Online ads put your practice in front of people at the right moment. This guide explains the main types of ads, which one fits which goal, and what to set up before you spend.
Key takeaways
- Search ads reach people who are looking for care now.
- Social and video ads reach people who are not searching yet.
- Email brings back patients you already have.
- Set up tracking, a landing page and a phone plan before you spend.
What online advertising is
Online advertising means paying to show your message on Google, social media, video sites or in email. You usually pay when someone clicks, views or takes an action. You choose who sees your ad by place, interests and other settings the platform allows.
For healthcare there are extra rules about what you can say and who you can target. These rules differ by country and by platform, so plan for them from the start.
The main types of ads
Search ads
Shown when someone searches on Google. They suit services people already look for, such as “emergency dentist” or “child psychologist near me”. See Google Ads.
Social ads
Shown on Facebook and Instagram, TikTok, Snapchat, LinkedIn and Reddit. They reach people while they scroll, often before they start searching. See Facebook and Instagram Ads.
Video ads
Short videos on YouTube, TikTok and Facebook. They help build trust and explain a service in a friendly way. See video promotion.
Messages to people who agreed to hear from you. Email suits reminders, recall and win-back. See email marketing.
Which type fits which goal
- New patients who are ready to book: search ads.
- People who do not know they need your service yet: social and video ads.
- Referrers, clinic owners and new staff: LinkedIn ads.
- Patients who have not visited for a while: email.
- Trust and awareness: video.
Many practices start with one channel, learn what a new patient costs, and then add another.
What to set up before you spend
Three things decide whether ads pay off, and none of them is the ad itself.
- Tracking. Count phone calls, forms and bookings. Without it you cannot see what your budget buys.
- A landing page. A fast, clear page about one service, with one action: call or book.
- A phone and booking plan. Someone must answer calls and reply to forms quickly.
Follow the health ad rules
Health advertising has extra rules. Platforms such as Google, Meta and TikTok have their own healthcare policies, and each country has rules for practitioners. For example, Google does not allow lead forms for healthcare ads.
I wrote plain-English pages for five regions. Start with the regions page, then check with your own regulator before you publish.
How to measure results
Clicks and likes show attention, not patients. Look at cost per enquiry and cost per new patient. The lead cost calculator shows how to work these out.
Common mistakes to avoid
- Starting ads before tracking works.
- Sending every ad to the home page.
- Judging the results after one week.
- Leaving calls and forms unanswered.
- Ignoring the health ad rules.
Frequently asked questions
What is the best type of online advertising for a clinic?
It depends on your goal. Search ads suit people who are ready to book. Social and video ads suit people who are not searching yet. Most practices start with one and add more later.
How much should I spend on online ads?
There is no single number. Choose a budget you can keep for at least three months and track the cost of each enquiry. The cost pages explain what moves the price.
Do I need a website to advertise?
You need somewhere for people to land, such as a page for each service. A fast, clear page helps your ads work better.
Keep reading
Healthcare ads cost
What affects the price of ads.
Healthcare marketing strategy
Types of marketing and how to choose.
Healthcare marketing agency
How to choose a partner.
Checked in November 2026. This is a plain-English summary, not legal or financial advice. Sources: Google Ads policy: healthcare and medicines · Meta policy: health and wellness · TikTok healthcare and pharmaceuticals policy
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