dental Care 4
Even though Google paid calls were lower than February and April, the month still delivered stronger fresh-call volume overall. That suggests demand was broadening rather than depending on one narrow query set.
Phone performance
April
119 calls
Answered calls113 of 119
First-time callers51
Google paid calls43
Unique callers91
Peak phone demand
April was the busiest month on the phones and also the strongest month for Google paid calls. The front desk still held a very high answer rate despite heavier volume, which means operational handling largely kept up with the additional demand coming in.
Dentist Kalamunda 12 Hills Dental Kalamunda 7 Urgent Dental Care 7
April looks like the clearest month for search visibility feeding the phones directly. It was not just a busy month; it was a locally relevant and commercially useful busy month.
Phone performance
May
104 calls
Answered calls102 of 104
First-time callers38
Google paid calls32
Unique callers83
High-efficiency finish
May cooled from the April peak, but the operational quality of the phone channel was arguably strongest here. Answer rate was the best in the report, missed calls stayed minimal, and the month still preserved meaningful first-time and paid-search call volume while late-month retention activity was only just beginning.
Hills Family Dental 9 Dentist Kalamunda 5 Emergency Dentist Near Me 3 Urgent Dental Care 3
May is a good reminder that the best phone month is not always the biggest one. The volume softened, but the handling quality stayed excellent and the underlying intent signals remained commercially strong.
Demand remained commercially strong
Inbound call volume rose from 95 in February to a peak of 119 in April before easing slightly in May, which still left the phone channel materially active at the end of the period.
Search continued to feed the front desk
Paid-search calls remained a meaningful share of demand, especially in February and April, while first-time caller volume shows the channel was generating genuine new enquiry rather than repeat patient administration alone.
06

Channel reports

Paid social, paid search, and website demand in one view.

Paid search
Google Ads Report
Google Ads scaled steadily through the period, with rising clicks and spend supported by strong click-through rates and clear local treatment intent.
High intent
Total Clicks
1,839
Healthy cumulative click volume from active searchers.
Total Spent
A$18.88K
Budget remained concentrated on search demand.
CPC Range
A$9.75-A$10.76
Pricing stayed relatively tight across the period.
CTR Range
16.38%-18.05%
Intent quality stayed strong even as scale increased.
Search intent
February
384
Clicks
Spend
A$3.75K
The lightest spend month in the sequence.
CPC
A$9.75
The cheapest click cost of the four months.
CTR
18.05%
The strongest click-through rate in the report.
Best efficiency baseline High message match
February set a strong baseline for paid search. Click volume was healthy, pricing was efficient, and CTR was the best in the period. It reads like a month where the account was already matching treatment intent well without needing heavier spend to force volume.
Search intent
March
452
Clicks
Spend
A$4.46K
Search investment moved up clearly from February.
CPC
A$9.88
Pricing stayed tightly controlled while volume grew.
CTR
17.63%
Still a strong signal of good demand matching.
Controlled scale-up No major efficiency loss
March scaled the account without obvious deterioration. The spend lift bought more clicks, but CPC and CTR stayed in a healthy range, which suggests the added traffic was still relevant rather than diluted.
Search intent
April
482
Clicks
Spend
A$5.18K
A continued step up in search presence.
CPC
A$10.76
The highest click cost in the report.
CTR
17.88%
Engagement stayed strong despite pricier traffic.
Higher competition Intent still resilient
April is the clearest month for seeing cost pressure without a quality collapse. CPC peaked, but CTR held up well, which usually means the account was still buying relevant local search intent even in a more competitive environment.
Search intent
May
521
Clicks
Spend
A$5.49K
The highest spend month in the series.
CPC
A$10.54
Pricing stayed firm but did not worsen materially from April.
CTR
16.38%
The lowest CTR month, but still strong overall.
Strongest click month High demand finish
May produced the biggest click month of the report. While CTR softened slightly, it remained healthy in absolute terms, so the overall picture is still positive: the account finished the period with the most scale and without evidence of major traffic quality drift.
Call tracking supports the search story. Across the four months, the most recurring paid-search call themes were branded terms, "dentist kalamunda", "urgent dental care", and "emergency dentist near me", which is exactly where a local dental practice wants intent to sit.
Search remained the primary growth engine
Spend increased each month, click volume kept rising, and CTR held at a strong level throughout the period. That is consistent with an account scaling real treatment intent rather than drifting into weaker traffic.
Conversion is now the commercial lever
The stronger opportunity from here is not finding traffic at any cost. It is protecting search momentum while improving what happens after people click or call.
Analytics
Website Visitor Report
May website traffic points to a healthy mix of organic discovery, direct demand, and paid search support.
Steady demand
Total Visitors
2.06K
Overall traffic stayed steady.
↑ 2.94%
Organic Search
766
Largest source of discovery.
Direct Traffic
722
Strong brand recall and repeat intent.
Paid / CPC Traffic
407
Analytics recorded 364 CPC visits plus 43 in paid.
Website visitors by source
Organic and direct traffic accounted for most of the site's monthly volume.
Organic Search
766 visitors · 37.2%
Direct / None
722 visitors · 35.0%
CPC
364 visitors · 17.7%
Referral
63 visitors · 3.1%
Paid
43 visitors · 2.1%
Traffic mix read
Search is still the main doorOrganic search remains the biggest acquisition source, which supports the current SEO and maps momentum.
Brand demand is realDirect traffic nearly matched organic, which usually means people already know the practice and are coming back intentionally.
Paid is additive, not the whole storyThe site is not being propped up by paid traffic alone. That makes conversion work on the existing traffic mix even more valuable.
Traffic mix remained balanced
Organic search and direct traffic together delivered 1,488 visits, which points to a healthier acquisition mix than a single paid spike or vanity traffic surge.
Late-month campaigns were setting up next steps
The stronger commercial opportunity is to improve what happens on the pages people hit next, especially as the Use It or Lose It SMS and email campaign launched on May 30 and is more likely to influence follow-on reporting than the May traffic snapshot itself.
07

Landing pages

The conversion pages that stayed in play across the period.

New Patient LP
Landing Page
New Patient landing page
This page supported broader acquisition throughout the period by giving first-time patients a clear next step from search and paid traffic.
View landing page →
View content breakdown
  • AudienceNew patients
  • Primary roleReduce friction from click to enquiry
  • Asset typeLive landing page
Emergency LP
Landing Page
Emergency Dentist landing page
This page stayed tightly aligned with urgent search intent and remains one of the strongest places to lift bookings in the next reporting cycle.
View landing page →
View content breakdown
  • AudienceEmergency dental enquiries
  • Primary roleCapture urgent treatment demand quickly
  • Asset typeLive landing page
08

Local grid search

How Hills stacks up against nearby competitors for two core Kalamunda keywords.

Dentist Kalamunda local search grid
Keyword
Dentist Kalamunda
Hills is still overwhelmingly top-3 across the tracked area, with only one isolated 4-position point and one standout position 2 in the centre of the grid.
What this grid means
  • SoLV99.17
  • ReadVery consistent local visibility across the catchment
  • Next focusMove more central 3s toward 1s and 2s
Top 5 competitors from the PDF
Competitor 1
Kalamunda Dental & Implant Centre
ARP 1.04 · SoLV 100.00
Competitor 2
Kalamunda Dental Care
ARP 1.97 · SoLV 100.00
Competitor 3
Smile Square Dental Care
ARP 3.99 · SoLV 0.83
Competitor 4
Avalon Dental Care
ARP 5.02 · SoLV 0.00
Competitor 5
Impression Orthodontics
ARP 6.85 · SoLV 0.00
Dental Clinic Kalamunda local search grid
Keyword
Dental Clinic Kalamunda
Coverage remains mostly top-3, but this keyword shows slightly more room to improve because two central pins sit in position 4 rather than staying fully top-3.
What this grid means
  • SoLV98.35
  • ReadStill dominant across the core service area
  • Next focusSupport broader proximity strength with reviews and GBP activity
Top 5 competitors from the PDF
Competitor 1
Kalamunda Dental & Implant Centre
ARP 1.00 · SoLV 100.00
Competitor 2
Kalamunda Dental Care
ARP 2.00 · SoLV 100.00
Competitor 3
Smile Square Dental Care
ARP 3.99 · SoLV 1.65
Competitor 4
Avalon Dental Care
ARP 5.04 · SoLV 0.00
Competitor 5
High Wycombe Dental Centre
ARP 6.00 · SoLV 0.00
09

Wins & opportunities

The executive read on the full February to May period.

🏆Biggest WinCelebrate
The period finished with stronger patient momentum than the April dip suggested.
May closed as the best patient month in the set, and it did so while some late-month initiatives were only just being launched, which gives the finish even more weight.
⭐Strongest Performance AreaSearch
Paid search remained the most dependable demand engine.
Google Ads clicks rose from 384 in February to 521 in May while CTR held up, which is a strong sign the account kept scaling relevant demand rather than lower-quality traffic.
☎Best Conversion SignalCalls
The phone channel proved the market was actively trying to engage.
430 tracked inbound calls across four months is too much enquiry activity to treat as incidental. The opportunity now is to capture more value from it, not simply to generate more noise.
🎯Biggest OpportunityNext steps
Improve booking conversion on high-intent pages and phone paths.
The search volume, call volume, and patient finish all suggest the fastest lift now sits in conversion efficiency rather than pure top-of-funnel expansion, especially with retention and re-engagement activity only just entering market at the end of May.
!Risk To WatchConversion
Not every enquiry spike translated neatly into the strongest booked outcome.
That suggests the next gains are more likely to come from conversion efficiency, follow-up quality, and patient decision support than from simply adding more front-end activity.
💡Strategic InsightLearn
The business does not appear short on intent. It appears short on conversion clarity.
That distinction matters. It suggests the next gains are more likely to come from landing page refinement, enquiry handling, retention follow-up, and better use of the new creative pipeline than from simply buying more traffic.
10

Next Month Action Plan

What we are doing next based on the February to May trend.

1
Improve booking conversion on the highest-intent entry points.
What we are doing: Review the enquiry flow on the new-patient and emergency landing pages, plus the handoff from paid-search calls into confirmed appointments.
Why we are doing it: Four months of data suggest Hills is already attracting enough intent. The faster lift now is converting more of that existing demand cleanly.
Expected outcome →More booked appointments from the same search and call volume.
2
Strengthen follow-up on warm and undecided enquiries.
What we are doing: Review how new leads, callbacks, and non-booked enquiries are being followed up after the first contact, including the late-May Use It or Lose It SMS and email activity.
Why we are doing it: The four-month pattern suggests there is already enough interest coming in to justify a sharper conversion and re-engagement approach after the first enquiry.
Expected outcome →Higher booking yield from the enquiries the practice is already receiving.
3
Keep search momentum while activating the new creative pipeline.
What we are doing: Maintain the current paid-search and local visibility strength while deploying proof-led video assets from the May 21 shoot into upcoming Meta support campaigns.
Why we are doing it: Search is performing well already, and May also produced new creative inventory that can strengthen trust, recall, and future conversion support.
Expected outcome →Stable demand generation backed by better conversion quality and stronger market confidence.

Shoutout Digital · Comprehensive Performance Report · Hills Family Dental Centre · February to May 2026

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