350 leads were generated across the four-month period.
March was the standout month with 137 leads, while Google Ads remained the strongest named source of opportunity creation across the period.
1,790 tracked calls and 56 web enquiries kept demand flowing.
Calls stayed high in every month and finished strongest in May, while the landing page continued to contribute widget and contact-form enquiries throughout the period.
The main opportunity is converting more existing demand into booked outcomes.
Search efficiency improved strongly by May and call demand remained healthy, so the biggest remaining opportunity is moving more New Leads further down the pipeline through faster follow-up and tighter conversion handling.
Search quality improved substantially by May.
CTR climbed from 7.2% in February to 21.38% in May, while CPC fell from A$5.70 to A$2.69, showing a much tighter match between searchers and ads.
Demand was present, but too much of it stayed at the top of the pipeline.
Across the period, the strongest constraint was not lead generation itself but how much volume remained in New Lead instead of progressing into booked and won stages.
Missed-call follow-up is the clearest operational opportunity.
55 missed calls were recorded across the four months, with May carrying the highest missed-call load. That means faster callback handling can recover value from demand that is already arriving.
This section shows where lead demand came from, how it moved through the pipeline, and how much of that volume progressed into won or open opportunities across the period.
February
Search drove most lead creation, while widget and contact-form leads added a smaller but visible support layer.
49Total leads
Pipeline movement
Won: 15Open: 34
Lead sources
Google Ads led the month
February lead picture
February did not depend on one channel alone. About two-thirds of leads came from Google Ads, while nearly one-third came from the website, which is a healthy mix for enquiry generation. The more important signal is further down the pipeline, because 35 leads remained in New Lead while only 7 had moved into Booked, suggesting the bigger opportunity was follow-up speed after the enquiry arrived.
March
March was the strongest month for lead creation, with almost the entire surge attributed to Google Ads.
137Total leads
Pipeline movement
Won: 52Open: 85
Lead sources
Peak lead month
March lead picture
March was the clearest demand spike in the four-month period, with 125 of 137 leads attributed to Google Ads. Even with 52 opportunities marked won, the pipeline still shows 88 sitting in New Lead, which suggests the month created more fresh demand than the pipeline was able to move forward in real time.
April
Volume cooled from March, but the source picture barely changed: Search remained dominant and web enquiries continued to add supporting demand.
96Total leads
Pipeline movement
Won: 37Open: 59
Lead sources
Healthy booked carryover
April lead picture
April looks more like a normalization month than a drop-off month. Lead volume came down from the March peak, but the source mix stayed stable, which suggests the core demand engine was still healthy. With 17 booked and 37 won, the month reads as a steadier and more sustainable version of March rather than a weakening in channel quality.
May
May still carried a large early-stage pipeline, but the source picture widened because 20 opportunities did not include a named source.
68Total leads
Pipeline movement
Won: 13Open: 55
Lead sources
20 leads need source cleanup
May lead picture
May is the month where attribution becomes less reliable, because 20 opportunities carried a blank source. That makes channel contribution harder to judge than it was earlier in the period. What is still clear is that 57 of 68 leads were still in New Lead, so the bigger issue was not lead flow itself but how much of that demand was staying near the top of the pipeline.
Call volume stayed consistently strong across all four months. Google Business Profile tracking carried the largest share in every month, while paid-search call tracking was strongest in March.
Missed call analysis
55Total missed calls across Feb to May.
47Missed calls from Google Business Profile tracking.
18Missed calls in May, the highest monthly total.
85.5%Of all missed calls came through Google Business Profile tracking.
February
The month opened with a heavy Google Business Profile call share and a healthy first-time caller count.
428Tracked calls
Call source mix
Maylands Dental Google Ads
22
412Answered
15Missed
215First-time callers
1m 55sAverage answered length
Median: 1m 34sRinging only: 1Answer rate: 96.3%
View February missed call details
| Time and date | Name | Contact number | Source |
|---|
| Feb 25, 3:27 pm | Keturah Rebero | +61 433 405 462 | Maylands Dental Google Ads |
| Feb 25, 8:11 am | Unknown | +61 420 301 189 | Maylands GMB Tracking |
| Feb 24, 3:26 pm | Robert Janssen | +61 497 609 787 | Maylands Dental Google Ads |
| Feb 23, 4:08 pm | Ksenia Podulova | +61 479 175 659 | Maylands GMB Tracking |
| Feb 20, 1:59 pm | Unknown | +61 478 143 823 | Maylands GMB Tracking |
| Feb 16, 2:07 pm | Unknown | +61 417 163 514 | Maylands GMB Tracking |
| Feb 16, 8:22 am | Claire Watson | +61 479 131 358 | Maylands GMB Tracking |
| Feb 13, 11:37 am | Unknown | +61 427 992 673 | Maylands GMB Tracking |
| Feb 12, 11:07 am | Unknown | +61 422 017 928 | Maylands GMB Tracking |
| Feb 10, 8:55 am | Unknown | +61 424 334 308 | Maylands GMB Tracking |
| Feb 9, 2:48 pm | Unknown | +61 439 753 060 | Maylands GMB Tracking |
| Feb 5, 7:39 am | Unknown | +61 479 119 005 | Maylands GMB Tracking |
| Feb 4, 3:18 pm | Michelle Lim | +61 468 916 353 | Maylands GMB Tracking |
| Feb 3, 5:29 pm | Unknown | +61 483 304 005 | Maylands GMB Tracking |
| Feb 2, 7:57 am | Lorraine Drandell | +61 432 179 177 | Maylands GMB Tracking |
March
March kept call volume high and showed the largest paid-search call contribution in the four-month period.
438Tracked calls
Call source mix
Maylands Dental Google Ads
91
423Answered
11Missed
208First-time callers
2m 02sAverage answered length
Median: 1m 41sRinging only: 4Answer rate: 96.6%
View March missed call details
| Time and date | Name | Contact number | Source |
|---|
| Mar 30, 8:34 am | Unknown | +61 412 969 922 | Maylands GMB Tracking |
| Mar 23, 7:49 am | Vicki Bellinge | +61 414 300 463 | Maylands GMB Tracking |
| Mar 21, 12:05 pm | Unknown | +61 421 869 041 | Maylands GMB Tracking |
| Mar 19, 9:56 am | Ashaan Krishnan | +61 416 145 277 | Maylands Number Pool |
| Mar 18, 8:59 am | Mason Buchanan | +61 432 963 935 | Maylands GMB Tracking |
| Mar 17, 1:43 pm | Stacey Handley | +61 437 713 176 | Maylands GMB Tracking |
| Mar 12, 3:07 pm | Puspa Pandey | +61 452 149 985 | Maylands Dental Google Ads |
| Mar 11, 6:01 pm | Catherine Murray | +61 474 465 184 | Maylands GMB Tracking |
| Mar 9, 1:14 pm | Kerry Cooper | +61 417 972 361 | Maylands GMB Tracking |
| Mar 9, 9:44 am | Unknown | +61 449 858 745 | Maylands Dental Google Ads |
| Mar 7, 1:52 pm | Unknown | +61 401 055 272 | Maylands GMB Tracking |
April
April was the cleanest handling month, with the highest answer rate and only one ringing-only call.
446Tracked calls
Call source mix
Maylands Dental Google Ads
68
434Answered
11Missed
165First-time callers
2m 00sAverage answered length
Median: 1m 44sRinging only: 1Answer rate: 97.3%
View April missed call details
| Time and date | Name | Contact number | Source |
|---|
| Apr 29, 5:14 pm | Garrett Merrick | +61 473 877 835 | Maylands Number Pool |
| Apr 22, 9:42 am | Eliza Taylor | +61 475 560 805 | Maylands GMB Tracking |
| Apr 22, 9:41 am | Eliza Taylor | +61 475 560 805 | Maylands GMB Tracking |
| Apr 21, 11:42 am | Unknown | +61 466 127 367 | Maylands GMB Tracking |
| Apr 16, 9:11 am | David Chia | +61 408 101 894 | Maylands GMB Tracking |
| Apr 15, 12:31 pm | Charles Owens | +61 411 773 521 | Maylands Dental Google Ads |
| Apr 15, 8:42 am | Anthony Phan | +61 420 606 293 | Maylands GMB Tracking |
| Apr 9, 1:36 pm | Unknown | +61 438 871 099 | Maylands GMB Tracking |
| Apr 7, 2:22 pm | Jessika Schofield | +61 413 184 373 | Maylands GMB Tracking |
| Apr 1, 12:52 pm | Debbie Carragher | +61 404 282 111 | Maylands GMB Tracking |
| Apr 1, 7:37 am | Unknown | +61 410 159 789 | Maylands GMB Tracking |
May
May finished with the highest overall call count, but it also carried the heaviest missed-call load in the available data.
478Tracked calls
Call source mix
Maylands Dental Google Ads
53
460Answered
18Missed
116First-time callers
2m 05sAverage answered length
Median: 1m 40sAnswer rate: 96.2%
View May missed call details
| Time and date | Name | Contact number | Source |
|---|
| May 29, 10:09 am | Mary Patricia Wolsey | +61 435 675 369 | Maylands Number Pool |
| May 28, 1:51 pm | Unknown | +61 488 082 356 | Maylands GMB Tracking |
| May 28, 8:49 am | Earl Henriques | +61 430 975 186 | Maylands GMB Tracking |
| May 26, 8:23 am | Unknown | +61 431 048 219 | Maylands GMB Tracking |
| May 25, 9:06 am | Aleta Luu | +61 452 625 382 | Maylands GMB Tracking |
| May 23, 1:54 pm | Gabriel Hesketh | +61 430 946 192 | Maylands GMB Tracking |
| May 21, 3:17 pm | Unknown | +61 439 952 825 | Maylands GMB Tracking |
| May 12, 5:29 pm | Eliza Taylor | +61 475 560 805 | Maylands GMB Tracking |
| May 12, 9:40 am | Amber Dyball | +61 433 247 371 | Maylands GMB Tracking |
| May 12, 9:40 am | Amber Dyball | +61 433 247 371 | Maylands GMB Tracking |
| May 11, 5:22 pm | Courtney Kourtesis | +61 428 027 590 | Maylands GMB Tracking |
| May 9, 9:16 am | Shoshana Kruger | +61 411 645 507 | Maylands GMB Tracking |
| May 8, 12:13 pm | Unknown | +61 448 504 209 | Maylands GMB Tracking |
| May 8, 12:13 pm | Unknown | +61 448 504 209 | Maylands GMB Tracking |
| May 7, 10:47 am | Unknown | +61 458 448 690 | Maylands GMB Tracking |
| May 6, 3:09 pm | Louise Giglia | +61 425 891 101 | Maylands GMB Tracking |
| May 6, 1:55 pm | Danielle Blackwell | +61 406 096 564 | Maylands GMB Tracking |
| May 1, 12:14 pm | Joanna Gurak | +61 400 106 305 | Maylands GMB Tracking |
Google Ads improved meaningfully across the four months, with the strongest gains showing in click-through rate and cost efficiency by May.
February
Search start point
February Google Ads position
February established the starting point for the four-month search trend, with lower traffic and higher click costs than the months that followed.
Performance takeaway
February delivered the lowest click volume and the highest CPC of the four-month period. The account was active, but it was paying more to attract each visitor than it did later.
Why it mattered
This was the baseline month before stronger alignment was established. Search demand was present, but the later improvements in CTR and cost efficiency had not shown up yet.
March Google Ads position
March pushed hardest on scale, reaching the highest click volume and spend while still improving on February’s response quality.
Performance takeaway
March was the month where scale arrived. Clicks climbed to 428, spend increased sharply, and both CPC and CTR improved against February at the same time.
Why it mattered
That combination suggests the account was not simply buying more traffic. It was attracting better-matched searchers while expanding reach, which is a healthier growth signal than volume alone.
April Google Ads position
April traded some scale for cleaner response rates, lifting quality metrics even as overall click volume eased.
Performance takeaway
April lowered spend and pushed CPC down again while lifting CTR higher than March. Click volume eased, but the response quality kept improving.
Why it mattered
This looks less like a drop-off and more like an efficiency month. The campaign appears to have filtered traffic more cleanly, which usually means less waste between the search, the ad, and the click.
May Google Ads position
May delivered the strongest response profile of the four months while operating on the lightest budget.
Performance takeaway
May produced the best CTR and the lowest CPC of the entire period, while also running at the lowest spend level.
Why it mattered
That is the clearest sign of tight campaign fit. Searchers appear to have been meeting more relevant ads, which made the account cheaper and more responsive even without March-level scale.
Meta Ads contributed more as an awareness and traffic support channel than a direct intent channel, with February standing out as the strongest month in the four-month period.
The May listing snapshot shows how the profile contributed to calls, website visits, and overall local visibility.
May performance snapshot
May performance snapshot.
Google Business Profile
Total views
2.14K
Overall profile views recorded in May.
Search views
1.38K
The larger share of discovery came through Search.
Maps views
760
Maps remained a meaningful secondary discovery source.
Website visits
345
Strong click-through volume from the listing into the website.
Calls
261
Call actions were the clearest demand signal inside the snapshot.
Conversations
0
No chat conversations were recorded in May.
Bookings
0
No bookings were recorded in May.
Google Business Profile highlights
Local discovery remained active in May.
The May snapshot shows that the listing was generating meaningful action, especially through calls and website visits. Search views led discovery, while Maps continued to contribute a meaningful secondary share of visibility.
This profile was not only being seen, it was also prompting direct action, which makes Google Business Profile an important part of the clinic’s local demand picture.
The landing page stayed active throughout the four-month period, with widget and contact-form leads appearing in every month.
Widget and contact-form enquiries by month
This view shows both the volume and the mix of web enquiries across the four months, making it easier to see how contact behaviour shifted over time.
56Total web enquiries recorded across February to May.
14Highest widget month, recorded in February.
5Highest contact-form month, recorded in May.
The landing page did not overtake Search as the main demand source, but it continued to produce direct hand-raisers every month. The mix also shifted over time, with form enquiries becoming more prominent by May, which suggests some visitors were willing to take a more deliberate contact step rather than only using the widget.
The live landing page is here: maylandsdentalcentre.com.au/landing-page/
Lead volume
March was the strongest month for opportunities.
March delivered 137 leads, supported overwhelmingly by Google Ads as the main named source.
Call handling
Call volume stayed consistently high throughout the period.
Tracked calls never dropped below 428 in any month, and answer rates remained above 96% across February to May.
Search performance
Google Ads efficiency improved materially by May.
Click-through rate climbed steadily across the period while cost per click improved meaningfully by May.
Landing page
The landing page kept producing direct hand-raisers every month.
Widget and contact-form submissions appeared in every month, giving Maylands a steady web enquiry layer alongside calls.
1
Move more of the existing New Leads further down the pipeline.
The largest opportunity in this period sits after the enquiry arrives. With a high number of opportunities still sitting in New Lead, tightening follow-up speed and next-step handling should help more of that existing demand progress into booked and won stages.
Expected outcome →More leads progressing into booked and won stages.
2
Protect the Google channels that are already driving intent.
Google Ads and Google Business Profile remained the clearest intent channels across the four months. Holding onto the efficiency gains in Search while monitoring Google Business Profile actions should help keep enquiry flow steady as conversion improvements are made further down the funnel.
Expected outcome →Stable enquiry volume while conversion work improves the middle of the funnel.
3
Keep improving the landing-page path from click to enquiry.
Web enquiries appeared in every month, which means the landing page is already part of the conversion path. Improving message clarity, contact flow, and the path into the widget or form should help Maylands capture more value from the traffic it is already attracting.
Expected outcome →Stronger conversion from the traffic Maylands is already attracting.