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For emergency dental practices

Know which ads put emergency patients in your chair

Pencil puts same-day booking on the site you already have, tracks the calls your ads produce, and reports every visit that actually happened back to the ad account that earned it — so Google learns to spend your budget on the searches that bring patients.

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14-day free trial · no card required · set up in an afternoon

How it works

Follow one patient, search to campaign

Eight steps, one patient — from a search at two in the morning to a campaign that knows what the visit was worth.

1 Make it yours

It should look like your practice, not like software

Set your colors, corners, and fonts once in Pencil. Every booking widget you have installed picks the change up on its own — nobody re-pastes anything, nobody calls a web developer.

Brand color
Corners
Font

Book an emergency visit

Riverside Emergency Dental

Online check-in complete!

We’ll see you at your arrival time.

When do you plan to arrive?
First name
Last name
Phone
Email
Send me text message updates about my visit
Complete Online Check-In
2 Put it on your site

Two tags, and you choose where the form goes

One tag goes on every page — that is what recognises the ad click that brought someone in, wherever they land. The other goes wherever you want the booking form itself to appear. It keeps entirely to itself, so it cannot break your site's design and your site cannot break it.

(317) 555-0100

Book an emergency visit

Riverside Emergency Dental

Online check-in complete!

We’ll see you at your arrival time.

When do you plan to arrive?
First name
Last name
Phone
Email
Send me text message updates about my visit
Complete Online Check-In
riversidedental.com
3 A patient goes looking

Two in the morning, and the search is already happening

Your ad answers a search you paid for, and the visitor lands on your own site. The number in your header quietly becomes a tracked one, so whether they call or book, you will know which click sent them.

emergency dentist near me
All Maps Images News Shopping
Sponsored Riverside Emergency Dental riversidedental.com

Emergency Dentist Open Late — Same-Day Appointments

Open until 10pm. See tonight’s real openings and book in about a minute.

google.com
4 A patient books

Real openings, tonight's included

Openings come straight from the hours you set, so nothing offered is a guess. About a minute later the patient has a confirmed time and a text to prove it — not a promise that someone will call back in the morning.

(317) 555-0177 tracked

Book an emergency visit

Riverside Emergency Dental

Online check-in complete!

We’ll see you at your arrival time.

When do you plan to arrive? Today — 7:20 PM
First name Marcus
Last name Ellery
Phone (317) 555-0148
Email marcus@example.com
Send me text message updates about my visit
Complete Online Check-In
riversidedental.com
ED Emergency Dental

Hi Marcus, your appointment at Riverside Emergency Dental is confirmed for Wed, Jul 29 at 7:20 PM.

5 Your front desk already knows

On the schedule before they put the phone down

The appointment lands in Pencil the moment it is made, tagged with where it came from. Nothing to check, nothing to transcribe, and the reminder goes out on its own.

Riverside Emergency Dental

Upcoming Appointments

Today Tomorrow Next 6 Days
Marcus Ellery Today, 7:20 PM · Online Pending
Pending
Arrived
Waiting
ED Emergency Dental

Hi Marcus, your appointment at Riverside Emergency Dental is confirmed for Wed, Jul 29 at 7:20 PM.

Reminder: Marcus, your appointment at Riverside Emergency Dental is Wed, Jul 29 at 7:20 PM.

6 The visit happens

Arrived, in the chair, done

The front desk moves the appointment along as the visit goes. When it closes out, Pencil follows up and asks the patient how it went — and if they rate it highly, invites them to leave a review.

Riverside Emergency Dental

Upcoming Appointments

Today Tomorrow Next 6 Days
Marcus Ellery Today, 7:20 PM · Online Completed
Pending
Arrived
Waiting
ED Emergency Dental

Hi Marcus, your appointment at Riverside Emergency Dental is confirmed for Wed, Jul 29 at 7:20 PM.

Reminder: Marcus, your appointment at Riverside Emergency Dental is Wed, Jul 29 at 7:20 PM.

Hi Marcus, thanks for visiting Riverside Emergency Dental. Reply with a number from 0 to 10 to rate your visit.

7 Marketing, meet revenue

That completed visit is a conversion

Pencil reports the completed visit back to the ad account that earned it, and the patient never enters that report — no name, no number, no email, only the fact that the visit happened. Once the Open Dental sync lands, what the visit produced rides along with it. That is the loop almost no practice has ever been able to close.

  1. Open Dental

    Open Dental

    $1,240

    Day-of production for the visit

  2. Pencil

    •••••• •••••• no patient details

    Completed visit, matched to the click that earned it

  3. Google Ads

    $1,240

    Conversion recorded against the campaign

8 The loop closes

Your ad account learns which clicks pay

The conversion lands on the campaign that produced it, so Google can chase booked patients instead of clicks — and every visit after this one sharpens that judgement. Conversions report today; the value beside them arrives with the Open Dental sync.

Riverside Emergency Dental 123-456-7890

Performance

Jul 1 – 30
Conversions 29.00
Conv. value $34,880
Emergency › Riverside Search · Enabled
Total: All campaigns $42,990
Integrations

Plugs into what you already run

Nothing to migrate and nothing to replace. Pencil sits alongside the website, phone number, and ad account you already have.

Live

Your website

Two small tags. WordPress, Wix, Squarespace, Webflow, or hand-built — the booking widget keeps entirely to itself, so nothing about your site’s design has to change.

Live

Your phone number

A tracked number forwards to the line you already answer. One more tag swaps it in on your site, so you can tell which ad produced the call without touching your phone system.

Live

Google Ads

Bookings and tracked calls report back as conversions, matched to the click that produced them and carrying no patient details.

On the way

The same loop, more channels — plus production value from your practice management software, so you see revenue and not just a count of visits.

Meta Ads Microsoft Ads Open Dental Open Dental
Patient data

Track your ads without handing over patient details

  • Conversions carry no patient details

    What reaches an advertising platform is that a visit happened and which click earned it. Names, numbers, and email addresses are never part of it.

  • The data belongs to your practice

    We never sell patient information and never use it to train models. It is processed only to run Pencil for you, through contracted providers bound by their own privacy and security obligations.

  • Business associate agreements

    Appointment information can be protected health information, and we sign a BAA with subscribing practices.

  • Texting your patients opted into

    Patients consent in the booking form, messages identify your practice by name, and STOP works on every one of them.

Simple pricing

One price, everything included

$299 per location / month

Everything Pencil does, at one price. No per-booking fee, no per-message fee, no setup fee.

  • Unlimited online bookings from your own website
  • Confirmations, reminders, and follow-ups by text
  • A tracked phone number with call recording
  • Google Ads conversion reporting
  • Live availability, straight from the hours you set
  • Unlimited staff logins and a waiting-room display
Start your free trial

14-day free trial, no card required.

Questions

The ones we actually get asked

Something else on your mind? Email us — a person answers.

We are a general practice — is this for us?
If you keep same-day room for emergencies, yes. Pencil runs the emergency side of your schedule — the after-hours searches, the same-day bookings, and the ads that produce them. It is not a replacement for hygiene recall or routine scheduling, which stay where they are.
Do we need a new website?
No. Pencil is two small tags on the site you already have. If you can paste them into your pages — or send them to whoever maintains the site — you are done.
What if we are already booked solid?
You decide which hours are bookable and how many openings each one holds, and you can pause bookings for the rest of the day in one click when the schedule fills up.
Does it replace our practice management software?
No. Pencil sits in front of it and owns the booking, the texting, and the reporting. Appointments land in Pencil and your front desk enters them into your practice management software the way it always has.
How long does setup take?
An afternoon. Create the location, set your hours, paste the two tags. Texting needs a one-time approval from the phone carriers before it can turn on — we walk you through it, and it usually clears within a few days.
What happens when the trial ends?
Nothing you set up disappears. The trial runs 14 days with no card; when you subscribe at $299 per location per month, everything picks up where it left off.

See it on your own numbers

Put the booking widget on the site you already have, and watch one patient travel from a search at midnight to a booked visit your ad account can finally take credit for.

Start your free trial Talk to us

14-day free trial · no card required · keep everything you set up