07951 700 414Google Ads has become one of the most effective ways for UK healthcare clinics to generate patient enquiries quickly. Whether you run a private GP service, specialist clinic, dental practice, or diagnostic centre, PPC offers immediate access to high-intent patients searching for care.
But healthcare advertising is unlike any other industry.
Clinics must navigate:
- ASA guidelines
- GMC advertising rules
- Google’s healthcare ad restrictions
- Location and targeting rules
- Protected characteristics restrictions
- Prohibited medical claims
- Retargeting limitations
- Transparency and pricing requirements
This 2025 playbook explains how UK clinics can run powerful, compliant and profitable Google Ads campaigns without risking their brand reputation.
1. Why Google Ads Matter More for Healthcare in 2025/26
Search behaviour has changed rapidly.
In 2025–2026:
- 82% of UK patients use search engines when choosing a provider
- “Private doctor near me” searches increased by over 23%
- Wait-time–related searches (e.g. “MRI scan tomorrow”) grew significantly
- AI search tools are influencing top-of-funnel patient behaviour
- “Book appointment” searches are the fastest-growing healthcare query type
Google Ads allows clinics to capture these high-intent searches instantly.
2. The Compliance Model for Healthcare PPC
Before launching any campaign, clinics must follow a compliance-first framework:
A. Approved wording only
Ads must avoid:
- Clinical claims
- Outcome promises
- Superiority claims
- Cure statements
- Emotional exploitation
- Before/after wording
- Any claims that may cause fear or urgency
B. Transparent information
ASA and Google require:
- Clear pricing where relevant
- Transparent availability
- Honest treatment information
- Evidence-backed claims
C. No sensitive targeting
Healthcare campaigns cannot target users based on:
- Medical conditions
- Symptoms
- Physical health attributes
- Disabilities
- Ethnicity
- Religion
- Sexual orientation
Campaigns must rely on keyword intent, not personal data
3. The Google Ads Structure That Works for Clinics
High-performing PPC setups for healthcare typically follow:
1. Campaign Type
- Search campaigns (primary)
- Performance Max (diagnostics, imaging, dental)
- Remarketing (rules apply—no sensitive targeting)
- Brand protection campaigns
- Location-specific campaigns
2. Ad Groups
Segment by:
- Treatment
- Condition
- Consultant
- Location
3. Keywords
Best-performing healthcare keyword types include:
- “private [treatment] near me”
- “[condition] treatment [location]”
- “same-day appointment [service]”
- “cost of [procedure] UK”
- “specialist [service] clinic”
4. Landing Pages
Google’s medical ad policies require:
- Clear treatment information
- Pricing or pricing guidance
- Risks and disclaimers where relevant
- Consultant details
- Transparent call to action
- Fast mobile performance
Poor landing pages reduce quality score and increase cost per click.
4. The Compliance-Safe Ad Copy Formula
A safe and effective ad typically includes:
- Treatment name
- Location
- Availability (“Same-week appointments”, “Fast access”)
- Consultant-led care
- Pricing if applicable
- Call to action (“Book today”, “Enquire now”)
5. What Healthcare Clinics MUST Avoid in Google Ads
Prohibited Ad Types
- Before/after photos
- Claims of superiority (“best”, “top rated”)
- Guarantees (“results guaranteed”)
- Urgency-based emotional wording
- High-pressure callouts
- Unapproved medical procedures and restricted meds
Prohibited Landing Page Elements
- Missing disclaimers
- Misleading pricing
- Hidden fees
- Scientific claims without citations
Prohibited Targeting
- Custom audiences based on sensitive health data
- Remarketing lists built on medical pages
- Ads personalised by diagnosis
Compliance errors lead to account suspension.
TMD UK applies a Google-approved healthcare compliance framework for every clinic.
6. Performance Max for Healthcare
Despite the limitations, Performance Max has become highly effective for:
- Diagnostics (MRI, CT, ultrasound)
- Dental clinics
- Cosmetic dermatology
- Fertility clinics (with careful wording)
- Private GP services
To use it safely:
- Add custom assets that avoid clinical claims
- Ensure landing pages meet medical safety standards
- Use phone call conversion tracking
- Add geographical boundaries
- Use first-party consented data only
7. Tracking Enquiries: The Heart of Any PPC Strategy
Clinics must track:
- Phone calls
- Booking forms
- Live chat enquiries
- WhatsApp enquiries (if used)
- Email click-throughs
- Missed call recovery
- Multi-touch attribution
Clinics without proper tracking lose 30–50% of potential data insights.
8. Budget Recommendations for UK Clinics
Typical monthly budgets for effective healthcare PPC:
- Private GP: £800–£2,000
- Diagnostics: £1,500–£6,000
- Orthopaedics: £2,000–£10,000
- Dermatology: £1,200–£4,500
- Women’s health: £1,500–£5,000
- Dental: £800–£3,000
Lower budgets can work, but not for competitive treatment lines.
9. Google Ads Funnel for Healthcare Clinics
A clinic’s ideal PPC funnel includes:
- High-intent search campaign
- Treatment landing page
- Consultant profile
- Enquiry form or phone call
- Lead nurturing email/SMS
- Booking confirmation
- Review request workflow
Clinics that follow this framework see 20–60% higher conversion rates.
FAQs: About Google Ads for Healthcare Clinics
Yes, but clinics must follow ASA, GMC and Google medical advertising rules to stay compliant and avoid account suspension.
Most private healthcare services can run ads, including diagnostics, orthopaedics, dermatology and GP services. Prescription-only treatments cannot be promoted.
Most UK clinics invest £1,000–£5,000 per month depending on competition and treatment lines.
Non-compliant ads risk fines, brand damage and account bans. Google strictly enforces healthcare ad policies.
Google Ads generates enquiries immediately, with optimisation improvements typically appearing within 30–60 days.
Sensitive targeting rules, medical claims restrictions, compliance requirements, and stricter landing page standards.