PPC advertising for medical and mental health services comes with many restrictions, but it remains an effective way for practices to maintain a steady flow of new patients and clients.
Whether you manage ads for clients, run them for your own practice, or are just getting started, these tips will help you launch or improve your campaigns.
Choosing keywords for medical and mental health advertising
Consider the three main ways potential patients tend to search on Google.
- Symptoms and treatments
- Many people search for symptoms or treatment options without naming the professional they need, such as “treatment options for depression” or “why does my ankle hurt when I run.”
- These broader terms can still lead to new patients or clients even if the searcher has not identified the correct professional yet.
- What they think it’s called
- People often use incorrect or simplified terms, such as “therapist to manage bipolar medications” or “foot pain doctor,” which relate to the service but may not use proper medical terminology.
- The correct term
- Some people search using the correct medical term because they know what they need and are ready to hire a professional. They may look for “psychiatrist” or “endodontist near me.”
- Still, people often confuse similar roles, such as therapist, psychologist, and counselor.
Most of your budget will go to the first two categories, where searchers are at the bottom of the funnel and ready to start treatment.
With a larger budget, you can also test broader symptom and informational searches that may convert later.
You’ll usually see the best results from more specific keywords, since informational searchers may or may not take action.
Use negative keywords to block searches you don’t want your ads to appear for, especially services you don’t provide.
Dig deeper: A guide to Google Ads for regulated and sensitive categories
Staying compliant with your ad copy
Be careful with your ad copy. You can’t be too direct in this industry, but you still need to make it clear that you can help with the problem.
It may take several attempts before the ad platform approves your copy.
A rejection doesn’t mean your account is suspended. It simply means the ad wasn’t accepted, so try adjusting the wording or requesting a manual review.
Ads that are too blunt are often rejected. Test less direct and less aggressive language for medical and mental health services.
Highlight different benefits to stand out from competitors, such as:
- Insurance acceptance.
- Payment options.
- Specialized treatments.
- Distinctions like being family-owned, local, award-winning, certified, or licensed.
Be cautious about using terms like “cure” or other guaranteed results.
Google and Meta’s ad policies explain these restrictions.
If an ad is rejected, reword it in a way that still communicates your value…
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