Google Ads are a great way to instantly bring prospective patients to your clinic. You set a budget, decide on the treatments or concerns to advertise for, prepare ad copies, and run the ads. You pay for each click that comes through to your site.
When you run Google Ads, there’s only one goal: Bring in genuine enquiries, appointments, and patients. (while being HCSA-compliant, of course)
When you run Google ads, you are burning a budget. For it to make financial sense, you must make more than you spend.
Many agencies say the first step to building a successful Google Ad Campaign is to decide on a sensible budget. Some would say it's to identify your key USPs as a clinic.
They’re all wrong.
The first and MOST important step is to actually determine if your practice is even suitable for Google Ads. Not all medical practices can ROI easily through SEM!
Healthmark highly recommends Google Ads for:
Not recommended for Google Ads:
The core reason is that medical ads are very costly. Each click can range from $7 to $30. For a $2000 budget, that is 66 to 285 clicks. To get the most out of these clicks, your medical services should ideally be of high quantum and margin.
These are usually scopes, surgeries and diagnostics.
For example, family clinics have none of the above. Their income comes mainly from consultation and medication. The margin simply isn’t there. If the expected average patient bill is >$200 and you’re paying $8-16 per click, it’s gonna be stressful to ROI from ads. In addition, having common illnesses is not something a patient will travel for.
In contrast, a set of basic diagnostics from Ophthalmologists (Eye Examination) and ENTs (Nasal Endoscopy) already hit the $300 mark. For Gastroenterologists, Upper GI, and Colorectal Surgeons, a double scope can hit $2000 to $5000. For psychiatrists, for example, even though the revenue is mainly from consultations (~$250), the lifetime value of each patient is exponential. The math is clear. Factor in potential procedures and Google Ads become very worthwhile.
You're already a winning horse if your specialisation is in the above list. The next thing is to actually create winning ads.
We already know what the winning ads are in your specialisation.
Right off the bat, Healthmark can tell you (all while being HCSA-compliant):
You don’t want to spend $8,000 to $15,000 after 3 long months to hear your marketeer say “Oh, this particular treatment / concern is not working out from Google Ads.”
Some treatments and services simply do not respond well to SEM. We already know what these are. We’ll skip those hurdles and go straight to the finishing line.
Here are what beautiful, high quality landing pages look like:
Don’t run Google Ads. There are other methods of digital marketing that can work for you (like SEO). Ask us and we will advise accordingly.
This ad copy written by an agency was directly copied from the client's website hero image which shows a bunch of quotes from famous people. It describes exactly nothing about the services that the clinic provides and does exactly nothing to persuade any potential patient to click on the ad.
Each headline has a character limit of 30 and each description, has 90. Therefore every single word used is extremely critical.
These are terms thrown about to confuse you. They don’t matter. What actually matters:
Yes. Once your ads are up, you should expect to receive enquiries from potential patients. However, there is a certain algorithm learning phase in the first weeks for fresh accounts. Your Google ads account will be increasingly more efficient (lower cost per lead) as it ages through our optimisation work.
The Google Ads platform is a pay-per-click (PPC) system, where you are charged whenever a user clicks on your advertisement. In simple theory, even a small budget would work. Your allocated budget should be inversely proportionate with your capacity.
Our experienced consultant will give a detailed overview and advise a suitable budget based on your goals.
