Five channels, checked live on 9 October 2026. Every line traces to a source captioned on the page.
| Channel | Toothfloof | The House of Mouth | Smilie | What it means |
|---|---|---|---|---|
| Google rankings 6 money searches | Page one on 0 of 6 | Page one on 5 of 6 | Page one on 3 of 6 | Both competitors take the kit searches your customers type. You hold none yet. |
| Google Ads Transparency Centre, AU | 0 ads on record | 7 ads on record | 70 ads on record | Smilie is paying Google for whitening kit clicks. Nothing points to toothfloof.com. |
| Meta Ads Ad Library, active now | No ads found | Active, about 27 results | Active, about 50 results | Both competitors are in the feed right now. Your pixel fires, but no ads run under your name. |
| Landing page Where the click lands | Priced products, add to cart | Shop buttons, product search | Up to 50% off, shop buttons | Your store is ready for paid traffic. Every tag a media buyer needs already fires. |
| Reputation Google rating (reviews) | Profile, no rating shown | 4.9 (242 reviews) | No profile found | The House of Mouth shows 4.9 from 242 reviews on its Burleigh Heads store. You have a profile with no rating yet. |
Toothfloof's store is the best set up in this comparison: prices on the homepage, a collection page per whitening need, and GA4, Tag Manager, the Google Ads tag and the Meta pixel all firing. None of the six searches here shows the store on page one. The House of Mouth is on five and Smilie on three.
Six searches a customer types before buying a whitening kit, read live from Google Australia on 9 October 2026.
| Search term | Searches / mo | Toothfloof | The House of Mouth | Smilie |
|---|---|---|---|---|
| teeth whitening kit australia | High est. | Not in top 10 | #6 | #2 |
| at home teeth whitening australia | High est. | Not in top 10 | #8 | #1 |
| best teeth whitening kit australia | High est. | Not in top 10 | Not in top 10 | Not in top 10 |
| teeth whitening strips australia | High est. | Not in top 10 | #3 | Not in top 10 |
| professional teeth whitening kit australia | Medium est. | Not in top 10 | #7 | #2 |
| teeth whitening trays australia | Medium est. | Not in top 10 | #1 | Not in top 10 |
Product pages hold the top of teeth whitening kit australia: SmilePro first, Smilie second with "Dentist-Developed" in its title. That is your own positioning, in someone else's title. Google's question box asks which home kit is the most effective, so the searcher is comparing products and ready to buy.
The chain, with every assumption written down. Deliberately conservative.
The six searches in this report, at an example volume an Australian market this size supports. An example, not a measured figure.
The clicks you do not get today, once your pages sit around position three, rounded down.
Orders at 2% of those visits, the usual rate for an online store, rounded down.
Three orders at $119, the from price of the OraWrap kit on your homepage. Revenue before costs, and before any repeat order.
Halve the example volume and it is still one or two kit orders a month going to the stores above you today, before a single repeat purchase. The collection pages to catch them are already built.
Estimates, not promises. Each assumption is deliberately conservative so the number holds up.
Rework the best at-home whitening and professional-level collection pages so each targets one search, link the eight comparison posts into them, add product schema with review counts, and build a trays page for the search House of Mouth holds first.
| Advertiser | Ads on record | Last ran | Headline seen | Lands on | Offer on the page |
|---|---|---|---|---|---|
| The House of Mouth | 7 | Not dated | Product listings, e.g. Oral B 3DWhite | thehouseofmouth.com.au | 10% off your order, oral care range |
| Smilie | 70 | Not dated | "Australia's #1 Whitening Kit - Dentist-Grade, At-Home Kit" | smilie.com.au | Up to 50% off, plus a gift |
| Toothfloof | 0 | Nothing on record | Nothing running | toothfloof.com/collections/best-at-home-teeth-whitening | OraWrap kit from $119, add to cart |
70 ads on record point to smilie.com.au, and the one in view claims "Australia's #1 Whitening Kit". The House of Mouth's 7 are product listings for other brands. Your Google Ads tag already fires on the homepage, so a capped Shopping and search campaign on the six kit terms could start without new setup.
Your homepage shows four products with prices and add to cart, and GA4, Tag Manager, the Google Ads tag, the Meta pixel and the TikTok pixel all fire on load. The gap is proof: the OraWrap kit shows 2 reviews. Smilie's page leads with an up to 50% off offer.
Theirs: Smilie leads with the reader's worry, "Are yellow teeth affecting your self-confidence?" Missing: a reason to choose wraps over strips or LED kits. That difference is your product, and none of the ads captured here says it.
Theirs: Smilie's own ads say they were created by dentists, and name a TV appearance. Missing: a story only you can tell. "Developed by dental pros" alone now sounds like Smilie.
Theirs: House of Mouth sells other brands' trays and pens in video. Missing: a person. The photo on your own site of someone holding the pink Toothfloof case stops the scroll better than a product on a plain background.
Why this matters: a stronger headline and hook lifts click-through. Higher click-through lowers what Meta charges per click. Cheaper clicks mean more visits from the same budget, and more visits mean more enquiries. Your pixel is already firing, so the first test audience can be the people who have visited the store and not bought.
Smilie has 70 Google ads on record and you have none. Your Google Ads tag already fires, so a small campaign on the six kit searches, landing on your collection pages, needs no new setup.
The Meta pixel fires on every homepage load. A small campaign to people who visited and did not buy is the cheapest audience in this report.
The OraWrap kit shows 2 reviews, while Smilie says it has 100,000+ customers. A review request with every order lifts the conversion rate of every click you pay for.
You already have collection pages for at-home, professional-level and sensitive whitening, plus eight comparison posts. Aim each page at one search and link the posts into it.
Smilie already says dentist-developed. Your difference is the semi-custom wrap. Make that the first line in the feed and on the homepage.
Fifteen minutes on the phone, no pitch. I will walk you through the two collection pages worth reworking first and what a capped Shopping campaign to them would cost.
Book a time with DeanAt 18 I started a corporate events company doing photo booths, DJing and photography. I could not afford an agency, so I taught myself web development, Meta Ads, Google Ads and SEO off YouTube, got myself to number one on Google, and took it to roughly $300,000.
Everything in this report I can read because I have spent my own money on the exact channels it covers. What follows is not theory. It is what I would fix first.
Founded at 18. Self-taught SEO to a number one ranking and grew it to roughly $300k.
Worked on accounts including MYOB, Heatstrip and i3Group.
Inside Sabri Suby's agency, working on multi-million dollar and international accounts.
MBA search for RMIT, Canberra, Victoria University and Southern Cross.
Rebuilt their SEO service. Four times the clients and three times the team in nine months.
Founded Results Media. Co-authored The Untold Secrets to Ranking #1 On Google.
