Separate the budget into four pots
Compare proposals by separating agency management, advertising media, one-off implementation and internal practice costs. A lower retainer can become more expensive if landing pages, tracking, copy, design or development are excluded.
| Budget line | What may sit inside it |
|---|---|
| Agency fee | Strategy, campaign management, SEO, content, reporting or social delivery |
| Media spend | Google, Meta or other platform spend paid to the platform |
| Implementation | Landing pages, website changes, tracking, CRM or call tracking setup |
| Practice resource | Approvals, clinical input, reception follow-up and photography |
Budget by treatment priority
A practice trying to grow high-value elective treatments needs a different acquisition mix from one focused on general private registrations. Ask suppliers to show how budget is allocated by treatment, not only by channel. This makes it easier to see whether spend supports the commercial goal.
Do not compare retainers without implementation
An SEO fee that excludes content and technical implementation is not equivalent to one that includes both. The same applies to paid media if one supplier includes landing-page work and another only manages campaigns. Turn every quote into a responsibility matrix.
Check Kydos pricing rather than inventing an average
Kydos publishes current service pricing and scope on its pricing page. Use the live page as the source of truth when comparing Kydos with another provider, because packages can change and a universal industry average would hide major scope differences.
Ask what happens if the first channel underperforms
A useful proposal should explain how budget can be reallocated when evidence changes. If paid search is producing qualified calls but social advertising is not, or if a landing page is the bottleneck, the plan should allow optimisation rather than continuing the original split indefinitely.
Approve a measurement plan before spend
Define which conversions matter, such as calls, forms, online bookings and consultation requests. Where possible, distinguish raw enquiries from qualified or booked outcomes. Without that, the cheapest cost per lead can win the report while producing weaker business value.
Building your dental marketing budget?
Use Kydos' published pricing as one benchmark, then compare like-for-like scope.
See current pricingQuestions to settle before approval
Is advertising spend included in agency fees?
Do not assume it is. Ask each provider to separate management fees from media spend.
Should landing pages be budgeted separately?
Sometimes. Confirm whether creation, copy, design and development are included.
What about call tracking?
If calls are commercially important, include measurement responsibility in the scope.
Should every treatment receive equal budget?
No. Allocation should reflect priorities, demand, economics and conversion capacity.
Can I start with one channel?
Yes, when the chosen channel matches the immediate bottleneck and measurement is strong.
Where can I see Kydos prices?
Use the current Kydos pricing page as the source of truth.