248% more leads, 78% lower cost per lead
Over a 3-month comparison window, St Cuthbert's Dental Surgery saw a 248% increase in leads while cost per lead dropped 78%. Part of the TDMP dental group.
The challenge
St Cuthbert's Dental Surgery is a UK dental practice and one of the 14 practices in the TDMP group. We manage their Google Ads as part of the TDMP portfolio. During the baseline period (March–May 2025), the practice was generating 44 leads at a cost per lead of £33.57, with a conversion rate of 8.03%.
What we did
We rebuilt the Search campaigns around the treatments the practice actually wants to sell and tightened the local area targeting so the budget only went on local patients. We pointed the ads at dedicated landing pages with enquiry forms so we could measure real bookings, not just clicks, and added reCAPTCHA when spam started coming through so the practice's inbox stayed clean. Cleaning up the targeting and improving the landing pages is what drove the big jump in conversion rate.
The results
In the following 3 months (June–August 2025), leads surged from 44 to 153 — a 248% increase. Cost per lead dropped from £33.57 to £7.38 — a 78% reduction. Conversion rate more than doubled from 8.03% to 18.55%.
