Google Ads can be a powerful patient acquisition channel for medical practices—or a budget-draining disaster. The difference comes down to understanding healthcare advertising policies, targeting the right keywords, and optimizing for actual appointments, not just clicks.
This guide covers how doctors, dentists, and therapists can use Google Ads effectively while navigating Google's healthcare advertising restrictions.
Should Doctors Use Google Ads?
When PPC Makes Sense for Medical Practices
Google Ads works best for medical practices when:
You need immediate visibility. SEO takes months. Google Ads can put you at the top of search results today.
You're launching a new service. New procedure or specialty? Ads can build awareness while organic rankings develop.
You have a high-value service. A $5,000 dental implant case justifies a higher cost per acquisition than a $150 cleaning.
Competitors are bidding. If competitors dominate the ads, you're invisible for high-intent searches unless you compete.
You can track ROI. With proper conversion tracking, you can measure cost per new patient and optimize accordingly.
Google Ads vs. SEO: Complementary, Not Competing
The best healthcare marketing strategies use both channels:
Google Ads Strengths:
- Immediate visibility
- Precise targeting
- Easy testing
- Predictable (pay for position)
SEO Strengths:
- Lower long-term cost per lead
- Builds practice authority
- Compounds over time
- Captures broader search intent
Most practices should invest in both, with the balance shifting toward SEO as organic rankings improve.
Google Ads for Doctors: Campaign Setup
Choosing the Right Campaign Type
For medical practices, focus on these campaign types:
Search Campaigns: Show text ads when people search for relevant terms. Best for capturing high-intent searches like "[specialty] doctor near me."
Call-Only Campaigns: Mobile ads that encourage direct phone calls. Great for practices where most conversions happen by phone.
Local Service Ads (if available): Pay-per-lead ads that appear above regular search ads. Not available in all markets or for all specialties.
Performance Max: Automated campaigns across Google's network. Use cautiously—less control over where ads appear.
Healthcare Advertising Policies and Restrictions
Google restricts healthcare advertising more than most industries:
What You Can't Do:
- Guarantee treatment outcomes
- Make claims without evidence
- Advertise certain restricted treatments
- Use before/after photos in some contexts
- Target based on health conditions (remarketing limitations)
What You Must Do:
- Get certified as a healthcare advertiser (some categories)
- Include required disclaimers
- Link to compliant landing pages
- Follow state medical advertising regulations
Violations can result in ad disapproval or account suspension. When in doubt, err on the side of caution.
Location Targeting for Medical Practices
Most patients won't travel far for medical care. Target appropriately:
Primary Care/General Dentist: 5-15 mile radius typically
Specialists: 15-30 mile radius
Elective/Cosmetic: Wider radius (patients travel for the right provider)
Emergency Services: Tight radius (people want nearby help)
Targeting Settings:
- Use "People in or regularly in your targeted locations" (not "People interested in")
- Exclude irrelevant areas
- Consider bid adjustments for closer zip codes
Keyword Strategy for Medical Google Ads
High-Intent Keywords by Specialty
Focus budget on keywords indicating readiness to book:
High Intent (Worth Higher Bids):
- "[Specialty] doctor near me"
- "[Specialty] appointment [city]"
- "Best [specialty] in [city]"
- "[Condition] treatment [city]"
Lower Intent (Better for SEO):
- "What is [condition]"
- "[Condition] symptoms"
- "How to treat [condition] at home"
Negative Keywords to Avoid Wasted Spend
Prevent ads from showing for irrelevant searches:
Common Negative Keywords:
- "free" (unless you offer free consultations)
- "home remedy"
- "DIY"
- "jobs" / "careers" / "salary"
- "school" / "degree" / "training"
- Competitor names (unless intentional)
- Insurance company names (if you don't accept)
Branded vs. Non-Branded Campaigns
Branded Campaigns: Bidding on your own practice name. Low cost, high conversion rate, protects from competitors bidding on your name.
Non-Branded Campaigns: Bidding on generic terms ("[specialty] doctor near me"). Higher cost, captures new patients who don't know you yet.
Most practices should run both, with separate campaigns for better budget control and reporting.
Google Ads for Dentists: Specialty Considerations
Emergency Dental Keywords
Emergency dental searches have high intent and often justify premium bids:
- "Emergency dentist near me"
- "24 hour dentist"
- "Tooth pain dentist open now"
- "Same day dental appointment"
- "Broken tooth repair [city]"
If you offer emergency services, run dedicated campaigns with extended hours and mobile-optimized landing pages.
Cosmetic vs. General Dentistry Campaigns
Cosmetic dental patients search and convert differently:
Cosmetic Campaigns:
- Higher patient value justifies higher bids
- Longer consideration period
- Target: "Invisalign," "veneers," "teeth whitening," "smile makeover"
- Landing pages should emphasize results and financing
General Dentistry Campaigns:
- Lower bids, higher volume
- Shorter decision cycle
- Target: "Dentist near me," "dental cleaning," "new patient dentist"
- Landing pages should emphasize convenience and insurance
Google Ads for Therapists and Mental Health Providers
Sensitive Category Restrictions
Mental health advertising faces additional restrictions:
Restrictions:
- Limited remarketing capabilities
- Can't target based on mental health conditions
- Extra scrutiny on ad copy claims
- Some keywords may be restricted
What Works:
- Focus on service descriptions, not conditions
- Emphasize credentials and approach
- "Therapy" and "counseling" keywords perform well
- Geographic + service targeting
Landing Page Requirements for Therapy Ads
Therapy landing pages need specific elements:
- Clear provider credentials and licensing
- Services offered (individual, couples, family, etc.)
- Treatment approaches (CBT, EMDR, etc.)
- Insurance and payment information
- Privacy and confidentiality statements
- Easy booking or contact options
Optimizing Medical Google Ads Campaigns
Ad Copy That Converts Patients
Effective healthcare ad copy includes:
Headlines:
- Include location for local searches
- Mention key differentiator (years experience, specialty)
- Include call to action ("Book Today," "Free Consultation")
Descriptions:
- Highlight credentials
- Mention insurance accepted (if relevant)
- Include patient benefits (same-day appointments, evening hours)
- Add trust signals (board certified, patient reviews)
Landing Page Best Practices
Send ad traffic to optimized landing pages, not your homepage:
- Match landing page to ad promise
- Clear headline reinforcing the search
- Provider photo and credentials
- Simple contact form or click-to-call
- Trust signals (reviews, certifications)
- Fast load time (under 3 seconds)
- Mobile optimized
Call Tracking and Conversion Setup
Without proper tracking, you can't optimize:
Track:
- Phone calls (use call tracking numbers)
- Form submissions
- Online booking completions
- Chat conversations
Connect to your practice:
- Import conversions to Google Ads
- Track which keywords drive appointments
- Calculate cost per new patient
Budget and Bidding for Healthcare PPC
Realistic Budgets by Market Size
Healthcare PPC costs vary significantly by market and specialty:
Small Markets (under 500k population):
- Test with $1,000-2,000/month
- Lower CPCs, less competition
- Can dominate with moderate budget
Medium Markets (500k-2M population):
- $2,000-5,000/month to be competitive
- More competition, higher CPCs
- Need to be strategic about keywords
Large Markets (2M+ population):
- $5,000-15,000+/month
- Highly competitive
- May need to focus on specific services or areas
Cost Per Patient Acquisition Benchmarks
Typical cost per new patient from Google Ads:
- Primary Care: $75-200
- General Dentist: $100-300
- Dental Implants: $300-800
- Plastic Surgery: $200-500
- Mental Health: $100-250
- Specialists: $150-400
Compare to patient lifetime value to determine acceptable cost per acquisition.
Google Ads can be a powerful patient acquisition channel when done right. The key is understanding healthcare advertising policies, targeting high-intent keywords, and optimizing for actual appointments—not just clicks.
Related Reading:
SEO for Dentists
Plastic Surgery SEO
Healthcare SEO Services
