In today’s competitive healthcare landscape, simply having a clinic or medical practice isn’t enough. Patients increasingly turn to Google to find doctors nearby, check reviews, and book appointments. This is where Google Ads (formerly Google AdWords) can make a big difference.
Whether you’re a general physician, specialist, or run a multi-doctor clinic, Google Search Ads can drive targeted traffic to your website and convert online searches into actual patient visits. In this guide, we’ll walk you through how to set up Google Ads for doctors, step-by-step.
Why Google Ads Matter for Doctors
Before diving into setup, let’s understand the why.
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Immediate visibility: Your clinic can appear at the top of search results instantly.
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Targeted reach: Show your ad only to people searching for relevant medical services in your area.
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Cost-effective: You pay only when someone clicks your ad (Pay-Per-Click or PPC model).
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Scalable: Start small and scale your campaign as your clinic grows.
Step-by-Step Guide to Setting Up Google Ads for Clinics
1. Create a Google Ads Account
Go to https://ads.google.com and sign up with your Google account. If you’re new, select the “Switch to Expert Mode” option. This gives you full control over your campaign, which is essential for running effective medical ads.
2. Choose the Right Campaign Type
Since you want to attract local patients who are actively searching for services, choose:
Campaign Type: “Search”
Goal: “Leads” or “Website Traffic”
Network: Uncheck “Display Network” to focus purely on search traffic.
3. Target the Right Geographic Location
Local targeting is crucial. Under Location Settings:
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Target your city, neighborhood, or radius around your clinic.
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Use “Presence: People in or regularly in your targeted location” to avoid clicks from outsiders.
Example:
If your clinic is in Houston, Texas, you might target a 10-mile radius around your ZIP code.
4. Set Your Budget and Bidding Strategy
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Budget: Start with $10–$30/day, depending on your market.
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Bidding Strategy: Choose “Maximize Conversions” or set bids manually for better control.
Pro Tip: Use ad scheduling to only run ads during office hours or when staff is available to take calls or appointments.
5. Choose Keywords that Patients Actually Search For
This is the heart of your campaign. Use tools like Google Keyword Planner or Ubersuggest to find relevant search terms.
Examples of keywords for clinics:
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“best dermatologist near me”
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“ENT clinic Houston”
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“walk-in clinic open now”
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“pediatrician near me”
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“skin allergy treatment Houston”
Include:
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Primary keywords (e.g., “cardiologist near me”)
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Long-tail keywords (e.g., “female gynecologist in Brooklyn accepting new patients”)
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Branded keywords (e.g., your clinic’s name)
Use Phrase Match and Exact Match to maintain control over what queries trigger your ads.
6. Create Highly Relevant Ad Groups
Segment your keywords by intent and specialty. For example:
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Ad Group 1: General Check-up
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Ad Group 2: Women’s Health
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Ad Group 3: Pediatric Care
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Ad Group 4: Skin & Dermatology
This lets you write more tailored ads and landing pages.
7. Write Effective and Trustworthy Ad Copy
Keep your ad copy concise, clear, and reassuring. Include:
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Headline 1: Service + Location (e.g., “Trusted Pediatrician in Chicago”)
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Headline 2: Unique value (e.g., “Same Day Appointments Available”)
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Headline 3: Call-to-action (e.g., “Call Now to Book”)
Description:
Highlight benefits like:
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“Board-certified doctor with 15+ years experience”
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“Telehealth appointments available”
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“Walk-ins welcome”
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“Accepts most insurance plans”
Use ad extensions to add:
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Phone number (Call Extension)
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Location (Location Extension)
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Links to specific services (Sitelink Extension)
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Reviews or ratings (if available)
8. Create a Dedicated Landing Page
Don’t send users to your homepage. Instead, create specific pages for:
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Each specialty or service
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Contact forms with click-to-call buttons
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Patient testimonials
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Map/directions to your clinic
Ensure the landing page is mobile-friendly, loads quickly, and includes a clear CTA like “Book an Appointment” or “Call Now.”
9. Enable Call Tracking and Conversion Tracking
This step is vital for measuring ROI.
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Use Google Tag Manager or install conversion tags on your booking confirmation page.
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Set up call conversions to track how many people called your clinic from the ad.
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Use Google Analytics to monitor user behavior post-click.
10. Monitor and Optimize Regularly
Google Ads is not a “set it and forget it” platform. Track performance weekly and adjust:
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Pause low-performing keywords
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Test new ad copy
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Refine negative keywords (to block irrelevant clicks, e.g., “free clinic” or “medical school”)
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Adjust bids by device, location, or time
Use the Search Terms Report to discover what actual phrases users typed and refine your keyword list.
Bonus Tips for Doctors Using Google Ads
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Run seasonal campaigns: Promote flu shots, allergy testing, or back-to-school physicals.
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Advertise telemedicine services for broader reach.
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Promote urgent care or walk-in availability to capture time-sensitive searchers.
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Highlight credentials: Board certifications, experience, or awards.
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Use video in YouTube Ads (optional): If budget permits, consider creating awareness with short explainer videos.
Common Mistakes to Avoid
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Using broad match only: This can waste budget on irrelevant traffic.
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Not tracking conversions: Without tracking, you can’t optimize effectively.
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Sending traffic to your homepage: Specific landing pages convert better.
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Not using negative keywords: These prevent wasted spend.
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Ignoring mobile experience: Most health-related searches happen on mobile.
Conclusion
Setting up Google Ads for doctors can be a game-changer for clinics looking to grow their patient base. With precise targeting, well-written ads, and conversion-optimized landing pages, your practice can gain visibility exactly when potential patients are searching for help.
If you’re new to Google Ads or don’t have time to manage it yourself, consider partnering with a healthcare-focused digital marketing agency. But if you follow the steps in this guide, you’ll be well on your way to turning clicks into clinic visits.
Need Help?
Want a done-for-you setup for your clinic’s Google Ads? Contact a certified Google Partner agency or get in touch with an expert digital marketing consultant who specializes in healthcare.
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