Six numbers that define July, each measured against the same window in June from the same source.
Your average position in Google improved from 22.9 to 20.6 while impressions fell, which means the site is showing up for fewer but more relevant searches and converting more of them into clicks. Non-brand clicks, the ones from people who did not already know the practice, rose from 87 to 93.
Google Ads conversions fell 21% while spend fell only 12%, so each enquiry cost $79.03 against $70.78 in June. The brand campaign is the single biggest driver: it spent more than June ($1,069 against $997) for half the clicks, taking its cost per click from $2.84 to $6.04.
The three veneers campaigns spent $1,464 in July and returned 4 conversions, a cost per enquiry of $366. Organic rankings for the same terms also slipped, with "veneers gold coast" down 3.8 places and "dental veneers gold coast" down 4.1. Veneers is the service the whole SEO strategy is built on, so this is the first thing August work should address.
July is the last full month before the SEO and content programme started on 6 August, so it is a baseline rather than a results month. Nothing in these numbers reflects the audit, strategy, blog article, social pack or newsletter sequence produced in August. The August report will be the first one that shows that work landing.
Everything Google Search Console recorded for proudsmile.com.au in July, against June.
| Metric | July | June | Change |
|---|---|---|---|
| Clicks | 570 | 541 | +5.4% |
| Impressions | 35,862 | 38,321 | -6.4% |
| Click-through rate | 1.59% | 1.41% | +12.6% |
| Average position | 20.6 | 22.9 | 2.3 better |
| Non-brand clicks | 93 | 87 | +6.9% |
| Brand clicks | 199 | 198 | +0.5% |
Fewer impressions with more clicks and a better average position is the pattern you want to see when nothing has been published yet. Google is showing the site to a tighter, more relevant set of searchers. The clinic pages for Hope Island and Pacific Fair continue to carry the local demand, and Invisalign and Zoom whitening both gained ground without any work behind them, which says those two services have unmet demand sitting in the market.
| Page | Clicks Jul | Clicks Jun | Position Jul |
|---|---|---|---|
| Homepage | 245 | 268 | 21.5 |
| /proud-smile-hope-island/ | 62 | 63 | 8.4 |
| /proud-smile-pacific-fair/ | 50 | 44 | 5.3 |
| /who-we-are/ | 36 | 29 | 12.0 |
| /invisalign-dentist/ | 30 | 21 | 13.5 |
| /zoom-teeth-whitening/ | 24 | 11 | 15.6 |
| /contact/ | 19 | 9 | 5.6 |
| /proud-smile-bundall/ | 15 | 10 | 11.2 |
| Non-brand search | Position Jun | Position Jul | Move | Impressions Jul |
|---|---|---|---|---|
| ultra thin veneers | 28.9 | 19.5 | +9.4 | 173 |
| milk teeth | 19.6 | 13.4 | +6.2 | 728 |
| invisalign | 13.0 | 10.1 | +2.9 | 261 |
| smile makeover gold coast | 17.6 | 14.7 | +2.8 | 210 |
| invisalign gold coast | 11.6 | 9.5 | +2.1 | 417 |
| teeth whitening gold coast | 11.9 | 10.2 | +1.7 | 716 |
| porcelain veneers gold coast | 14.7 | 17.4 | -2.8 | 336 |
| hope island dentist | 14.2 | 17.3 | -3.1 | 247 |
| veneers gold coast | 12.6 | 16.3 | -3.8 | 625 |
| dental veneers gold coast | 11.3 | 15.4 | -4.1 | 231 |
Every veneers phrase except "ultra thin veneers" lost position in July. Those four terms carry 1,365 impressions a month between them and currently return two clicks. The audit already identified the missing cost and pricing page as the root cause, and this is that finding showing up in live ranking data.
Campaign performance across all three clinics, pulled from the account for both months.
| Metric | July | June | Change |
|---|---|---|---|
| Spend | $7,744.82 | $8,776.13 | -11.8% |
| Impressions | 19,146 | 20,739 | -7.7% |
| Clicks | 1,341 | 1,622 | -17.3% |
| Click-through rate | 7.00% | 7.82% | -10.5% |
| Cost per click | $5.78 | $5.41 | +6.8% |
| Conversions | 98 | 124 | -21.0% |
| Cost per conversion | $79.03 | $70.78 | +11.7% |
Spend came down by $1,031 and conversions by 26. Two campaigns explain most of it. The brand campaign spent $72 more than June for 174 fewer clicks, which points to increased competition on the practice name rather than anything in the account. Teeth Whitening at Hope Island effectively stopped running, dropping from $274.69 to $6.58 and taking four conversions with it.
| Campaign | Spend | Clicks | Conv. | Cost / conv. |
|---|---|---|---|---|
| Brand — all clinics | $1,069.29 | 177 | 16.0 | $66.83 |
| General Dentist — Bundall | $966.35 | 199 | 17.6 | $54.87 |
| Services — all clinics | $785.26 | 179 | 16.9 | $46.38 |
| General Dentist — Pacific Fair | $760.06 | 167 | 17.3 | $43.97 |
| Invisalign — Pacific Fair | $729.98 | 72 | 1.3 | $547.49 |
| Porcelain Veneers — Pacific Fair | $629.90 | 77 | 2.0 | $314.95 |
| Invisalign — Bundall | $608.00 | 68 | 7.3 | $82.91 |
| General Dentist — Hope Island | $546.59 | 102 | 9.5 | $57.54 |
| Porcelain Veneers — Hope Island | $533.73 | 56 | 2.0 | $266.87 |
| Teeth Whitening — Bundall | $336.56 | 108 | 3.0 | $112.19 |
| Implants & Crowns — Pacific Fair | $313.99 | 44 | 4.0 | $78.50 |
| Porcelain Veneers — Bundall | $300.68 | 52 | 0.0 | no conversions |
| Implants & Crowns — Bundall | $157.85 | 37 | 0.0 | no conversions |
| Teeth Whitening — Hope Island | $6.58 | 3 | 1.0 | $6.58 |
Bundall generated 9 of the 98 conversions, and 8 of those were phone calls rather than bookings. Pacific Fair and Hope Island between them produced 89. Bundall is not short of spend, so the gap is most likely in the landing experience and the booking path rather than the campaigns themselves.
Everything Google Analytics recorded for the site in July, against June.
| Channel | Sessions Jul | Sessions Jun | Change | Page views Jul |
|---|---|---|---|---|
| Paid Search | 840 | 1,036 | -18.9% | 1,210 |
| Organic Search | 676 | 622 | +8.7% | 1,095 |
| Direct | 276 | 281 | -1.8% | 393 |
| Referral | 62 | 73 | -15.1% | 62 |
| Cross-network | 17 | 14 | +21.4% | 37 |
| Organic Social | 16 | 19 | -15.8% | 20 |
| AI assistants | 13 | 9 | +44.4% | 26 |
| Unassigned | 1 | 5 | -80.0% | 2 |
| All channels | 1,901 | 2,059 | -7.7% | 2,845 |
Total sessions fell 7.7%, but the fall is entirely paid: Paid Search dropped from 1,036 to 840 in the same month the ad budget was cut. Organic sessions went the other way, up 8.7% from 622 to 676, which matches the Search Console picture of better positions on fewer impressions. Direct held flat. In other words the site lost bought traffic and gained earned traffic.
No conversions are recorded against any channel. Analytics returned zero for every channel in both months, so organic, direct, social and the Business Profile currently get credit for nothing they produce. The 98 enquiries in section 3 exist only because Google Ads tracks them itself.
We have found the cause. Three events are marked as conversions in Analytics — purchase, Booking_Pacfair and Bundall_Booking_completion — but the events the website actually sent in July were Booking_button_Hope_Island and Booking_complete. Nothing that fires is on the list, so the total stays at zero. The deeper issue sits underneath it: only five booking events were recorded all month against 98 enquiries in Google Ads, because the Bundall and Pacific Fair journeys finish on a separate booking domain that is not being measured. That same gap explains the 1,341 ad clicks against 840 paid sessions. Fixing both is the first job of August.
How the Google Business Profile performed for searches around the clinic.
| Hope Island profile | July | June | Change |
|---|---|---|---|
| Views in Google Search | 639 | 444 | +43.9% |
| Views in Google Maps | 214 | 185 | +15.7% |
| Calls | 131 | 126 | +4.0% |
| Website clicks | 187 | 158 | +18.4% |
| Direction requests | 91 | 104 | -12.5% |
Only the Hope Island profile sits in the Google Business Profile account Milkyway has access to. Bundall and Pacific Fair are managed elsewhere, so their calls, direction requests and profile views cannot be reported. Getting all three profiles into one account is a five-minute job at the practice end and would complete this section from next month.
Profile views rose 44% in Search while direction requests fell, which normally means more people are finding the listing at the research stage rather than on the way to an appointment. Website clicks rising 18% alongside that supports the same reading. Calls held steady at 131.
What was completed inside the reporting month, taken from the delivery record rather than written from memory.
| Service area | What was recorded |
|---|---|
| Google Ads | The account ran 14 campaigns across the three clinics through July at a managed spend of $7,744.82. |
| Website care | One website update completed on 31 July. |
| Strategy | The client roadmap was revived and reworked on 28 July. |
These are the only items the project management record shows as completed inside July. It is a thin record for a month of managed advertising, so treat it as what was logged rather than everything that happened. The SEO programme, blog article, social pack and four-email newsletter sequence were all produced in August and will appear in the August report.
Seven actions for August, ordered by what will move the numbers fastest.
Four veneers phrases carrying 1,365 monthly impressions all lost position in July, and the three veneers ad campaigns spent $1,464 for 4 conversions. The audit already identified the missing cost and pricing page as the cause. This one page addresses both the organic slide and the paid inefficiency.
Bundall produced 9 of 98 conversions in July, and 8 of those were phone calls rather than bookings, on campaigns that spent over $1,400. Before adding budget, work out whether the problem is the landing page, the booking form, or conversion tracking that is not firing.
The events marked as conversions are not the events the site sends, so Analytics reports zero and every enquiry from organic search, the Business Profile, direct or social is invisible. Two jobs: mark the events that actually fire as conversions, which takes minutes, then extend measurement across the hand-off to the separate booking domain, which is why only five booking events were captured against 98 enquiries. This is the difference between proving the SEO programme works and arguing about it.
Brand cost per click went from $2.84 to $6.04 while clicks halved. That normally means a competitor started bidding on the practice name. Confirm it in the auction insights report, then decide whether to defend the term or let organic carry it, since the brand term already ranks first organically.
$729.98 for 1.3 conversions is a cost per enquiry of $547. Invisalign at Bundall does the same job at $82.91. Move the budget to Bundall or rebuild the Pacific Fair ad group against the Bundall structure.
Two of three clinics cannot be reported on at all right now. Adding them takes minutes at the practice end and completes the local section of every future report.
The campaign effectively stopped, going from $274.69 and five conversions in June to $6.58 in July. Whitening also improved organically, from position 11.9 to 10.2, so the demand is there.
Every figure in this report, and what it was pulled from.
| Section | Source | Status |
|---|---|---|
| Organic search | Google Search Console, proudsmile.com.au | Complete |
| Google Ads | Google Ads account, all campaigns | Complete |
| Local presence | Google Business Profile | Hope Island only |
| Website traffic | Google Analytics 4, property 432997316 | Conversions not recording |
| Work delivered | Delivery record for July | Partial record |