Case Study: Marshall Orthodontics Sees 14.7% Increase in Leads while Decreasing Marketing Spend

Since opening its doors in 2016, Marshall Orthodontics has focused on delivering modern, patient‑centric orthodontic solutions while building long‑term trust within its community. 

The Challenge 

Launching and scaling a healthcare practice requires more than clinical expertise; it demands consistent patient acquisition, strong local visibility, and reliable marketing systems that work in the background. 

From day one, Marshall Orthodontics needed: 

• A strong digital foundation to support long‑term growth 
• Reliable local visibility to attract new patients 
• Marketing systems that could scale without adding internal complexity 
• Clear tracking to ensure leads converted into real appointments 

Rather than cycling through agencies or managing marketing internally, the practice wanted a partner they could trust for the long haul. 

The Solution: A Long‑Term Partnership with Socius 

Marshall Orthodontics partnered with Socius at launch and has remained a client through the company’s evolution and growth. 

Socius manages the majority of Marshall Orthodontics’ digital ecosystem, including: 

• Website design and ongoing maintenance to ensure a modern, user‑friendly patient experience  
• Google Business Profile management to maintain strong local visibility 
• Targeted advertising campaigns across Google and Facebook 
• Lead tracking and call analytics to connect marketing efforts directly to scheduled appointments 

This full‑funnel approach ensures that visibility turns into measurable growth, not just impressions or clicks. 

Results: Measurable Growth, Efficiency & ROI 

Double-Digit Lead Growth While Reducing Total Cost (2024–2025) 

Marshall Orthodontics achieved one of its strongest performance years to date and driving significant growth while spending less on marketing. 

• +14.72% increase in total leads year over year (652 → 748) 
• –2.65% decrease in total marketing spend 
• –21.75% reduction in Cost Per Lead (CPL) 

This rare combination of higher volume and lower cost demonstrates a mature, optimized marketing strategy focused on efficiency and profitability and not just traffic. 

Consistent, Multi-Year Lead Growth 

The practice has established a clear, repeatable growth pattern rather than relying on short-term gains: 

• +10.14% lead growth from 2023 → 2024 (592 → 652) 
• +14.72% accelerated growth from 2024 → 2025 (652 → 748) 

This sustained momentum reflects a stable digital foundation capable of supporting long-term practice expansion. 

Revenue Growth & ROI Impact (2023–2024) 

Marketing performance translated directly into revenue and return: 

• +34.51% increase in revenue generated 
  ($417,271 → $561,251) 
• +23.31% improvement in ROI, increasing from 77.13 to 95.11 

These results confirm that marketing investment was not only driving demand but converting it into high-value patient relationships. 

Cost Per Lead Optimization Over Time 

Cost efficiency improved significantly as campaigns were refined: 

• CPL peaked in late 2024 and declined meaningfully in 2025 
• 2025 reflects the lowest and most efficient CPL across the multi-year period 

This trend highlights Socius’ ability to continuously optimize performance, protect margins, and adapt strategy as market conditions evolve. 

Channel Performance Spotlight: Paid Search (PPC) 

To further understand how these results were achieved, paid search performance was evaluated against national orthodontic benchmarks for the same period (January 2025–January 2026). 

Marshall Orthodontics significantly outperformed industry averages across every major efficiency and engagement metric: 

• Conversion Rate: 
  15.86% vs. 8.11% industry average 
  → Nearly 2x higher conversion performance 
• Cost Per Lead (CPA): 
  $47.34 vs. $88.28 industry average 
  → 46% more cost-effective than the orthodontic vertical 
• Click-Through Rate (CTR): 
  10.18% vs. 7.11% industry average 
  → 43% higher engagement 

Through rigorous landing page optimization, high-intent keyword targeting, and ongoing campaign refinement, Socius built a highly efficient acquisition model for Marshall Orthodontics by delivering qualified new patient leads at roughly half the industry cost. 

In addition, the practice maintained a dominant local presence, securing Top-of-Page ad placement for more than 75% of eligible searches, ensuring Marshall Orthodontics consistently appeared as the first choice for families seeking orthodontic care in their area. 

This paid search performance directly supports the broader multi-year gains in lead volume, cost efficiency, and revenue growth highlighted throughout the case study.  

The impact of the partnership is clear and sustained: 

• Consistent new patient flow since opening in 2016 
• Steady, predictable growth without disruptions or marketing gaps 
• Confidence in scalability, knowing lead generation is reliable 
• No need to seek alternative agencies over nearly a decade of growth 

As Marshall Orthodontics puts it, they have “never had to worry about where the next patient is coming from” – a critical outcome for any growing healthcare practice. 

A Real‑World Impact 

One of the most valuable outcomes of the partnership has been peace of mind. 

By entrusting Socius with ad spend management, lead tracking, and performance monitoring, the Marshall Orthodontics team has been able to focus entirely on patient care and not marketing execution. 

This operational clarity has allowed the practice to grow confidently while maintaining high standards of care and service. 

Ongoing Collaboration & Support 

Beyond execution, the relationship is built on transparency and collaboration. 

• Dedicated account management with direct access to their team 
• Monthly strategy and performance reviews via Zoom 
• Data‑driven discussions around growth, exposure, and optimization opportunities 

This consistent cadence ensures alignment, accountability, and continuous improvement. 

Why Socius 

Marshall Orthodontics highlights several reasons they continue to recommend Socius: 

• Long‑term reliability and consistency 
• Hands‑on, accessible support 
• A dedicated account manager invested in their success 
• Marketing systems that scale with the business 

Rather than functioning as a vendor, Socius operates as an extension of the practice’s team. 

“Looking back to when we opened in 2016, choosing Socius (then Jimmy Marketing) was one of the best decisions we made for the practice. They’ve been with us every step of the way, providing the marketing stability we need so we can focus on what we do best – building confident smiles. If you’re looking for a partner that is reliable, accessible, and truly understands the business, you can’t go wrong with them.” 

Conclusion 

Nearly a decade into their partnership, Marshall Orthodontics and Socius demonstrate what’s possible when marketing strategy, execution, and trust align. 

By providing a stable digital foundation and a consistent pipeline of new patients, Socius has helped Marshall Orthodontics grow with confidence by allowing the practice to focus on its true mission: building confident smiles for its community. 

Curious how Socius can help your business?