Google Ads for Plastic Surgeons: The Complete Guide to Booking More Consultations

A patient can book surgery in month five, and Google won't credit a conversion more than 90 days after the click. So the account learns from what happens soon after it:

• A consult request by form or online booking
• A call of 30 seconds or more
• A text conversation that turns into a consult request

Track that an inquiry happened, never the height, weight or photos the form collects. Then price each procedure on its own: in our worked example, a mommy makeover click is worth about $31 and a breast augmentation click about $10.50.

The big procedure searches belong mostly to people still researching. The account starts with the smaller local ones, in what we call the Isolation campaign: exact match only, one procedure per ad group, a page for each procedure, down to “reverse tummy tuck,” and manual bids priced procedure by procedure.

Keywords come from competitor websites through Google's Keyword Planner, and the negative list gets checked against patient slang: a negative written for job seekers can block “boob job dallas,” with 720 searches a month. The ads come from reviews, where a fear like “looking fake” becomes “Natural Results, Not Overdone.”

Health is a sensitive category, so ads can't be aimed at people based on who they are or what they've done; Search is the channel those rules leave alone. Patients travel for their surgeon, so the location follows where your consults actually come from, not a simple radius. AI Max goes off in the Isolation campaign, and the practice name and the med spa each get their own campaign.

An Exploration campaign (also our name) takes over once consult requests reach about 30 a month, usually in months two or three and sooner for bigger accounts. Performance Max usually follows around months six or seven, one asset group per procedure, fenced off from the brand and the med spa, and without patient lists or breast and body photos. Demand Gen has to pass a budget test first; Local Services Ads and AI Max come late, if at all.

Before-and-after photos ranked third among what women value when choosing a provider, named by 53% in a 2019 RealSelf survey conducted by The Harris Poll. Google counts exposed breasts and buttocks as nudity even when blurred, so those results belong on the gallery page, with the patient's written permission. Injectables get their own campaigns, budgets and goals, because mixed in, automated bidding chases the cheaper Botox booking every time.