Using Google Ads to grow your aesthetics clinic

With Google Ads, you can pay to get to the top of the search rankings in your region for services your clinic offers. It’s one of the most accountable forms of marketing on the planet – with the potential to drive significant revenue for your business.

Day in, day out, people in your area are searching for services that your clinic offers. Google Ads gives you a way to soar to the top of the search results – without needing to spend months serving up offerings to the SEO gods.

Set up your ads correctly and they will drive high quality leads to your website without you having to think about it. All while you get on with running your business and completing treatments. And because you only pay when people actually click your ad to visit your website, it’s an incredibly accountable form of marketing.  

Optimise your ads over time and Google Ads can quickly deliver some of the best return on ad spend of all digital channels – generating new customers, driving revenue and improving the profitability of your business.

Sounds good? Let’s find out more.

One quick thing, before we begin

Google Ads can be an expensive waste of budget if your ads aren’t set up correctly. As a Google Partner, we have the proven expertise to help businesses become conversion machines – with ad campaigns that pay for themselves, and a lot more on top. Interested? Let us show you – it won’t cost a penny.

“Adbetter handled everything from creative strategy to a full funnel media buying plan across Facebook & Google Ads. They were able to design & build a full digital marketing campaign including all ads, copy & landing pages that has been delivering a consistent stream of new customers at a significantly cheaper cost than in previous testing.”

Abiq Hassan, CCO, CPIC | Gwadar Click

What are Google Ads?

Search for a popular product or service on Google. Chances are the first few results will be ads, paid for by companies who want to make sure their brands are seen by potential customers. These ads look similar to regular search results – the key difference being that the advertiser has paid to occupy the top spots in the search rankings.

It’s a way of bypassing organic search engine optimisation (SEO) and leaping to the top of the search results. SEO is still an important tool in your marketing arsenal – and definitely something you should spend time on. But SEO endeavours can sometimes take months to translate into higher search rankings. With Google Ads, done correctly, the results are near instant.

One thing to note. Broadly speaking when people talk about Google Ads, they are referring to the ads you see at the top of the search engine results pages (SERPs). But Google Ads also encompass visual ads for the Google Display Network: a vast collection of websites, mobile apps and video libraries.

What audience can you reach?
(And a few words on push v pull marketing.)

8.5 billion is a big number. That’s how many searches are conducted on Google – every day. Of course, only a slither of these relate to aesthetics. The reason Google Ads is such a powerful tool is it enables you to get your brand in front of people at the precise moment they are searching for services that your clinic offers.

This is known as pull marketing. The audience is already curious. They have high intent. They are likely to be interested in becoming your next customer. You are capturing existing demand, pulling in leads that already exist. Contrast that with the visual ads on the Google Display Network (GDN): a push channel where – much like social media advertising – you pay to push ads to a predefined audience and hope they might be interested.

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With the GDN you can define the type of audience that sees your ads based on characteristics such as age, location, gender and interests. Your display ads will then be shown to users that match these characteristics.

How much do Google Ads cost?

That’s a good question. One without a simple answer.

In short: it depends.

With search ads, the placement is free. You only pay if someone clicks your ad. Cost per click (CPC) is driven by a wide array of variables that are in constant flux. These include the relevance of your ad, your quality score (more on that later) and the industry or niche you are targeting.

Keywords are more expensive in competitive industries. In banking and insurance, each click is likely to cost you more than £30. Gambling related keywords are even pricier – typically surging beyond the £50 mark. It’s a stark contrast to less competitive sectors – such as aesthetics – where you could find yourself paying less than £1 per click.

You can reduce your CPC by following best practice. And the same things that bring your CPC down will make your ads more likely to convert – and bring new potential customers through to your website. (We have some tips later in the article.)  

When setting your budget, Google will tell you how many clicks you can expect. You also have complete control over your ad spend, with the ability to set a daily and monthly budget cap that Google will never exceed. You can pause your ads at any moment. No contracts. No notice periods.

It’s worth remembering though. With Google Ads you only pay when someone actually clicks your ad – and comes through to your website. You pay for actual results, rather than ad placement. There’s a lot to like about that. And it’s why Google Ads is such a powerful marketing tool.  

Okay. Let’s look at some best practice for your Google Ads campaigns.

Geotargeting: aim for locals only

If your clinic is based in Aberdeen, you don’t need to worry about people searching for your services in Aberdare. With Google Ads you can specify that your ad is displayed only when users are in your local area. This will dramatically reduce your CPC – and ensures you don’t accidentally pay for a click that has no chance of bringing you new business. You can also set your ads to be displayed at certain times of day – for example, during your opening hours.

Choose your words carefully

It might seem an obvious point. But it’s worth reinforcing that your ads on the search pages cannot contain visuals. It’s your words that shoulder the burden of encouraging clicks – so think carefully about your message.

At the very least your copy should include the keywords you have targeted. But for a strong message, remember that people are looking for outcomes. Think about their ambitions, their concerns, their doubts – and the benefits your treatments can provide them. Then write your ad accordingly.

>> How to grow your medical aesthetics business with marketing

Go granular, improve quality score

Instead of creating a generic ad campaign about your clinic, it’s best to create individual ads for each service or treatment that you want to promote. These should drive traffic through to webpages that are highly relevant to each ad – focusing on that specific treatment.

Relevance is a big thing for Google. And when you have it, you improve your Quality Score. This is a measure of how relevant your ads are to your website – and it’s worth getting right. When Google can see that your landing pages are relevant to your keyword bids, you will get a higher Quality Score and pay less per click.

Embrace negative keywords

Just as you define keywords that you want your ad to be shown for, you can define keywords that prevent your ad from being shown.

Why would you want to do this?

Let’s say you have an ad based on the search term “dermal filler Leeds”. All well and good. But if someone searches for “dermal filler qualification Leeds” your ad could be served to an audience who is interested in becoming a clinician, rather than wanting to receive the treatment themselves.

Specifying negative keywords (in the example above “qualification” is the negative keyword) helps to make sure your ad doesn’t get shown to the wrong people – and reduces the chances of you paying for a click that won’t create new business.

Rules and regulations for Google Ads

Aesthetics is a tightly regulated discipline. Google is a tightly regulated advertising platform. Put the two together and you could quickly find yourself falling on the wrong side of the red tape.

The good news is that before and after shots – the holy grail of aesthetics marketing – are allowed by Google Ads. That is to say you are allowed to link your ads to webpages that show before and after shots. The same cannot be said for advertising on other platforms – such as Facebook and Instagram.

Here are some additional tips for getting your ads approved quickly, and avoiding a regulatory wrap on the knuckles:

  • Make sure your language is as clear as possible
  • Make it clear that your cosmetic procedures are not medical procedures
  • Don’t make any unrealistic claims – e.g. “it will take 20 years off!”

For a more detailed explainer:

>> Ad regulations for medical aesthetic clinics

Are you ready for revenue?

It’s possible to drive significant revenue with Google Ads. But it’s easy to waste money too. To make the most of your ad spend, you need to monitor the performance of your campaign and allow yourself to be driven by data – doubling down on the strategies that work, ditching the strategies that don’t. Or you could let us do it for you. Because we always prove our worth.

Here at Adbetter we are an accredited Google Partner with proven customer generation strategies for Google Ads. We know what works. We know how to make it happen. And we only work with clients when we know we can drive profits for their business. No secretive processes. No tech jargon. Just full management of your campaigns – and a live reporting dashboard showing the impact we are making. 

Could it work for you? Find out with a no-obligation, fee-free proposal. Let’s go.