Qualified patient enquiries for your clinic through Google Ads.
The right keywords, a pre-qualifying enquiry form and phone-click tracking bring qualified patient enquiries. We build campaigns with the relevant regulations and platform policies in mind; every text and image goes to you and your legal adviser for approval before it goes live.
Clinic + Google Ads: common problems
- We run ads, but the enquiries that come in say they are "just looking"
- Phone calls are not tied back to Google Ads, so we cannot calculate ROAS
- Because of the restrictions in healthcare advertising regulations, we do not know which words we are allowed to use
Clinic + Google Ads: why it works differently
In healthcare, advertising is not an open field as it is in other sectors. In Türkiye, the promotional activities of healthcare providers are framed by regulation: messaging that aims to create demand, promises results or compares patients is not accepted, whereas information that explains the scope of a service is permitted. On Google's side, too, healthcare counts as a sensitive category, so some targeting and remarketing options are restricted. When these two limits overlap, you need to decide, before building the campaign, which service can be described in which words. That is why we start not by writing ad copy but by running the keyword and message list through a regulatory filter. The long-term health of the account matters more than the number of clicks in the first month.
The second issue is unqualified demand. In clinic searches, intent spans a very wide range: at one end is someone who has just started wondering about a treatment, at the other a patient ready to book. When both spend the same budget in the same campaign, costs rise and the front desk fills up with calls that lead nowhere. Many patients also prefer to phone rather than fill in a form; if measurement is set up only on the web form, you cannot see which campaign a patient came from. That is why this package puts measuring calls as conversions, and adding pre-qualifying questions to the lead form, at its centre. A few questions, such as city, area of complaint and eligibility, screen the file before it ever reaches the doctor.
In practice, the work runs alongside the clinic's operations. How much budget goes to which specialty, at what times calls come in and what share of calls are missed matter as much as the campaign itself; an unanswered phone wipes out the value of a paid click. When conversion data is set up, no patient health information is passed on, only the fact that a contact took place. Reporting talks not about impressions and clicks but about the number of callers and the share of calls that turn into appointments. The campaign structure is simplified accordingly: high-intent searches are gathered in Search, while awareness and re-engagement sit in Performance Max and Display, and the budgets of the two groups are tracked separately. The monthly review can then answer the question of which specialty deserves more budget with recorded call and appointment data rather than guesswork.
Clinic + Google Ads: what the package delivers
Scope in writing, process step by step, results reported. The fee depends on scope, number of channels and, for ads, the ad budget; a written proposal follows the first call.
- 01 Search, Performance Max and Display campaign structure
- 02 A keyword list built with healthcare advertising rules and Google policies in mind
- 03 Phone-click conversions and Enhanced Conversions
- 04 Lead form ads (qualified enquiries through pre-qualifying questions)
- 05 Audience segmentation (age, interest; within healthcare targeting restrictions)
| Scope item | What it is for |
|---|---|
| Search, Performance Max and Display campaign structure | Gathers searches from people ready to book in Search, and promotional and re-engagement traffic in Performance Max and Display. This way the budget for high-intent demand is tracked and managed separately, without being mixed with discovery impressions. |
| A keyword list built with healthcare advertising rules and Google policies in mind | Separates usable terms from those to avoid at the outset. Phrases that promise results or make comparisons are removed from the list, which lowers the chance of problems both with ad approval and with regulatory scrutiny. |
| Phone-click conversions and Enhanced Conversions | Makes appointment requests that come in by phone measurable. You can see which campaign and which search brought a phone click; the budget is allocated not by the number of clicks but by the number of people who made contact by phone. Because Google's call forwarding numbers are not offered in Türkiye, call duration does not appear in Google Ads; whether a call turned into an appointment is matched against the clinic's call log. |
| Lead form ads (qualified enquiries through pre-qualifying questions) | A few questions asked inside the ad establish the city, area of complaint and eligibility at the very first step. Instead of calling the whole list, the front desk deals with the people who are suitable for a consultation. |
| Audience segmentation (age, interest; within healthcare targeting restrictions) | Separates the audience the service is meant for and is set up within the targeting restrictions of the healthcare category. This reduces the same budget being spread across irrelevant age groups and distant regions. |
The tools behind the Clinic + Google Ads package
| Platform | Its role in this package |
|---|---|
| Google Ads (Search/PMax/Display) | The main account where campaigns are built and the budget is managed; runs search, automated and display inventory from one place. |
| Phone conversion tracking | Records clicks on the call element in the ad and on the number on the site as conversions in Google Ads. Because Google's call forwarding numbers are not offered in Türkiye, call duration does not appear in Google Ads; call quality is matched against the clinic's call log. |
| Google Lead Form Ads | An ad format that collects enquiries through pre-qualifying questions; because users leave their details without going to the site, the barrier of filling in a form drops. |
| GA4 Enhanced Conversions | Matches conversions more completely; which campaign brought in an appointment request becomes visible without getting lost in measurement. |
Clinic + Google Ads: frequently asked questions
How do you work within healthcare advertising rules?
Claims of results and words such as "guaranteed" or "certain results" are not used, and whether before-and-after images can be used depends on the regulations and platform policies. We build campaigns with the relevant regulations and platform policies in mind; every text and image goes to you and your legal adviser for approval before it goes live. Final sign-off on legal suitability rests with you and your adviser.
How is enquiry quality improved?
With a pre-qualifying form (treatment, timing, city), narrow audiences and a landing page for each service. We measure quality by the share of enquiries that turn into appointments. We agree target values with you from your current data before work starts; results are not guaranteed.
How are phone call conversions measured?
Clicks on the phone extension in your ad and on the phone number on your site are recorded in Google Ads as conversions. Because Google's call-forwarding number is not available in Türkiye, call duration does not appear in Google Ads; we match call quality against the call log kept by the clinic.
Does this also work for international patients?
Health tourism has packages of its own: a multilingual site (EN/AR/RU), Google Ads, Meta Ads and the WhatsApp Business API. See our health tourism industry page.
What does a healthcare advertising agency do?
A healthcare advertising agency sets up and manages advertising campaigns for clinics and healthcare organisations with healthcare promotion regulations and the ad platforms' healthcare policies in mind, and measures the result in patient enquiries. In this package we start not by writing ad copy but by passing the keyword and message list through a regulatory filter. Because Google's call forwarding numbers are not available in Türkiye, we measure phone enquiries by recording phone taps in the ad and on the site as conversions; we also add pre-qualification questions such as city, complaint and eligibility to the enquiry form.
What determines the cost?
The service fee depends on the number of campaigns, the number of specialties and how much phone tracking is needed; ad spend is paid to Google separately. Scope and fee are confirmed in a written proposal after the first call.
What do you need from us?
Access to Google Ads and GA4, your current phone lines and booking flow, and your legal adviser's approval for the service copy we publish. If the clinic keeps a log of incoming calls, we can match calls to appointments.
When is a different solution a better fit?
If your site does not work properly on mobile or there is no clear booking flow, fix the site and the flow first; advertising does not replace them. Software needs such as a clinic CRM or booking system are handled as a separate project by our Pan Enterprise Solutions arm.
Book a free 30-minute initial call
We look at where things stand today for this package and give you three concrete recommendations. The first 30-minute call is free; the scope of an on-site discovery, and its fee if any, is agreed in writing during that call.