The diary has gaps. The ads bill never does.
You can see the bookings. You can't see which ones the marketing brought in, and neither can the agency sending you the invoice.
Proof
A dental practice, East of England
47.5 conversions at £12.49 each
We took over an account someone else had built. Fixing what already existed got it there in a month.
Full case study and method →* ONE PRACTICE, ONE MONTH *
Conversions47.5
Cost each£12.49
Emergency campaign15% CONV
Ad credit found£460.00
Source: client Google Ads account, Jun-Jul 2026. Audit findings: ARIM audit, 2026.
Pay per qualified lead. Audited, not asserted.
"Qualified lead" isn't our opinion: the definition sits in the contract, and every billed lead is traceable in the dashboard.
* THE PATIENT PIPELINE *
1 Ads built around treatments and urgency
2 Lead verification you can check
3 Watchtower monitoring
4 A report your practice manager can read
Monthly base£200
Per qualified lead£10
A qualified lead: a verified booking completion, form submission, or tracked call of 30 seconds or more, from paid traffic, bot-filtered and deduplicated.
Leads below the agreed floor? You pay the base fee only
Our income depends on leads arriving, which is exactly how you want your agency's incentives pointed.
Asked by principals and practice managers.
Start with the free audit
48 hours, written report, yours to keep.
If your current setup is leaking nothing, you'll know for certain and it cost you nothing.