PPC for Healthcare: Attracting Patients in a Digital Age

Did you know that one in 20 Google searches is related to health? As patients increasingly turn to the internet for quick answers and healthcare solutions, standing out online has never been more crucial for healthcare providers. But in a crowded digital space, how can your practice ensure it’s the first choice they see? Enter pay-per-click (PPC) for healthcare. PPC advertising offers a powerful solution, positioning your services right at the top of search results when patients need them most. In this guide, we’ll walk you through how to attract patients using PPC advertising, including best practices for ad copy, budgeting, and more.

PPC in the Healthcare Industry: A Primer

PPC is a type of digital marketing where you only pay when someone clicks on your ad. One of the most common types is search ads. These appear on search engines like Google and Bing or social media platforms. They’re designed to capture people’s attention when they’re actively searching for something specific, like “family doctor near me” or “dental clinic for kids.”

Why PPC for Healthcare Professionals is Essential

In healthcare, PPC offers practices a way to get noticed immediately, especially as more patients rely on online searches for health-related needs. If someone searches for a service your practice provides, your PPC ad can position you right at the top of their search results, making it easy for them to find you when they need you most.

There’s Growing Competition in the Healthcare Sector

Healthcare providers are in an incredibly competitive landscape right now. With the rise of telemedicine, urgent care centers, and even wellness apps, traditional providers aren’t just competing with each other but with a range of digital-first health solutions. That competition means standing out online is essential.

For example, searches for “urgent care near me” have skyrocketed over the years, as Google Trends reports. Patients want immediate solutions, and if your practice doesn’t show up when they’re looking, you risk losing them to the competition.

Patients Are Turning to Online Searches

Today’s patients aren’t flipping through phone books. They’re searching online. In fact, one in every 20 Google searches is related to health, the search engine reports. They’re Googling everything from symptoms to “best family doctor nearby.” That works out to millions of searches every day where your practice has the chance to appear if you’re using PPC strategically. Plus, over 70 percent of patients say they search for healthcare providers online before deciding where to go, per YouGov research.  Digital advertising allows you to control their journey more to ensure their first impression is a good one.

Benefits of PPC for Healthcare Practices

There are many benefits that make PPC highly effective in healthcare.

• Immediate Visibility: With PPC, your ad appears right when patients are searching for services you offer. This instant visibility is invaluable, especially when patients are in urgent need.
• Targeted Reach: PPC allows you to target specific demographics, locations, and even times of day, which means you can reach the exact audience you’re looking for. For example, a pediatric practice might focus on targeting families in a 10-mile radius, maximizing the relevance of each click.
• Cost-Efficiency: PPC only charges you when someone clicks on your ad, so every dollar goes toward active engagement. This is especially valuable in healthcare, where a single new patient can have long-term value.
• Real-Time Results: With PPC, you can track performance instantly, seeing how many clicks convert to calls or appointments, which services are getting the most interest, and whether your ad spend is bringing in returns. This data allows you to refine your strategy as you go, making PPC a flexible and adaptable tool.

PPC vs. Traditional Advertising in Healthcare

Compared to traditional advertising, such as billboards, radio ads, or even print ads, PPC offers a level of precision and responsiveness that’s hard to beat.

• Audience Control: Traditional advertising casts a wide net, hoping the right people will see your ad. PPC lets you focus on those actively seeking healthcare services, which leads to a higher likelihood of conversion.
• Measurability: While traditional ads make it challenging to measure exact results, PPC offers real-time analytics. This means you can calculate your cost per new patient down to the dollar, letting you assess your return on investment (ROI) more accurately.
• Speed: PPC campaigns can be launched quickly, so if you need to reach potential patients fast for something like flu season vaccines or a new specialist in your clinic, you can get in front of them almost instantly.

Crafting Effective PPC Campaigns for Healthcare

Building an effective PPC campaign in healthcare requires focusing on the patient journey. By choosing the right keywords, crafting clear and compliant ad copy, using negative keywords to eliminate irrelevant clicks, and optimizing landing pages, you can reach the right patients and maximize your budget. These steps all work together to ensure your PPC efforts result in more appointments and better care for your community.

Keyword Research: Speaking the Patient’s Language

Selecting the right keywords is the foundation of any PPC campaign. In healthcare, this means identifying the terms patients are likely to use when searching for specific services or providers. Think about it from the patient’s perspective: someone looking for a pediatrician might search for “pediatrician near me,” while someone seeking quick care may look up “urgent care for flu.”

Tips for Selecting Healthcare Keywords

Keep the following in mind as you’re searching for healthcare PPC keyword ideas.

• Focus on Symptom-Based Keywords: Many patients search by symptoms, such as “back pain specialist” or “headache doctor.” These keywords can capture patients who might not yet know exactly what type of care they need.
• Use Location-Based Keywords: Healthcare is local, so combining service terms with location, like “primary care doctor in [city],” helps attract local patients.
• Utilize Long-Tail Keywords: Specific phrases like “family doctor accepting new patients” can attract a more targeted audience ready to book an appointment.

Ad Copy Best Practices: Clear, Compelling, and Compliant

In healthcare, ad copy needs to be compelling but also compliant with regulations. The key is to create ads that speak directly to the patient’s needs and inspire them to take action while staying within guidelines.

Best Practices for Writing Effective Ad Copy for Healthcare

• Address Patient Concerns Directly: If your ad is targeting those needing a quick appointment, focus on phrases like “same-day appointments available.”
• Incorporate a Strong Call to Action (CTA): Use CTAs like “Schedule Now,” “Find a Doctor,” or “Get Treatment Today.” These CTAs make it clear what patients should do next.
• Highlight Unique Value Propositions: If your clinic offers extended hours or telehealth options, call that out. For example: “Evening Hours and Telemedicine Available.”
• Stay Compliant: Avoid making guarantees or claims about specific results. Stick to factual statements like “Board-Certified Specialists” or “Over 20 Years Serving the Community.”

Using Negative Keywords: Maximize Budget by Avoiding Irrelevant Clicks

Negative keywords help you avoid paying for clicks that aren’t likely to turn into patients. In healthcare, this can mean steering clear of keywords that attract people looking for information rather than immediate care.

Examples of Negative Keywords in Healthcare

• Educational or Research Terms: Avoid terms like “research,” “salary,” or “job” if you’re leveraging PPC targeting for medical services and not those researching medical careers or conditions.
• Competitor Names: Adding competitor names as negative keywords can help avoid clicks from patients specifically seeking a different provider.
• Unrelated Searches: Words like “free,” “DIY,” or “online certification” can waste budget if your practice doesn’t offer these services.

Landing Page Optimization: Aligning with Ad Promises

A well-optimized landing page can make all the difference in converting a click into an appointment. When patients click your ad, they should be directed to a page that delivers exactly what your ad promised and leads them easily to the next step, whether that’s booking online or calling your office.

Best Practices for PPC Landing Pages for Healthcare

• Match Messaging with Ad Copy: If your ad promotes “same-day appointments,” your landing page should reiterate this promise and make it easy to schedule one.
• Keep Forms Simple: Many healthcare patients are looking for quick and easy access, so avoid lengthy forms. A name, contact info, and a preferred appointment time can often be enough.
• Use Clear Calls to Action: Guide patients with buttons or links like “Book Now” or “Call Us.” The easier it is to take action, the better your conversion rate will be.
• Include Trust Signals: Highlight aspects like board certifications, patient testimonials, and quality ratings to build credibility and ease any concerns.

Addressing Regulatory Compliance in Healthcare PPC Advertising

In healthcare, compliance isn’t just recommended. It’s legally required. PPC ads promoting healthcare services or products are subject to strict regulations to protect patient privacy, ensure accuracy, and prevent misleading claims. While the specific regulations vary by country, the core principles are similar.

• Patient Privacy: Protect sensitive patient information (HIPAA in the U.S., PIPEDA in Canada).
• Accuracy of Claims: Avoid misleading statements or guarantees about treatment outcomes (regulated by the FDA in the U.S., MHRA in the U.K.).
• Transparency: Clearly disclose affiliations, especially if there’s any sponsorship or endorsement involved.

Patient Privacy: Key Regulations by Country

Let’s look at some of the major privacy regulations across countries that impact healthcare PPC.

United States (HIPAA)

The Health Insurance Portability and Accountability Act (HIPAA) protects patient information in the U.S. For PPC, this means not using personal data to target ads without explicit consent and avoiding any language that might imply knowledge of a patient’s specific medical needs.

Canada (PIPEDA)

The Personal Information Protection and Electronic Documents Act (PIPEDA) governs how Canadian companies can collect and use personal data. In PPC, it’s crucial to avoid using data to target specific medical needs unless consent is given and ensure data is stored securely.

European Union (GDPR)

The General Data Protection Regulation (GDPR) impacts any global business that reaches E.U. citizens. GDPR mandates explicit consent for collecting personal data and requires businesses to offer easy ways for users to manage their privacy settings.

Accuracy and Claims: Preventing Misleading Information

In healthcare advertising, regulatory bodies strictly monitor claims about treatments, drugs, and medical services.

U.S. (FDA)

The Food and Drug Administration (FDA) enforces rules around healthcare advertising to prevent false claims. PPC ads cannot promise specific outcomes, claim cures, or use unproven language like “miracle results.” Stick to verifiable claims, such as “board-certified specialists” or “over 10 years of experience.”

Canada (Health Canada)

Similar to the FDA, Health Canada requires ads to focus on facts rather than guarantees and mandates that ads don’t exaggerate treatment efficacy. Words like “safe,” “proven,” and “effective” need supporting evidence to back them up.

U.K. (MHRA)

The Medicines and Healthcare Products Regulatory Agency (MHRA) oversees ads in the U.K. Ads must present accurate information, avoid exaggerating effects, and use straightforward language to ensure patients can make informed choices.

Transparency and Consent: Disclosures and Legal Language

Transparency is a must in healthcare advertising, and PPC is no exception. Regulatory bodies require that any endorsements, affiliations, or disclaimers be clear to avoid misleading the public.

• Sponsorships and Affiliations: If an ad is sponsored by a third-party, disclose it clearly. This can be particularly relevant for ads promoting specific products or brands that partner with a healthcare provider.
• Consent Requirements: For countries under GDPR or similar laws, gaining patient consent is mandatory when collecting or using their data in any advertising campaigns. Ensuring consent is prominently displayed on landing pages helps maintain compliance.
• Best Practice: Include any necessary disclosures or disclaimers in your ad copy or landing page. For example, add “Talk to your healthcare provider to see if this treatment is right for you” or “Results may vary.”

Managing International Compliance Challenges

As healthcare providers increasingly reach global audiences, managing compliance across multiple regions is a challenge but not an impossible one.

• Use Broad Language: Keep ad copy and targeting general. For example, instead of saying, “Get your diabetes medication now,” use “Explore options for diabetes management.”
• Research Local Requirements: While core principles often align, different countries have unique specifics. Working with a legal or compliance expert in each market ensures your ads meet all necessary standards.
• Monitor and Update: Regulations evolve, especially as privacy laws become stricter. Regularly auditing your PPC campaigns and landing pages ensures you stay compliant across all markets.

Best Practices for Managing PPC Budgets in Healthcare

In a sector like healthcare, where competition is high and patient acquisition is valuable, budget management is crucial for maximizing ROI.

Setting a Realistic PPC Budget for Healthcare

The first step in managing your PPC budget is setting one that aligns with both your practice’s size and its goals. Here’s how to approach it.

• Assess Your Goals: Are you a specialty practice looking to attract a few highly qualified leads each month or a larger clinic aiming to increase overall patient visits? Larger goals typically require more investment, while smaller practices can often target specific services or locations with a leaner budget.
• Understand Industry Benchmarks: Healthcare PPC can be pricier due to competition. For example, the average cost-per-click (CPC) in healthcare is around $3 to $5 on Google Ads, but it can go much higher for competitive terms like “emergency dentist” or “urgent care.” Planning based on realistic CPCs helps ensure your budget can achieve your goals.
• Prioritize High-Impact Services: For practices with limited budgets, focus on high-value services (like specialized surgeries or complex treatments) where a single patient’s lifetime value is higher. By concentrating resources here, you’ll see better returns.

Healthcare PPC Budgeting Tip

Start with a monthly budget and refine as you see what brings in quality leads. A smaller practice might start with $500 to $1,000 per month, while a larger clinic could begin around $5,000, adjusting based on results.

Choosing the Right Platforms

Different advertising platforms can offer distinct advantages, so choose those that align with where your target patients spend their time. Here’s a breakdown.

• Google Ads: Google is often the go-to for healthcare PPC, as it reaches a broad audience that is actively searching for services. Its targeting capabilities are robust, allowing for local PPC for healthcare that ensures your practice reaches patients nearby.
• Microsoft Ads: Microsoft may have a smaller market share, but it can be more affordable and reach different demographics. Older patients and users on desktops are more likely to use the Microsoft search engine Bing, which could be valuable depending on your patient base.
• Social Media: Social media platforms like Facebook, Instagram, and X offer a more passive approach, reaching patients who aren’t actively searching but might be receptive to healthcare information or service promotions. Social ads are especially effective for wellness campaigns, preventive care, or promoting new services.

Platform Strategy

Google ads and Microsoft advertising work well for immediate patient acquisition. Facebook and Instagram can engage your audience more subtly to build brand awareness or promote wellness content. If you’re focusing on search-driven traffic, you may want to start with Google, then test Microsoft and social ads with a smaller portion of your budget to see how they perform.

Monitoring and Adjusting Budgets Based on Performance

Effective budget management requires regular monitoring and adjustments. PPC campaigns aren’t “set it and forget it.” They need to be optimized continuously.

• Leverage Analytics: Google Ads, Microsoft advertising, and social platforms all offer in-depth analytics, allowing you to see which keywords, demographics, or times of day drive the best results. If a certain keyword is converting at a high rate, consider reallocating more budget there.
• Set Conversion Goals: Define what a successful conversion looks like for your practice, whether it’s scheduling an appointment, filling out a contact form, or calling your office. Track these conversions and focus spending on ads and keywords that bring the most valuable actions.
• Use A/B Testing: Use A/B testing to experiment with ad variations and see what resonates with patients. This can help you refine your messaging, which in turn can lead to better results without increasing costs.
• Adjust for Seasonality: Healthcare needs vary by season. If your practice offers seasonal services like flu shots in the fall or allergy treatments in the spring, allocate more budget to these services when demand peaks. Adjusting your spending based on demand can boost efficiency.
• Review Often: Set aside time each week to review metrics and adjust as needed. Small tweaks like lowering bids on low-performing keywords or reallocating funds to better-performing ads can help you get more value from your budget.

Key Metrics to Track for PPC Success in Healthcare

Tracking the right key performance indicators (KPIs) is essential for optimizing healthcare PPC campaigns. Below, we’ll explore the top metrics that can give you insights into your PPC performance and help ensure that ad spend is being used effectively.

Click-Through Rate (CTR)

The click-through rate measures the percentage of people who click on your ad after seeing it. A higher CTR generally indicates that your ad is relevant and compelling.

A strong CTR means your ad is capturing interest — crucial in healthcare, where patients may be evaluating several options before clicking. A low CTR could mean that your ad isn’t resonating with the intended audience or that your keywords need refining.

Tips to Improve CTR

• Refine Your Keywords: Focus on highly relevant, specific keywords. For example, instead of generic terms like “dentist,” use “pediatric dentist in [city].”
• Craft Compelling Ad Copy: Speak to patient concerns directly by using terms like “Same-Day Appointments” or “Trusted Family Care.”
• Utilize Ad Assets: Add assets, formerly known as extensions, like sitelinks or call extensions, to give patients more ways to connect, making your ad even more engaging.

Conversion Rate

Conversion rate shows the percentage of clicks that result in a desired action, such as booking an appointment, filling out a contact form, or calling the office.

In healthcare, conversions often mean patients are taking steps toward making an appointment, so tracking conversion rate reveals how well your PPC efforts translate to patient acquisition. A high conversion rate indicates that not only is your ad attracting clicks, but the landing page experience is strong and encourages action.

Tips to Improve Conversion Rate

• Ensure Landing Page Relevance: The landing page should align with the ad message and provide a clear next step, like scheduling an appointment or calling for more information.
• Optimize for Mobile: Many patients search for healthcare on their phones. A mobile-friendly landing page can improve conversions significantly.
• Simplify Forms: Keep forms short, asking only for essential information to reduce drop-off rates. For example, a name, phone number, and preferred appointment time may be enough for initial contact.

Cost per Acquisition (CPA)

CPA, or cost per acquisition, measures the cost of acquiring a new patient through PPC. This metric tells you how efficiently your budget is being used by indicating how much you’re spending per conversion.

Healthcare PPC can be costly, so ensuring that each conversion is cost-effective is key to maximizing your ROI. A lower CPA means that your budget is being used efficiently, bringing in patients without overspending.

Tips to Reduce CPA

• Use Negative Keywords: Exclude keywords that attract irrelevant clicks (e.g., “free consultation” if your practice doesn’t offer it) to avoid wasted budget.
• Focus on High-Intent Keywords: Target keywords likely to attract patients ready to take action, like “same-day dentist appointment.”
• Adjust Bids Based on Performance: Increase bids for high-performing keywords that convert well and reduce spending on those with lower results.

Quality Score

Your Quality Score is a Google Ads metric that rates the quality and relevance of your keywords and ads on a scale from one to ten. It considers factors like CTR, ad relevance, and landing page experience.

A high Quality Score can improve ad rankings and lower CPC (cost per click), making it an important factor in budget management. A well-optimized ad with a high Quality Score often sees better placement on search results pages and can bring down overall costs.

Tips to Improve Quality Score

• Improve Ad Relevance: Make sure your ad copy aligns closely with the keywords it’s targeting, and include those keywords in the ad text.
• Optimize Landing Pages: Ensure your landing page is relevant to the ad, loads quickly, and is easy to navigate. If someone clicks on an ad for “urgent care,” the landing page should provide clear information about urgent care services, hours, and location.
• Monitor CTR and Adjust: A higher CTR positively impacts Quality Score, so monitor which ads resonate most and use those insights to refine your strategy.

Get Expert Help with PPC for Healthcare Providers

Implementing healthcare PPC strategies can be challenging. It’s not enough to understand PPC. The person managing your ads must also be able to get into the minds of your patients, understand your offerings, and be familiar with any regulatory requirements that come into play. Because of this, it’s generally best to work with someone who has experience with PPC marketing in healthcare, ideally within your niche. To be matched with a suitable agency, request a complimentary consultation.

PPC for Healthcare FAQs