Google Ads management for healthcare practices
Search, Local Services and Performance Max campaigns built around your highest-value services, written for Google healthcare policy, and tracked to the booked call.
- 3,200+ practices
- Google Premier Partner
- For doctors, by doctors
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Reach patients at the moment they search
People who search "dentist near me" or "urgent care open now" are ready to book. Google Ads puts your practice above the map and organic results for those searches.
- High intentAds show for searches like "emergency dentist" or "LASIK consultation", not general browsing.
- Local by designLocation targeting keeps spend inside the neighborhoods and drive times you serve.
- Calls, not clicksCall extensions, tracked numbers and booking links turn the click into a conversation.
- Clear benchmarksCost per click, conversion rate and cost per lead compared with your specialty averages.
Google Ads changes that matter for practices
Google changed a lot in 2025 and 2026. Here is what we have already built into every account.
Call-only ads are going away
- No new call-only ads from February 2026
- Existing call-only ads stop serving in February 2027
- We move them to responsive search ads with call assets
AI Max and AI Overviews
- AI Max for Search expands matching beyond keywords
- Ads can show in and around AI Overviews
- We test AI Max against standard match types and keep what books patients
Performance Max controls
- Channel performance reporting (2025)
- Campaign-level negative keywords
- Search term insights for budget decisions
What's included
Separate campaigns for each high-value service, so budget and ads match what people search for.
Profile, Google Screened checks and review setup for the pay-per-lead ads at the top of Google.
A page per offer with your phone number, hours, insurance and a short form.
Tracked numbers on ads and pages, with calls matched to booked visits.
Copy, keywords and targeting checked against Google healthcare policies before launch.
Search terms, negative keywords, bids and ads reviewed every week.
How we run your Google Ads
- 01Research the searches
We find the searches patients use for each service in your area and estimate cost per lead from benchmarks.
- 02Build campaigns and pages
Search campaigns, Local Services Ads and a landing page for each offer, all policy-checked.
- 03Track every call and form
Call tracking and HIPAA-safe conversion tracking go live before the ads do.
- 04Optimize weekly
Wasted searches are blocked, winning ads get more budget, and low performers are rewritten.
- 05Report booked visits
Monthly report of spend, calls, forms, booked visits and cost per lead.
Every Google surface patients use
Search
- Top of results
- AI Overviews
- Google Maps
- Call assets
Local Services
- Google Screened badge
- Pay per lead
- Reviews shown on the ad
Performance Max
- YouTube
- Display
- Gmail
- Discover
Search ads vs. Local Services Ads
Search ads
Local Services Ads
Most practices run both, so they appear twice at the top of the page.
Paid ads for your specialty
Pick your practice type: what a lead typically costs, where we run your ads, the rules that apply, and your free ads audit.
What a lead typically costs
- Google cost per click
- $8.00
- Google conversion rate
- 10.67%
- Google cost per lead
- $72.97
- Facebook cost per lead
- $61.56
LocaliQ 2026 benchmarks, “Dentists & Dental Services” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (dentist, orthodontist)
- Performance Max
- Facebook and Instagram
Implants, Invisalign and emergency visits carry the highest case value, so they get budget first.
What a lead typically costs
- Google cost per click
- $4.76
- Google conversion rate
- 12.43%
- Google cost per lead
- $40.04
- Facebook cost per lead
- $32.14
LocaliQ 2026 benchmarks, “Physicians & Surgeons” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads where your specialty is listed
- Facebook and Instagram (broad audiences only)
Google limits personalized ads for health conditions, so campaigns target searches and locations, not diagnoses.
What a lead typically costs
- Google cost per click
- $4.76
- Google conversion rate
- 12.43%
- Google cost per lead
- $40.04
- Facebook cost per lead
- $32.14
LocaliQ 2026 benchmarks, “Physicians & Surgeons” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (optometrist, ophthalmologist)
- Performance Max for eyewear
- Facebook and Instagram
LASIK and specialty contacts run as separate campaigns from routine eye exams.
What a lead typically costs
- Google cost per click
- $4.06
- Google conversion rate
- 16.22%
- Google cost per lead
- $31.50
LocaliQ 2026 benchmarks, “Animals & Pets” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (veterinarian)
- Facebook and Instagram
Pet owner ads are not health ads for people, so fewer audience limits apply.
What a lead typically costs
- Google cost per click
- $6.17
- Google conversion rate
- 6.94%
- Google cost per lead
- $67.36
- Facebook cost per lead
- $27.11
LocaliQ 2026 benchmarks, “Health & Fitness” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (chiropractor, physical therapist, occupational therapist)
- Facebook and Instagram
Ads avoid cure claims and before-and-after language that Google and Meta reject.
What a lead typically costs
- Google cost per click
- $6.17
- Google conversion rate
- 6.94%
- Google cost per lead
- $67.36
- Facebook cost per lead
- $27.11
LocaliQ 2026 benchmarks, “Health & Fitness” averages. Your market will differ.
Where we run your ads
- Google Search
- Facebook and Instagram (no condition targeting)
Addiction treatment ads need LegitScript certification before Google will run them, and mental health conditions cannot be used for targeting.
What a lead typically costs
- Google cost per click
- $4.76
- Google conversion rate
- 12.43%
- Google cost per lead
- $40.04
- Facebook cost per lead
- $32.14
LocaliQ 2026 benchmarks, “Physicians & Surgeons” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (audiologist)
- Facebook and Instagram
Hearing aid ads follow FDA over-the-counter rules, so claims stay on fitting, testing and service.
What a lead typically costs
- Google cost per click
- $4.62
- Google conversion rate
- 10.35%
- Google cost per lead
- $39.25
- Facebook cost per lead
- $50.91
LocaliQ 2026 benchmarks, “Beauty & Personal Care” averages. Your market will differ.
Where we run your ads
- Google Search
- Local Services Ads (plastic surgeon, dermatologist)
- Instagram and Facebook
- Retargeting for consult no-shows
No claims for unproven or cell-based therapies, and before-and-after images follow Meta's rules.
Google Ads questions
How much do Google Ads cost for a practice?
You set the budget. What matters is cost per lead: LocaliQ 2026 averages are $72.97 for dentists and $40.04 for physicians and surgeons. We plan budget from your specialty and market, then track cost per booked patient.
Are call-only ads still available?
Google stopped allowing new call-only ads in February 2026, and existing ones stop serving in February 2027. We use responsive search ads with call assets instead, which still show a call button on phones.
What are Local Services Ads for healthcare?
Ads at the very top of Google with a Google Screened badge, paid per lead. Healthcare categories include dentists, orthodontists, optometrists, chiropractors, physical therapists and others. We handle the profile and screening.
Can Google Ads target patients by health condition?
No. Google does not allow personalized ads based on health conditions. Campaigns target the searches people make and the area you serve, which keeps them compliant and still reaches high-intent patients.
Should we use Performance Max or AI Max?
They can help once tracking is solid. We test them against standard Search campaigns with negative keywords and brand controls, and keep whichever books patients at the lower cost.
Is ad tracking HIPAA-safe?
It can be, if it is set up carefully. We keep advertising pixels off patient portals, intake and appointment forms, send conversions server-side without names, emails or health details, and count calls and form leads without passing what the patient said or typed to Google or Meta. HHS guidance on tracking technologies is the reference we follow.
Do I need a website or landing pages?
Ads work best when they land on a page built for that service, with your phone number, hours, insurance and a short form. We build or improve those pages as part of the campaign so the click turns into a call.