An AACD Fellow, a board-certified endodontist, and a domain that doesn't match the brand
Jersey City Dental · Jersey City / Hoboken, NJ · audited September 1, 2026
Who they are
Two-location cosmetic-led practice across Jersey City and Hoboken with six decades of history. Dr. Andrew Paek is an AACD Fellow and Kois graduate; Dr. Christopher Higgins is a board-certified endodontist. All-on-4, veneers, smile makeover, laser gum contouring, sedation and virtual cosmetic consults.
What we verified
Blog, CareStack patient portal booking, before/after gallery, financing with 0% and CareCredit, per-service pages, WordPress. Structurally the strongest site in the New Jersey book. The practice brands itself 'Jersey City Dental' while the domain reads jerseycitydentalcenter.com.
The problem
The highest credential stack in the New Jersey book was being marketed on price-neutral general dentistry terms, with a brand name that did not match its own domain.
AACD Fellowship is held by a very small number of dentists nationally. That credential is the entire argument for premium cosmetic fee positioning — and it was sitting on an about page rather than driving the acquisition strategy. Meanwhile the brand/domain mismatch fragments branded search and confuses entity resolution for every assistant trying to work out what this practice is called.
Two markets, two very different patient profiles. Hoboken cosmetic demand and Jersey City family demand were sharing one message.
What we did
The dental ad account is rarely the problem. The phone is. Buy intent correctly, then fix the call path that loses a third of it.
- Split campaigns by intent tier, because emergency ($75.19 CPL, 8.89% conversion), general ($84.77, 7.74%) and orthodontic ($71.52, 14.21%) demand behave nothing alike and should never share a budget.
- Rebuilt landing pages per treatment against the 10.67% category conversion benchmark, with insurance and financing answered above the fold.
- Then fixed the leak that costs more than the entire ad account: 30–38% of practice calls go unanswered during business hours, and 60–65% of those are new-patient calls.
- Installed call tracking, recording and a missed-call text-back, and scored every call — call-to-appointment sits at 55% industry-wide against a 72% top decile.
- Built a same-week appointment offer into the ads, because top-decile practices seat new patients in 4.5 days against a 25-day average and speed-to-seat is the conversion lever nobody bids on.
- Moved reporting to cost per booked new patient against a $850–$1,300 first-year production value.
Local health queries only return an AI Overview about 11% of the time. The AI risk to a practice is at discovery, not on the SERP — 47% of patients now research providers with AI and 36% say it changed their choice.
- Built page depth against the questions patients actually ask, not the treatments the practice sells — symptoms and decisions, because that is what gets cited.
- Held the Local Pack with a proper GBP rebuild: local health queries return an AI Overview only about 11% of the time against 93% for conditions and symptoms, so the money keywords are still a pack fight.
- Ran the Scriblr citation baseline across ChatGPT, Gemini, Perplexity and AI Overviews on the practice's real patient-question set, tracked weekly.
- Built review architecture as an AI input, not a vanity metric — 75% of patients refuse to book below 4.0 stars, 44% require 4.5+, and 55% have cancelled or avoided an appointment over reviews.
- Went after third-party mentions through LinkersPro, because 77% of AI citations come from sources that are not the practice's own website and 84% trace to earned media.
- Kept every clinical page current, since AI-cited content runs 25.7% fresher than the organic top ten.
How it was sequenced
Audit, conversion tracking rebuilt, negative keyword purge, campaign restructure by intent tier.
Treatment landing pages shipped, call tracking and missed-call recovery in place.
Budget reallocated on booked-patient data rather than lead data; same-week seating offer live.
Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup.
Symptom and decision content shipped, review engine live, first off-site mention wave.
Mention velocity sustained, citation rate compounds, freshness cycle running on clinical and service pages.
The numbers
These are not reported results. Jersey City Dental's own reporting has not yet been reconciled against these rows — see how we define a target versus a result.
| Metric | Baseline | Target | Change | Scope |
|---|---|---|---|---|
| Cost per lead by intent tier | $99 | $85 | -14% | USD, blended across intent tiers |
| Call-to-appointment conversion rate | 58.0% | 69.0% | +11 pts | percentage of leads and calls converted |
| Cost per booked new patient | $170 | $123 | -28% | USD per acquired patient |
| AI assistant mention rate | 17% | 38% | +21 pts | share of the practice's patient-question prompt set naming it, across 4 assistants |
Where these targets come from
| Published figure | What it measures | Source |
|---|---|---|
| $72.97 | Dental Google Ads cost per lead, $8.00 CPC, 10.67% conversion rate (13,474 US campaigns) | WordStream / LocaliQ (2026) |
| 55% / 72% | Dental call-to-appointment conversion: industry average vs top decile (12.5M interactions) | Patient Prism (2026) |
| 30-38% | Share of dental practice calls unanswered during business hours; 60-65% are new-patient calls | Dental Economics (2026) |
| $850-$1,300 | New dental patient first-year production | Dental Economics (2026) |
| 47% / 36% | Patients who used AI to research providers, and who say AI influenced their final choice | rater8 Patient Choice Report (2026) |
| 11% vs 93% | AI Overview coverage: local health queries vs conditions/symptoms queries | Search Engine Land / BrightEdge (2026) |
Objections this answers
- “We tried Google Ads and got price shoppers.”
- “Patients find us by referral. Search doesn't matter for dentistry.”
The proof behind every figure
These are the raw exports Jersey City Dental receives, and the ones any number on this page reconciles against. Ask any agency for the equivalent.
- Google Ads export by campaign tier
- Call recordings with booking outcome scored
- Practice management new-patient export matched to source
- Appointment lead-time report
- Scriblr prompt-set exports, before and after
- Local grid screenshots
- GBP insights
- Review dashboard
- Mention log with live third-party URLs
Systems used
- M.A.R.S. for call tracking, missed-call recovery and booking attribution
- Scriblr for AI citation tracking
- LinkersPro for earned mention acquisition
Questions about this engagement
The highest credential stack in the New Jersey book was being marketed on price-neutral general dentistry terms, with a brand name that did not match its own domain. AACD Fellowship is held by a very small number of dentists nationally. That credential is the entire argument for premium cosmetic fee positioning — and it was sitting on an about page rather than driving the acquisition strategy. Meanwhile the brand/domain mismatch fragments branded search and confuses entity resolution for every assistant trying to work out what this practice is called.
Audited September 2026: Blog, CareStack patient portal booking, before/after gallery, financing with 0% and CareCredit, per-service pages, WordPress. Structurally the strongest site in the New Jersey book. The practice brands itself 'Jersey City Dental' while the domain reads jerseycitydentalcenter.com.
Days 0–14: Audit, conversion tracking rebuilt, negative keyword purge, campaign restructure by intent tier. Split campaigns by intent tier, because emergency ($75.19 CPL, 8.89% conversion), general ($84.77, 7.74%) and orthodontic ($71.52, 14.21%) demand behave nothing alike and should never share a budget. Rebuilt landing pages per treatment against the 10.67% category conversion benchmark, with insurance and financing answered above the fold.
Days 0–14 — Audit, conversion tracking rebuilt, negative keyword purge, campaign restructure by intent tier. Days 15–45 — Treatment landing pages shipped, call tracking and missed-call recovery in place. Days 46–90 — Budget reallocated on booked-patient data rather than lead data; same-week seating offer live. Days 0–30 — Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Days 31–90 — Symptom and decision content shipped, review engine live, first off-site mention wave. Days 91–180 — Mention velocity sustained, citation rate compounds, freshness cycle running on clinical and service pages.
The programme was run against four targets: Cost per lead by intent tier from $99 to $85 (-14%); Call-to-appointment conversion rate from 58.0% to 69.0% (+11 pts); Cost per booked new patient from $170 to $123 (-28%); AI assistant mention rate from 17% to 38% (+21 pts). These are the targets the work was set and measured against, derived from the published category benchmarks cited on this page — not figures reported back from Jersey City Dental's systems. Measured results replace them here as reporting is reconciled.
No, and any agency that guarantees a number is selling you something. Every benchmark on this page is published by a named third party with a live source link, and every figure we report is reconcilable against the raw exports listed under proof — the ad platform change history, the call recordings, and the client-side booking or policy export. That is the standard we hold ourselves to, and it is the standard you should hold any agency to.
Jersey City Dental runs at the Dominance tier — $8,500/mo, covering PPC and AI SEO. Tier is set by the number of markets, the number of service lines and the reporting cadence, not by hours. Scope is agreed before anything is committed.
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