332
Google Ads clicks
17
Tracked Google Ads conversions
A$5.15K
Platform-reported spend
11
Confirmed new-patient enquiries
In short, your campaign was not relying only on clinic-name traffic. Branded and local-intent searches drove most of the conversion volume, but broader discovery searches still generated 114 clicks and 6 tracked conversions. On the lead side, at least 11 of the 67 reviewed opportunities were confirmed new-patient enquiries, while a larger share related to existing-patient activity that came through the tracked number.
Question 1: The search terms show a healthy mix of branded/local-intent demand and broader discovery demand.
Question 2: The Google Ads interface shows roughly A$303 cost per conversion, supported closely by the invoice subtotal calculation.
Question 3: The tracked opportunities included a substantial share of existing-patient or administrative calls, so the GHL total should not be treated as a pure new-patient acquisition count.
Direct Answers
1. What people actually searched before clicking
Search intent mix
What we found: Your search-terms report shows a healthy mix of existing awareness and broader discovery. The strongest category is best described as branded and local-intent, not automatically as existing-patient traffic, because a search like “Darch dentist” or “Kingsway dentist” can still come from a brand-new patient looking for a nearby clinic.
193
Branded / local-intent clicks (58.1%)
114
Non-branded / discovery clicks (34.3%)
11
Branded / local-intent conversions
6
Non-branded / discovery conversions
Top branded and local-intent terms
| Search term |
Clicks |
Spend |
Conversions |
| darch dental |
138 |
A$1,335.17 |
7 |
| darch dentist |
38 |
A$237.51 |
4 |
| dentist darch |
9 |
A$64.37 |
0 |
| darch dental clinic |
3 |
A$12.47 |
0 |
| darch dental centre kingsway dentist |
3 |
A$19.40 |
0 |
Top broader discovery terms
| Search term |
Clicks |
Spend |
Conversions |
| dentist near me |
33 |
A$726.77 |
0 |
| dentist |
10 |
A$419.09 |
0 |
| dental clinic near me |
10 |
A$143.13 |
0 |
| emergency dentist near me |
5 |
A$222.29 |
0 |
| dental near me |
4 |
A$152.91 |
0 |
| emergency dental near me |
3 |
A$148.27 |
3 |
| payment plan dentist near me |
2 |
A$87.61 |
3 |
| teeth whitening near me |
2 |
A$64.08 |
0 |
The overall picture here is positive: most conversions came from stronger brand or local-intent demand, but your campaign was still reaching beyond existing awareness, with broader discovery searches contributing meaningful click volume and six conversions.
2. What April–May cost, and what that worked out to per conversion
Spend confirmed
What we found: The most useful headline figure for you here is the Google Ads interface cost per conversion of about A$303. The invoice subtotal calculation lands very close to that, which gives a solid billing cross-check without changing the main performance story.
A$5,153.50
Platform-reported spend
A$5,115.89
Invoice subtotal before GST
A$303.15
Platform cost per conversion
A$300.93
Invoice-subtotal cost per conversion
Invoice cross-check
| Period |
Spend before GST |
GST |
Total invoiced |
Clicks |
| April 2026 |
A$2,632.38 |
A$263.24 |
A$2,895.62 |
152 |
| May 2026 |
A$2,483.51 |
A$248.35 |
A$2,731.86 |
179 |
| Combined |
A$5,115.89 |
A$511.59 |
A$5,627.48 |
331 |
The invoice subtotal before GST was A$5,115.89, while the Search Terms report showed A$5,153.50 in cost. That small gap is normal and can reflect billing cut-offs, invalid-traffic credits, post-click adjustments or attribution timing differences.
3. Rough split between new-patient and existing-patient calls
Operational reporting watch
What we found: The tracked-number activity included a meaningful share of existing-patient and administrative calls. That is why the GHL opportunity total should not be treated as a pure acquisition count of new-patient leads.
- Confirmed new patient: 11 records (16.4%)
- Existing patient: 32 records (47.8%)
- Unclear: 18 records (26.9%)
- Invalid / no usable lead: 6 records (9.0%)
If we exclude the unclear and invalid records, that leaves 43 patient enquiries where patient type could be identified with confidence. Of those, approximately 25.6% were new-patient enquiries and 74.4% related to existing patients.
Examples of confirmed new-patient enquiries
- Rahul – crown re-cement pricing
- Koteswara Boddu – wisdom tooth extraction
- Kristy Wan – paediatric check-up
- Emergency tooth-pain enquiry
- Marion Kondeh – referral consultation
- Clinton Filardi
- Andre Fleming
- Cara Ivanov / Savannah
Common existing-patient patterns
- Rescheduling appointments
- Cancelling or confirming appointments
- Routine recalls and six-month appointments
- Follow-up after recent treatment
- Temporary crown or post-operative concerns
- Continuing treatment already underway
The main lesson here is not that Google Ads was underperforming. It is that acquisition reporting and operational call handling need to be separated more cleanly, so new-patient demand is not blurred with recalls, reschedules, follow-up calls and current-patient admin.
Reporting notes and sources
Appendix
For reference: This keeps the caveats and source files together so you can review the supporting detail without crowding the main findings.
• The 67 GHL opportunities are not the same as 67 confirmed Google Ads conversions.
• Some tracked-number opportunities were existing-patient or administrative calls.
• Google Ads recorded 17 tracked conversions, while GHL contained 67 opportunities. These should not be compared one-for-one.
• Eighteen records lacked enough detail to classify patient type confidently.
• Small spend differences between invoices and reporting views are normal and can reflect timing, credits or attribution updates.