Your ads are mostly buying back people who already searched “Just Pull It”.
We pulled the account by hand — no automated export. The foundation is fine. Most of the budget is buying your own name, the conversions are inflated, and half the spend sits on the two worst campaigns. Here’s what we found and what we’ll do about it.
Turning the dial up already failed once.
Over the last test, spend went up 80% and conversions only went up 7%. That means the account can’t absorb a bigger budget today — not without first opening real non-brand demand. That’s exactly what this audit fixes.
Five things we found. Five things we’ll fix.
In order of impact on new-patient growth. Each one is independently fixable; together they unlock the budget for real scale.
Most of your budget is buying back your own name.
59% of spend goes to branded searches account-wide, and 66% inside local campaigns. Those are people who already typed “Just Pull It” into Google — we’re paying to show up for them instead of capturing new patients. The audit confirms it: brand is leaking into non-brand campaigns because match types and structure aren’t split.
Split brand into its own dedicated, low-budget campaign so it stays cheap and protected. Then put real money on non-brand demand — tooth extraction, emergency dentist, “dentista cerca de mi” — with phrase match and a proper negative-keyword library.
The 3,229 “conversions” are not patients.
Conversion tracking is firing on button clicks, page views, and an old call counter. Three separate phone-call conversion actions, two of them duplicate click-to-call events, and the NexHealth booking page isn’t tagged at all. The bid algorithm is chasing the wrong thing.
Rebuild conversion actions: one primary action per real outcome — a NexHealth form submission and a unique inbound call ≥ 60 seconds. Deduplicate the legacy counters and let Smart Bidding learn from truthful data.
Half the budget sits on the two worst campaigns.
The Spanish and Display campaigns come in at $12+ per result — multiples worse than the local search campaigns — yet together they consume roughly half of monthly spend. Display in particular is bolted onto Search campaigns, quietly draining budget.
Pause Display inside Search campaigns immediately. Pull Spanish into its own keyword-translated and culturally-rewritten campaign (not a machine translation), with Spanish-language landing pages. Reallocate recovered budget into proven non-brand local search.
Turning the dial up already failed — once.
The last attempt to scale this account pushed spend +80% and only moved conversions +7%. The account can’t absorb a bigger budget today because there’s no non-brand demand surface to scale into.
Don’t scale yet. First open new non-brand search at controlled CPCs, prove cost-per-real-conversion is in range, then step into the $15K media budget in 20-30% monthly increments tied to performance gates.
The account has barely been touched in 12 months.
Ad changes have been limited to swapping promo copy. There’s no audience layer, no scheduling, almost no negative-keyword maintenance, no location extensions at the campaign level, and bidding is “Max Conversions” with no targets or caps. Branded traffic was masking everything.
Active daily management is the missing ingredient. Weekly negative-keyword sweeps, audience layering (CRM + RLSA + lookalike), dayparting after enough data, targets and caps on bid strategies, and proper location and call extensions.
Where the budget actually went.
Pulled from the raw search-term report (4,378 unique queries). Any term containing “just pull it” or “pull it dental” is classified as branded. Everything else is non-brand demand — the new patients we want.
$1,874 on branded queries vs $896 on everything else.
Non-brand conversion volume looks tiny — but most of these “conversions” are button clicks. The real ratio becomes clear once tracking is rebuilt.
The 59% / 66% brand spend figures in this audit come from the full-account call review; the 30-day file above runs slightly higher at ~68% because branded broad-match terms have crept further into non-brand campaigns recently. Same problem, same fix.
Top branded terms
| Search term | Clicks | Cost | Conv. |
|---|---|---|---|
| just pull it tampa | 204 | $312 | 66.2 |
| just pull it zephyrhills | 148 | $227 | 62.1 |
| just pull it spring hill fl | 140 | $222 | 64.5 |
| just pull it spring hill | 99 | $156 | 36.5 |
| just pull it dental | 155 | $139 | 43.3 |
| just pull it lutz | 89 | $126 | 35.2 |
| just pull it new port richey | 86 | $124 | 33.5 |
| just pull it | 91 | $112 | 27.4 |
| just pull it brandon | 47 | $60 | 19.0 |
| just pull it clearwater | 45 | $58 | 16.5 |
Cheap CPCs, high conversion rates — but these are people who’d have called you anyway. They belong in a ring-fenced brand campaign.
Top non-brand terms
| Search term | Clicks | Cost | Conv. |
|---|---|---|---|
| dentista cerca de mi | 12 | $35 | 2.0 |
| dentista general cerca de mi | 2 | $26 | 0.0 |
| extraccion de muelas | 7 | $22 | 0.0 |
| we pull it dentist | 19 | $22 | 6.0 |
| tooth extraction near me | 21 | $19 | 4.5 |
| we pull teeth | 19 | $17 | 5.0 |
| cheap dentist in new port richey fl | 6 | $17 | 1.0 |
| free dental clinic tampa | 5 | $16 | 0.0 |
| free dental implant programs near me | 5 | $16 | 1.0 |
| dentista en tampa florida | 1 | $16 | 1.0 |
| dentistas cerca de mi | 3 | $14 | 1.0 |
| clínicas dentales cerca de mi que hablen español | 9 | $12 | 0.0 |
| dentista cerca de mi ubicación | 2 | $12 | 1.0 |
| i need dental work but have no money | 3 | $11 | 0.0 |
| dentistas que hablen español cerca de mi | 5 | $11 | 0.0 |
A clear Spanish-speaker signal (“dentista cerca de mi”) and a clear price-sensitive signal (“cheap dentist”, “no money”). Both are real Just Pull It! buyers.
The whole account, item by item.
Seven sections, every line marked with an opportunity index. High = where we’ll start. Medium = next. Blank = working as intended.
Account Organization & Naming Conventions
Campaign Settings
Keywords
Landing Pages
Negative Keywords
Advanced Targeting
Google Ad Extensions
Aspen Dental is taking the headroom that belongs to you.
Your search impression share in your own markets is 13.75%. Aspen Dental’s is 38.46% — and they outrank you more than half the time you both show up. That gap is the opportunity.
- Roughly 86 of every 100 extraction / emergency-dentist searches in your service area happen without your ad in the picture.
- Aspen Dental wins non-brand because they’re built for it — they don’t waste budget bidding on their own name the same way.
- Closing even a third of that gap doubles your non-brand reach withouttouching the brand budget that’s already converting cheaply.
- This is exactly why scaling spend before fixing structure didn’t work last time. The demand surface has to exist before the budget can land on it.
Open the door. Fix the meter. Then scale.
The headline change isn’t any one tactic — it’s that the account stops being a set-and-forget box and starts getting worked every day.
Stop the bleed.
- Pause Display Network inside all Search campaigns.
- Pause the Spanish campaign in its current form; queue a clean rebuild.
- Fix campaign-level location targeting (Florida only, “Presence” not “Presence or interest”).
- First negative-keyword sweep based on the last 90 days of search terms.
- Inventory every existing conversion action; flag duplicates and the legacy call counter.
Rebuild the foundation.
- Implement NexHealth conversion tracking on form submissions.
- Consolidate phone-call conversions into one primary action (calls ≥ 60s).
- Split brand into its own dedicated campaign with capped budget and exact/phrase match.
- Migrate non-brand from broad to phrase match with a real negative-keyword library.
- Stand up Spanish as a separate campaign with translated and rewritten ads + Spanish landing page.
- Add Location, Call, Sitelink, Callout, and Structured Snippet extensions at the campaign level.
Turn on the learning loop.
- Layer audiences: CRM upload, RLSA on past site visitors, lookalike via Demand Gen.
- Switch Max Conversions to Target CPA once tracking has 30 days of clean data.
- Launch a small PMAX test to absorb Display intent without polluting Search.
- Weekly negative-keyword and search-term review cadence.
- First reporting deliverable: cost-per-real-conversion by campaign, by city.
Scale into the $15K budget.
- 20–30% monthly budget increases gated by cost-per-real-conversion staying in range.
- Dayparting and device-level bid modifiers based on actual call and booking data.
- Landing-page speed work on justpullit.dental.
- Quarterly business review: what worked, what to kill, where to scale next.
This audit was compiled by hand from the raw account data — no automated export. The action items above are what we’ll begin implementing on your behalf.