Healthcare PPC
Healthcare PPC measured in booked appointments, run inside the rules the platforms apply to health advertisers
Private healthcare is a crowded UK auction with its own constraints: restricted remarketing, certification for some categories, claims the ASA and the CAP Code do not allow, and patients who research for weeks before booking. The accounts that work are the ones where the measurement reaches the appointment book and the campaigns respect the research journey instead of paying for it twice.
What is different about healthcare accounts
- Policy limits the tools. Google restricts personalised advertising for health conditions, so remarketing lists built on condition pages are not available; some categories (prescription medicines, certain treatments) require certification before adverts run; Meta has its own health and wellness data restrictions. The structure has to work without the tools other sectors lean on.
- Claims are regulated. Outcome claims, before-and-after imagery for some procedures, and anything that implies a guarantee fall under the CAP Code and, for medicines and devices, the MHRA. Copy is written inside those rules and your clinical lead signs it off.
- Research searches dominate. "Symptoms of", "is it normal", "NHS waiting time for" are expensive, well-meaning and do not book. They are excluded, and the budget goes to the searches that name a treatment, a clinic or a location.
- The conversion is an appointment, not a form. Reception answers the phone; the booking system knows who attended. Until those feed back, Google optimises towards whoever fills in a form, including the people who never show up.
What management includes
- Structure by treatment and location. A campaign per service line (implants, cosmetic, physiotherapy, fertility, diagnostics) with location targeting matched to how far patients travel for that treatment, and the research vocabulary excluded.
- Measurement to the appointment. Call tracking with reception outcomes, booking system or practice management software (Dentally, Cliniko, Semble and others) feeding attended appointments back as offline conversions, Consent Mode v2 and a privacy setup that keeps health data out of the ad platforms. See conversion tracking.
- Pages built for a worried person. One page per treatment with the clinician, the process, the price basis, the next available appointment and a phone number at the top, loading fast on a mobile. See landing pages.
- Meta where it fits. Awareness and remarketing for elective treatments, within Meta's health restrictions, judged on booked consultations rather than on form fills. Facebook Ads →
- Reporting in appointments. Cost per booked and attended appointment by treatment, alongside the platform numbers, in pounds.
Who this fits
UK private clinics and groups, dental practices, physiotherapy and diagnostics providers, aesthetics clinics working within the rules, and health brands selling direct. Typically £2,000 to £40,000 a month across Google and Meta. Fourteen years that include senior in-house healthcare work and a freelance role with a US pharmaceutical agency; no patient-facing UK case is published on this site, and none will be invented.
Questions people ask before hiring
Can you run Google Ads for a private clinic given the health policies?
Yes. The restrictions remove some tools (condition-based remarketing, some audience features) and require certification for certain categories. The account is built to work within that, and the certification process is handled with you where it applies.
Can you connect Google Ads to our booking system?
Usually, through an offline conversion import: Dentally, Cliniko, Semble and most practice systems can export which enquiries booked and attended, without sending any clinical data to Google. Where there is no export, reception outcomes from call tracking do most of the job.
What about GDPR and patient data?
No health data goes to the ad platforms. Conversions are sent as outcomes (booked, attended) with hashed contact data where enhanced conversions are used, under Consent Mode v2, and the setup is documented for your data protection lead.
Do you work with dental practices?
Yes. Dental is one of the more competitive local health auctions in the UK, and the structure by treatment (implants, Invisalign, emergency, general) with the practice management system feeding back attended appointments is the pattern that works.
How much does healthcare PPC management cost?
A flat monthly fee set from the scope: treatments, locations, platforms and how much landing page and tracking work is included. Never a percentage of spend. Quoted in pounds, ex VAT, by email from the form. See pricing.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.