Google Ads for surgeons and specialists
How do surgeons and specialists get booked consults from Google Ads?
Where one booked consult is worth thousands. This page answers that question in full: the auction you compete in, what I change in the first thirty days, and how an engagement runs.
The auction
The auction in surgeons & specialists
Inverted economics
The economics are inverted compared with most sectors. Clicks are expensive and there are not many of them, but a single booked consultation can be worth more than a month of budget, so the usual instinct to drive cost per click down is the wrong one. What matters is whether the expensive clicks are the right ones.
Intent varies widely
Intent varies enormously inside what looks like one topic. Someone searching a procedure name might be a prospective patient, a student, a nurse checking a technique, or a competitor. Treating those as one audience is what makes specialist accounts look expensive. The spend is real and most of it is not reaching patients.
Rules others do not have
This sector also carries advertising obligations that other sectors do not, including restrictions on how practitioners may use patient testimonials. That rules out the social proof most advertisers lean on, so the ads have to work on clarity and credentials instead, and it makes the landing page do more of the job than the ad does.
First thirty days
What I change first
- Call tracking, since most specialist enquiries arrive by phone
- Campaigns split by procedure, not bundled under the practice name
- Negatives for students, job seekers and clinical research traffic
- Enquiry-to-consultation tracking, so booked patients drive bidding
Named proof
Named proof
Dr Ganesh Balendra, Hip and Knee Surgeon · Sydney · $6K/mo
+380%
Enquiries
Read straight from the account, like-for-like periods, with spend stated.
Google Ads management for a private hip and knee surgery practice.
Joseph has done an amazing job to help grow my medical practice over the last 18 months.
How an engagement runs
01
Read the account
Search terms, wasted spend and whether the tracking is honest.
02
Cut the waste
Losing queries and dead campaigns go before anything new starts.
03
Rebuild structure
Campaigns rebuilt around margin, intent and geography.
04
Report plainly
One page a month. No jargon, no theatre.
I work with businesses spending$2,000+a month on ads
Management from $1,280/month. No lock-in.
Send me your account, or tell me where you're starting from. I'll tell you what's working, what isn't, or how to get going.
- where your spend is going to waste (if you're already running ads)
- whether your tracking is telling the truth
- the three fixes that matter most, or the right way to start if you're not running ads yet
He put together a really detailed audit and plan to optimise the account, and we saw profit improvements pretty much straight away after he took over.
Jason · Oz Loading RampsAlready running ads? I'll audit the account. Just getting started? I'll tell you what to set up first. Either way, it's free.