Google Ads can bring a steady flow of new patients to a medical practice. This guide shows the simple steps to set up your first campaign and avoid the most common mistakes.
Key takeaways
- Start with search ads and one clear goal.
- Set up call and booking tracking before you spend.
- Use negative keywords and a focused landing page.
- Follow the advertising rules where you practise.
Why Google Ads works for medical practices
When someone has a health problem, they often search online first. Google Ads puts your practice at the top of the results at the moment a patient is looking for help. You pay when someone clicks, so you can start small and grow as you learn what works.
Search ads are the best place to start. They reach people who already want a service, such as “child psychologist near me” or “emergency dentist”.
Before you start: goals, budget and tracking
Write down one clear goal. For most practices it is booked appointments or phone calls. Choose a monthly budget you can keep for at least three months, because the campaign needs time to learn.
Set up conversion tracking first. Without it, you cannot tell which ads bring real patients.
Step 1: Choose the right keywords
Pick keywords that match what patients type when they are ready to book. Group them by service, for example one group for anxiety treatment and another for ADHD assessments.
Add negative keywords early
Negative keywords stop your ads showing for the wrong searches, such as jobs, free advice or courses. Check your search terms report every week and add new ones.
Step 2: Write ads patients trust
Use plain words. Say what you treat, where you are, and how to book. Add details that build trust, such as your qualifications, telehealth options or short wait times if they are true.
Add call and location extensions so patients can phone you or find you in one tap.
Step 3: Build a landing page that converts
Send each ad group to a page about that service, not just your home page. A good landing page loads fast on a phone, repeats the offer from the ad, and shows one clear action: call or book online.
Step 4: Track calls and bookings
Track form submissions, clicks to call and online bookings. Review your numbers each month. Pause keywords that spend money without bringing enquiries, and give more budget to the ones that work.
Common mistakes to avoid
- Sending all ads to the home page.
- Using broad keywords with no negative keywords.
- Changing the campaign every day before it has time to learn.
- Not tracking phone calls.
- Ignoring mobile, where many patients search.
Follow health advertising rules
Health advertising has extra rules. Google has policies for healthcare and medicines ads, and each country has its own rules for practitioners. In Australia, practitioners must follow the AHPRA advertising guidelines, for example not using patient testimonials in advertising. Always check the rules where you practise before you publish ads.
Frequently asked questions
How much should a medical practice spend on Google Ads?
There is no single number. Start with a budget you can keep for at least three months, then adjust it once you see how many enquiries each click brings.
How long does Google Ads take to work?
Ads can start showing the same day. Most campaigns need a few weeks of data before you can judge the results and improve them.
Should I run Google Ads or Meta Ads first?
They reach people in different ways. Google Ads reaches people who are already searching for care. Meta Ads reaches people who are not searching yet. Many practices start with Google Ads and add Meta as they grow.
Want help with Google Ads?
I set up and manage Google Ads for healthcare practices worldwide.
See Google Ads plans Contact me