Google Ads for clinics in 2025: operational guide for planning, execution and optimization.

Google Ads for clinics

Google Ads remains the channel with the highest purchase intent in healthcare: a user searching for "urgent cardiologist" or "dental implants cost" is already ready to make contact. But competing in 2025 requires surgical precision: strict healthcare policies, rising CPCs and data-driven automation. This guide covers the entire process-research, spreadsheets, setup and optimization-so your practice gets every penny you spend.

1 Research and planning phase

1.1 Brief and objectives

Define SMART goals: "Generate 120 cardiology leads in 90 days, target CPL ≤ $200 MXN, lead → appointment conversion ≥ 35 %.". Sets the North Star Metric: scheduled appointments derived from Google Ads.

1.2 Structured keyword research in Excel

Creates a workbook with five tabs:

Prioritize keywords transactional (consultation, cost, appointment, clinic) with volume ≥ 100 and affordable CPC. Mark intent in a column to isolate those that only inform ("what is") and allocate them to Top-Of-Funnel campaigns or SEO content, not to Search Ads.

1.3 Initial budget, scenarios and KPIs

Use the formula:
Budget = (Target Leads × CPL) ÷ Estimated conversion rate Search → Lead.
Example: 120 leads × $200 CPL = $24 000 MXN for 90 days → $8 000 MXN/month. Adjust 20 % above for A/B testing.

2 Account configuration: structure and policies

2.1 Campaign structure

Rule: one service = one campaign to control budget and messages. Includes separate campaigns for branding (name of your clinic) and display remarketing.

2.2 Types of concordance

Starts with Exacta y Phrase. Broadens to Extensively modified (now simply Amplify + signals) when the algorithm has enough conversions. Keep CPC and CVR table by match type.

2.3 Medical advertising policies 2025

Google restricts certain treatments (IVF, stem cells, cosmetic surgeries). Shares:

• Verify identity and health category in Google Ads.
• Avoid absolute claims ("guaranteed cure"). Use "may reduce", "safe option".
• Include disclaimer: "Information is not a substitute for face-to-face medical assessment".
  Ad rejected = pause, correct copy, resubmit.

3 Advertisements and extensions

3.1 Responsive Search Ads (RSA)

Insert minimum 8 headlines and 4 descriptions. Template:

• Headline ideas:
  1. "Cardiology Consultation in 24 h".
  2. "3D Echocardiogram Technology."
  3. "Board Certified Cardiologist [City]"
  4. "We accept Medical Insurance"
• Descriptions (90 c max):
  1. "Schedule today and get your personalized rehabilitation plan. Limited spaces."
  2. "Over 1 200 patients treated with proven results. Call now."

Fix H1 with the keyword to maintain relevance; leave dynamic rest for machine learning.

3.2 Mandatory extensions

• Location: connect Google Business Profile.
• Callnumber tracked with DNI (if your provider allows it).
• Site links: 'Testimonials', 'Pricing', 'About Us'.
• ExtractsServices offered: Echocardiogram, Stress test...".
• Image1200 × 1200, real medical context, not generic stock graphics.

4 Conversion tracking

1. Configure Google Tag Manager.
2. Primary events: form submission (form_submit), click on phone (tel, 15 s duration), click to WhatsApp (link_text contains "wa.me").
3. Import conversions to Ads and assign value (e.g. $1 000 MXN per lead) for ROAS.
4. Meeting goal: minimum 50 conversions per campaign every 30 days → active Smart Bidding effective.

5 Automation and bidding

Enable Data-Driven Attribution for clinics with > 7,000 clicks and > 300 conversions in 30 days.

6 Weekly and monthly optimization

6.1 Tracking sheet (Excel/Google Sheets)

Columns per campaign: Clicks, CPC, CPL, CVR, Quality Score, % impressions. Conditional formatting applies: red if CPL > target 15 %; green if CPL < target 10 %.

6.2 Weekly routine

• Check search keywords → add negatives ("courses", "employment").
• Pause ads with CTR < 3 % after 1,000 impressions.
• Review Google Ads recommendations; apply only those that align with KPI (do not accept "Add display" if your funnel does not require it).

6.3 Monthly routine

• A/B copy: test new call to action.
• Rebalance budget: move 10-20 % to the group with better ROAS.
• Check Loss of impressions due to budgetIf > 20 % and ROI positive, consider incremental.
• Adjust extensions with recent testimonials or seal of accreditation if obtained.

7 Performance Max and complementary campaigns

For multi-service clinics and quality creatives, Performance Max can expand reach:

• Upload assets: 10 images, 5 headlines, 15 s video.
• Exclude locations (children's mobile apps) if not relevant.
• Define primary (lead) and secondary (WhatsApp click) conversions for learning.
• Monitor Search Terms Insights reports: extract new profitable keywords and create Search Exact campaigns for granular control.

8 Compliance and ongoing verification

Do not include personal data in URL parameters; it violates policies.

9 Reporting and iteration

9.1 Dashboard Looker Studio

Charts: CPL per service, ROAS, average position, conversions per device. Measures saturation:

• Search frequency > 4 → consider extending to new keywords or reduce bidding.
• Imp Share Lost (budget) > 15 % in ROI campaigns + → raise budget.

9.2 Executive presentation

1 slide format per campaign: objectives, investment, results, next steps. Send to medical management every month.

Next step

Create your keyword research Excel this week, define a realistic budget and prepare the campaign structure before writing a single ad. By meticulously following this manual, your clinic will obtain qualified leads and a sustainable CPL, taking advantage of the full potential of Google Ads in 2025.