Ressler Dental is the first SGA practice to hand off paid media execution to 829 Agency. Dr. Ressler has been self-managing and is cautious about outside agencies. The pilot opens with a joint kickoff (Dr. Ressler, SGA, 829), aligns on every change before it ships, then runs in three sequenced phases: clean up what is live today, build dedicated paid media landing pages with Mike, then wire Go High Level to close the attribution gap. A second practice from the MODIS portfolio follows once Ressler is stable.
Pilot Snapshot
| Item | Detail |
|---|
| Practice | Ressler Dental (SGA pilot location) |
| Agency partner | 829 Agency paid media execution |
| SGA creative lead | Mike, VP Creative — owns landing page build |
| Owner relationship | Dr. Ressler. Self-managed to date. Apprehensive about handing off. Approval gate on every material change. |
| Current stack | CallRail for call tracking. Minimal form capture today. Go High Level not yet deployed. |
| 829 input | Paid media audit already complete. Findings drive the P1 cleanup list. |
| Next domino | One MODIS practice moves to 829 after Ressler shows stable performance. |
Three-Phase Plan
P1 · Stabilize
Clean up existing paid media
Pause low-intent campaigns, fix account hygiene, lock baseline metrics. Driven by 829's audit findings.
P2 · Convert
Dedicated paid media landing pages
Mike builds service-specific LPs with proper conversion events. Add light form capture beyond CallRail.
P3 · Attribute
Go High Level rollout
Tie lead to consult to revenue. True ROI and ROAS reporting back to Dr. Ressler monthly.
8-Week Gantt
Workstream
W1
W2
W3
W4
W5
W6
W7
W8
Kickoff callDr. Ressler · SGA · 829 · Mike
P1 · Cleanup829 owns
Pause · hygiene · baseline
CallRail reconciliation829 + SGA
P2 · LP designMike (VP Creative)
Mockups · build · QA · launch
Conversion events829 + Mike
P3 · GHL deploySGA
Pipeline · revenue tie-back · reporting
Dr. Ressler check-insSGA-led
MODIS practice readinessSGA
P1 Stabilize
P2 Convert
P3 Attribute
Kickoff
Dr. Ressler review
Kickoff Call — Agenda
One 45-minute call. Dr. Ressler, SGA, 829 media buyer(s), Mike. Posture is "here is what we found, here is what we want to change, are you good with it." Nothing ships before he signs off.
| Minutes | Topic | Owner |
|---|
| 0 to 5 | Intros and pilot framing | SGA |
| 5 to 15 | 829 audit findings — what is working, what is not | 829 |
| 15 to 25 | P1 cleanup plan and approvals needed from Dr. Ressler | 829 + SGA |
| 25 to 35 | P2 landing page direction — conversion tracking goals | Mike + 829 |
| 35 to 40 | P3 Go High Level rollout and attribution plan | SGA |
| 40 to 45 | Cadence, reporting, and Dr. Ressler's escalation path | SGA |
Phased Detail
| Phase |
Focus |
Workstreams |
Timing |
Owner |
| P1 |
Clean up existing paid media |
- Pause low-intent campaigns and bad keyword themes from the 829 audit
- Fix account hygiene: conversions, negatives, ad groups, geo, dayparting
- Reconcile CallRail tracking with ad sources end to end
- Document baseline CPL and CPA before any new spend
|
Weeks 1 to 2 |
829 |
| P2 |
Dedicated paid media landing pages |
- Mike builds service-specific landing pages tied to top ad themes
- Conversion events scoped per page: call, form, chat
- Add lightweight form options where CallRail-only is leaving leads on the table
- 829 redirects paid traffic from generic site pages to the new LPs
|
Weeks 2 to 5 |
Mike (SGA) + 829 |
| P3 |
Go High Level for attribution |
- Deploy GHL pipeline: lead in to consult booked to procedure produced
- Tie CallRail and form leads to revenue for true ROI and ROAS
- Reporting cadence: 829 weekly performance, SGA monthly attribution view to Dr. Ressler
|
Weeks 4 to 8 (GHL still a few weeks out) |
SGA |
Working With Dr. Ressler
What he needs from us
- Plain-English explanation of every change before it goes live
- Side-by-side: what was running, what we are changing, why
- A single SGA point of contact, not a group chat with the agency
- Weekly written update, not just dashboards
What 829 needs from him
- Sign-off on the P1 cleanup list before pausing or changing campaigns
- Approval on landing page direction once Mike has v1 mockups
- Access: ad accounts, CallRail, analytics, GMB, site CMS
- 30 minutes monthly for a results review
Success Criteria for the Pilot
| Metric | Why it matters | Target window |
|---|
| Cost per qualified lead | Tells us cleanup and LPs are working | Down vs. baseline by week 6 |
| Lead to consult rate | Validates landing page intent quality | Trend up after P2 ships |
| True ROAS (revenue attributed via GHL) | The whole reason for P3 | Reportable by week 8 |
| Dr. Ressler confidence | Unlocks the MODIS practice handoff | "Keep going" by end of pilot |
What's Next After Ressler
- Identify the MODIS practice with the cleanest data and most upside for the second handoff
- Package the Ressler playbook (cleanup checklist, LP template, GHL pipeline) so the second move is faster
- Standardize the SGA-to-829 weekly reporting format so it scales past two practices
Prepared by SGA Dental Partners Growth Team | Confidential