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Turning Smile Doctors’ Media Investment Into 24% YoY Production Growth
How Grayvault Consulting re‑engineered Smile Doctors’ budget allocation, capacity modeling, and attribution to unlock market share and drive year‑over‑year production growth.
Results
24% YoY Production Growth
Efficient scale
Repeatable system
Budget scale
Challenge
Client Background
Smile Doctors, a multi-location Dental Services Organization (DSO), approached Grayvault Consulting (in partnership with Hiatt Digital) with concerns that their advertising wasn’t delivering its full potential. While their prior agency managed significant budgets, campaign structures were inefficient, tracking was unreliable, and didn’t provide leadership with clarity on how ad spend connected to patient growth.
Challenges
1. Connecting Spend to Results
Budgets were being deployed, but leadership couldn’t clearly tie paid media to new patient revenue.
2. Scaling Significant Media Spend
Increasing paid media investment by 4x YoY across paid search and social channels, while onboarding 100+ new practice locations.
3. Increased budgets without waste
Increasing investment in capped or low-return markets risked diminishing returns.
4. Enterprise Complexity
140+ Google Ad accounts and dozens of Meta campaigns required orchestration at scale.
5. HIPAA Constraints
All targeting, tracking, and reporting had to remain compliant.
Objectives
1. Maximize production growth:
Ensure that ad dollars translated into new patient appointments and revenue.
2. Onboard efficiently:
Bring dozens of new practices under one unified strategy.
3. Build a capacity-aware allocation model:
Spend more only in markets that could absorb new patients.
4. Improve analytics foundations:
Fix conversion tracking and establish HIPAA-compliant attribution.
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Solution
Strategy
Grayvault Consulting developed a capacity plus performance-first scaling model with the singular goal of maximizing production.
Capacity plus performance-based allocation:
Budgets prioritized for practices able to take on more patients.
Market share recovery:
Identified and reclaimed impression share lost to rank and budget limits.
ROI-driven scaling:
Budgets were funneled to locations where production lift was measurable.
Parallel improvements:
While scaling, the team progressively improved conversion tracking and restructured accounts to support efficiency at higher spend levels.
Execution
Scaled Responsibly
Google Ads investment grew by 160% in the first month and reached a 300%+ increase within six months, with each increase deployed intentionally as a lever to drive measurable production growth.
Integrated New Practices
Onboarded 40 new practices into the system in just six months.
Protected Momentum
Scaled spend and restructured accounts in parallel, ensuring growth velocity wasn’t disrupted.
Maintained Compliance
All campaigns and data strategies adhered to HIPAA standards.
Results
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Conclusion and Future Plans
Grayvault Consulting proved that scaling media investment is valuable only when it translates into real outcomes. By prioritizing production and aligning spend with operational capacity, we turned budget expansion into meaningful business growth.
Figo Pet Insurance is growing. Fast. Customers are increasing steadily, along with insurance orders and service-related engagements.
How Unprecedented Visibility is Driving Better Business Outcomes
With that charter in mind, Fausel had two choices: "I could either go the traditional method and hire a team of quality assurance specialists to evaluate interactions and get insights," said Fausel. "Or I could go the technology route and as a technology-first company, we were ready to put our money where our mouth is."
Improving Efficiency with Targeted Coaching
With that charter in mind, Fausel had two choices: "I could either go the traditional method and hire a team of quality assurance specialists to evaluate interactions and get insights," said Fausel. "Or I could go the technology route and as a technology-first company, we were ready to put our money where our mouth is."
Solution
Evaluating 100% of contact center interactions is an impressive achievement, but what really matters is how the insights from that visibility are leading to better business decisions, operations, and outcomes at Figo.
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Build the system your paid media deserves.
If your organization needs clarity, accountability, and scalable growth infrastructure, let’s talk.
Earn the ROI you’re after
Build a unique-to-your-business media-buying infrastructure and take your customers on a journey to conversion with profitable paid ads
Grayvault Consulting Inc.
Systems-First Paid Media for Complex Organizations
Serving healthcare and enterprise organizations across North America.
Based in Victoria, BC.
Founded by Craig Graham
Enterprise Paid Media Strategist
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