Fresh Digital proposal for Hills Dental & Implant Centre

01 · Executive Summary

You have proof the model works. It is running on one page.

Your ranking report of 22 September 2026 tracks 88 terms across Castle Hill and the Hills District. Seventy-nine rank inside the top 100 and thirty-two are in the top ten. That is a genuinely strong baseline, and it is not evenly spread. Your emergency dentist page alone produces 21 rankings and 15 top tens. One page, built properly, is carrying nearly half of everything you have.

Set that against implants, which is the highest-value work in the practice. Twenty-one implant terms are tracked and ten are in the top ten, so the demand is being met. But seven of them rank on your home page and six on your contact page, while the dedicated implants page you built carries four. Google is picking a 336-word contact page over an 1,847-word implants page and ranking it at #9. That is not a ranking problem. It is a page-selection problem, and it is fixable in weeks.

21 & 15

rankings and top tens on your emergency dentist page. The template for the rest of the site.

13 of 21

implant terms ranking on your home or contact page rather than your implants page.

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tracked AI questions are asked anywhere across your 126 question headings.

⚠ What that costs you every month it stays this way

Where the value is leaking, in the order it matters

✕
A patient searching single tooth implant Castle Hill lands on your contact page. No treatment detail, no before and after, no cost, no reason to call. Six implant terms arrive that way, three of them from the top ten
✕
Orthodontics is 25 tracked terms with two top tens and six not ranking at all, because there is exactly one orthodontic page on the entire site. It is your weakest cluster and your largest structural gap
✕
Every one of the 27 questions put to AI Overviews, AI Mode, ChatGPT and Gemini returns nothing with your name on it, including all four emergency questions and all five children’s questions, which are two of your three strongest categories
✕
Your implants page asks “How Much Do Dental Implants Cost in Castle Hill?” in a heading and answers it without a number, while a blog post that does quote a range is the page ranking for the cost terms

02 · The Baseline

Where you rank today

This is your Fresh Digital ranking report of 22 September 2026, read in full rather than sampled. It is the baseline every monthly report from here is measured against, so it is worth reading closely.

All 88 tracked terms, by position

Position band	Terms	Share of the 88
#1	5
#2 to #3	5
#4 to #10	22
#11 to #20	23
#21 to #100	24
Not in the top 100	9

Thirty-two terms in the top ten is a real asset and we are not going to undersell it. The number to watch is the next two rows: 47 terms sitting between #11 and #100, more than half the tracked set, ranking but not earning. Those are the terms this engagement is built around, because every one of them already has a page Google accepts and an index position to improve on.

The 88 terms by treatment cluster

Cluster	Tracked	Top 10	#11 to #20	#21 to #100	Not ranking
Emergency & urgent care emergency dentist Castle Hill · 24 hour dentist Castle Hill · loose tooth emergency Castle Hill	28	18	6	3	1
Implants & All-on-4 dental implant Castle Hill · single tooth implant Castle Hill · full mouth implants Castle Hill	21	10	5	6	0
Orthodontics & Invisalign Invisalign Castle Hill · orthodontist Castle Hill · braces Castle Hill · orthodontist near me	25	2	5	12	6
Children’s dentistry kids dentist Castle Hill · paediatric dentist Castle Hill · children’s dental clinic Castle Hill	12	2	7	1	2
General practice family dentist Castle Hill · family dental clinic Castle Hill	2	0	0	2	0

Three very different pictures. Emergency is won, with eighteen of twenty-eight in the top ten. Implants is strong but misdirected, with ten top tens and not a single term failing to rank, which tells you the domain has the authority. Orthodontics is the hole: twenty-five terms, two top tens, six not ranking, and twelve stranded between #21 and #100.

Which pages carry the 79 rankings

Page	Terms it ranks for	In top 10
/castle-hill/emergency-dentist/	21	15
/ (home page)	15	6
/invisalign/	11	2
/castle-hill/childrens-dentist/	11	2
/contact/	6	3
/castle-hill/dental-implants/	4	1
Eight other pages, one or two terms each	11	3

This is the most diagnostic table in the report and it says two things at once. The first is good news: one properly built service page, /castle-hill/emergency-dentist/, produces more top tens on its own than the rest of the site combined. The second is the problem. Your contact page outranks your implants page for implant terms, three to one on top tens, and your home page beats both.

The 21 implant terms, by the page Google chose

Page Google ranks	Implant terms	In top 10	Best position	What that page is
/ (home page)	7	6	#1	A practice overview, 1,424 words
/contact/	6	3	#9	Address, hours and a map, 336 words
/castle-hill/dental-implants/	4	1	#9	The actual implants page, 1,847 words
/blog/dental-implants-cost-sydney/	2	0	#36	A blog post, and the only page quoting a price
/castle-hill/all-on-4/ and /dental-surgeon/	2	0	#36	One term each

Thirteen of your twenty-one implant terms rank on a page that is not about implants. Google is telling you, clearly, that it cannot find the page it wants. The authority is there, which is why these rank at all. The signal pointing at the right URL is not.

The same 88 terms, split by geography

Scope	Tracked	Ranking	In top 10	Not in top 100
Castle Hill terms	74	70	30	4
Hills District terms	10	7	2	3
Sydney terms	2	2	0	0
“Near me” terms	2	0	0	2

Castle Hill is comfortably held. The two “near me” terms, emergency dentist near me and orthodontist near me, are both outside the top 100, and we will be straight with you in section 05 about what can and cannot be done there organically. It is one of the clearest arguments for the paid search work in section 06.

Source and method. Fresh Digital ranking report for hillsdentalcentre.com.au, 22 September 2026, Google.com Australia, English, 1 tracked URL. Every row in the report was read, not sampled: the 79 ranked and the 9 unranked sum to 88, and the band counts above match the report’s own summary exactly (5 / 5 / 22 / 23 / 24 / 9). The cluster and geography splits are our grouping of those 88 rows, not the report’s, and each term is counted once. The report carries no search volume data, so this proposal contains no traffic forecast and no ranking guarantee, and will not offer one. That applies to the Google Ads section as well.

03 · The Cause

Ten findings, all countable

Audited on 22 September 2026 against the live site. We crawled all 41 URLs in your sitemap, read the rendered HTML of each, and catalogued every question heading and every JSON-LD type on the domain. Every number below can be re-checked in a browser, and we will walk anyone at the practice through it.

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implant terms rank on a page that is not your implants page

This is the most valuable finding in the audit. Seven rank on the home page, six on /contact/. The contact page is 336 words of address, hours and a map, and it sits at #9 for single tooth implant Castle Hill, #9 for multiple dental implants Castle Hill and #9 for single dental implant Castle Hill. Your 1,847-word implants page carries four terms with one top ten. Every patient arriving on those three searches lands on a map.

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tracked AI questions are asked anywhere across your 126 question headings

We took all twenty-seven prompts from your AEO report and matched them against every question heading on all 41 pages. Four match: how long implants last, how long it takes to get one, who is a candidate, and how long veneers last. Twenty-three have no counterpart on the site. The engines are not skipping you. They are asking questions your site never asks.

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emergency, children’s and orthodontic prompts are matched, in your two best categories

Four prompts ask about dental emergencies, five about children’s dentistry, six about orthodontics. Not one has a matching question on your site. Emergency is where you hold 18 top tens and children’s is where one page holds 11 rankings. You are winning those categories in Google and invisible in them everywhere else.

questions on your best page, all four copied from the tooth extraction page

/castle-hill/emergency-dentist/ produces 21 rankings and 15 top tens. Its FAQ asks how long it takes to recover from a tooth extraction, whether extractions are painful, how soon you can eat afterwards and which tooth is most painful to extract. Those are the same four questions, word for word, as /castle-hill/tooth-extraction/. None is about an emergency, and your prompt list asks four questions that are.

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of your two most valuable pages carry FAQPage or Service schema

The emergency page and the implants page hold 25 of your 79 rankings between them. Neither declares FAQPage, Question, Answer or Service. Fifteen other pages on the site do declare FAQPage and ten declare Service, so this is not a platform limitation. It is two pages that were missed.

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pages carry MedicalProcedure schema

Every page runs LocalBusiness, Dentist, MedicalOrganization and AggregateRating, which is a better foundation than most dental sites we audit. But nothing tells a machine “this page describes the dental implant procedure”, which is the declaration that puts a treatment into the entity graph an answer engine reasons over.

orthodontic page on the entire site, against 25 tracked orthodontic terms

Across all 41 URLs, /invisalign/ is the only orthodontic page. There is no braces page, no orthodontist page, no clear aligner comparison and nothing on early or children’s orthodontics. That cluster has two top tens and six terms not ranking at all, including orthodontist Castle Hill, orthodontics Hills District and orthodontic clinic Castle Hill. The page is also your thinnest treatment page at 877 words with one question on it.

on the page that asks your most valuable cost question

Your implants page has an H2 reading “How Much Do Dental Implants Cost in Castle Hill?” and answers it by saying costs vary and payment plans are available. No figure. Meanwhile /blog/dental-implants-cost-sydney/ quotes $4,500 to $15,000 and it is that blog post, not the service page, ranking for the implant cost terms at #36 and #37. The number exists. It is on the wrong URL.

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children’s terms sit on page two, all on the same page

/castle-hill/childrens-dentist/ carries eleven rankings and only two reach the top ten. Seven sit between #11 and #16, clustered tightly: children’s dentistry Castle Hill at #11, kids dentist Castle Hill and children’s dentist Castle Hill both at #14, two more at #15 and two at #16. A cluster that tight on a single page usually moves together.

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pages ship with no meta description at all

Including your about page, the blog index, the gallery, the common dental conditions page, a dentist bio and all four payment plan pages. Small next to the rest, and a morning’s work, but those pages are currently letting Google write their own snippets.

Method. Live fetch and DOM parse of all 41 URLs listed in /sitemaps.xml at hillsdentalcentre.com.au on 22 September 2026. All 41 returned 200. Heading levels, title tags, meta descriptions, word counts, price strings and JSON-LD @type values were read from the pages themselves, not from a crawler cache or a third-party export. Word counts exclude navigation, header and footer. The 126 question headings are every H1 to H5 on the domain containing a question mark, with the repeated “Want to schedule an appointment?” call to action excluded. The prompt match in finding two was done by reading all 27 prompts against all 126 headings; we counted a match only where the question asked is the question answered, and one further prompt is close without matching.

04 · Scope of Work

What we actually do

Four pillars. Three of them are organic and answer engine work, the fourth is Google Ads and has its own section. The order is set by distance to revenue, not by what is easiest to show you in a report. Everything is run by the same in-house team and reported in one monthly document.

Point implants at the implants page

Months 1 to 2 · highest value, shortest distance

Thirteen implant terms rank on your home page or your contact page. Implants are the highest ticket work in the practice. Getting Google to serve the right URL is a weeks-long job, not a months-long one, and nothing else in this proposal is worth as much per hour spent.

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Diagnose the cannibalisation. Work out exactly why the home page and contact page are being chosen: title and heading overlap, internal anchor text, the contact page’s link profile, or all three. We will show you the evidence before we change anything.

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Re-point internal links. Every mention of implants across the 41 pages should link to /castle-hill/dental-implants/ with anchor text that matches the term. Right now the strongest internal signals point at the home page.

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Build out the implant page set. Single tooth implant, multiple implants and full mouth are three distinct treatments ranking on a contact page. They need their own pages under the implants silo, in the way the emergency page is built.

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Move the cost content. The $4,500 to $15,000 range lives on a blog post. It belongs on the service page, written with you and worded to stay accurate, with the blog post linking to it rather than competing with it.

→

Schema on the implant pages. FAQPage, Service and MedicalProcedure, matching what fifteen of your other pages already carry.

Build the orthodontics layer

Months 2 to 5 · the structural gap

Twenty-five tracked terms, two top tens, six not ranking, and one page on the whole site to carry them. This is the only cluster where the answer is genuinely new pages rather than better ones, which is why it is second and not first.

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An orthodontics hub page for Castle Hill, covering the practice’s orthodontic offer as a category rather than Invisalign alone. Six terms currently fail because there is nothing on the site they describe.

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Braces and clear aligner pages. Braces Castle Hill sits at #38 and clear braces at #28, both ranking off pages about something else.

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Depth on /invisalign/. At 877 words with a single question it is your thinnest treatment page, and it is carrying eleven terms with only two in the top ten.

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Children’s orthodontics, which links the orthodontic cluster to the children’s page already holding eleven rankings, and picks up children orthodontist Castle Hill at #22.

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Paid cover while it builds. New pages take months to rank. Section 06 is how you hold that ground in the meantime.

Answer the questions, and finish the page-two work

Month 1 onward

Twenty-three of twenty-seven tracked questions have no counterpart on the site, and twenty-three terms sit at #11 to #20. Both are cheap compared with building new pages, and the first one starts in week two.

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Rewrite the emergency page FAQ. Four questions about tooth extraction on the page that owns emergency search, against four emergency prompts scoring zero. This is the single clearest fix on the site.

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Question sets across the silo, written to match the twenty-seven prompts as they are actually asked, with FAQPage schema behind them.

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The children’s cluster. Seven terms between #11 and #16 on one page, plus five children’s prompts scoring zero. One page, two problems, one piece of work.

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MedicalProcedure schema across the /castle-hill/ silo, and the twelve missing meta descriptions written.

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Google Business Profile. Categories, services, products and descriptions, a steady review request process and a response on every review. After proximity, reviews are the biggest lever on map pack position.

Google Ads, on a $3,000 a month budget

Month 1 onward · management included

Management is inside the retainer. The media budget is $3,000 a month, billed to you directly by Google. We spend it only where the organic position cannot carry the demand, which the ranking report tells us precisely. Section 06 sets out where and why.

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Orthodontics and implants first, because one is your weakest cluster and the other is your highest ticket.

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Nothing on emergency search, where you already hold eighteen top tens and paying for the click would be buying what you have.

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Conversion tracking before spend. Calls, forms and bookings measured properly in week one, because an ads account without conversion data is guesswork with an invoice attached.

What is deliberately not in here

So there is no ambiguity about what the retainer and the budget buy

✕
Meta, TikTok or display advertising. Google Ads is in this scope because search intent is where dental demand sits. Social advertising is a different proposition and we are not quoting it. If it becomes worth doing we will make that case separately with numbers.
✕
A website rebuild. The site does not need rebuilding. It is better built than most dental sites we audit, with a working service silo and schema on nearly every page. It needs pages added, links re-pointed, questions rewritten and two schema types deployed. Everything is built on your current platform.
✕
Clinical or treatment advice, of any kind. You are the dentists. Every word we write about a procedure, a material or a price goes to you for review before it is published, and nothing goes live without your sign-off. That includes every ad.

05 · Answer Engine Optimisation

Be the answer, not just a link

A growing share of dental research now ends without a click, because Google or an AI assistant answered on the spot. Your AEO report puts a number on where you sit today, and the number is zero.

AEO report, 22 September 2026 · 27 prompts tracked

Engine	Appearances	Mentions	Links	Visibility
Google AI Overviews	0	0	0	0%
Google AI Mode	0	0	0	0%
ChatGPT	0	0	0	0%
Gemini	0	0	0	0%
All engines	0	0	0	0%

Twenty-seven prompts, four engines, one hundred and eight checks, nothing. Set that against the ranking report from the same week, where you hold 32 terms in the top ten and #1 for dental implant Castle Hill. You are among the best answers Google can find in this suburb and you are in none of the AI answers about it.

◆ Why 32 top tens produced a 0% AI score

You have 126 questions on the site. Four of them are the ones being asked.

This is not a markup problem. Fifteen of your pages already declare FAQPage schema and ten declare Service, which is better than most dental sites carry. The problem is which questions are on them. We matched all twenty-seven prompts against all 126 question headings on the domain and found four matches, all on the implants pages. The four emergency prompts, the five children’s prompts and the six orthodontic prompts have no counterpart at all, and emergency and children’s are two of the three categories you actually dominate. The clearest single example: your emergency dentist page produces fifteen top tens, and its four questions are the tooth extraction page’s four questions, copied across. None of them is about an emergency.

Rewrite the emergency FAQ

Fifteen top tens on a page whose questions belong to a different treatment. The fastest fix on the site.

Schema on the two best pages

Emergency and implants hold 25 of 79 rankings and carry no FAQPage or Service declaration.

The cost answers

Your blog quotes $4,500 to $15,000. That number belongs on the service page the patient actually lands on.

✓

Rewrite the question set across the /castle-hill/ silo to match the 27 prompts as they are asked

✓

FAQPage, Service and MedicalProcedure schema on the emergency, implants and All-on-4 pages

✓

Emergency, children’s and orthodontic question content written from zero, since none exists today

✓

Re-run the same 27 prompts every month and report the movement against this baseline

◆ Being straight with you about two things

FAQ rich results are gone, and “near me” is mostly proximity.

Plenty of proposals still promise FAQ rich snippets in Google search results. Google deprecated that feature, so we are not selling you FAQ markup for rich results, because there are none to win. What structured question content still does, and does well, is make your material parseable by AI assistants and by Google’s own generated answers. Separately: your two “near me” terms are both outside the top 100, and we will not promise to fix that with pages. “Near me” results are decided largely by how close the searcher is standing to you, which no amount of content changes. What moves it is the Google Business Profile, reviews and local signals, and what covers it immediately is paid search. That is section 06.

06 · Google Ads

Buy only what you cannot yet earn

Google Ads management is included in the retainer. The media budget is $3,000 per month, billed to you directly by Google. The ranking report is what makes this worth doing properly, because it tells us exactly which searches you already win and which ones you do not. We only bid on the second kind.

Where the $3,000 goes, and where it does not

Cluster	Your organic position	Paid approach	Indicative share
Orthodontics & Invisalign	2 top tens of 25, six not ranking	Bid hard. One page on the site and months of build ahead, so paid carries this cluster in the meantime.	~40%
Implants & All-on-4	10 top tens, but 13 on the wrong page	Bid on the high-ticket and cost terms while the page work lands, then taper as organic corrects.	~35%
“Near me” and map intent	Both terms outside the top 100	Bid, because proximity decides this organically and paid is the only way to appear reliably.	~15%
Children’s dentistry	7 of 12 on page two	Light testing only, to learn what converts before the organic work lands.	~10%
Emergency & urgent care	18 top tens of 28	Do not bid. You already hold this. Paying for these clicks buys traffic you are getting free.	$0

That last row is the point of doing this with the ranking data in front of us. Most agencies would put emergency dentistry at the top of a dental ads plan, because the intent is obvious and the conversion rate is good. You already own it. Spending your budget there would be the most expensive way to buy nothing. The shares above are a starting allocation, not a fixed split, and they move with what the conversion data says once it exists.

✓

Account build or audit, campaign structure, ad groups mapped to the 88 tracked terms

✓

Conversion tracking for calls, forms and online bookings, set up before any spend goes live

✓

Ad copy and extensions written by us and approved by you, including every clinical claim

✓

Negative keyword management, search term review and bid management on an ongoing cycle

✓

Landing page recommendations, since several of these terms currently land on a contact page

✓

Paid and organic reported side by side in one document, so you can see them trading off

◆ Being straight with you about the numbers

We are not going to forecast a cost per patient before we can measure one.

You will see agencies quote a cost per lead or a return on ad spend in a proposal. We cannot do that honestly here, for two reasons. The ranking report carries no search volume data, so we have no defensible basis for estimating clicks or cost per click in Castle Hill. And we do not yet have conversion tracking on your site, so nobody knows what a call or a form is currently worth to you. Month 1 of the ads work is structure and measurement, not scale. Once thirty to sixty days of conversion data exists, we will show you cost per enquiry by cluster and reallocate the budget against it, and if a cluster cannot be made to work we will tell you to stop funding it rather than quietly keep spending. The $3,000 is a budget, not a commitment to exhaust it.

07 · The Plan

Sequenced so the close wins come first

No black box and no six-month discovery phase. Tracking goes in first, because spending on ads without it is guesswork. The emergency FAQ and schema work ships inside the first month, because it costs the least and moves the AI number fastest.

Discovery, tracking and technical audit Weeks 1 to 2

Full crawl, Search Console, Analytics and Google Business Profile access, conversion tracking for calls, forms and bookings, and a term to page map across the 88 tracked terms and 27 prompts. We confirm which URLs hold authority so the 32 top tens, and the emergency page above all, are protected before anything is touched.

Emergency FAQ and schema Weeks 2 to 4

The emergency page FAQ rewritten from tooth extraction questions to actual emergency questions, FAQPage and Service schema deployed on the emergency and implants pages, MedicalProcedure across the /castle-hill/ silo, and the twelve missing meta descriptions written. The fastest visible change in the engagement.

Google Ads live Weeks 2 to 4, then ongoing

Account structure built against the cluster allocation in section 06, ads written and approved by you, and spend switched on only once conversion tracking is confirmed working. Orthodontics and implants first, nothing on emergency search.

The implant re-point Weeks 3 to 8

Cannibalisation diagnosed and evidenced, internal links re-pointed to /castle-hill/dental-implants/, the cost content moved off the blog and onto the service page, and single tooth, multiple implant and full mouth pages built under the implants silo.

The orthodontics layer Months 2 to 5

An orthodontics hub page, braces and clear aligner pages, children's orthodontics, and depth added to /invisalign/. This is the cluster with six terms not ranking at all, and it is the one place where new pages are genuinely the answer.

Report and reallocate Every month

The same 88 terms and 27 prompts reported every month against this baseline, alongside paid performance by cluster. Once sixty days of conversion data exists, the ads budget is reallocated against cost per enquiry rather than against the opening assumption. One plain English report and a call.

08 · Why Fresh Digital

Straight talking. Data driven. Results first.

We are a team of digital specialists on the Gold Coast. 40+ years of combined director-level experience and 14 years established across the APAC digital arena, and we have helped thousands of businesses solve their online marketing problems. This proposal is a fair sample of how we work: read the source, count the things that can be counted, and say plainly what we do not know.

The Fresh Digital team in session — Your strategy, our team

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Established & trading since 2011

2,000+

Clients served across AU & APAC

40yr+

Combined director-level experience

✓

Every claim sourced. If we cannot verify it, we label it or we leave it out.

✓

Simple, meaningful reports against the baselines you can see in sections 02, 05 and 06.

✓

In-house team, no subcontracted SEO and no offshore content mill.

✓

You approve every clinical word before it is published.

Peter Groves

Managing Director

Founder and driving force. 20+ years in digital strategy across Australia and APAC.

Rob Hickey

Director

SEO and Google Ads specialist building strategies that deliver measurable results.

Bell Thawornkul

Technical Director

Leads web development and infrastructure. Expert in performance and custom builds.

Nanthaporn Groves

Ads Marketing Manager

Manages paid advertising across Google and Meta with a data-driven approach to ROI.

◆ Inside Fresh Digital

Inside the Fresh Digital studio — Inside Fresh Digital

The Fresh Digital team at work — The Workstation

09 · Investment

Investment, in plain numbers

One monthly retainer of $2,450 + GST, which covers the SEO, the answer engine work, the Google Business Profile and the Google Ads management. On top of that sits a $3,000 per month Google Ads budget, billed to you directly by Google. There is no setup fee and no separate ads management surcharge.

Month 1 · the buildInclusion

Technical and content auditIncluded

Conversion tracking for calls, forms and bookingsIncluded

Term to page map across the 88 tracked termsIncluded

Emergency FAQ rewrite and schema deploymentIncluded

Google Ads account build and campaign structureIncluded

Google Business Profile build outIncluded

One-off setup fee$0

Every monthInclusion

Ongoing SEO, new pages and contentIncluded

Answer engine optimisation and schemaIncluded

Google Ads management, ad copy and optimisationIncluded

Google Business Profile managementIncluded

Rank tracking on the same 88 termsIncluded

AI visibility tracking on the same 27 promptsIncluded

Monthly retainer$2,450 + GST

What leaves the practice each month, and who it goes to

Item	Paid to	Amount	Notes
Monthly retainer	Fresh Digital	$2,450 + GST $2,695 inc GST	SEO, AEO, Google Business Profile and all Google Ads management
Google Ads media budget	Google, directly	$3,000	Your card on your own Google Ads account. We never hold or invoice your ad spend
Total monthly commitment	Split	$5,695	$2,695 inc GST to us, $3,000 to Google

◆

The bottom line. $2,450 + GST a month to Fresh Digital, which is $2,695 once GST is added, plus a $3,000 monthly ad budget that you pay Google directly on your own account. The Month 1 build is inside the retainer, so there is nothing extra to pay us to start. The ad budget is a ceiling we manage to, not a figure we are obliged to spend, and it can be raised, lowered or paused by you at any time without touching the retainer.

All fees are quoted in Australian Dollars and are exclusive of GST unless stated. The monthly retainer is $2,450 + GST, invoiced monthly from the start date and covering the Month 1 build, the ongoing organic work and all Google Ads management. The $3,000 monthly advertising budget is media spend paid by Hills Dental & Implant Centre directly to Google on an account you own and control; Fresh Digital does not invoice, mark up or take commission on it, and it is not included in the retainer figure. Ad spend is managed to that budget as a ceiling and may be varied or paused by you at any time. Rankings, AI visibility, traffic, advertising cost per enquiry and patient volumes are objectives based on the current baselines in sections 02, 05 and 06 and are not guarantees; the ranking report this proposal is built on contains no search volume data and no forecast is made from it. All content describing treatments, materials or pricing, including advertising copy, is provided to Hills Dental & Implant Centre for review and is published only on your approval. This proposal is valid for 30 days from issue.

FAQs

Questions you might have

We rank #1 for dental implant Castle Hill already. What is left to fix?

The ranking is real and we are not going to talk you out of it. What is behind it is the problem: that #1 is your home page, not your implants page. Seven implant terms rank on the home page and six more on your contact page, which is 336 words with a map on it. A patient searching single tooth implant Castle Hill lands there at #9 and sees no treatment detail, no before and after and no price. You are winning the search and losing the visit.

Why is orthodontics so much weaker than everything else?

Because there is one orthodontic page on the whole site. We crawled all 41 URLs in your sitemap and /invisalign/ is the only one, at 877 words with a single question on it. Twenty-five orthodontic terms are tracked against that one page, so two reach the top ten, twelve strand between #21 and #100, and six do not rank at all. It is the one cluster in this proposal where the honest answer is new pages rather than better ones, which is why it takes until month five.

Is the $3,000 Google Ads budget on top of the retainer, or inside it?

On top, and paid to Google rather than to us. The $2,450 + GST retainer covers all the ads management, the strategy, the ad writing and the optimisation, with no separate management fee or percentage of spend. The $3,000 is media budget on your own Google Ads account, with your card, which you can see into at any time and can raise, lower or pause without touching the retainer. We never hold your ad spend and we do not mark it up.

What return should we expect from the $3,000 a month?

We will not put a number on that in a proposal, and you should be wary of anyone who does. The ranking report has no search volume data, so any cost per click estimate for Castle Hill would be invented, and you have no conversion tracking yet, so nobody currently knows what an enquiry is worth to you. Month 1 of the ads work is measurement and structure. After thirty to sixty days we will show you cost per enquiry by cluster and reallocate against it, and if a cluster cannot be made to pay we will tell you to stop funding it.

Why would we not advertise on emergency dentistry? That is our busiest area.

Precisely because it is. You hold eighteen top-ten positions across twenty-eight emergency terms, including four in the top three. Bidding there means paying for clicks you already receive, and the usual result is that paid cannibalises organic and the total number of patients barely moves. We would rather put that money into orthodontics, where you have two top tens out of twenty-five and nothing on the site to fix it quickly.

Will re-pointing the implant links put the #1 rankings at risk?

There is some risk in any consolidation work and we will not pretend otherwise. It is managed by doing the diagnosis first, in weeks one to two, before anything changes, and by moving in steps rather than all at once so we can see the effect of each. The realistic outcome is that the implants page picks up the terms the home page currently holds, which is a better position because the patient lands somewhere useful. We report on those specific terms weekly through the change.

How long before we see movement?

The AI visibility number should move first, because that work ships in weeks two to four and it is currently at zero. Google Ads produces traffic the week it goes live, although meaningful conversion data takes thirty to sixty days. The implant re-point usually shows inside one to two months because the pages already rank. The orthodontics pages are the slow part, months three to six for first visible movement. We report monthly either way, including when a month is flat.

Is there a setup fee, and what are we locked into?

No setup fee. The Month 1 build, including the Google Ads account build, is inside the $2,450 + GST retainer. The retainer runs month to month. The Google Ads account is yours and stays yours, as do the pages, content and schema, whatever happens after that.

What do you need from us to start?

Google Search Console, Google Analytics, Google Business Profile and Google Ads access, a login that can edit the website, a card on the Google Ads account for the media spend, and one named person for clinical content sign-off. That is the whole list.

10 · Next Steps

Ready to get started

Accept below

Complete the acceptance block and it opens a pre-filled email to Mitchell. Or reply with questions on scope or numbers first.

Kick off

Access handover and the discovery call. We start the audit the same week.

FAQs and schema live

The 15 answers restructured and schema deployed inside the first three weeks. The cheapest work, shipped first.

Month 1 report

Your first report lands at the end of Month 1, against the exact baselines in sections 02, 05 and 06 of this document.

Accept this proposal

Enter your name and role and press accept. It opens a pre-filled email to Mitchell confirming your acceptance of the scope, the $2,450 + GST monthly retainer and the $3,000 monthly Google Ads budget set out above. Nothing is submitted anywhere else and no data leaves your device.

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Date

Enter your name and role to continue.

Your key contact

Mitchell

Account Director, Fresh Digital

Your direct line into Fresh for this engagement. Anything on scope, numbers or timing comes straight to me, and I keep the work joined up from the brief through to handover.

Direct

0485 950 210

mitch.g@freshdigital.com.au

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Pay your first month online

There is no setup fee on this engagement, so the only thing to pay us to start is the first month’s retainer of $2,450 + GST, which is $2,695 once GST is added. The $3,000 Google Ads budget is separate and goes to Google on your own account, so do not add it here.

Amount to enter at checkout (incl. GST)$2,695

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Fresh Digital · Australia’s digital partner · 14 years of search & digital
mitch.g@freshdigital.com.au · +61 7 3186 2165 · freshdigital.com.au
Suite 5/492 Christine Avenue, Robina, Gold Coast QLD 4226