Biggest Win
21
Summary
What Happened Across February to May
A quick business view of the most important outcomes across February to May 2026.
Strongest Area
Organic Calls
Main Opportunity
62 Leads
Next Month Focus
Lead Quality
Learned
What We Learned
The strongest patterns across the period point to improving main-pipeline conversion, reliable search demand, and softer Invisalign lead progression.
Strongest Result
Main-pipeline booking momentum improved in May
Main-pipeline consultations booked moved from 12 in February, to 11 in March, to 10 in April, before lifting to 21 in May. May was the strongest booked-consult month across the period.
Best Performing Channel
Search kept driving the most reliable call demand
Organic search produced the largest share of calls each month, which aligns with the May website traffic mix where organic traffic led at 473 visitors.
Growth Opportunity
Invisalign demand was present, but conversion stayed soft
The Invisalign pipeline recorded 20 leads in February, 15 in March, 13 in April, and 14 in May. Most of those leads were still tagged Not Interested, with only a small number progressing to Treatment Accepted.
Creative Insight
Invisalign-themed video creative held attention most consistently
The best-performing Meta video theme focused on Invisalign candidacy across February, March, and April, before a myth-busting Invisalign message became the strongest attention driver in May. Educational Invisalign messaging clearly held attention most consistently across the period.
Creatives Delivered
Graphics
Creative activity stayed active across the period, with March carrying the highest volume because that month included ad creative sets alongside the regular posting mix.
Creatives Delivered
Videos
Video creative leaned heavily into educational Invisalign messaging, with candidacy and myth-busting themes attracting the strongest attention.
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New Patient Numbers
Full New Patient History
New patient performance is shown against prior years, with 2026 currently tracking from January to May.
2026 So Far
This year is ahead of the last two years, but not yet back to the earlier highs
January to May 2026 totals 299 new patients. That is 10 above 2025 over the same months and 51 above 2024, but still 29 behind 2022 and 33 behind 2023.
Monthly Shape
The year started well, then softened after February
2026 moved from 56 in January to 67 in February, then eased to 64 in March, 57 in April, and 55 in May. That gives the year a clear early peak followed by a gradual slide into the most recent two months.
Year-On-Year Read
Q1 looked competitive, but May finished below most previous May results
February 2026 was just one patient short of the strongest February result across the comparison years, and March stayed above 2025. April slipped slightly below 2025, while May at 55 came in below 2022, 2023, and 2025, beating only 2024's 52.
Leads
Main Pipeline and Invisalign Pipeline
Main pipeline and Invisalign pipeline performance are shown month by month.
Calls
Monthly Call Performance
Monthly call performance shows demand volume, answer rate, the largest identifiable source groups, and missed-call activity.
Meta Ads
Monthly Meta Performance
Meta performance is shown by month, including spend, reach, efficiency, and the strongest campaign theme by reach.
Google Ads
Paid Search Results
Google Ads showed a gradual softening in click volume and CTR from February through May, even as spend remained active every month.
Website Traffic
May Website Traffic
May traffic was led by organic search, with paid traffic forming the next-largest grouped channel after ad-related labels were consolidated.
Up 4.25% vs last 31 days
1.08K
Visitors
Source Mix
Landing Pages
Landing Pages
The active landing page URLs used in this period are listed below, alongside the strongest tracked activity tied to the main paid-search landing page.
Google Business Profile
Google Business Profile Performance
Google Business Profile remained a meaningful local discovery channel, led by search visibility and call activity.
Visibility
1.34K
Total GBP views across the last 30 days, including 1.05K search views and 291 maps views.
Action Volume
109
Calls were the strongest measurable action from Google Business Profile, alongside 79 website visits.
Tracking Note
0
Conversations and bookings were both recorded at 0 in this period, which suggests the strongest measurable response is still coming through calls and website visits.
Search Views
1.05K
Maps Views
291
Website Visits
79
Wins
Key Wins and Opportunities
A high-level view of the strongest results, biggest opportunity, and the main area to keep watching.
Biggest Win
May booked consultations lifted strongly
The main pipeline recorded 21 consultations booked in May, which was the best booked-consult month across the February to May set.
Strongest Growth Area
March and May were the busiest call months
Inbound call totals reached 71 in March and 73 in May, showing strong active demand periods at both the end of Q1 and late in the reporting window.
Best Performing Channel
Search remained the most reliable demand source
Organic search led the call mix every month and also topped the May website traffic mix.
Biggest Opportunity
Improve Invisalign conversion
The Invisalign pipeline produced steady volume, but the dominant stage outcome remained Not Interested. More of that spend can work harder if more leads reach consultation stage.
Area To Watch
Google Ads efficiency softened by May
Clicks fell from 168 in February and 178 in March to 137 in May, while CTR dropped from 12.85% to 9.97% in the same period.
Strategic Insight
Educational video hooks kept attention longest
The repeated top-performing Meta creatives focused on Invisalign education and myth-busting themes, which gives a clear direction for future content and ad testing.
Action Plan
What We Should Do Next
These next steps are designed to improve booked consultation outcomes rather than simply increase activity.
1
Tighten Invisalign follow-up
Review the first-touch and follow-up sequence for Invisalign leads so more interested contacts move beyond the Not Interested outcome and into booked consultations.
2
Double down on winning education hooks
Keep testing educational Invisalign angles, especially candidacy and myth-busting themes, because those were the most consistent attention drivers in Meta performance.
3
Protect search-driven demand
Organic search and GBP continue to carry meaningful enquiry value, so local visibility, high-intent service pages, and fast response handling should stay protected.