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Did you know that Google processes over 99,000 searches every single second? This makes more than 8.5 billion searches a day. When we look at numbers like that, it’s no wonder that Google Ads are so appealing to businesses. Snapping up even a fraction of that search volume can massively extend the reach of your healthcare organization, giving you access to a patient base you may not have had before. But, this also raises the question of how much to invest in Google Ads per location.

The Significance of Google Ads in Healthcare

Given the sheer volume of daily searches on Google, it’s clear that people are turning to online search as their primary source of information, and healthcare is no exception. When someone types “pediatrician near me” or “best dentist in Boston,” they’re not just making a casual inquiry — they’re signaling a direct intention to seek medical services. Google Ads enables you to position your practice prominently when these critical searches occur. Before we discuss optimal spend per location, let’s explore what you can do with Google ads in healthcare.

Target Local Patients

With Google Ads, there’s no need for your dermatology clinic in San Francisco to show up for a patient searching from Florida. The platform allows for precise geographical targeting, ensuring that your ad spend is directed towards potential patients in your vicinity.

Track Results with Precision

With Google’s conversion tracking, you can eliminate the guesswork and understand precisely how your ads are performing. From monitoring the number of calls generated from an ad to tracking online appointment bookings, this feature provides a comprehensive view of your return on investment (ROI).

Pay Only for Genuine Interest

Google Ads operates on a pay-per-click (PPC) model, meaning you’re charged only when someone actively clicks on your ad. This ensures that your budget is used wisely, focusing only on those who express a genuine interest in your services. 

Rising Dominance of Google Ads Clicks

Recent data from WordStream indicates a growing trend — more and more users are clicking on Google Ads compared to organic search results. This shift highlights the importance of a dual-strategy approach for healthcare providers. While organic search results achieved through SEO are valuable, Google Ads provide a more immediate and increasingly effective method to reach potential patients.

Industry Insights and Spend

The average cost-per-click (CPC) across different industries ranges from $2 to $4, but managing the financial side of Google Ads within the healthcare sector requires a deeper understanding of both industry averages and specialty-specific needs.

Many healthcare organizations allocate substantial portions of their budget, sometimes as high as $1000 per day, to Google Ads, recognizing its immediate impact and reach. Others balance this with robust SEO strategies, understanding the long-term organic benefits, or lean on a consistent influx of patient referrals.

The specialty of the practice greatly determines the amount spent on Google Ads per location. Plastic surgeons, for instance, find it challenging to gain prominence without a dedicated online advertising budget, often spending between $3000 to $15000 per month. In contrast, urgent care centers typically allocate $1000 to $7000 per month, averaging $2600 per location. A typical primary care clinic spends between $600 to $1300 monthly, with an average of $890, while pediatric practices allocate funds ranging from $600 to $1600 monthly. Their average monthly spend on Google Ads per location is around $900.

Factors to Consider when Allocating Budget for Google Ads per Location

Determining the right budget for Google Ads per location demands more than just plugging in numbers. You need to understand the unique dynamics and variables that influence the cost and effectiveness of your advertising.

For example, whether your healthcare organization is nestled in a bustling city or in a serene suburb significantly influences your advertising costs. Cities with a dense population and high concentration of medical practices will naturally have heightened competition, leading to increased ad spend. On the other hand, less urbanized areas might offer a lower cost-per-click, but this comes with the challenge of a potentially smaller patient pool.

The nature of your medical specialization plays a considerable role when determining a budget for Google Ads per location. Fields like orthodontics or cosmetic surgery tend to be more competitive in the digital ad space due to the potential profitability of the services they offer. Their ad spend might be on the higher side, but the potential ROI, given the price point of their services, can justify the initial costs.

Also, certain times of the year may see increased searches for specific services. For instance, flu season might lead to a surge in searches for primary care providers or flu shots. Being aware of these trends and adjusting your ad spend accordingly can make your campaigns more effective.

However, your ad’s efficacy isn’t solely dependent on how much you spend but also on its quality. Well-crafted ads, rich in relevance and accompanied by compelling calls to action, can achieve higher click-through rates, potentially reducing your overall CPC. With an investment of time and creativity, you can significantly boost your campaign’s performance and provide value to your potential patients even before they step into your practice. 

Tailor Your Budget for Google Ads per Location

Diving headfirst into the world of Google Ads can be tempting, especially with the potential for quick returns. However, if you’re just starting out, it’s wiser to start with a smaller, more manageable budget. This will allow you to learn how the platform works, understand your audience’s behavior, and identify which keywords or ad structures work best for you. As you gain insights, you can gradually scale up your budget, ensuring you’re investing more as you learn more.

It’s important to note that every ad campaign should begin with a well-defined objective. Are you looking to improve your healthcare organization’s brand visibility within a region? Or is the primary goal to drive online appointment bookings? Perhaps it’s a combination of both. When you have clear objectives, you can allocate your funds for Google Ads per location more efficiently. If direct conversions are your main focus, then targeted keywords and compelling call-to-action buttons become crucial.

Let’s not forget that the dynamic nature of Google Ads requires regular reviews of your ad campaigns. Set aside time monthly, or even bi-weekly, to analyze your Google Ads performance metrics. Are you getting the desired click-through rates? Is the cost-per-conversion aligning with your goals? By constantly analyzing and tweaking your campaigns based on performance data, you ensure that every dollar spent is getting you closer to your goals.

Get ROI from Google Ads per Location

When determining your budget for Google Ads per location, precision and strategy are critical. With SocialClimb’s tailored solutions, you can make sure your Google Ads investment translates to meaningful and lasting returns and that every location of your healthcare organization gets the attention it deserves. 

With ads playbooks, you can effectively target high-value patients specific to each location. By leveraging strategic keywords, these ads ensure your healthcare practice not only increases its visibility but appears multiple times in relevant search results. This dynamic tool also allows for real-time budget adjustments based on your specific patient acquisition needs, ensuring flexibility and optimization for desired outcomes. 

Read more about Google trends and tips for healthcare marketers.

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