A healthcare Google Ads budget should be based on service economics, search demand and conversion data rather than a generic monthly figure. Different treatments, locations and patient journeys can have very different click costs and booking rates.
Build the budget from measurable inputs
Clicks = media budget ÷ CPC
Enquiries = clicks × landing-page conversion rate
Bookings = enquiries × enquiry-to-booking rate
Use completed appointments and appropriate patient demand as the commercial check wherever your systems can measure them.
Separate campaigns by service and intent
- Use distinct campaigns for materially different services.
- Match each ad group to a relevant service or location page.
- Use negative keywords to remove research, jobs and unrelated searches.
- Track calls and forms properly.
- Review search terms and booking quality regularly.
Budget for the whole patient journey
Media spend cannot compensate for weak clinician information, confusing booking forms or slow follow-up. Fix the landing experience and response process before scaling spend.
Review claims and platform policy
Healthcare advertising can involve additional policy, professional and legal constraints depending on the service. Review ad copy, landing pages and data collection accordingly rather than assuming every campaign can be treated like ordinary lead generation.
For the wider budget model, see our healthcare marketing costs guide.
