Most specialty practices are unknowingly subsidizing Google’s revenue and sacrificing their own clinics profits. If you are seeing plenty of clicks but not enough high value consults, your strategy is most likely outdated and you could be burning through 40% of your budget on traffic that will never convert into a patient.
I’m Todd Nevins and I’ve been running Google Ads for over 20 years, specifically helping doctors and specialty dentists capture the right traffic and find the right patients for their practices. Today I’m going to go through the three step blueprint to fix your ad spend.
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Step one, Your geographic target is likely too wide. You do not need to target your entire state. Look at your existing patients and look at 80% of them. Where do 80% of your existing patients either live or work? That’s what you target. Use either by county, zip code or radius around your clinic
Simplify your strategy into three campaign styles. The first one is going to be your brand campaign, bidding on your brand name and your surgeons names as well. The second and third campaigns are designed around your two highest value services that you offer.
If you’re a cosmetic surgeon then it might be rhinoplasty and facelift. And those are the types of key keywords that you’re bidding on in each of those campaigns. And this also simplifies your structure and it helps Google’s AI find the right audience for your practice.
Step three is an extensive negative keyword list. You want to block out all of the irrelevant, searches like cheap or free and all of your competitors in your particular area. This is also teaching Google exactly who not to show your ads to and, and get specific.
If you’re an orthodontist and you only offer braces and Invisalign, you do not offer dental implants. So add in dental implants as negatives in all of the potential searches like that and you are teaching Google’s AI exactly who not to show your ads to.
Is your current setup actually working for you? I’m offering a free 30 minute assessment where I will apply this blueprint into your account and I will save that 40% of your ad budget. Let’s stop the waste and start finding your next patients. Click the link and let’s get started.
SCHEDULE A GOOGLE ADS AUDIT: https://clickplacement.com/get-started/
CLICKPlacement is a Google Ads Partner and works with regional niche companies and national organizations to maximize prospect and customer engagement, and sales with proven Google Ads strategies.
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