A four‑pillar growth engine for Ressler.
Website, paid media, CRM, and full‑arch sales — the complete program we're rolling out at Ressler over the next 60 days.
What we'll cover today.
Four sections — who we are, what we found in your audit, the strategy shift toward full‑arch, and the 60‑day plan that gets the engine running.
Who we are
SGA's Growth Department, the Advanced Care team, and the leaders running the Ressler engagement.
Our audit and what we found
The four areas we audit, what we found working with your team, and the agency partners who run the engine alongside us.
Strategy shift + what needs to be true
Pivoting toward full‑arch — and the clinical, operational, and financial readiness it requires.
Moving forward — the project plan
Two phases, five swim lanes, one engine by Day 60. Plus the cadence that keeps us tight.
Who we are.
The team, how we think, and what Advanced Care does — so you know who you're working with before we get into your numbers.
The leaders running the four‑pillar program.
The Ressler engagement is staffed by SGA's growth leadership — the same people running the program across all 260 practices in the network.
We're a Growth Department, not a marketing team.
Our north‑star metric is treatment‑accepted new patients — not leads, not impressions. That changes how we think about the work, and what we measure as success.
Buys clicks.
Optimizes for the top of the funnel. Reports up to ad spend.
- Impressions
- Clicks
- Leads
- Ad spend first
Earns patients.
Optimizes for the bottom of the funnel. Reports up to revenue.
- Booked new patients
- Treatment accepted
- Production per NP
- Absorption first
Align
Access + revenue understanding before we touch demand.
Foundation
Five gates that block spend. Close them before we activate paid.
Engine
Multiply every patient — retention, referrals, reactivation, organic.
Signal
Prove it, then scale. Tracking + differentiation + spend.
Seal the bucket before pouring water.
Most practices don't have a demand problem — they have an absorption problem. Paid media amplifies whatever is happening today, including the leaks. We fix absorption first, then we spend.
Demand creates awareness. Advanced Care creates revenue.
Three layers, three accountability owners — all running for Ressler. Field Growth ensures the road is drivable. Advanced Care builds the engine. The Director makes the engine produce revenue.
Ensures the road is drivable.
Owned by Field Growth — the operational foundation that supports every patient walking through the door.
- Website, GBP, reviews
- Online scheduling + appointment availability
- Missed‑call reduction + NP access
- Local digital storefront execution
Builds the engine.
Owned by VP, Advanced Care — the high‑value sales journey from impression to consult booked.
- Paid media strategy + vendor management
- CRM / Go High Level funnels
- ROI modeling + spend authorization
- Practice qualification + service‑line strategy
Makes the engine produce revenue.
Owned by Director, Advanced Care — the lead‑to‑revenue funnel from booked consult to closed case.
- Show rate + case acceptance
- Treatment‑coordinator coaching
- Financing + collections
- Pipeline + KPI reviews
This three‑layer model was honed over four years at Modis Dental Partners. We're rolling it out across a select group of SGA's implant and cosmetic practices — Ressler is one of them.
Audit and findings.
An audit run with your team — across the website, paid media, operating tech, and sales process — and what we found together.
We audit four things, every time.
Whether we're partnering with a new practice or evaluating an existing one, our audit framework looks at the same four areas — so we're always comparing apples to apples and making informed recommendations together.
How the digital storefront converts traffic.
Brand, copy, conversion architecture, page speed, and how clearly the site supports patient decisions and booked appointments.
How marketing dollars are spent and returned.
Channel mix, account structure, tracking integrity, creative quality, and the return each dollar is actually generating.
How leads are captured and tracked.
Lead capture, nurture automation, pipeline visibility, and the reporting that tells you what's working — and what isn't.
How the team converts patients.
Phone handling, consult flow, treatment‑plan presentation, and the coaching that turns booked patients into closed cases.
What we found, working with your team.
Audit run alongside Dr. Ressler, Michelle, and the operating team — across the same four areas. Each finding feeds directly into a recommendation on the project plan.
Room to better support the brand and conversion.
The current site has clear opportunity to better reflect the practice brand and convert traffic into booked patients. Mike (VP, Creative) will walk through the new concept live.
829's audit identified clear optimization wins.
We're primed to support and improve current execution alongside your team — quickly, with full transparency on every move. Detail on the next slide.
No CRM in place today — let's introduce Go High Level.
Working with Michelle, we found leads are handled manually with no pipeline visibility. GHL gives us pipelines, automation, and channel‑level reporting from day one.
Bringing in Kim Middleton as a thought partner.
Kim joins the engagement to consult on sales strategy and serve as a thought partner for your team — coaching the consult flow, treatment‑plan presentation, and case acceptance.
Where paid media has meaningful room to grow.
829's audit identified clear optimization opportunities across the existing paid search program. We're primed to support and improve current execution alongside your team — quickly, and with full transparency on every move.
829 Identified · Optimization opportunities
- Add a brand defense campaign. Competitors can currently outbid Ressler on its own name; ~$1.4K has matched unintended brand terms.
- Rebalance match types. 48.7% of spend on broad match; phrase + exact convert better — exact is only 0.4% of spend today.
- Tighten AI Max signal. Driving some irrelevant queries ($99 whitening, delta dental, breath specialist) until the negative list is built.
- Modernize ad formats. 43% of ads are legacy ETAs (deprecated). Move to RSAs to lift Ad Strength + quality score.
- Deepen conversion tracking. Optimize toward booked appointments, not just form fills + first‑time calls.
- Refine geo + dayparting. Tighten targeting to Florida; introduce dayparting beyond the Emergency campaign.
829 Will Do · The 90‑day plan
- Restructure into themed campaigns — Periodontist, General, Cosmetic, Emergency, Ortho, Brand. Tighter than the current 13 campaigns.
- Shift match‑type mix to phrase + exact. Pause AI Max until the negative list is built; phase it back in once signal is clean.
- Implement enhanced + offline conversion tracking so Google optimizes toward booked appointments.
- Reset geo, dayparting, audience observation, and demographic refinement campaign‑by‑campaign.
- Modernize ads — convert ETAs to RSAs, turn off auto‑applied assets to protect brand voice.
- Then scale — Performance Max, Demand Gen, and video once conversion signal is reliable.
The new website — walked through live.
Mike Fetrow, our VP of Creative, will demo the new Ressler site live in the room. Brand system, conversion architecture, and the templates built to support full‑arch traffic.
- Brand system + visual identity refresh
- Conversion architecture for full‑arch traffic
- Service line templates + lead capture
- Page speed, accessibility, and analytics handoff
Our network, their agencies — and Ressler's choice.
How SGA practices currently pair with growth agencies, and why we activated 829 Studios as Ressler's primary paid media partner.
Development
Generation
Scheduling
+ Process Consulting
Pivoting toward full‑arch.
Where Ressler is going, what needs to be true to scale full‑arch, and the readiness work that gets us there.
From low‑ticket spend to high‑ticket growth.
Looking at the production mix together, we're often skewing toward services that historically aren't high‑ticket — and therefore carry a lower margin profile. Our plan is to optimize what already exists, lay the foundation for a shift toward higher‑ticket value, and pivot the marketing engine toward full‑arch reconstruction.
Heavy spend on lower‑ticket services.
- ~$275K/yr in paid media on general, cosmetic, and perio services
- No CRM — leads handled manually, no automated nurture
- Limited visibility into channel ROI or booked‑appt conversion
- Low full‑arch case volume relative to spend
Make the current engine run cleanly.
- Google My Business optimized + actively managed
- SEO + content cleanup for implant terms
- Website conversion‑rate optimization
- Paid media restructure with 829 Studios
- Stand up GHL CRM for pipelines + automation
- Sales training begins (Kim Middleton)
Pivot the marketing engine upmarket.
- Macro paid‑media shift toward full‑arch acquisition
- Full‑arch landing pages + creative live
- Treatment coordinators trained on the close (Kim)
- GHL pipelines optimized for high‑ticket cases
- Average case value pivots upward
Avg full‑arch case revenue — that's the ticket size we're rebuilding the engine around. The same paid media budget, re‑targeted at full‑arch, can compound case volume and margin in 90 days.
What needs to be true to scale full‑arch growth.
A full‑arch program only works when the practice is ready clinically, operationally, financially, and on the marketing side. Three are work. One is already done.
Dr. Ressler is highly trained on the clinical side.
- Implant case planning + CBCT proficiency
- Surgical protocols + complication management
- Treatment‑plan workflow in place
- Clinical readiness confirmed — no blocker here
Right people, right schedule for high‑volume implant flow.
- TC trained on implant case acceptance
- Patient Advocate role separate from front desk
- Consults within 48 hours of lead
- 15–20 min lead response window
Pricing and financing built for full‑arch ticket size.
- Financing tier raised to support $30K+ cases
- Multiple payment options presented
- Rehearsed financial scripts
- $50/booked‑appt team incentive
The full SGA marketing playbook, rolled out in parallel.
- GMB · SEO · Website · Paid Media optimized
- CRM (GHL) live with automation
- Sales coaching (Kim Middleton)
- Conversion tracking + reporting
The 60‑day plan.
Two phases, five swim lanes, one engine by Day 60 — plus the cadence that keeps SGA, 829, GHL, and Kim accountable.
Two phases, five swim lanes, one engine by Day 60.
Phase 1 fixes what already exists. Phase 2 pivots to full‑arch. Marketing and operations run in parallel — not in sequence — so the engine fires at scale inside two months.
How we stay tight across all four pillars.
Immediate actions to get the engine running, plus the meeting rhythm that keeps SGA, 829, GHL, and Kim accountable from week one.
The goal: by Day 60, Dr. Ressler is running a real full‑arch program — clean paid media, a CRM that doesn't drop leads, a website that converts, and a sales process that closes.
Supporting detail.
Deeper material on operations and financial readiness — referenced from the four‑pillar program for when the conversation needs it.
Staff and schedule — built for full‑arch speed.
Two questions decide whether a full‑arch lead converts: do we have the right people on the phone, and does the schedule match the speed full‑arch demands?
Staff & Training · The right people on the phone
Right people, right training.
- Treatment Coordinator trained on case acceptance. Closing Institute or equivalent. Skilled in financial presentation, objections, treatment‑plan communication.
- Patient Advocate role separate from front desk. Dedicated lead manager — not a receptionist. Phone sales skills required.
- Phone routing to dedicated lead extension. Calls go to the Lead Manager directly via PeerLogic — never the front desk.
- Phone + lead conversion training (call metrics tracked). Answer rate, booking rate, talk time — all tracked weekly.
- Team aligned on KPIs. Sign‑off on 15–20% close rate, ~50% show rate before launch. Financial Breakdown reviewed together.
Schedule & Availability · Built for speed
Right schedule, right speed.
- Consults within 48 hours of lead contact. Speed‑to‑appointment is the single biggest driver of show rate and conversion.
- Free implant consultations offered. Standard for high‑volume implant marketing — confirm with doctor + update scheduling protocol.
- Lead response within 15–20 minutes. Anything slower kills the lead. Patient Advocate must be available during business hours.
- No extended doctor absence in first 30 days. Any 1+ week absence in the first month damages campaign momentum and ROI.
- Capacity planning. Max ~20 arches/month with 1 PA + 1 TC. Add a second of each role at 15+ arches/month sustained.
Pricing, financing, and the case math.
The financing tier has to support full‑arch ticket sizes. The case math has to make sense before we shift the spend. Both check out — and the upside scenario more than doubles net revenue.
Pricing & Financing · Practice‑side readiness
- Financing tier raised to support full‑arch case amounts. Existing tier needs to be re‑evaluated — must accommodate $30K+ cases.
- Multiple payment options presented at the consult. Insurance coverage, monthly financing, cash/discount pricing — patients pick.
- Rehearsed financial presentation scripts. TCs run the financial conversation the same way every time. Roleplay weekly.
- $50 per booked appointment incentive. Lights up the lead manager. Industry‑standard — already in the financial model.
- Doctor + team aligned on case economics before launch. Everyone knows what a closed case is worth.
Case Economics · From the financial model
- $37,500 — average full‑arch case revenue
- ~1% lead → close — industry benchmark across the funnel
- ~600 leads/mo at $10K spend ($16.66 CPL)
- 4 closed cases/mo at the benchmark conversion stack
- $150K gross / $42.6K net — 28.4% margin at benchmark
- Cost mix: 25% lab · 38% doctor · marketing · incentives
- CPL
- Lead → consult
- Show rate
- Case acceptance
- Financing approval
- Collected pre‑surgery
- Total revenue
- Missed call %
- NP availability
- Online scheduling
- Review velocity
- Google rating
- NPS
- Readiness score