Google Ads for Healthcare

We are often asked by clients why they can’t see their Google Ads when they search for themselves even though they have an Ads campaign running. Our first important piece of advice is never to search for yourself, as it could affect your ad campaign. The reason your Ads might not be showing, could be due to geographical location, targeted search term and past user behaviour. The best thing to do if you’re concerned about your ad placement or if it is showing, would be to use the Ad Preview and Diagnosis Tool within the Google Ads interface. This will allow you to see what your ad looks like without impacting any of your account statistics, ad quality or ad relevance.

Pay-per-click (PPC) refers to a type of advertising where the advertiser pays a nominated amount each time a user clicks on the ad. Google Ads is Google’s form of PPC where the ad space (the place where the ads are displayed) is on the search engine results page (SERP).

You pay nothing for your ad to appear – payment is only for the clicks on your ad. Since you define your budget, you have total control over how much you spend.

There are many factors that need to be considered when planning and executing a successful ad campaign. Advertising health or medical services through Google Ads comes with specific complexities that need to be managed in order to avoid violating Google Ads policies, which can lead to blocked ads and even account suspension. Our digital marketing experts cover everything from navigating keyword targeting and ad copy that meet advertising regulations (both Google and AHPRA) to structuring Google Ads campaigns for the best ROI, ensuring your landing page speaks to your target audience, researching your direct competitors for insights, managing health claims and targeting specific geographic locations (just to name a few).

Google advertising for healthcare services is subject to strict restrictions and requirements to ensure consumer protection and compliance with legal standards. Advertisers must adhere to Google Ads policies, which include providing proof of legitimate certification and licensing, avoiding misleading health claims, and ensuring that ads and landing pages comply with local regulations. Additionally, certain healthcare-related keywords are restricted, and some services, such as prescription medications or over the counter drugs, may require pre-approval.

Google Search Ads and Google Display Ads differ primarily in their placement and targeting methods. Search Ads appear on search engines results pages (SERPs) in response to specific user queries, making them intent-driven and highly effective for capturing potential customers actively searching for related products or services. In contrast, Display Ads are visual and appear across the Google Display Network, including websites, videos, and apps. These ads target users based on demographics, interests, and browsing behavior, making them ideal for raising brand awareness and reaching a broader audience, even if they are not actively searching for the advertised products or services.

Google AdWords was the original name for Google’s online advertising platform, which allowed businesses to create ads that appeared on Google search results and across the Google Display Network. In 2018, Google rebranded AdWords to Google Ads to better reflect the full range of advertising options available, including search ads, display ads, video ads, app ads, and more.