Practice manager and co-owner at a single-location dental practice, US Pacific Northwest, 4 dentists, 16 staff. Came out of sales/outbound before joining the practice (married to one of the dentists). Posting this in r/PPC because for the last 18 months I've been preaching to fellow dental owners that the highest-ROI dollar in a practice isn't another Google ad. It's the unscheduled-treatment list you already have sitting in your PMS. I learned the hard way. We spent ~$25,000 in 2024 on incremental Google and Meta ad spend trying to drive new-patient volume because our previous ad agency told us it was the way to grow. It produced new patients, sure. It also did not move our actual revenue much because our unscheduled-treatment list ($164,000 of accepted-but-unbooked treatment sitting in Dentrix) was untouched and our front desk was already maxed out on the existing patient flow. This is the playbook I should have run a year earlier. Sharing it because it works. Who this is for.…