Do not buy every treatment keyword at once
Start with a focused service, a realistic catchment and a clear commercial goal. Separate high-intent searches from broad research queries, and use negative keywords to reduce irrelevant clicks.
The most expensive mistake is often not the cost per click. It is paying for traffic that was never likely to become a suitable consultation.
The landing page is part of the campaign
A person who clicks an ad should land on a page that matches the search. The page should explain the clinic, practitioner, consultation route and relevant service clearly, with a strong mobile experience and one primary next step.
Build campaigns around UK advertising rules
Cosmetic-intervention advertising is subject to specific CAP/ASA requirements. Public advertising of prescription-only medicines is prohibited, and non-surgical cosmetic intervention advertising has age-targeting and social-responsibility requirements. Campaign planning should therefore begin with compliant offers and wording, not with aggressive promotional tactics.
See CAP/ASA guidance on Botox and non-surgical cosmetic interventions.
Track what happens after the click
- Form submissions
- Call clicks and tracked calls where appropriate
- Consultation booking actions
- Qualified enquiry rate
- Cost per qualified enquiry
- Consultation and treatment outcomes where CRM data allows
How should a clinic set a Google Ads budget?
Work backwards from the number and value of additional consultations you need. A test budget should be large enough to generate useful data within a defined treatment and location. Spreading a small budget across many services can make it difficult to learn anything.
Need Google Ads tied to the clinic sales journey?
Kydos can connect paid search, landing pages, tracking and lead follow-up so campaign decisions are based on qualified enquiries rather than clicks alone.
See paid advertising options