Paid Search CRO Scorecard · SGA Phase 1 Framework
PCCD Smiles (Los Altos) — Google Ads Landing Page Review
Here is how we score every paid landing page. Here is how PCCD's pages scored.
We evaluate every dental landing page against the SGA Phase 1 Digital Storefront framework. The full version covers 50+ checkpoints across 10 categories. For paid-traffic landing pages we use the 22-checkpoint subset across the 7 categories below. Each item is graded Pass (1.0), Partial (0.5), or Fail (0.0). The same rubric we use for every SGA practice.
The Framework · 22 checkpoints, 7 categories
Adapted from the Gen4 / SGA Phase 1 audit. We dropped SEO, full-site technical, GBP, and social since those are not LP-specific. We added Content Hygiene to catch template artifacts that paid traffic should never see.
A
Conversion Strategy
5 items
B
Trust Signals
5 items
C
Financing & Pricing
3 items
D
Service-Specific Relevance
3 items
E
Mobile Experience
2 items
F
Content Hygiene
2 items
G
Tracking & CTA Hygiene
2 items
Per-page scorecard
| Page | Preview | Spend | Conv | CVR | Score | Grade |
|---|---|---|---|---|---|---|
|
Virtual Smile Consult
/smilemakeover-virtual-consult
|
 |
$200 | 4 | 30.8% | 13.5 / 22 · 61% | Good |
|
Smile Makeover (cosmetic)
/smilemakeover-losaltos2
|
 |
$8,563 | 18 | 2.2% | 11.0 / 22 · 50% | Needs Work |
|
New Patient Special
/nps
|
 |
$17,591 | 63 | 2.4% | 9.5 / 22 · 43% | Needs Work |
|
Emergency Dentistry
/emergency-dentistry-page-...
|
 |
$1,872 | 1 | 3.2% | 8.0 / 22 · 36% | Critical |
|
Service-category pages (7 URLs)
pccdsmiles.com/service-categories/*
|
— | ~$33 | 0 | 0% | 2.0 / 22 · 9% | Critical |
|
Main-site Contact
pccdsmiles.com/contact
|
— | $70 | 0 | 0% | 1.0 / 22 · 5% | Critical |
Category roll-up · where the portfolio is weakest
Category
Portfolio score
Grade
C · Financing & Pricing
No financing badge above fold on any cosmetic LP. Single biggest unlock given case values of $5K to $30K.
3.5 / 18 · 19%
Critical
B · Trust Signals
"Top Rated" without a numeric review count anywhere. Doctor bios missing or wrong. Inconsistent before-and-after presentation.
9 / 30 · 30%
Critical
F · Content Hygiene
Template artifacts live on the workhorse pages: "$XX," "Dr. XYZ," full Dr. Blalock bio from another practice. Free fix.
4.5 / 12 · 38%
Critical
D · Service-Specific Relevance
Emergency LP missing "we see you today" promise. Cosmetic LP missing financing-fear copy. Pain points underplayed.
7.5 / 18 · 42%
Needs Work
A · Conversion Strategy
/nps is phone-only (no form or SMS). Cosmetic LP has 8+ competing CTAs. Both kill 30 to 50% of warm prospects.
13 / 30 · 43%
Needs Work
E · Mobile Experience
Sticky-call bar missing on three of four LPs. Mobile-responsive but not mobile-optimized.
6 / 12 · 50%
Needs Work
G · Tracking & CTA Hygiene
PMax sending traffic to /contact and SEO service pages that have no conversion path. Misrouted spend.
6 / 12 · 50%
Needs Work
Spend-weighted portfolio grade: 45% · Needs Work. The top two pages (/nps and /smilemakeover) carry 72% of the spend at 43 to 50%. Lifting them to 65% would shift the entire account.
Eight fixes Wonderist can ship inside two weeks.
Quick Win = fix in under two hours, high impact on new-patient conversion, no developer or budget required. Sorted by impact-over-effort. Items 1 through 5 are uncontroversial and we can ask Wonderist for them tomorrow.
#
Quick win
Effort
Impact
1
Remove the Dr. Blalock cattle-farm bio from /nps. The bio reads "grew up on a beef cattle farm in Crossville, TN... suffered a dental injury when a cow's hoof contacted his teeth." Dr. Blalock is not a PCCD provider. Currently rendered twice on the live page.
F · Content Hygiene · /nps
Low
High
2
Find-and-replace "$XX" and "Dr. XYZ" across all WonderFunnels pages. Live placeholders on /nps and /smilemakeover. "Take advantage of our $XX whitening special" and "Dr. XYZ is an Invisalign Certified Provider" are both visible in production.
F · Content Hygiene · /nps, /smilemakeover
Low
High
3
Add a financing badge above the fold on /smilemakeover. "As low as $X/mo with iCreditWorks" or similar. iCreditWorks and PatientFi are already on the page, just buried. Cosmetic case values of $5K to $30K mean price objection kills more leads than feature gaps.
C · Financing & Pricing · /smilemakeover
Low
High
4
Replace "Top Rated in Los Altos" with numeric review proof. "4.9★ · 247 Google reviews" plus a link to the Google profile. Numeric trust signals outperform vague claims at the same screen real estate.
B · Trust Signals · all LPs
Low
High
5
Exclude pccdsmiles.com/contact and the seven service-category URLs from PMax asset feed. 218K PMax impressions, near-zero clicks, zero conversions. Frees roughly $3,600 per quarter of misrouted spend.
G · Tracking & CTA Hygiene · PMax settings
Low
Med
6
Add "We see emergencies today" as the H1 on /emergency-dentistry-page. Current copy is generic. Emergency search intent is high; the page should lead with the reassurance, not the practice name. Pair with a mobile sticky-call bar.
D · Service-Specific Relevance · /emergency-dentistry-page
Low
High
7
Add a one-field SMS opt-in alongside the phone CTA on /nps. "Text me the offer" captures the warm prospects who are interested but not ready to call. /nps is currently phone-only.
A · Conversion Strategy · /nps
Med
High
8
Collapse the eight competing CTAs on /smilemakeover to one primary, one secondary. Quiz, virtual consult, phone, Invisalign event, generic "Schedule" all visible above the fold. Pick the highest-converting one as primary and demote the rest.
A · Conversion Strategy + G · CTA Hygiene · /smilemakeover
Med
Med
Before we recommend a rebuild · ask Wonderist for this data
Open questions · send to the agency this week
- Search-only vs. PMax-only CVR and CPA per landing page for the same period. The 2.4% on /nps is a blend; the Search-only slice is likely 6 to 10%, which reframes the whole conversation.
- Call-tracked vs. form-tracked conversion split per LP, and confirmation that duplicate conversions are deduped.
- Why /smilemakeover-virtual-consult gets only 13 clicks — intentional cap, retargeting-only, narrow ad group, or under-promoted? The answer tells us whether the 30.8% CVR is real signal or selection bias.
- Whether (415) 781-4725 on /emergency-dentistry-page is intentional call-tracking routing or stale template content (it sits alongside two (650) numbers in the live HTML).
- Whether pccdsmiles.com main-site URLs are in the PMax asset feed by design or PMax discovered them on its own.
Prepared by SGA Dental Partners Growth Team · Confidential · May 15, 2026