Campaign Management
Healthcare PPC
Healthcare PPC for a private clinic has two jobs: reach people ready to pay for treatment, and stay inside Google's healthcare policy and UK medicines law while doing it. A physiotherapy click costs about four pounds in the UK and a hair transplant click about thirteen, so the clinics that do well match the spend to what each treatment brings in.
Free 20 minute call with Richard, who runs the campaigns. No lock-in contracts.
- Your account, your card
- You pay Google or Meta directly and keep full access to the ad account. If you leave, it stays yours.
- Tracking before spend
- Nothing goes live until calls and form enquiries are counted, so every report is in enquiries, not clicks.
- One published fee
- The management fee is on the Campaign Management page, worked out from your monthly ad spend.
Where the money usually goes
- Ads name a prescription-only medicine, which UK law bans in advertising to the public.
- Campaigns pay for searches from people who want the NHS service, a GP appointment or a free referral.
- Landing pages promise outcomes a regulator would read as misleading.
- Physiotherapy, sports massage and scans share one budget, so the cheapest clicks win and the valuable consultations go unbooked.
- The clinic's booking software is not connected, so the account cannot tell a booked appointment from a visit that left.
- Ads are disapproved under Google's healthcare policy and nobody notices for a week.
What we run instead
- A campaign per treatment, with budgets set by what a booked patient is worth.
- Ad copy written to Google's healthcare and medicines policy and the CAP Code before it goes live, so disapprovals are rare and quick to fix.
- The consultation advertised in place of the medicine for aesthetic treatments, so ads stay inside the prescription-only ban.
- Exclusions for NHS, free, jobs, training and self-help searches.
- Tracking that reaches the booking system or counts qualifying calls, reported by treatment.
- Location targeting set to how far patients travel for each treatment, which is further for a scan than for a sports massage.
What healthcare PPC costs per click
Google's Keyword Planner estimates for UK searches, October 2026: 'physiotherapist near me' about four pounds a click with around sixty thousand searches a month, 'hair transplant' about thirteen pounds, 'lip filler' under two pounds fifty.
Cheap clicks are not always cheap patients. Filler searches cost little per click and the people making them compare on price. A hair transplant click costs five times as much and is worth far more when it books.
Medical PPC and prescription-only medicines
Botulinum toxin is a prescription-only medicine, and the Human Medicines Regulations 2012 ban advertising prescription-only medicines to the public. CAP has said the ban covers paid ads, organic posts and influencer content, and the ASA has upheld complaints against clinics that used softer wording such as 'cosmetic injections' or tagged posts with the brand name.
Dermal fillers are not prescription-only medicines and can be advertised, but since 2022 the CAP Code has barred ads for cosmetic procedures from being directed at under-18s. We advertise the clinic and the consultation, and keep medicines out of ad text, images and targeting.
Google Ads for private clinics and Google's healthcare policy
Google restricts ads that mention prescription drugs and some treatments, and some advertisers, such as online pharmacies, need certification before they can run at all. A clinic that names a prescription medicine in an ad will usually see it disapproved, and repeat problems put the account at risk.
We write ads to the policy from the start and check the account for disapprovals every time we work in it, so a rejected ad does not sit dark for a week.
Is PPC worth it for a private clinic?
When the treatment is one people search for and the clinic can answer the same day, usually yes. Physiotherapy, private scans, hair restoration and aesthetic consultations are searched in volume. Services people reach through a GP referral or an insurer are harder to win with ads, and we will say so on the call.
Already running ads? We will look at the account before the call and tell you what we find.
Book a free callQuestions private clinics ask us
- Can we advertise anti-wrinkle injections?
- You can advertise the clinic and the consultation, and describe the concerns you treat. You cannot advertise botulinum toxin to the public by name, by brand or by a softer description that points to it. We write the ads that way from the start.
- How do you stop us paying for NHS searches?
- Exclusion lists for NHS, free and referral searches, ad text that says the service is private, and a regular read of the search terms report to catch the ones that slip through.
- Should a clinic use Google or Facebook ads?
- Google for treatments people search for. Facebook and Instagram for making people aware of a newer treatment and for reaching visitors who looked at a page and did not book. Meta limits how health-related ads can be targeted, and we work within those limits.
- How quickly can a clinic campaign go live?
- Usually within five to ten working days, once tracking is in place. Ads in health categories can take longer to clear Google's review, so we build that time into the plan.
- Who owns the ad account?
- You do. The account sits in your name, you pay Google from your own card, and we work inside it with manager access. If you stop working with us, the account, its history and its tracking stay with you.
Running ads for your clinic, or about to?
Book a free call. Tell us what you spend now and we will tell you what we would change first.