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Paid ads for healthcare practices

Healthcare PPC management for practices

Google, Local Services, Facebook and Instagram ads built around your highest-value services, written for health ad rules, and tracked from the click to the booked appointment.

  • 3,200+ practices
  • Google Premier Partner
  • For doctors, by doctors

Get a free 30-minute demo

Built around your practice. No obligation.
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You agree to be contacted about your demo. Privacy policy. No patient information, please.

ChannelsGoogle · LSA · MetaTrackingCall to bookingBenchmarksBy specialtyReportingMonthly
In short: Healthcare PPC management means running paid search and social ads so they bring in booked patients at a known cost. We plan budget around your highest-value services, run Google Search, Local Services Ads, Facebook and Instagram, follow Google and Meta health ad rules, keep tracking HIPAA-safe, and report every call and form to the booked visit.
Everything included

Every part of your paid ads, run by one team

  1. 1Plan

    • Procedures and services ranked by case value
    • Budget set from your specialty's cost-per-lead benchmarks
    • Landing page for each offer
    • Clear goals: calls, forms, booked visits

  2. 2Launch

    • Google Search and Performance Max
    • Local Services Ads with the Google Screened badge
    • Facebook and Instagram lead ads
    • Retargeting and email capture

  3. 3Track

    • Every call tracked to the booked appointment
    • Server-side conversions with no patient details
    • No pixels on portals or intake forms
    • Monthly report: calls, leads, cost per lead

  4. 4Optimize

    • Weekly search-term and negative keyword review
    • Ad copy and offer tests
    • Budget moved to what books patients
    • AI Max and Advantage+ only where they help

  5. 5Protect

    • Google healthcare and personalized ads policies
    • Meta health and wellness rules
    • LegitScript where Google requires it
    • HIPAA-safe tracking and forms
By specialty

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.

Get my free dental ads auditYour campaigns, or your plan, checked against these benchmarks: wasted spend, tracking gaps and policy risks. Free, no obligation.Get my free auditDentistry marketing →
Why paid ads

Paid ads put you in front of patients today

SEO and reviews build demand over months. Paid ads reach people who are searching or scrolling right now, in the neighborhoods you serve, for the services you want to fill.

  • Live in daysSearch ads can show the same week they are approved, so new providers, new locations and open chair time fill faster.
  • Budget on your best casesImplants, Invisalign, LASIK, new-patient exams: spend goes to the services with the highest case value first.
  • Measured by booked visitsEvery call and form is tracked, so you see cost per booked patient, not just clicks.
  • Inside the health ad rulesGoogle, Meta and HIPAA rules are built into targeting, copy and tracking from day one.
Practice owner reviewing a paid ads performance dashboard on a laptop
The rules

Health ad rules we follow on every account

Healthcare is one of the most restricted ad categories. Breaking a rule can get ads disapproved or an account suspended, so compliance is part of the setup, not an afterthought.

Google

Healthcare and medicines policy

  • Addiction treatment needs LegitScript certification
  • No personalized ads or remarketing based on health conditions
  • No unproven or experimental treatment claims
  • Local Services Ads require the Google Screened check
Meta

Health and wellness rules

  • No targeting by health condition
  • Ads cannot imply someone has a condition
  • Limited conversion events for US health advertisers since January 2025
  • Before-and-after and weight-loss ads have extra limits
HIPAA

Tracking technologies

  • No ad pixels on portals or intake forms
  • Server-side conversions without patient details
  • Calls counted without passing what was said
  • Follows HHS guidance on online tracking
How it works

From first click to booked patient

  1. 01
    Plan around case value

    We rank your services by value and capacity, set goals in booked visits, and size the budget from your specialty's cost-per-lead benchmarks.

  2. 02
    Build compliant campaigns

    Search, Local Services and social campaigns with ad copy, keywords and audiences written inside Google and Meta health rules.

  3. 03
    Launch landing pages and tracking

    A focused page for each offer, tracked calls and forms, and HIPAA-safe conversion tracking before a dollar is spent.

  4. 04
    Optimize every week

    Search terms, negative keywords, bids, ads and audiences reviewed weekly, with budget moved to what books patients.

  5. 05
    Report in plain numbers

    Monthly report: spend, calls, forms, booked visits and cost per lead, with a call to walk you through it.

AI search

Paid ads in the age of AI search

Google now shows ads inside and around AI Overviews, and AI Max for Search uses your site and assets to match more searches. Performance Max added channel reporting and campaign-level negative keywords in 2025. ChatGPT began testing ads in 2026, with limits on sensitive topics such as health. We use the AI features that lower cost per booked patient and switch off the ones that waste budget, while reviews, listings and content keep you visible in AI answers.

Do Google ads show up in AI Overviews?

Yes. Since late 2024, ads can appear in AI Overviews in the US, and Google expanded them to more formats and devices in 2025. Health advertisers must still meet Google healthcare policies, and the ad has to match the question being asked.

Google Ads HelpGoogle Marketing Live 2025
Where your ads run

Every place patients choose a practice

One team runs every channel, so budget follows results instead of staying stuck in one platform.

Google

  • Search ads
  • Local Services Ads
  • Performance Max
  • Maps
  • YouTube

Meta

  • Facebook
  • Instagram
  • Lead forms
  • Messenger

Follow-up

  • Retargeting
  • Email capture
  • Call tracking
  • Landing pages
Google search ads for a healthcare practice shown on a phone
Compare

Google Ads vs. Facebook and Instagram ads

Google Ads

ReachesPeople searching for a service right now
Best forEmergency, high-intent and procedure searches
Health targetingKeywords and location, no health-condition audiences
Average cost per lead (physicians)$40.04
Average cost per lead (dentists)$72.97
How we measureCalls, forms and booked visits

Facebook and Instagram

ReachesPeople in your area who are not searching yet
Best forElective care, new-patient offers, awareness
Health targetingLocation, age and interests, no health-condition audiences
Average cost per lead (physicians)$32.14
Average cost per lead (dentists)$61.56
How we measureLead forms, calls and booked visits

Benchmarks are LocaliQ 2026 averages. Most practices start with Google Search and Local Services Ads, then add Meta and retargeting. Every call is tracked either way. Call Tracking →

FAQ

Healthcare PPC questions

What is healthcare PPC management?

It is planning, building and running pay-per-click ads for a medical, dental or other healthcare practice: Google Search, Local Services Ads, Facebook and Instagram, plus the landing pages, tracking and reporting that turn clicks into booked patients.

Which is better for a practice, Google Ads or Facebook ads?

Google reaches people already searching for a service, so it usually books patients faster. Facebook and Instagram reach people nearby who are not searching yet, which works well for elective care and new-patient offers. Most practices start with Google and add Meta once tracking proves cost per booked patient.

How much does a lead cost for a practice?

It depends on specialty and market. LocaliQ’s 2026 averages put Google Ads cost per lead at $72.97 for dentists and $40.04 for physicians and surgeons, and Facebook cost per lead at $61.56 and $32.14. Your free ads audit compares your numbers with these benchmarks.

Are healthcare ads allowed on Google and Facebook?

Yes, with limits. Google restricts ads for prescription drugs, addiction treatment (which needs LegitScript certification) and unproven treatments, and does not allow personalized targeting or remarketing based on health conditions. Meta restricts health-related targeting and, since January 2025, limits the conversion events many US health advertisers can optimize for. We write and target every campaign inside those rules.

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.

What are Local Services Ads?

Local Services Ads appear at the very top of Google with a Google Screened badge. You pay per lead rather than per click, and healthcare categories include dentists, orthodontists, optometrists, chiropractors, physical therapists and others. We set up the profile, screening and reviews that help them win.

How fast do paid ads work?

Search and Local Services Ads can start bringing calls within days of approval. Campaigns usually take 30 to 90 days of testing and optimization to reach a steady cost per booked patient.

How do you know which ads book patients?

Every call is tracked to the ad and keyword that drove it, forms carry the campaign source, and we match leads to booked visits. Reports show cost per booked patient, not just clicks.

Do you use AI Max, Performance Max and Advantage+?

Where they help. We test Google AI Max, Performance Max and Meta Advantage+ against standard campaigns and keep whatever books patients at a lower cost, with negative keywords and brand controls in place.

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.

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