1.6 Paid Search Advertising and PPC Strategy

Many patients begin their search for medical specialists with an online search

If your practice doesn't show up, you're missing potential patients. Pay-Per-Click (PPC) advertising can help you overcome this challenge by boosting your visibility and ensuring that your practice stands out among the competition. As the healthcare space becomes more competitive, consultants who harness the power of PPC are more likely to attract and retain private patients.

Learn: What is Pay-Per-Click advertising?

The opportunity of paid search advertising for healthcare providers

The healthcare landscape is rapidly shifting, and online visibility is more important than ever. With the majority of patients using search engines to find healthcare providers, PPC offers an opportunity to take control of your online presence and attract patients actively searching for services like yours. Hospitals and large practices often dominate search results, but individual consultants can still gain visibility through well-targeted PPC campaigns.

• Key Statistic: 75% of people never scroll past the first page of search results, which means visibility there is crucial.

Trend: As digital channels grow in importance, healthcare providers that fail to embrace PPC risk falling behind competitors.

Why PPC works for consultants

• Instant visibility: Show up at the top of search results quickly.
  Targeting tools: Show ads based on location, interests, or device used by potential patients.
• Budget control: Set daily or monthly budgets that work for you.
  Measurable results: Track performance in real-time, so you know exactly what’s working.
  

Best Platforms for PPC

• Google Ads: Best for targeting patients who are actively searching for specific treatments.
• Social Media Ads (Facebook/Instagram/YouTube): Great for building brand awareness and retargeting patients who have already interacted with your website.
  

How to launch and manage your PPC campaign

There are a few different ways to approach PPC depending on your time, budget and confidence level.

First, decide if you want to work with an agency

If you want a hands-off option, hiring a digital marketing agency can make sense. They’ll set everything up for you, from choosing keywords to writing ad copy, and manage your budget effectively.

Pros: Professional support, less time required, often better results.
Cons: Additional cost (usually a monthly fee on top of your ad spend).

If you’re more hands-on, you can set up and manage your own campaigns using Google or Meta ads.

Simple steps to get started:

1. Define clear goals and set your budget

☐ Before anything else, determine what you want to achieve:

• Increase patient appointments by 15% next quarter
• Promote a new service like telemedicine
• Drive more traffic to your website

☐ Set a realistic daily budget (e.g., £10–£25/day) to test initial performance. Don’t overspend upfront, start small and scale up based on results.

Tip: Align your goals with your website funnel. If you want bookings, ensure your site has a clear CTA and an easy-to-use booking form.

2. Choose the right advertising platform

• Google Ads is best for patients actively searching for care (e.g., “hip surgeon near me”). This platform captures people at the exact moment they’re seeking help.
• Facebook/Instagram Ads are ideal for retargeting website visitors or building awareness of your practice or services.

Resource: Google Ads Setup Guide for Healthcare Professionals

3. Conduct targeted keyword research

☐ Use Google Keyword Planner to find high-intent keywords your ideal patients are searching for. Focus on:

• Specific procedures (e.g., "ACL surgery London")
• Service types (e.g., “private physiotherapy near me”)
• Localised intent (e.g., “orthopaedic specialist Birmingham”)

Keyword tips:

• Combine broad keywords (e.g. “knee surgeon”) and long-tail keywords (e.g. “knee surgeon specialising in ACL replacements in Newcastle-Upon-Tyne”) to balance reach and relevance.
• Add negative keywords like “free” or “NHS” to avoid irrelevant clicks.

Negative keywords are a type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren't shown to anyone who is searching for that phrase.

4. Write clear, patient-focused ad copy

Your ad copy is like a digital receptionist, it must make a great first impression and guide patients to act.

Best practices:

• Address specific needs: “Consult a knee specialist in London”
• Use strong CTAs: “Book Your Consultation Today” or “Call Now”
• Match the user’s search terms in your headline
• Follow Google’s ad policies and Meta’s ad policies to ensure compliance

5. Set your bidding strategy

☐ Choose a bidding approach that suits your goals:

• Pay-Per-Click (CPC): Pay only when someone clicks. Best for traffic and awareness.
• Cost-Per-Acquisition (CPA): Pay when someone converts (e.g., books an appointment).
• Automated Bidding: Let Google optimise bids in real-time for conversions. Ideal if you’re new to PPC.

Tip: Use daily budgets to control spending and avoid front-loading your monthly ad spend.

6. Target the right patients

☐ Refine your targeting for better ROI:

• Geographic: Focus on your city or service radius.
• Demographics: Tailor by age or gender for specific services (e.g., orthopaedic clinics or paediatric care).
• Interest-Based: Target based on search history, such as “spinal surgery” or “sports injury rehab.”

7. Monitor, optimise, and scale

☐ Like patient care, PPC campaigns require follow-up. Use Google Ads Manager or Meta Ads Manager to track key metrics:

• CTR (Click-Through Rate): Indicates if your ad is attracting attention
• Conversion Rate: Measures if those clicks are turning into bookings
• CPC (Cost-Per-Click): Helps you manage spend per click

Optimisation Tips:

• A/B test ad variations
• Update underperforming keywords or ads
• Shift budget toward top-performing campaigns

Once you’re seeing consistent results, gradually increase your budget to scale up.

How medbelle can support your PPC strategy

Medbelle can help you get started with PPC campaigns by providing guidance on keyword selection, ad copywriting and setting up Google Ads or social media campaigns. Additionally, we offer ongoing support to monitor performance and adjust strategies for the best results.

Tools & Resources to Help You Get Started

• Google Ads: Start here to create PPC campaigns for your practice.
• Meta Ads: For social media advertising that builds awareness and retargets website visitors.
• Keyword Planner: Find the best search terms for your ads.