Only a small share of people are ready to book at any given moment. Someone typing “physiotherapy back pain Prague” into a search engine, though, is exactly at that stage. Google Ads is how you reach them.
Campaigns by procedure and location
Search campaigns built around specific procedures and places work best: rehabilitation after an injury, therapeutic massage, back physiotherapy in a particular district. Broad keywords bring in people who are still figuring out what’s wrong, and the budget goes on clicks that never turn into bookings.
Google’s rules for health advertising
- Advertiser verification. Google requires advertiser identity verification and, for some healthcare categories, a separate certification.
- Personalised advertising. Remarketing and targeting based on health-related interests are restricted. That’s why we don’t build remarketing to visitors of procedure pages.
- Landing page. The rules also apply to the website the ad leads to. Promises of results on the landing page can get the ad disapproved.
What a booked patient costs
On the Be Fyzio project we spent CZK 7,739 on ads. Of 2,178 clicks, 38 turned into leads, so one lead cost CZK 203. With an average service price of CZK 1,500, that’s CZK 57,000 in revenue and a cost-to-revenue ratio of 14%. The number of patients grew by 227% and the cost per completed visit dropped by 44%.
Search reaches people at the moment they’re dealing with the problem. All that’s left is to lead them to a booking without extra steps.
The path to booking
The ad is only half the job. The other half is the page it leads to: clear information about the procedure, the price and a booking button that’s visible straight away. Every extra step costs some patients.
Measurement
We track the number of bookings and the cost per booked patient by campaign. Then we shift the budget to where a patient comes out cheapest.