Dovedale ran seven campaigns between 1 August and 18 October 2026. The $3,257 that had a lead event attached returned 89 results at $36.60 each. The other $1,367 — 29.6% of spend — produced clicks and landing-page views but no trackable lead. This report keeps those two facts apart.
The account is doing two things at once: producing leads efficiently where the result event is set up, and spending without a measurable outcome where it isn't. Read those separately.
Three campaigns spent $1,367 — 29.6% of the account — with no lead event attached. They earned 1,513 link clicks and 829 landing-page views, so the traffic was real. All three are paused now. They cannot be judged on cost per lead, and they should not be written off as zero-lead campaigns until someone checks the booking system.
$3,257 produced 89 results at $36.60. Instant-form Invisalign leads cost $25.61, inside the $35 floor. Implant registrations cost $44.78, above it — but the newest implant campaign ran at $32.41. The blended $51.96 is not a fair score for either.
Weekly tracked results held at 6–10 through September, reached 16 in the week to 11 October, then fell to 6. The 23 September implant campaign supplied 7 of those 16 and was paused on 8 October. That is a level shift from a delivery decision, not a creative losing its audience.
The 89 is 38 instant-form leads plus 51 website registrations. A registration is a form completion, not a confirmed consultation. Keep the volume total; do not compare the two costs as if they measured the same thing.
Eleven full weeks, Monday to Sunday. Spend and results are separate charts on purpose — two scales on one axis would invent a relationship. Every value is in the table below.
The account's results held between 6 and 10 a week from late August through September, stepped to 16 in the week to 11 October, then dropped to 6. Spend over the same period fell from a $499 weekly peak to $274. That combination — less spend, more results — is why the 30-day cost per result improved 39%.
The final-week drop is not decay. The 23 September All-On-X campaign delivered 7 results in the week to 11 October and was paused on 8 October. Remove it and the last week looks like the weeks before it. The older All-On-X campaign also stopped spending entirely in the week to 4 October before resuming at about a quarter of its prior level. Both are level shifts caused by delivery decisions, not a creative losing its audience.
The warning is click efficiency. Account link CTR fell from a 3.1–3.7% peak in August to 1.3–1.4% in the last two weeks, while CPM rose from $18–28 to $30–36. At account level that is confounded by mix: August included a very cheap Invisalign campaign ($13 CPM) that is now paused. At campaign level, the older All-On-X campaign held a 2.2–3.1% CTR through September and October, while the current Invisalign lead form stayed between 0.5% and 1.2%, below the 1.5% floor. Treat it as a creative watch item for Invisalign, not an account-wide fatigue story.
The 30-day comparison is included for context, not as the diagnosis: the campaign mix changed materially between the two windows.
| Week | Spend | Tracked results | Cost / result | Link CTR | CPM | Avg daily freq | CPC | Implant results | Invisalign results |
|---|---|---|---|---|---|---|---|---|---|
| 3 Aug – 9 Aug | $435.88 | 7 | $62.27 | 1.74% | $25.41 | 1.44 | $1.46 | 0 | 7 |
| 10 Aug – 16 Aug | $305.21 | 5 | $61.04 | 3.72% | $18.53 | 2.17 | $0.50 | 0 | 5 |
| 17 Aug – 23 Aug | $377.44 | 3 | $125.81 | 3.11% | $27.99 | 1.54 | $0.90 | 3 | 0 |
| 24 Aug – 30 Aug | $496.25 | 7 | $70.89 | 1.86% | $27.44 | 2.00 | $1.47 | 7 | 0 |
| 31 Aug – 6 Sep | $454.91 | 6 | $75.82 | 1.23% | $13.65 | 3.47 | $1.11 | 6 | 0 |
| 7 Sep – 13 Sep | $492.67 | 10 | $49.27 | 1.47% | $27.14 | 1.61 | $1.85 | 6 | 4 |
| 14 Sep – 20 Sep | $498.97 | 8 | $62.37 | 1.54% | $27.47 | 2.06 | $1.79 | 7 | 1 |
| 21 Sep – 27 Sep | $432.07 | 8 | $54.01 | 1.48% | $19.62 | 2.81 | $1.32 | 3 | 5 |
| 28 Sep – 4 Oct | $324.37 | 8 | $40.55 | 1.80% | $30.33 | 1.51 | $1.69 | 4 | 4 |
| 5 Oct – 11 Oct | $391.07 | 16 | $24.44 | 1.40% | $36.21 | 1.33 | $2.59 | 11 | 5 |
| 12 Oct – 18 Oct | $274.18 | 6 | $45.70 | 1.29% | $30.77 | 1.29 | $2.38 | 4 | 2 |
| Table total · 3 Aug – 18 Oct | $4,483.02 | 84 | $53.37 | 1.82% | $23.94 | 2.15 | $1.31 | 51 | 33 |
Grouped by whether a result event was attached. A campaign with no event can still have worked; this export simply cannot prove it either way.
| Campaign | Category | Status | Ran | Spend | Results | Cost / result | Link CTR | CPC |
|---|---|---|---|---|---|---|---|---|
| (22 July) $5,000 OFF All-On-X | Implants | ✓ Working · live | 1 Aug – 14 Oct | $1,895.04 | 39 | $48.59 | 2.87% | $1.40 |
| 21 Aug | Invisalign For Just $3,289 🔴 | Invisalign | × No lead event | 21 Aug – 8 Oct | $971.03 | 0 | — | 1.36% | $0.95 |
| 9th Sept | Invisalign For Just $3,289 | Invisalign | ! Watch · live | 9 Sep – 18 Oct | $608.65 | 21 | $28.98 | 0.92% | $2.88 |
| (23 Sept) $5,000 OFF All-On-X | Implants | ❚❚ Paused 8 Oct | 23 Sep – 8 Oct | $388.87 | 12 | $32.41 | 2.10% | $2.22 |
| 30 July | Invisalign For Just $3,289 | Invisalign | – Retired | 1 Aug – 21 Aug | $364.66 | 17 | $21.45 | 1.70% | $1.23 |
| 21 Aug | Invisalign $3,000 OFF | Invisalign | × No lead event | 21 Aug – 8 Sep | $217.08 | 0 | — | 0.76% | $2.44 |
| 22 July | Invisalign For Just $3,289 | Invisalign | × No lead event | 1 Aug – 21 Aug | $178.74 | 0 | — | 3.97% | $0.44 |
Read: The account's engine. It took four weeks to record its first result — normal for a high-ticket implant audience — then settled at 6–7 a week through mid-September. The last two weeks ran at $16–20 per registration, but on only $65–79 of weekly spend, so do not extrapolate that cost to a large budget. CPM is exactly at the $40 implant ceiling.
Read: 21 leads at $28.98 overall, but the trend is the story: 4, 1, 5, 4, 5, 2 leads a week while weekly spend rose from $49 to $209. The final week cost $104 a lead. Link CTR is 0.92% against a 1.5% floor and CPC is $2.88 against a $2.00 ceiling. It is buying more traffic without more leads; the lead rate fell as delivery scaled.
Read: The cheapest implant source in the account while it ran: 12 registrations at $32.41 over 16 days, with the cost falling 119 → 41 → 15 as it left learning. It was paused on 8 October, after producing 7 results in its final week. Restart it, or record why it was stopped — this is the decision that matters most this fortnight.
Read: 17 leads at $21.45 in three weeks — the best lead-form economics in the period. CTR 1.70% and CPC $1.23 were inside both floors. It was replaced on 21 August. This is the control the current lead form has to beat.
Read: The largest untracked line: $971, 1,019 clicks and 478 landing-page views with zero tracked results. CTR 1.36% and CPC $0.95 were cheap, so the traffic was real. Landing-page views then collapsed to about one a week from 14 September — that points to a broken page or tag, not a sudden loss of interest. Paused 8 October.
Read: A weak test: $217, 89 clicks, no result event and a 0.76% CTR — half the 1.5% floor. 93% of clicks did reach the landing page, so the page loaded; the creative did not earn attention. Paused 8 September. Do not revive it as-is.
Read: The best traffic in the account: 3.97% CTR, $0.44 CPC and 268 landing-page views on $179. No lead event was attached, so none of it can be counted as a lead. Retired 21 August. The creative earned the clicks; the measurement was not there to catch what happened next.
The floors come from Aspire's Invisalign and implant playbooks. They are agency targets, not industry averages. We deliberately have not used an external dental benchmark: it would blend different offers and lead definitions, and would flatter or punish the account for reasons that are not the media.
| Reading | Dovedale | Floor or reference | Status |
|---|---|---|---|
| Cost per tracked result — all measured spend | $36.60 | < $35 | ! At the edge |
| CPC — implants | $1.49 | < $2.50 | ✓ Inside |
| CPC — all campaigns | $1.30 | < $2.00 | ✓ Inside |
| CTR — all Invisalign (incl. campaigns with no lead event) | 1.47% | > 1.5% | × Below |
| Cost per tracked result — 19 Sep–18 Oct | $39.17 | Portfolio median $38.48 | ✓ In line |
The portfolio check is a sanity test, not a target: Dovedale's $39.17 for the 30 days to 18 October sits essentially at the $38.48 median across Aspire's USD accounts — while carrying $1,367 of untracked spend. If the missing leads are real, the true cost is lower than either number.
The ad export ends at the click. It contains no names, phone numbers or bookings. Four checks need a person, not a dashboard.
38 in the period: 21 from the 9 September campaign (still running) and 17 from the 30 July campaign. They live in Meta Lead Center, not in this export. Confirm each one was contacted and whether they booked.
The 21 August “Invisalign For Just $3,289 🔴” campaign spent $971 between 21 August and 8 October, earned 1,019 clicks and 478 landing-page views, and recorded no lead event. Search the booking system and phone log for that window, especially anyone mentioning the $3,289 offer. If leads exist, the tracking is wrong. If not, the page or the offer is.
The All-On-X campaigns optimise to a website registration event. That is not a consultation. Match the 51 registrations to booked consults and tell us how many were qualified — that number decides how hard we scale implants.
“How did you hear about us?” plus the offer name. It is the only measurement that covers the campaigns the pixel misses, and it costs nothing.
Five actions, each tied to a number above. Nothing here is a rebuild — the account has working parts.
By 23 October. $32.41 per registration, falling, and it produced 7 results in its final week before the pause. If lead quality is acceptable, restart it. If not, close it and record why.
Until a new creative beats the 30 July control. The final week spent $209 for 2 leads ($104 each), with CTR below the 1.5% floor. The control did $21.45 a lead at 1.70% CTR.
$1,367 and 829 landing-page views produced zero measurable leads. Future campaigns use an instant form or a tested website event before spend starts.
After the restart decision. It ran at $16–20 per registration in the last two weeks, but on only $65–79 a week. Watch CPM against the $40 ceiling.
Internal, next reporting cycle. The account is not currently connected, so this report was built from a manual export. Direct access would add lead-level and response-time data.
Enough detail to check the work, not so much that it gets in the way.
leadgen.other) plus 51 website registrations (complete_registration). A registration is a form completion, not a confirmed consultation.What would change the read: a booking-system reconciliation for the three untracked campaigns, and a lead-quality count for the 51 registrations. Either could move the cost-per-lead conclusion materially — which is why both are at the top of the front-desk list.