What I checked
I started with 37 dental, physio, cosmetic and med-spa clinics in Toronto and Mississauga that showed Google search ads in the 30 days to 27 October, leaving out large chains, franchises and clinics whose ads run under an agency’s account. When I re-checked on 1–2 November, 36 of them still had ads in Google’s public ad library for Canada.
For each one I loaded the website and followed the main “Book” button, the same way a patient would, to see whether it reached an online calendar where you pick a time, or a form where you leave your details and wait. For 6 of the 36 I couldn’t see the booking step from outside (the site blocked automated visits, or the booking step is built in a way that hides it), so they are left out of the booking figures. That leaves 30.
The headline: more than half end at a form
16 of the 30 send the Book button to a request form or a page that asks the patient to call. Only 14 let the patient pick a time on the spot.
A request form isn’t wrong. Some clinics want to triage first. But it changes what “Book” means: the patient who wanted a Tuesday slot now waits for a call back, and the clinic one result down may let them book straight away.
Dental is where it’s most common
- Dental: 10 of 12 send Book to a request form.
- Physio: 4 of 11.
- Cosmetic and med spa: 2 of 7.
Physio and med-spa clinics lean towards online booking already. Dental mostly doesn’t.
There’s usually no second way to book online
You might expect a form on the Book page and a booking link somewhere else on the site. In this group, that didn’t happen: 16 of 16 form-only clinics had no link to an online booking system anywhere else on the homepage either.
Most aren’t new to Google ads
Most of these clinics aren’t new to Google ads.
- 26 of the 36 had at least one ad in the last 30 days that was first shown before November 2025.
- The median was 7.5 ad versions per clinic in Google’s public ad library in the last 30 days.
- 33 of the 36 showed an ad in the week to 1 November.
Public data doesn’t show budgets, so none of this says how much anyone spends. But for 16 of the 30, the Book button still ends at a form.
Check your own clinic in five minutes
- Press your own Book button on a phone. Count the steps until you have a confirmed time. If the answer is “none, I wait for a call”, you’re in the same group as the 16.
- Try it after hours. If booking depends on someone calling back, a patient who finds you on a Sunday evening waits until you reopen.
- Look at what happens next. If you use a form, how quickly does someone reply, and how many requests turn into booked visits? If nobody knows, that number is worth finding first.
See what your Google ads look like from outside, in 10 seconds. Free, public data only, no login.
Check my clinic’s adsWhat this study can’t tell you
- It shows where each website’s Book button goes, not where a specific ad sends people. Google’s public ad library doesn’t show landing pages.
- It doesn’t show spend, conversion rates or how many patients book.
- It’s a snapshot from 1–2 November 2026. Sites change.
- 6 clinics couldn’t be checked from outside, and 30 is a small group. Read the figures as a pattern worth checking, not a measurement of the whole GTA.
Method. Starting list: 37 dental, physio, cosmetic and med-spa clinics in Toronto and Mississauga that showed Google search ads in the 30 days to 27 October 2026 (large chains, franchises and clinics whose ads run under an agency’s account left out). Re-checked 1–2 November 2026: 36 still had ads in Google’s public ad library for Canada in the last 30 days. For each, the website was loaded and the main “Book” button followed to see whether it reached an online booking calendar or a request form; 6 could not be checked and are excluded from the booking figures. Ad counts are ad versions shown, not spend. Public data only; no clinic logins, no clinic is named, and no figure belongs to a single clinic.