The bottom line
Allure has two engines that both work — organic and paid search. One channel, paid social, is dead weight.
Why it mattersOrganic search and paid search are 85% of leads and 94% of case value, and both close well (20% and 16% lead-to-sale). Paid social brought 145 leads this year and closed exactly one. Allure is not a channel problem; it is a concentration-and-cleanup opportunity.
1,723
Leads
Jan to Sep 2026
276
Cases closed
16.0% lead to sale
$679K
Case value
est., won cases
$2,459
Avg case
volume business
20.0%
Organic lead→sale
the best channel
0.7%
Paid social L→S
1 of 145 closed
Protect organic
786 leads, 20% close, $350K. The single biggest engine and the best converter. Keep SEO and reputation funded; this is earned equity, not a spend dial.
Lean into paid search
678 leads, 15.5% close, $291K at the highest AOV. The rare paid channel that pulls its weight. Hold or grow it once we confirm cost-per-case.
Fix or cut paid social
145 leads, 1 close, 47 marked unqualified. Classic Meta instant-form junk. Rework the targeting and offer, or move the money to search.
Performance by channel
Organic and paid search carry the practice. Paid social does not convert.
Why it mattersOrganic and paid search are 85% of leads and 94% of case value, and they close at 20% and 16%. Paid social is 8% of leads and closes at 0.7%. Direct and referral are small but efficient.
| Channel | Leads | Booked | Closed | Case value | Book rate | Lead→sale | Avg case | Verdict |
|---|---|---|---|---|---|---|---|---|
| Total | 1,723 | 426 | 276 | $679K | 24.7% | 16.0% | $2,459 |
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 from the practice management system. Allure's GHL uses low default deal values, so dollar figures are directional and understate true cosmetic case value. Treat lead counts and close rates as the hard numbers; treat dollars as estimates. “Booked” = reached the Appointment Booked stage or beyond. 1 unattributed lead is folded into the total.
The funnel, month by month
Lead flow is steady and strong. The leverage is mid-funnel, not at the top.
Why it mattersAllure draws roughly 190 leads a month and converts 16% to a case. More leads is not the constraint; moving more of the leads we already get from contact to booked to closed is.
Cohort funnel by lead-created month, current stage as of the pull. Rows are cumulative: a booked lead also counts as contacted. Two caveats: “Shown” is not a stage in this pipeline, so show rate is not trackable. And “Contacted” is under-recorded because inbound phone-call opportunities often stay in the intake stage and are never moved to Contacted, which deflates contact rate. Lead-to-sale is the clean measure. August and September closes are still maturing (leads are credited to the month they entered), so their closed and case-value changes reflect timing, not performance. Change columns compare September to August and to July: green = up 5% or more, yellow = within 5%, red = down 5% or more.
Budget & ROI
Google returns $8.60 on the dollar. The biggest line, offline brand, is invisible to us.
Why it mattersMarketing ran about $143K over nine months (Wonderist agency of record). Paid search returned 8.6x and paid social 0.06x, but 58% of the budget, $83K, is offline brand (Purdue, TV, radio, the Lamar billboard, the city bus) that GHL cannot attribute. The tracked digital is efficient; the biggest spend is unmeasured.
Budget by channel
YTD Jan to Sep 2026, about $143K ($15.9K / mo)
Return on ad spend
YTD case value / YTD spend (log scale). Breakeven 1.0x.
| Channel | YTD spend | YTD case value | ROAS | Verdict |
|---|
Instrument the $83K you cannot see
Offline brand is 58% of the budget and completely untracked in GHL. Purdue sponsorship ($27K), Star City TV ($21K), radio ($13K), the Lamar billboard ($11K), and the Mesmerize city bus ($10K) all drive awareness that likely resurfaces later as organic and direct, but none of it carries a unique phone number or URL. Add call tracking and vanity URLs, or the majority of the spend stays unmeasured.
Where the budget should go
- Keep funding paid search. 8.6x on $34K is the best tracked dollar. Grow it toward implant and cosmetic intent to lift the $2,773 case value.
- Fix or cut paid social. 0.06x: $8.5K produced one $500 case. Rebuild the offer or move the money to search.
- Protect organic. It carries the practice at a small SEO retainer; it is earned brand equity, not a spend dial to crank.
ROAS is gross and directional. It divides each channel's YTD estimated case value by its YTD spend (ad spend plus the attributable Wonderist management fee). GHL case values are estimates and last-touch, so the organic multiple is an upper bound. Offline brand carries no GHL attribution, so its return is unmeasured. Spend is from the 2026 Gen4 practice marketing budget (YTD Jan to Sep).
Case value by channel, by month
Organic is the steady base. Paid search spikes with the big cases.
Why it mattersOrganic search delivers case value every month like clockwork. Paid search is lumpier and carried April with a single large month ($118K). Paid social is a flat line at zero, and direct and referral are occasional.
Monthly case value by channel
Stacked, Jan to Sep (est.). Organic and paid search do the work.
Case value by channel by month
Read it: estimated case value credited to the month the lead was created. Change columns compare September to August and to July (green = up 5% or more, yellow = within 5%, red = down 5% or more); recent closes are still maturing. Gross, last-touch, directional.
Case mix: volume with a cosmetic tail
This is a volume practice. A small tail of larger cases is the upside to grow.
Why it mattersThe median closed case is just $726 and 236 of 276 cases are under $5K, so Allure runs on everyday dentistry. But the top 10% of cases still drive 48% of value, and the largest was $35,203. The growth play is lifting the high-value tail, not chasing more small leads.
Closed cases by size
276 won cases, Jan to Sep, grouped by value (est.)
48%
of value from the top 28 cases (largest 10%)
$35,203
largest single case
236
cases under $5K, the volume core
The tracking gap to fix
GHL is not tagging service line. There is no cosmetic-vs-general label on opportunities, and the low default deal values mean the dollar figures understate real cosmetic work. Add a treatment or service-line field in GHL so implants, veneers, Invisalign, and full-arch are trackable, and set realistic case values. Until then, case value is a rough proxy and almost certainly too low.
Two leaks in the data
Both are fixable without buying a single new lead.
Why it mattersBefore adding spend, plug these. One is a wasted channel; the other is pipeline hygiene that makes every report, and every follow-up, more reliable.
Paid social is burning leads
- 145 leads, 93 contacted, 47 marked unqualified, 1 sold. The leads are real people, but they do not qualify or convert.
- This is the Meta instant-form pattern seen across the Wonderist portfolio: cheap cosmetic-quiz leads that close near 0%.
- Rework or redirect. Rebuild the targeting and offer (retargeting, high-intent creative), or move the budget into paid search, which closes at 15.5%.
The intake stage is a black hole
- Phone-call and intake opportunities rarely move to Contacted, so contact rate reads artificially low and the funnel is hard to trust.
- Set a stage-hygiene rule: every opportunity moves out of intake within 24 hours, to Contacted, Booked, or Unqualified.
- Add a service-line field at the same time so we can finally measure cosmetic vs general. Pure process work, near-zero cost.
A separate website and cosmetic-readiness audit for Allure exists and is not repeated here; this section covers only what the live GHL data shows.
Monthly trend
Lead flow is remarkably steady. Case value is lumpy, driven by the big cases.
Why it mattersLeads hold near 190 a month all year. April was the standout for case value ($178K on 44 closes), carried by paid search. August and September look lighter only because their closes are still maturing.
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
Clean up the waste, concentrate on what works, then grow the high-value tail.
Phase 1Days 0 to 30 · Clean up and instrument
Stop the waste, make the data trustworthy
1
Rework or pause paid social.
Paid media145 leads, 1 close this year. Rebuild targeting and offer around retargeting and high-intent creative, or move the budget to paid search. Set a 60-day close-rate gate before any re-scale.
2
Set a pipeline-hygiene rule in GHL.
MM / GHLEvery opportunity leaves the intake stage within 24 hours, to Contacted, Booked, or Unqualified. This alone makes contact rate and the funnel real.
3
Add a service-line field and realistic case values.
Ops / GHLTag implants, veneers, Invisalign, and full-arch, and replace the low default deal values so cosmetic revenue stops being undercounted.
4
Instrument the $83K in offline brand.
GrowthAdd unique call-tracking numbers and vanity URLs to Purdue, TV, radio, billboard, and the city bus, so the 58% of budget GHL cannot see finally has a return attached.
Phase 2Days 30 to 60 · Concentrate on what works
Fund the two engines, grow the tail
5
Protect and tune the organic engine.
SEO / Content786 leads at a 20% close. Keep SEO, reputation, and Google Business Profile funded; add pages for the high-value services (implants, veneers, full-arch) to pull more large cases.
6
Push paid search toward high-value intent.
Paid mediaIt already closes at 15.5% with the best AOV. Shift budget and keywords toward implant, veneer, and full-arch intent to lift average case value, once cost-per-case is confirmed.
7
Reactivate booked-but-unclosed leads.
MM / GHL150 leads booked year to date and did not close. Run a re-engagement sequence (financing, proof, limited consult slots) against the owned database. Near-zero cost.
Phase 3Days 60 to 90 · Scale what proves out
Spend follows evidence
8
Re-scale paid social only past a close-rate gate.
Paid mediaIf the rebuild gets paid social above a 5% lead-to-sale on a real offer, add budget. If not, keep the money in search and organic.
9
Engineer a referral track.
PracticeReferrals are tiny in volume but convert. Add a structured ask at case completion and a VIP card to turn satisfied patients into a steady, free channel.
10
Stand up a monthly channel scorecard.
GrowthThis report, monthly: leads, close rate, case value, and cost-per-case by channel, so budget follows performance.
90-day targets
Paid social lead→sale
0.7% → 5%+
Rebuild or redirect budget
Service-line tagging
0% → 100%
Every opp tagged in GHL
Offline brand tracked
0% → tracked
Call tracking + URLs on $83K
Cases over $8K
19 → grow
Lift the high-value tail
Bottom line: cut the paid-social waste, instrument the $83K of offline brand so it is measurable, keep funding paid search at 8.6x and organic, grow the high-value case tail, and make the GHL pipeline and service-line data trustworthy.
Sources & method
- Window: performance runs Jan 1 to Sep 30, 2026 (YTD), by lead-created month. All-time context (Aug 2024 to present) is shown in the header chips.
- Data: live GoHighLevel opportunities pull on Oct 6, 2026, 4,141 records all-time, 1,723 in the YTD window. Aggregate only, no patient names or contacts. Channel is the GHL source, normalized.
- Case value is an estimate. It is GHL's opportunity value on won cases, not collected production. Allure's GHL uses low default deal values, so dollar figures are directional and understate true cosmetic case value. Lead counts and close rates are the hard numbers.
- Funnel proxies: “Contacted” = reached the Contacted stage or beyond; “Booked” = reached Appointment Booked or beyond; “Closed” = won. This pipeline has no “Presented Treatment” stage, so show rate is not trackable.
- Cohort lag: won cases are credited to the month the lead was created, so recent months (Aug, Sep) understate conversion as those cases are still maturing.
- 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 Wonderist management fee); it is gross and last-touch. Offline brand (Purdue, TV, radio, billboard, bus) carries no GHL attribution, so its return is unmeasured.
- Service line is untagged in GHL today, so cosmetic vs general case mix is inferred from case value only. Fixing this is a plan item.