Growth plan for PopUp Smiles

Three offices. Five vans.
One growth system.

How PopUp Smiles can own Google in Newport Beach, San Juan Capistrano and Orange, turn every call and text into a booked chair, and scale Dental Days from 5 vans to 25.

3 Orange County offices 5 vans today, 25 by 2027 4.9 patient rating
See the search reality check Ways to work together
BrandFamous Marketing
Presented by Matt GanzaMarketing Director, two-time dental growth operator in OC, founder of BrandFamous
Prepared for Chaun Ruffin and the PopUp Smiles leadership team for Monday, October 26, 2026
Newport BeachSan Juan CapistranoOrangeDental Days nationwide
What we found in 48 hours

The business is strong. The visibility is not.

Great website, great team, 15 years in, real corporate clients. But when someone in your own cities types "dentist" into Google, PopUp Smiles is not on the page. That is the gap, and it is the cheapest gap to close.

0 / 3
Offices in the Google map pack
Searched "dentist" in each office's city on Oct 23. No PopUp Smiles pin in any 3-pack.
0 / 6
Appearances across 6 money searches
Dentist, implants, Invisalign, emergency across all three cities. Not in ads, LSAs, maps or organic.
2
Neighbors on N Tustin own Orange
Sunset Dental Arts (765 N Tustin) and Orange County Dental Care (665 N Tustin) hold the pack blocks from your 605 N Tustin office.
$99
Offer already built
New patient special, $1,995 implant, $2,999 aligners, $1,099 veneers. Offers exist. Nobody is seeing them.
  • +
    Website is good. Clean, fast, mobile-friendly, locations and offers are clear. We are not here to rebuild it. We are here to send it traffic and fix what happens after the click.
  • +
    Proof exists. 4.9 rating, 135 Dental Day reviews, a Reyes Coca-Cola CHRO quote, and an 18-logo wall with Amazon, Hilton, Oakley, JW Marriott and the Minnesota Vikings. That is a B2B sales deck nobody has built.
  • x
    Three listings, zero rank. None of the three offices show for their own city's "dentist" search. The Orange office is marked "Now Open" on the site but is invisible on Maps.
  • x
    No Local Services Ads, no Google Ads, no Meta ads visible. Competitors in San Juan Capistrano and Newport Beach are paying for the top of the page. The Orange lane is wide open right now.
  • !
    Phone numbers do not match across the web. Third-party directories list a different Newport Beach number than the website. Mismatched name, address and phone data quietly suppresses map rankings.
  • !
    After-hours and overflow calls go somewhere. Offices close at 4 or 5 pm, Orange is closed Fridays. Every ad dollar is wasted if the call that it generates rings out.
The PopUp Smiles team
The team is the product.Marketing gets them in the door. This team keeps them.
Own all four zones

Paid puts you on the page in two weeks. Organic keeps you there for years.

Each zone has its own playbook, budget line and timeline. Run together, a patient who searches sees PopUp Smiles two or three times on one page. That is when the phone rings.

Zone 1

Local Services Ads

Google Verified badge for dentists. Pay per lead, not per click. Appears above everything else. Agencies report $30 to $95 per lead, $70 to $120 for implant and cosmetic.

  • Enroll all three offices (license, insurance, background checks)
  • Weekly lead dispute to only pay for real patients
  • Review velocity feeds LSA rank
Live in 2 to 4 weeksBudget: $1k to $2k per office / mo
Zone 2

Google Ads

One campaign per office, one per high-value service. Call-first on mobile, scent match on every click. Dental search leads run about $73 to $85; implant leads $75 to $200 single, $150 to $400 full arch.

  • Dentist near me, emergency, new patient per city
  • Implants, All-on-4, Invisalign campaigns with offers
  • Call tracking and booked-consult conversions, not clicks
Live in 2 weeksBudget: $3k to $6k per office / mo
Zone 3

Maps and Business Profiles

The pack shows on about 88 percent of dentist searches and takes about half the clicks. Free once you earn it.

  • Fix name, address, phone everywhere (NAP cleanup)
  • Right categories: dentist, dental implants, orthodontist, cosmetic, emergency
  • Review engine, photos, posts, Q and A, services
Movement in 30 to 60 daysBudget: tools about $300 to $500 / mo
Zone 4

SEO and content

City hubs and service pages that answer what people actually type, plus the AI-search answers Google now shows.

  • Newport, SJC and Orange hub pages rebuilt for rank
  • Service pages per city: implants, Invisalign, veneers, emergency, same-day crowns
  • Cost guides, FAQs with schema, Yelp and directory cleanup
Page one in 3 to 6 monthsBudget: $1.5k to $3k / mo
Maps and reviews

Name the listings for what you do, then make reviews automatic.

Google ranks the map pack on relevance, distance and prominence. Distance is already yours. Relevance comes from the listing name and categories. Prominence comes from reviews.

Listing names. Google only allows the real-world business name. So we make it real: file a fictitious business name per office (for example "PopUp Smiles Newport Beach Dentist") and use it on the door, the site and the listing. That keeps the keyword and keeps the listing safe from suspension. Each office also gets the full category stack and 50 to 100 geo-tagged photos.

Reviews. Your competitors have 400 to 800. Velocity matters more than the total: 74 percent of consumers only weigh reviews from the last three months and 68 percent now require four stars or better. The goal is 30 to 50 new reviews per office per month with a system, not a favor. Yelp gets the same treatment with its own rules: claim, photos, respond to everything, and ask in person rather than by text.

Today
PopUp Smiles
4.9 ★★★★★ (few reviews) · Dentist
Not in the 3-pack for any city search. One category. Thin photos. Different phone numbers across the web.
After the rebuild
PopUp Smiles Newport Beach Dentist
4.9 ★★★★★ (500+) · Dentist · Dental implants · Orthodontist
Open now · $99 new patient exam, X-rays and cleaning · Same-day crowns · Book online
Category stack, every office
DentistDental implants providerOrthodontistCosmetic dentistEmergency dental serviceTeeth whitening serviceDenture care center

The review engine

Runs itself after week 2
01
Ask in the chair

The hygienist or treatment coordinator says the line at the best moment: right after the "that was easier than I thought" look.

02
Text within the hour

Automated text with a one-tap Google link from the practice software. Second nudge two days later if no click.

03
Respond to every review

Owner replies within 24 hours, naming the service and the city. Replies are ranking signals and sales copy.

04
Reuse the proof

Best reviews become ad creative, landing page quotes and Dental Day case studies. One review, five uses.

Meta ads, by city

Three cities, three different people, three different ads.

Search catches people who already want a dentist. Meta creates the want. In 2019 the "$1,000 off braces plus free whitening" offer filled chairs in Santa Ana, Fullerton and Mission Viejo. The same mechanics work here, tuned per office.

Old Towne Orange plaza
Orange 605 N Tustin St
Who: families and working adults in Orange, Anaheim Hills, Villa Park, Tustin. Value-driven, insurance-aware, responds to a clear deal.

Lead with the offer

The "Now Open" office needs volume. Offer-led statics, $99 new patient, $1,000 off clear aligners with free whitening at the finish, financing in the copy.

PopUp SmilesSponsored
Hey Orange, your new dentist just opened on N Tustin.$99 gets you the exam, X-rays and a cleaning. Straightening your teeth? $1,000 off clear aligners and a free professional whitening when you finish. Same-day crowns, Mon to Thu.
Now open in Orange. $99 new patient visit.
popupsmiles.com
Book in 30 seconds
Book Now
Newport Beach street with harbor
Newport Beach 2131 Westcliff Dr
Who: affluent professionals and families, Corona del Mar, Costa Mesa, Irvine. They buy the best, not the cheapest. Cosmetic and implants.

Lead with the best

Veneers, smile makeovers, All-on-4, Dr. Akhavan's credentials. A smile makeover for a local creator or athlete, documented on Instagram, becomes a year of content.

PopUp SmilesSponsored
Newport Beach, your smile should match the zip code.Custom porcelain veneers from $1,099 per tooth, same-day crowns, and implants that look like they grew there. Private Westcliff office, 7am appointments, free smile consultation.
The Newport smile makeover.
popupsmiles.com
Free consultation
Book Now
San Juan Capistrano mission arches
San Juan Capistrano 31001 Rancho Viejo Rd
Who: South County families plus a large 55 and over population in SJC, Dana Point, San Clemente, Laguna Niguel. Implants and full-arch cases live here.

Lead with implants

$1,995 implant with abutment and crown, All-on-4 in a day, dentures to fixed teeth, financing. Separate family campaign with the $99 special.

PopUp SmilesSponsored
San Juan Capistrano, missing a tooth should not cost $6,000.Complete dental implant, abutment and crown for $1,995 at our Rancho Viejo office. Free consultation and 3D scan. Full-arch options if you are done with dentures.
$1,995 complete implant. Free 3D consult.
popupsmiles.com
Free consultation
Learn More
Statics first, then video

Six to ten image ads per city, one message each. Winners get a 15-second video version from the team, not stock footage.

Pixel on booked consults

Optimize for a booked appointment, not a form fill. Dental is the most expensive lead on Meta (about $77 average), so Meta has to find people who book, not people who browse.

Scent match

The ad, the landing page and the first text all say the same offer in the same words. Every offer gets its own page.

Speed to lead

Lead ad submitted, text goes out in under 60 seconds, call in under 5 minutes. After hours, the AI books it.

Leads to chairs

Marketing creates the call. The system has to catch it.

A February 2026 analysis of 4,280 dental office calls found 38 percent went unanswered, about 30 percent came in after hours, and only 1 in 4 new-patient calls got booked. Every stage below is designed so a lead that costs $75 to $200 to create never dies on the phone.

Search or ad

Google, LSA, Meta

AI answers 24/7

Call and text, books into the practice software

Human confirms

Call and text the day before

Front desk sets

Listen, then get them in the chair

Chair-side team

X-ray, hygienist, dentist, all personable

Coordinator closes

Plan, financing, next visit, review ask

Front desk answering a patient call
AI call and text layer, in front of the front desk

Answers every call and text, after hours and on hold, knows the offers, books real openings in your practice software, and hands anything complex to a human with a transcript. Tools in this class today: Weave (from $199/mo), NexHealth, Arini, Peerlogic, Annie AI. We pick the one that books straight into your practice software.

  • 1
    Front desk as appointment settersNot salespeople. Listeners. A short script: what brought you in, what matters most, here are two times. Measured on booking rate, not call volume.
  • 2
    Day-before confirmation, by a humanAutomated reminders plus a real call. Cuts no-shows and gives the patient a name before they walk in.
  • 3
    Every chair is a touchpointX-ray tech, hygienist, dentist: each introduces themselves, uses the patient's name, explains the next step. Warm handoffs, no cold rooms.
  • 4
    Treatment coordinator closesPresents the plan same day with financing options, books the next visit before the patient leaves, and makes the review ask.
95%+
Calls answered, including after hours
55%+
New-patient calls booked (industry average is 25%)
<5 min
Speed to lead on web and Meta leads
85%+
Show rate with confirmation
Same day
Treatment presented and scheduled
Dental Days, scaled

Sell the perk, not the van.

"Free teeth cleanings at work. The benefit your competitors for talent cannot copy by Friday."

Chaun got Amazon and Coca-Cola buildings by knocking on doors. That proves the product. Getting to 25 vans means a repeatable pipeline where HR and benefits leaders come to you, and every Dental Day creates the next three.

Employees walking toward a mobile dental van at a corporate campus
"We had the team from PopUp Smiles at our HQ and our employees appreciated the convenience, ease, and great service from this team of professionals."Chief Human Resources Officer, Reyes Coca-Cola Bottling. Already on your site. Needs to be a case study.
320M
work and school hours US adults lose to dental visits each year (CDC)
86%
less spent on major restorative care by employer groups with high preventive use (Guardian)
63%
of employees rank dental a top-three benefit (ADP, 2024)
18
client logos already on popupsmiles.com, and no broker page to sell them with
1Fastest

Expand inside current clients

Every Amazon and Coca-Cola site has sister buildings, shifts and regions. One ops contact introduces you to the next five. Build the "bring Dental Days to my site" request form for employees to send to their own HR.

Warm, no cold outreach, same contract.
2Multiplier

Carriers, brokers and consultants

UnitedHealthcare and Guardian list Jet Dental as a pop-up option on their broker pages. Onsite Dental in Aliso Viejo runs a consultants page with "30 percent workforce engagement, NPS 90." PopUp Smiles needs the same: a consultant page with numbers, carrier listings, and a referral fee (about 10 percent of year one is the template).

One listing reaches every broker at once.
3Room full of buyers

HR associations and events

PIHRA South OC has 450-plus members and meets the second Wednesday in Irvine; it sells breakfast and evening sponsorships, and NHRA Orange County sells vendor slots. Sponsor, park the van outside, give the HR crowd a free cleaning on the spot. The demo is the pitch.

Let them experience the product.
4Campuses at scale

Office parks and property managers

Irvine Company already hosts St. Joseph Hoag wellness corners at Jamboree Center (200 businesses, 4,000 employees) and Newport Center. No dental vendor is there yet. One agreement puts the van on a rotation across an entire business park, dozens of employers at once.

One deal, many employers.
5Outbound that works

LinkedIn plus email to HR leaders

A tight list of 500 to 1,000 benefits and People leaders at 300-plus employee sites in OC, LA and the Inland Empire. Short sequence built around the Coca-Cola case study and a two-minute Dental Day video. Retarget them with Meta and LinkedIn ads.

Case study first, pitch second.
6New segments

Apartments, senior living, unions

Your site already mentions residential. Large apartment operators, senior communities and union benefit trusts have the density and the plans. Each is a separate one-page offer.

Fills van days between corporate visits.

The van math behind 25 vans

Each van needs a full calendar before the next one is ordered. If a van is profitable at roughly 12 Dental Days a month, 25 vans need about 300 Dental Days a month on the books. That is a pipeline problem, which is a marketing problem, and it is solvable with the six channels above plus a dedicated B2B seller once the inbound flow starts.

Every Dental Day also feeds the offices: employees who get a cleaning on the van become implant, aligner and family patients in Newport, SJC and Orange.

5
vans today
25
vans by 2027
~300
Dental Days / month needed
The first 90 days

Foundation, launch, then scale what works.

No big-bang rebuild. Tracking and the phone system come first so every dollar after that is measurable.

Weeks 1 to 2

Foundation

  • Call tracking, pixels, GA4, booked-consult conversions
  • AI call and text layer live with the practice software
  • NAP cleanup across site, Google, Yelp and directories
  • Three Business Profiles rebuilt, review engine on
  • Offer and landing page per city and per service
Weeks 3 to 6

Launch

  • LSA enrollment submitted for all three offices
  • Google Ads live per office and per service
  • Meta statics live in all three cities, 6 to 10 per city
  • Front desk scripts and booking-rate scoreboard
  • Coca-Cola case study packaged, B2B outbound list built
Weeks 7 to 12

Scale

  • Cut losers, scale winners, add video versions
  • City hub and service pages published, SEO cadence set
  • Broker and property manager partnerships opened
  • Dental Day pipeline dashboard, van capacity plan
  • Monthly leadership scorecard, next-quarter plan

The scoreboard we would review every week

MetricWhy it mattersTarget by day 90
Calls answeredLost calls are the most expensive leak in dental95 percent or better, 24/7
Cost per booked consultThe only ad number that matters, by city and by serviceKnown and trending down for every campaign
Map pack presenceFree calls, forever, once earnedAll three offices in the pack for their city
Reviews per office per monthFuel for maps, LSAs and ads30 or more, every office
Implant and aligner consultsThe cases that pay for everythingWeekly pipeline per office
Dental Days bookedThe number that unlocks van 6 through 25Pipeline covers next 60 days of van capacity
Matt Ganza, BrandFamous
Matt GanzaMarketing Director. Founder, BrandFamous. OC dental: OC Dental Center, OC Smiles, Fullerton, Mission Viejo
Why Matt

Chaun saw this work from the chair side. Here is what she saw.

I ran marketing for the same group of Orange County dental offices Chaun worked in. We filled chairs with one offer and one system, and that work earned a Two Comma Club Award in 2019. Since then I have run marketing for a $50 million national brand and built BrandFamous to do this for local businesses.

  • Two Comma Club Award, 2019Earned through the OC dental offices Chaun knows: Santa Ana, Fullerton and Mission Viejo, with the $1,000 off braces plus free whitening campaign.
  • Marketing Director for a $50M+ national brandRuns Google, LSA, Meta, SEO and the sales handoff at scale today. Same playbook, bigger numbers.
  • SpeedThis page, the live search captures and the plan were built in two days. The 90-day plan runs at the same pace.
  • Marketing and sales, togetherAds without a phone system is a leak. A phone system without ads is a quiet office. I own both sides of the handoff.
Ways to work together

Same plan, two ways to run it.

The first 90 days look identical either way. The difference is how much of my week PopUp Smiles owns.

Start here

Fractional CMO

$5,000 / month

Head of marketing on a monthly agreement. I set the strategy, build and run the systems, manage the vendors and report to leadership. Ad spend and tools billed direct to PopUp Smiles.

  • Google Ads, LSA, Meta built and managed across all three offices
  • Business Profiles, review engine, SEO content plan
  • AI call and text system selected, installed and tuned
  • Front desk scripts and the weekly scoreboard
  • Dental Days B2B engine: case study, outbound, broker outreach
  • Weekly leadership sync, monthly scorecard
Month to month after the first 90 days. Ad spend recommended at $5k to $10k per office per month to start, scaled on cost per booked consult.

In-house CMO

Full time · title, base, bonus, equity

If PopUp Smiles wants marketing and the Dental Days growth engine owned inside the company on the way to 25 vans, I would join as Chief Marketing Officer and build the team.

  • Everything in the fractional plan, owned full time
  • Hire and lead the in-house team: content, ads, B2B sales support
  • Own the patient and employer growth numbers for the leadership team
  • Brand, website, offers and the van expansion go-to-market
  • Compensation discussed privately: base plus performance bonus tied to booked consults and Dental Days, equity participation, CMO title
A natural next step after a successful fractional run, or from day one if the leadership team is ready.
Monday, October 26

Let's pick the first three moves on the call.

My recommendation: the AI call and text layer, LSA enrollment for all three offices, and the Business Profile rebuild. Each pays for itself inside the first month.

Email Matt brandfamousmarketing.com
Two Comma Club, 2019 OC dental, done before Marketing + sales, one owner