Insights
Field notes on lowering cost per acquisition
Plain-language writing on how we find demand, cut wasted spend and turn search intent into customers. Each post explains the reasoning we use on client accounts, so you can apply it to yours.
Why we write
One number runs through every post
Rankings, clicks and followers are easy to report and easy to inflate. None of them tells you whether marketing is paying for itself. The number that does is the cost to win a customer, and every post here comes back to it.
We write about what we see on real accounts: SEO that ranks for the wrong searches, ad budgets spent on clicks that never book, and dental practices that are good at dentistry but hard to find. If something here sounds like your business, turn these notes into a plan for your business.
Latest posts
Read the notes
Why ranking isn't the goal
Is SEO worth it? Only if it lowers what a customer costs you. The math we show clients, and why we measure SEO by cost per acquisition, not position.
Paid and CPALowering ad costs without losing leads
The three leaks we find in most Google Ads accounts, what Google Ads costs in Canada, and the intent rebuild we run to cut waste.
Local and dentalDental marketing ideas that book patients
Skip the gimmicks. The few ideas that move cost per new patient, in the order we would run them, including the referral program most practices skip.
Local and dentalWhat actually books new dental patients
Where the searches that lead to a booked visit happen, and how a practice shows up in the map pack, in reviews and on its own pages.
Topics
Where the notes lead
Each post connects to a service we run. The SEO notes come from our work on SEO priced on cost per lead. The paid notes come from accounts where we run PPC managed on cost per lead. The dental notes come from our dental marketing program, which serves clinics in Canada, the US and the UK.
Curious about who writes these field notes? Corey directs every account, backed by a core team and a network of specialists, and the posts come out of that client work.
Want this thinking on your account?CBAJ
Send us your goal and we will reply with a one-page plan, usually within one business day. Or ask for a call if you would rather talk it through.