Industry Guide · 4 of 16 chapters published
Google Ads for Healthcare, One Method, Every Specialty.
A practice that treats knees, hearts and anxiety under one roof is running several businesses, and Google Ads prices each one differently. These sixteen chapters build an account in the order that works, then show how each step changes by specialty, using real searches, websites and patient reviews from one example market, San Diego. The method works for practices anywhere in the US.
Sixteen Chapters, From the First Booking to Every Service Line
Building a new account? Begin at Chapter 1. Each chapter leans on the ones before it.
Measure
Count booked patients without leaking why they came, and price each specialty
HIPAA Still Watches Your Booking Form. Count New Patients Without Sending Google Their Symptoms.
An Urgent Care Searcher Walks In Tonight. A Therapy Searcher Reads Dozens of Profiles First. Buy the Walk-In First.
A New-Patient Visit Pays $118. A Knee Replacement Pays the Surgeon $1,159. One Budget Can't Price Both.
Build
Win the searches that book, one service line at a time
Google Charges Less When the Ad and the Page Both Match the Search. Build One of Each per Service.
Health System Names as Negatives
One Service Line at a Time
Bids by Specialty
Ad Copy in Patients' Words
Launch
Settings that match where you are licensed to treat
Location Settings and Your License
Scale
More reach, inside Google's health privacy rules
Performance Max Under Health Rules
Demand Gen on YouTube
Local Services Ads by Specialty
AI Max Exclusions
Healthcare
Many specialties, restricted service lines and insurance
One Account, Many Specialties
Pain, GLP-1 and TRT Rules
Insurance, Medicare and Self-Pay
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 booking searches for your busiest service line, plus the practice and doctor names.
Exploration
Broad match with a target CPA, once booked patients reach about 30 a month.
More service lines
Each specialty gets its own campaign, budget and bid target instead of sharing one.
Performance Max
Only after months of clean data, built inside Google's health privacy rules.
Demand Gen, Local Services Ads and AI Max
YouTube video, pay-per-lead where your specialty qualifies, and Google's newest automation, fenced in.
How to Use This Guide
Starting a new account?
Read in order. Tracking and the per-specialty math come before the first keyword.
Chapter 01 →More than one specialty?
Read the multi-specialty chapter early, then build each service line with the keyword, bidding and ad copy chapters.
Chapter 14 →One example market
Examples come from San Diego-area practices, described as we found them. Run the same steps in your own market.
Chapter 05 →Guides by Specialty
Every chapter here works for any practice. When one specialty is most of your business, its own guide goes deeper on that specialty's searches, rules and patients.
Google Ads for Dentists
A chapter-by-chapter guide for dental practices, from conversion tracking to implants, built on a real dental market. In the order we build every account.
Open the guide →Google Ads for Dermatologists
Fifteen chapters for dermatology practices anywhere in the US, medical and cosmetic, from tracking the booked visit to Botox ad rules.
Open the guide →Google Ads for Plastic Surgeons
Fifteen chapters for cosmetic surgery practices, from tracking the consult to before-and-after photo rules, built on the Dallas-Fort Worth market.
Open the guide →Google Ads for Med Spas
Fifteen chapters for med spas anywhere in the US, from tracking deposit bookings to Botox keyword rules, GLP-1 ads and injector credentials.
Open the guide →Google Ads for Optometrists
Sixteen chapters for optometry practices anywhere in the US, from tracking booked exams to vision plans, optical chains and FTC offer rules.
Open the guide →Google Ads for Home Care and Home Health Agencies
Fifteen chapters for home care and home health agencies anywhere in the US, from counting family leads to caregiver recruiting ads and every payer type.
Open the guide →Google Ads for Urgent Care
Sixteen chapters for urgent care centers anywhere in the US, from tracking online check-ins to ad schedules, the ER line and self-pay prices.
Open the guide →Google Ads for Senior Living
Fifteen chapters for senior living communities anywhere in the US, from tracking tours and move-ins to housing ad rules, referral sites and Fair Housing copy.
Open the guide →Google Ads for Chiropractors
A full walkthrough of running profitable Google Ads for a chiropractic practice, from conversion tracking to ad copy. Real tactics, no fluff.
Open the guide →Google Ads for Mental Health Practices
Everything a therapist or clinic needs to turn search traffic into booked clients, without wasting budget on the wrong clicks.
Open the guide →Rather Have Us Build It
For Your Practice?
We build healthcare accounts in this order, one service line at a time. See our Google Ads management.
Get Your Free Growth Plan →