Industry Guide · 2 of 15 chapters published
Google Ads for Dermatologists, Medical and Cosmetic.
A dermatology practice runs three businesses through one Google Ads account: medical visits, skin cancer care and cosmetic treatments, each with its own patients, prices and rules. These fifteen chapters build the account in the order that works, using real searches, websites and patient reviews from the Atlanta market. The method works for practices anywhere in the US.
Fifteen Chapters, Built in the Order You Launch
New account? Start at Chapter 1. Every chapter assumes the ones before it are done.
Measure
Track the booked visit and know what a patient is worth
Build
Win the local searches first, then the conditions and treatments
Ad Rank and Condition Pages
Keywords and Drug Names
Near Me Searches First
Bidding by Condition
Ad Copy in Patients' Words
Launch
Settings for health, drug and teen rules
Settings for Health Rules
Scale
More reach, once the account has real patients to learn from
Performance Max
Demand Gen and YouTube
Local Services Ads
AI Max
Dermatology
Prescription drug terms, and competing with med spas
Botox and Drug Terms
Competing With Med Spas
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the local searches most likely to book, plus your practice and doctor names.
Exploration
Broad match with a target CPA on conditions and treatments, once bookings reach about 30 a month.
Performance Max
Only after months of clean data, with medical and cosmetic kept apart.
Demand Gen
Video that reaches people before they search, such as skin cancer awareness.
Local Services Ads and AI Max
Pay-per-lead ads with little control, and Google's newest automation, fenced in.
How to Use This Guide
New account?
Go in order. Tracking and budget come before a single keyword.
Chapter 01 →Ads already running?
Check tracking and settings first. Off-site booking pages and Google's health rules catch most practices.
Chapter 09 →Real Atlanta examples
Searches, websites and patient reviews from Atlanta dermatology practices, described as we found them.
Chapter 05 →Want Us to Build It
For Your Practice?
We build dermatology accounts in this order. See our Google Ads management.
Get Your Free Growth Plan →