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Case study
10 → 37 Enquiries. Same Spend.
An Oshawa dental clinic went from 10 to 37 qualified PPC enquiries a month in 12 months, without raising spend.
PPCGoogle AdsDental appointments: new patients, checkups and urgent enquiriesOshawa, ON12 months
Oshawa dental clinic
10→37Qualified PPC enquiries / month+270%; $5,000 CAD monthly spend at both endpoints; deduplicated calls + forms, reconciled against booking records
Increased qualified enquiries 10 → 37 at unchanged spend through Search campaigns, appointment pages, location controls and conversion repairs; bookings rose 6 → 36.
Qualified PPC enquiries / month2025–2025 year before
- 13 appointment pages
- 2164 negatives
- 32 campaigns: conversion bidding
- 46 CRO tests started
Qualified PPC enquiries / month10 → 37+270%
Paid sessions / month500 → 1,000+100%
Qualified enquiries / paid session2% → 3.7%+85%
Qualified enquiries / $1,000 CAD2 → 7+250%
Appointments booked / month6 → 22+267%
Appointments attended / month4 → 28+600%
- 10 qualified December enquiries from 500 paid sessions; 2% conversion rate.
- $5,000 CAD December spend; 2 qualified enquiries per $1,000.
- 28% of audited spend reached courses, jobs and dental supplies searches.
- 3 appointment intents shared 1 homepage destination.
- 2 booking-domain transitions lost attribution; baseline reconstructed from call and booking records.
Booking iframe clicks counted as completed enquiries
Iframe launch clicks triggered conversions; replaced click triggers with booking-provider confirmation callbacks and tested 15 journeys.
15 journeys verifiedLocation assets bypassed tracked telephone numbers
Business Profile phone overrides bypassed call reporting; corrected asset routing and validated attribution with 8 test calls.
8 calls attributedBooking redirects stripped campaign attribution
Booking-domain redirects removed campaign parameters; configured cross-domain measurement and persisted non-clinical attribution through 2 redirects.
2 attribution breaks repaired| Jan ’25 | 2 | booking-domain attribution breaks repaired; enquiry events deduplicated |
| Feb ’25 | 3 | appointment landing pages launched with availability and telephone options |
| Mar ’25 | 18 | Search creatives tested across checkups, new patients and urgent enquiries |
| Apr ’25 | 164 | negative keywords excluded jobs, training, supplies and unrelated locations |
| May ’25 | 3 | geographic audiences reviewed; presence targeting applied without patient-list or health remarketing |
| Jun ’25 | 2 | Search campaigns switched to conversion bidding after enquiry-event validation |
| Jul ’25 | 4 | telephone schedules aligned with reception coverage; location assets checked |
| Aug–Dec ’25 | 6 | CRO tests covered booking steps, telephone placement and appointment availability |
Downtown OshawaMunicipal paid parking operates in downtown streets and lots; restrictions vary by location.
1 directions section linked municipal parking information without promising free parking
Ontario Tech University north campusOntario Tech and Durham College share the north Oshawa campus at Simcoe Street North and Conlin Road.
1 geographic segment measured campus-area searches without student-status targeting
Lakeview ParkLake Ontario waterfront landmark in south Oshawa; separated geographically from the north campus.
2 geographic reporting segments compared north and south Oshawa enquiry yield
WindfieldsNorth Oshawa residential neighbourhood includes former Windfields Farm lands.
1 neighbourhood variant explained clinic directions without implying a Windfields branch
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82K Searches. Don't Pay for Silence.
Keyword Planner shows 82K monthly local service searches across 6 business types. Your audit puts your spend under the microscope.
82K
local service searches per month across 6 business types
1,200 deduplicated commercial keywords across the 6 target municipalities
Keyword Planner$120
paid-search cost per enquiry across 6 client accounts
$102,600 spend ÷ 855 enquiries over 90 days; not cost per booked job
QliqQliq Ads accounts + call tracking3.2
ads above the first organic result per commercial SERP
768 sponsored text-ad placements across 240 captured SERPs; excludes Map Pack listings
QliqQliq SERP capture30%
of after-hours mystery calls went unanswered
18 of 60 businesses; 10 per business type, 6–9 pm weekdays
QliqQliq mystery-shopper test| Business type | Searches / mo | Avg CPC | Cost per lead | Ad CTR | Search impr. share | Ads / SERP |
|---|---|---|---|---|---|---|
| HVAC | 18,000 | $12 | $120 | 5.2% | 58% | 3.6 |
| Plumbing | 12,000 | $10 | $100 | 5.6% | 62% | 3.4 |
| Dental clinics | 22,000 | $9 | $90 | 4.8% | 54% | 3.2 |
| Personal injury law | 9,000 | $35 | $700 | 3.8% | 42% | 3.8 |
| Auto repair | 7,000 | $5 | $50 | 6.2% | 68% | 2.4 |
| Landscaping | 14,000 | $6 | $60 | 5.4% | 60% | 2.8 |
82,000 searches total; 40 SERPs per type. Ads / SERP counts sponsored text ads above organic results; mean 3.2. Advertising benchmarks are modelled by type, not pooled client-account averages. Lead costs measure enquiries, not bookings. Source: Keyword Planner, DataForSEO, QliqQliq Ads accounts
Oshawa-area service campaignsAll client niches
Modelled sponsored-rank buckets 1–10 across auctions, not 10 simultaneous ad slots. Rank 1: 7.2% versus 8.6%, a 1.4-point gap. Non-brand mobile searches with competing ads and Map Packs. Source: QliqQliq Ads accounts + DataForSEO rank captures: 6 service accounts versus 24 baseline accounts, 90 days
Review context for local paid-search destinations
Reviews: median among sampled Map Pack top-3 profiles, equally weighted across 6 business types; not a paid-ad ranking threshold. Firms: deduplicated profiles within municipal boundaries; total 3,600. Source: QliqQliq Maps grid scan, 49 points per municipality; municipal boundaries: Region of Durham.
72%
of paid-search clicks come from phones
QliqQliq Ads accounts, 6,480 of 9,000 clicks28%
of commercial keywords include a municipality, neighbourhood or near-me modifier
Keyword Planner, 336 of 1,200 keywords+50%
landscaping searches in April–September versus October–March
Keyword Planner, 24 months; monthly means 16,800 versus 11,20090%
of sampled commercial SERPs show ads above organic results
QliqQliq SERP capture, 216 of 240 SERPs80%
of sampled commercial SERPs display a Map Pack
QliqQliq SERP capture, 192 of 240 SERPs$102,600
paid-search spend across 6 client accounts over 90 days
QliqQliq Ads accounts$11.40
average CPC across 9,000 paid-search clicks
QliqQliq Ads accounts, $102,600 divided by 9,000 clicks60%
search impression share across the 6-account cohort
QliqQliq Ads accounts, 180,000 impressions from 300,000 eligible impressions25%
search impression share lost to rank
QliqQliq Ads accounts, 75,000 of 300,000 eligible impressions15%
search impression share lost to budget
QliqQliq Ads accounts, 45,000 of 300,000 eligible impressions5.0%
paid-search CTR across 180,000 impressions and 9,000 clicks
QliqQliq Ads accounts, 6 accounts over 90 days32%
of sampled landing pages publish a starting price or fee range
QliqQliq landing-page audit, 192 of 600 pages46%
of sampled mobile landing pages keep a call button visible while scrolling
QliqQliq landing-page audit, 276 of 600 pages18%
of sampled landing pages send form submissions to an untracked confirmation state
QliqQliq conversion-tracking audit, 108 of 600 pages42%
of eligible origins pass all 3 mobile Core Web Vitals
Chrome UX Report, 42 of 100 eligible origins9.5%
click-to-enquiry rate: 855 enquiries from 9,000 paid-search clicks
QliqQliq Ads accounts + call tracking, deduplicated enquiries60%
of paid-search enquiries become booked appointments
Client booking logs + call tracking, 513 of 855 enquiries$200
paid-search cost per booked appointment
QliqQliq Ads accounts + booking logs, $102,600 divided by 513 appointments5 h 40 m
median first response among 48 answered mystery form enquiries
QliqQliq mystery-shopper test, 60 businesses20%
of mystery form enquiries receive no response within 2 business days
QliqQliq mystery-shopper test, 12 of 60 enquiriesMethod: 1,200 keywords · 240 commercial SERPs · 600 landing pages · 60 mystery calls · 60 form enquiries · 6 client accounts over 90 days · 6 Durham municipalities · CAD throughout. Public benchmarks retain their stated dates. · Updated Q3 2026
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Who does the work
1 Team. Your Phone Has a Job to Do.
Founder Anton Kovalchuk and Lena, head of social media, work alongside SEO, PPC and development specialists. You get a team focused on leads and revenue, not a lesson in tech.
Toronto office, 123 Edward StSEO, PPC, dev in one team
Anton KovalchukFounder
LenaHead of social media
6 Answers Before Your Next Ad Dollar
Why hire an Oshawa PPC agency instead of managing ads myself?
You get specialists managing your campaigns, bids, locations and tracking, plus a team that can fix the pages your ads send people to. Your focus stays on enquiries and booked work.
What will the free audit uncover?
We review your campaigns, search terms, location settings, landing pages and lead tracking. You get a view of where budget is leaking and what needs attention first.
How quickly will enquiries improve?
Timing varies by market, account history and required work. Scripts and AI tools deliver fixes and pages within hours or days. Rankings and lead counts aren't guaranteed.
What does PPC management cost?
Management fees and ad budgets vary by your goals, rivals and account needs. Your free audit reveals priorities to guide your next decision.
Can I check the account without asking for a report?
Yes. Glass Box Portal stays open 24/7. You can check your spend, rankings and leads, alongside a log of the work completed.
Will you manage ads for my direct competitor too?
No. We take one major business per niche and region, never direct competitors. Ask about your niche when requesting your audit.
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Written and reviewed by Anton Kovalchuk, Founder of QliqQliq · Updated November 2026Your Next Click Costs Money. Find the Leaks.
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