Root Canal (RCT) and
Vital-Pulp Patient Leads

Typical 2026 ranges: shared root canal leads $40 to $120, Google Ads PPC $60 to $200 per lead (higher in dense metros), exclusive lead providers $120 to $300. With RCT case values starting at $1,500 and climbing to $2,200+ for retreatment and $2,800+ for apicoectomy, the per-lead cost is a small fraction of case revenue. Effective cost per accepted case: shared $1,200 to $2,400, exclusive $700 to $1,400.

PeakIntent runs exclusive flow for endodontic specialty practices and DSO practices with high RCT volume. Exclusive flow makes the most sense in markets where you are competing with 4 or more other endodontists for the same patient. In smaller markets with established GP referral relationships, exclusive lead spend is usually a supplement to (not a replacement for) the referral pipeline.

Endodontics is one of the most referral-dependent specialties in dentistry. In most established endodontic practices, 70 to 85 percent of new patients arrive via a general dentist referral. The GP has already diagnosed the pulpitis or apical pathology and recommended the specialist. That means direct marketing channels (Google Ads, exclusive leads) typically supplement the referral pipeline rather than replace it. Practices that grow fastest are the ones with both a strong GP referral program AND a direct-to-patient acquisition layer.

Shared root canal leads typically book at 10 to 15 percent because the patient is often in pain and ready to schedule with whoever responds first. Exclusive leads book at 25 to 35 percent because the conversation is not a 3-way race against other practices, and the patient has time to confirm insurance and availability without comparison-shopping mid-pain. Case acceptance from booked consult is roughly the same across both (around 85 percent for non-elective RCT, lower for retreatment or apicoectomy where the patient may consider extraction).

Emergency RCT inquiries are time-critical and book at much higher rates regardless of channel because the patient is in active pain. Two operational priorities: (1) a 24-hour intake line or after-hours coverage so emergency calls land somewhere staffed, and (2) clear "we see emergencies today" messaging in your ad copy, Google Business Profile, and landing pages. Emergency patients close in days, elective retreatment patients close in weeks.

Pulpotomy with mineral trioxide aggregate (MTA) is increasingly offered as a vital-pulp-preserving alternative to full RCT on appropriate cases, particularly in patients with reversible pulpitis caught early. From a marketing perspective, the patient inquiry is usually still "I think I need a root canal" because that is the consumer term. Practices offering vital-pulp alternatives should reflect that in their landing page and intake conversation, framing the visit as "diagnostic exam to determine whether RCT, pulpotomy, or no intervention is the right path." Patients reward that honesty.