// PREPARED FOR

Dr Ramin Kardel — Birkbeck Dentistry

111 Station Road, Sidcup · August 2026 · Confidential

PAID SEARCH ANALYSIS

An established practice.
A well-earned reputation.
Absent from paid search
on every term that matters.

We reviewed how Birkbeck Dentistry appears across nine local search terms, from general enquiries through to your highest-value treatments. This page sets out what we found, and what it returns.

See the audit → Talk to your auditor

google.com/search?q=dentist+Sidcup UK

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// 01 — WHAT WE FOUND

Nine searches. Four conclusions.

We searched the terms a prospective patient in Sidcup would actually use — general enquiries, and each of your core treatments — and recorded exactly who appeared in the paid results.

FINDING 01

No one has claimed "premium local dentist"

Every paid advertiser across these searches is either a discount-led national chain or a non-local group buying blanket geo-terms. None lead with reputation, tenure, or clinical quality — the positioning Birkbeck already has organically is unclaimed in paid search.

FINDING 02

One local competitor is already active

Ardent Sidcup Dental Clinic, on Halfway Street, is the only genuine local practice bidding — appearing on implant searches for both Sidcup and Bexley, and on Invisalign Sidcup. It is currently the sole local operator capturing this traffic.

FINDING 03

Competitor execution is inconsistent

Several paid placements are mistargeted — a dental-tourism advertisement appearing against a Chislehurst search, an implant-clinic advertisement appearing against a veneers query. The bar for a well-targeted campaign in this space is not high.

FINDING 04

Smile makeover searches carry no paid competition

"Smile makeover Sidcup" returned zero paid results. Birkbeck already ranks organically for this term — making it the lowest-cost, lowest-risk starting point to establish a track record before committing further budget to implants or Invisalign.

// 02 — THE SEARCH RESULTS THEMSELVES

What a patient searching today
actually sees.

Select a term below to view the paid and organic results as they currently stand. Birkbeck's organic listing is marked throughout.

dentist Sidcup

Google · UK · 17 Aug 2026

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// 03 — RETURN MODEL

Set your own budget and
average case value.

Adjust the sliders to reflect your own assumptions. The proposed structure is a £950/month retainer plus a success fee per case won.

How this model works: Ad spend converts to clicks, clicks to enquiries (3.2%), enquiries to booked consultations (60%), and consultations to completed cases (35%). Spend is weighted toward the uncontested terms first — smile makeover and general enquiries — with implants and Invisalign phased in as budget and proof allow.

Average case value across treatment mix

£4,500

Monthly ad budget

£700/mo

Assumptions: Blended CPC: £4.34 · Click→enquiry: 3.2% · Enquiry→consultation: 60% · Consultation→case: 35% · Gross margin: 55%
Defaults shown reflect the conservative year-one figure. Move to £1,200/mo spend and a £5,000 average case value to see the realistic scenario.

ADDITIONAL CASES WON (ANNUAL)

~13 cases

GROSS PROFIT ON ADDITIONAL CASES

~£31,900

Retainer: £11,400/yr
Ad spend: £8,400/yr
Net return: +£12,100

ROAS — TOTAL INVESTMENT

1.61×

FEE + AD SPEND

£19,800 total

// 04 — 12-MONTH RETURN CURVE

Smile makeover first.
Implants and Invisalign as it proves out.

Select a scenario to see cumulative net return build across the year. Spend is weighted toward the uncontested terms early, with the more contested treatment terms phased in once tracking and conversion data are established.

Cumulative net return Break-even

Conservative scenario: the first quarter is spent establishing tracking and launching on the uncontested smile-makeover term. Cases begin converting from month 3 onward. Cumulative year one: approximately +£12,000.

// 05 — THE PROPOSAL

A structure weighted toward proof, not upfront cost.

A modest monthly retainer, with the majority of our return tied to cases actually won.

MONTHLY RETAINER

£950

per month

Covers campaign management, tracking, and monthly reporting. No setup fee. Ad spend goes directly to the platforms.

SUCCESS FEE PER CASE WON

Invisalign course	£150
Veneers or implant case	£250
Full smile makeover	£400

Success fees apply only to cases attributable to paid search activity, verified against practice records each month.

What's included: Google Search across Sidcup, Bexleyheath, Blackfen and Chislehurst · campaign structured around the uncontested and lower-competition terms first · enquiry and consultation tracking · monthly reporting tied to cases won

Prince Enwere — Marketing Science Lead

020 3761 4045 · thinkingman.co.uk · Frognal Place, Sidcup, DA14 6LR

Get in touch

An established practice.A well-earned reputation.Absent from paid searchon every term that matters.

Nine searches. Four conclusions.

What a patient searching todayactually sees.

Set your own budget andaverage case value.

Smile makeover first.Implants and Invisalign as it proves out.

A structure weighted toward proof, not upfront cost.

An established practice.
A well-earned reputation.
Absent from paid search
on every term that matters.

What a patient searching today
actually sees.

Set your own budget and
average case value.

Smile makeover first.
Implants and Invisalign as it proves out.