Dental marketing agency comparison scorecard
Score up to three dental marketing agencies on ownership, evidence, contract terms, compliance and reporting, using published criteria and weights.
How to use it
- Rename the columns with the agencies you are considering.
- Ask each agency every question. Leave an answer as "Not asked yet" until you have it.
- Treat any deal-breaker answered "No" as decisive, whatever the score says.
Each question is explained in the guide to choosing a dental marketing agency. Nothing you enter leaves your browser.
Scorecard
Ownership
Will the Google and Meta ad accounts be owned by the practice? Deal-breaker
The agency should be added as a user or partner on accounts you own, not the other way round.
Will you hold the Administrator role on your analytics property? Deal-breaker
Only an Administrator can add or remove users.
Are the domain, website and tracking numbers in the practice's name?
Including what happens to call tracking numbers if you leave.
Is a full data and asset hand-over on exit written into the contract?
Campaign history, creative, landing pages, reports and enquiry records.
Evidence
Do their results say what was counted: enquiry, booked, attended or started?
A 'lead' can mean anything from a click to a paying patient.
Will they show you live account data for a comparable practice, with permission?
Screens from the ad platform or CRM, not a slide.
Can you speak to two current UK dental clients you choose from a list?
Ideally one that has been with them for more than a year.
Contract
Is the minimum term and notice period short enough to judge them on results?
Compare the commitment in pounds, not just the monthly fee.
Are ad spend, fee, setup and VAT shown as separate lines?
So you can compare like with like.
Is there a written data processing agreement if they handle patient enquiry data? Deal-breaker
Required where they process personal data on your behalf.
Compliance
Do they check ads against GDC advertising guidance before publishing?
GDC number, NHS or private status, specialist titles.
Do they hold evidence for every objective claim in your ads?
Including prices, results and before-and-after images.
Reporting
Will monthly reporting follow enquiries through to started treatment?
Not just clicks, impressions and cost per lead.
Will they look at how enquiries are answered and followed up?
Missed calls and slow replies cost more than most campaign settings.
Results
- Agency A
- No answers yet0 of 14 questions answered. Score = weighted points / maximum points for the questions answered.
- Agency B
- No answers yet0 of 14 questions answered. Score = weighted points / maximum points for the questions answered.
- Agency C
- No answers yet0 of 14 questions answered. Score = weighted points / maximum points for the questions answered.
A score only compares the answers you entered. Treat any deal-breaker as decisive, and do not compare two columns until you have asked both the same questions.
How the weights work
Yes scores the full weight of a question, Partly scores half and No scores nothing. The score is the share of available points for the questions you have answered, so an agency is not marked down for a question you have not asked yet. The weights are mine:
| Question | Group | Weight |
|---|---|---|
| Will the Google and Meta ad accounts be owned by the practice? (deal-breaker) | Ownership | 3 |
| Will you hold the Administrator role on your analytics property? (deal-breaker) | Ownership | 3 |
| Are the domain, website and tracking numbers in the practice's name? | Ownership | 2 |
| Is a full data and asset hand-over on exit written into the contract? | Ownership | 2 |
| Do their results say what was counted: enquiry, booked, attended or started? | Evidence | 2 |
| Will they show you live account data for a comparable practice, with permission? | Evidence | 2 |
| Can you speak to two current UK dental clients you choose from a list? | Evidence | 1 |
| Is the minimum term and notice period short enough to judge them on results? | Contract | 2 |
| Are ad spend, fee, setup and VAT shown as separate lines? | Contract | 2 |
| Is there a written data processing agreement if they handle patient enquiry data? (deal-breaker) | Contract | 2 |
| Do they check ads against GDC advertising guidance before publishing? | Compliance | 2 |
| Do they hold evidence for every objective claim in your ads? | Compliance | 1 |
| Will monthly reporting follow enquiries through to started treatment? | Reporting | 2 |
| Will they look at how enquiries are answered and followed up? | Reporting | 1 |
Ownership and data questions carry the most weight because they decide what you keep if the relationship ends. If your priorities differ, judge the answers yourself rather than the total.