Innovative Dental

Paid Media + GHL Funnel
Performance Snapshot

Reporting period: October 2025 to May 5, 2026 · FARCH (implants), Ortho, and Smile Like Si

SGA Dental Partners · Growth Team
Prepared May 5, 2026 · Confidential
01 · Data Integrity Audit
QA First · Before The Numbers
The headline ROAS in the workbook is overstated. Sales counts are clean.

Before reading the rest of this deck, three things to know about how the underlying workbook builds these numbers.

Issue 1 · ROAS overstated by ~88%
"Total Media Spend" in the workbook is Google only. Meta spend is not in the denominator.
The Monthly tab's Total Media Spend equals Total Google Cost for every month. Meta (~$15K/month) is missing.

True Q1-26 blended ROAS: 10.0x ($965K rev / $96.5K real spend). Workbook reports 18.75x.
True Apr-26 ROAS: 0.13x. Workbook reports 0.24x.

GHL revenue includes Meta-sourced FARCH sales (44 of 117 lifetime sales came from fb/fb_ad). The numerator is right; the denominator is wrong.
Issue 2 · 2 historical duplicate sales
Two contacts appear in the sales table twice. Both are pre-Q4-25.
One contact (N579W1RSsRGbtcwPn6Jp) shows as a $61,806 sale in Aug-25 and again in Sep-25. Same dollar amount, looks like a re-stage.

Second contact (4qE0CG4Bd0CsFCHyFlOY) shows as $63,340 in Jun-25 and a $0 row in Sep-25.

Impact on this deck: zero. No duplicate contacts in any month from Oct-25 forward. Q1-26 + Apr-26 numbers are clean.
Issue 3 · Mar-26 sales count off by one
Monthly tab says 5 sales. Raw GHL + GHL Lead Funnel tab agree on 6.
We use 6 (the raw count) throughout this deck.

Q1-26 totals adjusted: 22 sales / $964,604 revenue (workbook says 21 / $964,604 — the count is wrong by one but revenue ties).
Confirmed clean
No dupes, normal AOV, real leads behind every sale.
117 lifetime sales records from raw GHL. 115 unique customers (the 2 historical dupes above).

AOV distribution looks normal: top 10 sales range $60K to $67K. No inflated outliers.

Apr-26 single sale ($4,146) is real: one contact, one record, single low-ticket case. Not an artifact.

GHL data covers FARCH only (Google + Meta). No ortho lead source flows through GHL.
METHODOLOGY: Sales validated against the raw Auto_GHL_Import tab (3,758 opportunity records), grouped by EOM month. Channel attribution from First utmSource + free-text source. SLS leads counted via utm_campaign = smile_like_si and source contains "smile like".
SGA × Innovative Dental
02 / 07
02 · Executive Snapshot
Top-Line · Through May 5, 2026 · Corrected ROAS
Q1 closed at 10x blended ROAS with 22 implant sales. April lead volume held; recorded revenue stalled at one closed sale.

Strong Q1 pipeline. April uploaded revenue is far below trend; 90 booked and 57 to 89 showed for implant consults but only one sale logged. Most likely deal-cycle lag, but it has to be confirmed in GHL stage hygiene before May closes.

Q1-26 Implant Sales
22
$964,604 revenue · 115 unique customers lifetime
Q1-26 Blended ROAS
10.0x
$96.5K real spend (Google + Meta)
Apr-26 ROAS
0.13x
$4,146 rev / $33,002 real spend · 1 sale
Apr-26 GHL Funnel
373
leads · 90 booked · 89 showed · 1 sale
Monthly trend, paid media to closed revenue (corrected)
MonthGoogle SpendMeta SpendTotal SpendLeadsBookedSalesRevenueTrue ROAS
Jan-26$17,132$15,001$32,134425537$341,00110.6x
Feb-26$17,183$15,000$32,183354659$315,6819.8x
Mar-26$17,141$15,038$32,179308406$307,9229.6x
Apr-26$17,587$15,415$33,002373901$4,1460.13x
May-26 (5 days)$2,447$2,204$4,6515740$0—
What This Means
10x blended ROAS in Q1 is still a strong number. April lead volume is the highest of 2026; the revenue gap is almost certainly pipeline lag, not demand collapse. If those April shows close at the Q1 rate, April finishes around 14 to 15 sales and lands ~9x.
What We're Doing
Auditing GHL stage hygiene for April leads this week. Re-running ROAS once close data lands. Pushing the ad agency to add Meta spend to the workbook's "Total Media Spend" so this isn't a recurring blind spot.
SGA × Innovative Dental
03 / 07
03 · Implant Funnel (FARCH)
FARCH · Google + Meta · GHL Down-Funnel
GHL covers FARCH leads from Google and Meta combined. Apr book rate hit 24%, the strongest of the year.

Reminder: GHL FARCH tracking includes both paid channels. Top-of-funnel (Google FARCH search) shows leads dropping while CPL climbs. Down-funnel (booked + showed) is the strongest of 2026.

Google paid: FARCH search
MetricJan-26Feb-26Mar-26Apr-26May-26 (5d)
Spend$14,883$15,460$14,840$14,898$2,082
Clicks11,7266,9975,0963,412433
Leads (Google)4042311911
CPL (Google)$428$409$553$926$222
Meta: FARCH-tagged campaigns (workbook excludes from ROAS today)
MetricJan-26Feb-26Mar-26Apr-26May-26 (5d)
Spend$15,001$15,000$15,038$15,415$2,204
Clicks11,1009,80811,76015,7531,849
Impressions648,952506,231639,722647,27783,461
GHL down-funnel: FARCH (Google + Meta combined)
MetricJan-26Feb-26Mar-26Apr-26May-26 (5d)
Total Leads42535430837357
Booked536540904
Showed496135894
Sales79610
Revenue$341,001$315,681$307,922$4,146$0
READ: Two stories. Top of funnel: Google FARCH search clicks compressed sharply, pushing CPL from $409 to $926 February to April. Down-funnel: Apr booked (90) and showed (89) are the highest of 2026 — almost 2x March. Until we see April close data, hold spend flat.
SGA × Innovative Dental
04 / 07
04 · Ortho Funnel
Ortho · Google + Meta Spend · No GHL Down-Funnel
Ortho gets paid spend on both Google and Meta. None of it flows into GHL.

Ortho is invisible after the Google click. We can see paid impressions, clicks, leads, and calls. We cannot see booked, showed, started, or revenue by source. Closing this gap is the single biggest attribution lift on the table.

ATTRIBUTION GAP: Ortho lead source does not exist in GHL. Practice scheduler holds the down-funnel. We cannot price the ortho channel today.
Google paid: Ortho campaigns
MetricJan-26Feb-26Mar-26Apr-26May-26 (5d)
Spend$2,250$1,723$2,301$2,688$365
Clicks96476188974784
CTR11.81%15.46%10.84%9.84%10.74%
Leads (Google)22418719113022
Calls33026528520232
CPL$76$92$90$135$111
Q1-26 Ortho Leads
602
880 calls · ~5x cheaper per lead than FARCH
Q1-26 Ortho Spend
$6,274
Google only. Meta ortho spend not isolated in workbook.
GHL-Tracked Closes
0
No GHL ortho pipeline. Faith-based budget today.
What This Means
Ortho front-end is healthy and cheap. Without down-funnel attribution we cannot price the funnel or defend the spend. Today it is a faith-based budget line.
Next Step
Add an ortho lead source in GHL or pipe scheduler bookings into a parallel view. Match the FARCH funnel structure: leads, booked, showed, started, revenue.
SGA × Innovative Dental
05 / 07
05 · Campaign Spotlight: Smile Like Si
Meta · FARCH Implant Lead Generation · Launched April 1, 2026
Cheapest traffic on the account. 34 implant leads pulled from raw GHL. Down-funnel has not produced yet.

SLS top of funnel is exceptional: $0.63 CPC, 3.7% CTR. Down-funnel is empty. Of 34 leads, only 4 booked, 0 showed, 0 sold. Either the funnel is too new for closes, or the SLS audience is not converting.

Meta Spend
$4,350
Apr 1 to May 5 · ~14% of Apr-26 Meta budget
Impressions
187,963
CTR 3.67% · top of the Meta account
Clicks
6,889
CPC $0.63 · ~3x cheaper than account avg
Implant Sales (GHL)
0
34 leads, 4 booked, 0 showed yet
Meta spend and traffic
MetricApr-26May-26 (5d)Total
Spend$3,670$680$4,350
Impressions162,87525,088187,963
Clicks6,4484416,889
CTR3.96%1.76%3.67%
CPC$0.57$1.54$0.63
GHL attribution: SLS leads (raw, by created month)
StageApr-26May-26 (5d)Total
Leads28634
Booked404
Showed000
Sold000
Book Rate14%0%12%
Click → Lead0.43%1.36%0.49%
FLAG: Top of funnel is the cheapest the account has ever seen (3.67% CTR, $0.63 CPC). Down-funnel is producing nothing yet. 34 leads sourced, only 4 booked, 0 shows. Of the 34, 13 are already in "Longterm Nurture" and 5 in "Do Not Contact" stages. Need a 30-minute review with the implant sales team this week before scaling spend. This is most likely a click-to-lead quality problem, not a campaign-creative problem.
SGA × Innovative Dental
06 / 07
06 · Takeaways + Next Steps
What We Do This Week
Five things to fix or confirm. Reporting hygiene first.

Q2 is sitting on real demand and a real attribution gap. Closing the reporting issues in May is more valuable than scaling spend.

01
Fix the workbook ROAS denominator
"Total Media Spend" today is Google only. Add Meta spend to the row so blended ROAS reads true. Until then, every ROAS number leadership sees is overstated by ~88%.
02
Close the April implant revenue gap
90 booked, 89 showed, 1 sale logged. Audit GHL stage hygiene for April leads by Friday. Re-run April ROAS once close data lands. Most likely answer: deal-cycle lag. Confirm before assuming.
03
Diagnose Smile Like Si's lead quality
34 leads, 4 booked, 0 showed, 0 sales. 13 of 34 are already in "Longterm Nurture" and 5 in "Do Not Contact." Smells like a click-to-lead quality issue, not creative. Pull a sample with the sales team this week. Hold spend until we know.
04
Stand up Ortho attribution in GHL
602 ortho leads and 880 calls in Q1. Today, all of it goes dark after the click. Add ortho lead sources to GHL or pipe scheduler bookings into a parallel view. Match the FARCH funnel.
05
Defend FARCH CPL in May
Google FARCH CPL climbed from $409 in February to $926 in April as click volume compressed. May-to-date is back to $222 with 11 leads. Watch weekly. Hold Q1 spend levels but flag a creative or keyword refresh if CPL stays above $500 by mid-May.
Prepared by SGA Dental Partners Growth Team · Confidential
SGA × Innovative Dental
07 / 07
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