Boost Healthcare ROI Quickly with Google Ads That Work

Understanding the Value Proposition of Google Ads

What is Google Ads?

Google Ads is Google’s paid advertising platform that allows businesses to promote services across Google Search, Display Network, YouTube, and more.

• Search campaigns show text ads based on keyword queries.

• Display campaigns show image or video-based ads across websites and apps.

• Video campaigns run skippable/non-skippable ads on YouTube.

How does Google Ads work?

• Advertisers bid on keywords relevant to their service.

• Ads appear based on Quality Score (ad relevance, landing page experience, CTR).

• You only pay when someone clicks (PPC) or engages (video views, calls).

How Much Do Google Ads Cost?

The cost of running Google Ads for healthcare practices varies based on several key factors. Geographic competition plays a major role, clinics in urban or densely populated areas typically face higher costs due to increased advertiser demand. The keywords you target also impact pricing; for instance, high-intent terms like “urgent care near me” can range from $5 to $12 per click. 

Additionally, your ad rank and bidding strategy influence the final cost-per-click, meaning well-optimized ads with strong quality scores can achieve better placement at a lower cost.

Typical monthly budgets for clinics:

• Small practices: $500–$1,000/month

• Multi-location clinics: $2,000+/month

How Are You Charged for a Click?

In Google Ads, you're charged each time someone clicks your ad, a model known as cost-per-click (CPC). The exact amount depends on an auction system where your bid and Quality Score determine your ad’s position. You're only charged just enough to outbid the next competitor, not your full bid amount. 

To maintain control over your budget, you can set maximum CPC bids, ensuring you never pay more than you're comfortable with. This structure helps advertisers manage ROI more effectively while improving campaign performance through smart bidding strategies.

Key Ad Formats & When to Use Them

Search Ads vs Display Ads: What’s the Difference?

Search Ads

• Appear on Google Search results

• Best for intent-based queries (e.g., "pediatrician near me")

Display Ads

• Appear across websites in Google's Display Network

• Ideal for awareness and remarketing

Google properties where you can advertise:

• Google Search, Gmail, YouTube, Maps, Display Network

Use search ads for patient acquisition and display ads for brand visibility.

Using Google Video Partners & YouTube Ads in Healthcare

Healthcare practices can boost online visibility by leveraging YouTube ads through Google Video Partners. These video ad formats offer diverse ways to engage potential patients. Skippable in-stream ads play before YouTube videos and allow viewers to skip after a few seconds, making them ideal for broad awareness campaigns. 

Non-skippable ads, typically 15 seconds or less, deliver concise, high-impact messages, perfect for promoting time-sensitive offers or services like med spa treatments. Discovery ads appear in YouTube search results and alongside related videos, helping your practice reach users actively searching for health or wellness information.

Follow the ABCDs of YouTube ad design:

• Attract attention early

• Brand naturally

• Connect with emotion

• Direct viewers to take action

Smart Bidding & Automation: How Google Ads Delivers ROI

Benefits of Automated Bidding for Clinics & Med Spas

Automated bidding in Google Ads, especially Smart Bidding, offers powerful benefits for aesthetic clinics, dental clinics, physical therapy clinics, chiropractic clinics, weight loss clinics, and med spas aiming to boost ROI. By leveraging machine learning, Smart Bidding strategies like Target CPA help acquire leads and appointments at a predictable cost. 

Maximize Conversions ensures your budget is used efficiently to generate the highest possible number of actions, while Enhanced CPC adjusts bids in real time based on user intent and behavior. These strategies save time, reduce manual guesswork, and improve ad performance, making them ideal for busy healthcare practices focused on patient acquisition.

How does automating your bid contribute?

• Saves time on manual adjustments

• Optimizes for conversion probability

• Reduces wasted spend

What’s Included in Auto-Tagging & Conversion Tracking?

Auto-tagging enables tracking in Google Analytics by adding the GCLID parameter to your URLs.

Conversion tracking setup:

• Use Google Tag Manager or direct site code

• Track form submissions, calls, appointment bookings

• Attribute conversions to the right ad and keyword

This data is essential for campaign optimization and ROI analysis.

Audience Targeting for Local Patient Acquisition

Affinity Audiences vs In-Market: What’s Best for You?

When running Google Ads for your healthcare clinic, understanding the difference between Affinity Audiences and In-Market Audiences is key to choosing the right strategy. Affinity Audiences are based on long-term interests and lifestyle habits, making them ideal for brand awareness campaigns aimed at building trust in your local community. 

On the other hand, In-Market Audiences target users actively searching for specific services, like “chiropractor appointment” and are best for conversion-driven campaigns focused on immediate patient sign-ups. Use In-Market segments to capture ready-to-book patients and Affinity to nurture brand loyalty over time.

How to Leverage Google Display Ads for Local Results

Display ads can be geo-targeted to specific zip codes or cities:

• Promote seasonal offers (e.g., flu shots in Chicago)

• Use responsive display ads for device flexibility

• Match ads with local events and awareness months

Display campaigns support these marketing objectives:

• Awareness (get seen)

• Consideration (drive interest)

• Action (convert to patient)

Must-Have Features for High-Performing Healthcare Ads

Using Callout Extensions to Showcase Offers

Callout extensions allow you to add extra text snippets to your ads:

• Examples: "Same-Day Appointments," "Telehealth Available," "Free Consults"

• Improves ad visibility and click-through rate

• Doesn’t cost extra, just boosts your performance

Best Practices for Optimizing Landing Pages

To convert visitors into patients, your landing pages must be fast, clear, and compelling. Aim for a load time under 3 seconds to reduce bounce rates and keep users engaged. Ensure your design is mobile-friendly, as most users access healthcare websites from their phones. Include trust elements like patient reviews, certifications, or security badges to build credibility. 

Most importantly, feature a clear and visible call-to-action (CTA) such as “Book Now” or “Schedule a Consultation.” For ongoing improvement, implement A/B testing to compare different versions and identify what drives the highest conversion rates.

What to Avoid: Common Google Ads Pitfalls

Misconceptions About Bidding & Audience Targeting

Avoid these common errors:

• Raising bids doesn’t always guarantee better results

• You can’t target users by sensitive characteristics (e.g., health conditions)

• Don’t rely on broad match only

Start with phrase matches and use negative keywords to avoid waste.

Linking Google Ads & Analytics: What’s Not Possible?

While linking Google Ads and Google Analytics offers valuable insights, there are limitations to keep in mind. Past campaign data can’t be retroactively imported, meaning you’ll only see performance metrics from the moment the accounts are linked. 

Additionally, some user-level demographic information may not carry over, and Google Analytics 4 (GA4) provides limited view-through attribution, which can affect how you track conversions from display or YouTube ads. Despite these restrictions, integration still plays a vital role in goal tracking, campaign optimization, and budget justification, making it an essential step for any data-driven healthcare marketing strategy.

Managing Campaign Costs & Budget Burnout

Avoid overspending by:

• Setting daily and monthly caps

• Using shared budgets across campaigns

• Regularly auditing low-performing ads

Need to pause or cancel?

• Visit Google Ads settings to pause

• Delete account under "Account Preferences" if necessary

Is Google Ads Really Worth It for Your Practice?

Let’s look at a real example:

Client: Med Spa in Phoenix, AZ
Campaign Type: Search + Display Combo
Monthly Budget: $1,500
Results (90 Days):

• Patient sign-ups: +68%

• Cost per lead: ↓ 34%

• Website conversions: +51%

Alt text: Google Ads results for med spa client

The data speaks for itself: smartly managed Google Ads campaigns deliver measurable ROI.

Ready to Optimize Your Google Ads Strategy?

If you're running a busy clinic, managing Google Ads can feel overwhelming, especially without clear results. That’s where Egg Health steps in. We offer a snapshot audit to quickly identify underperforming campaigns and provide tailored recommendations to improve patient acquisition. 

From expert bid strategies to optimized ad design, our hands-free campaign management helps you maximize ROI without the guesswork. Ready to see what your ads are really capable of? Schedule your free audit today and uncover missed opportunities that could drive more patients to your practice.

At Egg Health Holdings, we are dedicated to helping healthcare practices thrive in today’s digital landscape:

• Local Boost Pro: Simplify your SEO strategy and drive more patient traffic to your practice for just $99/month.

• Comprehensive Resources: Access the Ultimate Guide to Local SEO for Healthcare Practices, a free infographic packed with actionable tips.

• Tailored Insights: Get your free digital audit today to uncover opportunities and strengthen your online presence.

• Expert Guidance: Schedule a North Star Consultation Call to map out a strategic path to success.

• Near Me Suite Guide: Learn how to leverage cutting-edge tools to enhance visibility and connect with patients.

Ready to transform your practice? Visit our website, explore our solutions, and contact us to begin your growth journey today!