Paid Ads That Capture Patient Demand
Google Ads campaigns built for healthcare. We target patients actively searching for treatments and deliver them to your clinic as enquiries.
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Instant Visibility for Patient Searches
SEO takes time. PPC delivers immediately. When patients search for treatments you offer, your clinic appears at the top — right when they're ready to enquire.
Unlike organic search, PPC gives you control. You decide which searches trigger your ads, which locations you target, and how much you spend.
- Appear above organic results for high-value searches
- Target specific treatments, conditions, and locations
- Only pay when someone clicks — not for impressions
- Start generating enquiries within days, not months
While healthcare SEO builds long-term visibility, PPC captures demand that exists right now.
Google Ads Built for Medical
Healthcare advertising has rules. Google restricts what you can say, how you can target, and what you can promote. We know these rules and work within them.
- Compliant ad copy that passes Google's healthcare policies
- Landing pages designed for patient conversion
- Keyword strategies focused on treatment intent
- Negative keywords to filter out irrelevant clicks
- Call tracking to measure real enquiries
Our medical copywriting team writes compliant ad copy that converts.
What's Included
Full-service PPC management for private healthcare.
Search Campaigns
Target patients searching for specific treatments, conditions, and clinics in your area.
Local Targeting
Geographic targeting to reach patients within your catchment area.
Landing Pages
Conversion-focused pages designed to turn clicks into patient enquiries.
Call Tracking
Track phone enquiries back to specific keywords and campaigns.
Budget Management
Optimal spend allocation to maximise enquiries within your budget.
Reporting
Clear reports showing clicks, enquiries, and cost per patient acquisition.
Our PPC Process
From setup to optimisation, we handle everything.
Research & Setup
Keyword research, competitor analysis, campaign structure, and account setup tailored to your treatments.
Launch & Monitor
Campaigns go live. We monitor performance daily, adjusting bids and targeting for optimal results.
Optimise & Scale
Continuous improvement. We refine keywords, test ads, and scale what works to grow your enquiries.
PPC Measured Against Enquiries
The goal isn't clicks. It's enquiries. We optimise for conversions, not vanity metrics — with separate reporting for clicks, enquiries and confirmed bookings.
Our campaigns are optimised for conversions — tracking cost per enquiry and cost per consultation booked. That's the metric that matters.
- Reduced cost per click through quality score improvements
- Higher conversion rates with optimised landing pages and conversion rate optimisation
- Improving cost per enquiry over time
- Clear ROI visibility for every pound spent
Bidding That Fits Your Clinic's Data
We choose a bidding approach around the campaign objective, tracking quality, available conversion data and budget. Target CPA can be useful when the account has a reliable enquiry signal and a realistic cost target; it is not a universal starting point or a guaranteed cost per patient.
Target CPA bidding uses conversion data to aim for a specified average cost per conversion. Individual enquiries can cost more or less than the target. The right target depends on the clinic's own results, service mix and capacity. We review enquiry quality before recommending more spend.
- Agree what counts as a valid enquiry
- Separate enquiries from confirmed appointments and revenue
- Exclude spam, tests and duplicate contacts from business reporting
- Review performance over comparable reporting periods
Read our guide to measuring healthcare PPC costs and Google's Maximise Conversions guidance.
What Your PPC Report Should Explain
- Cost per click
- Advertising spend divided by clicks.
- Cost per valid enquiry
- Spend divided by deduplicated, relevant enquiries.
- Cost per booked consultation
- Spend divided by attributable confirmed bookings.
- Enquiry-to-booking rate
- Bookings from a defined enquiry group, with time allowed for follow-up.
- Return on investment
- Requires attributable revenue, costs and a clear measurement period.
There is no single cost or ROI range that applies to every private clinic. Planning scenarios are labelled as assumptions and reviewed against actual results.
Navigating Google's Healthcare Advertising Policies
Google restricts healthcare advertising more than almost any other industry. Ads can be disapproved, accounts suspended, and campaigns shut down overnight if you don't follow the rules. We know these policies inside out because we work with them every day.
Common compliance challenges we handle for our clients:
- Restricted content policies for medical treatments and procedures
- Healthcare provider certification requirements for Google Ads
- Landing page compliance — what claims you can and can't make
- Remarketing restrictions for healthcare audiences
- Ad copy limitations around guarantees, outcomes, and before/after imagery
We review applicable certification requirements, ad copy and landing pages against Google's healthcare advertising policies. We help address disapprovals where they occur; Google makes the final decision on ad and account eligibility.
Why Healthcare PPC Needs Specialists
- ✓ Certification requirements checked for the advertised service and location
- ✓ Policy checks and support with disapproval reviews
- ✓ Ad copy reviewed for ASA and CAP Code compliance
- ✓ Landing pages built to meet Google's healthcare standards
Private Gynaecology Clinic: 56% More Patient Enquiries
The clinic needed relevant enquiries for two specialist treatments within a limited budget. We began with a focused test campaign, reviewed the enquiries and refined the activity over three months.
- 56% increase in patient enquiries for the target treatments
- 20% reduction in cost per lead through monthly refinements
- 112% increase in website traffic
These are the results reported in this individual case study, not typical costs or a forecast for another clinic. An enquiry does not by itself establish a booking or treatment.
Read the gynaecology PPC case study →+56%
Patient enquiries
Three-month campaign reported in the case study.
The focus was relevant demand and measurable enquiries, with the clinic responsible for consultation bookings and subsequent care.
Frequently Asked Questions About Healthcare PPC
How much should I spend on healthcare PPC?
We recommend a minimum monthly ad spend of £1,500-2,000 for most private clinics, plus management fees. The optimal budget depends on your specialty, location, and how many new patients you want to attract. We'll model expected results at different spend levels before you commit so you can make an informed decision.
How quickly will I see results from PPC?
Approved ads can start attracting visitors once a campaign launches. The time needed to generate and assess relevant enquiries depends on demand, budget, tracking and the clinic's offer. We agree a review period and explain what the available data can support; no launch date guarantees enquiries or peak performance.
Do you manage the Google Ads account or do I need my own?
We can work with your existing Google Ads account or set up a new one. Either way, you always own the account — we manage it on your behalf through a Google Ads manager account. If we ever part ways, all campaign data, conversion history, and learnings remain yours.
Should I run PPC alongside SEO?
Absolutely. We recommend combining healthcare SEO with PPC for the strongest results. PPC captures immediate demand while SEO builds long-term organic visibility. As your organic rankings improve, you can shift PPC budget to target keywords where you don't yet rank organically, maximising your overall search presence. Learn more about our full healthcare marketing approach.
Stephen Tasker
Founder, MediWorks Digital
Stephen manages PPC campaigns for private clinics across the UK. His approach focuses on reliable enquiry tracking, suitable bidding strategies, policy checks and reporting that distinguishes enquiries from booked consultations.
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