Google Ads for doctors in India: the complete guide

Transcript

Search ads capture demand that already exists.

They do not create it.

That one fact decides whether Google Ads deserves budget for a specialty.

This video covers policy, structure, keywords, copy and tracking.

Search works best where patients know what they need and make the decision themselves.

A consultation with a named specialty, or an elective procedure they have been told about.

Health checks and diagnostic tests.

And second opinions.

It works poorly where patients delay for years, or where a referral decides.

Healthcare is one of the most restricted categories on Google, and many first-month disappointments are really policy problems.

Prescription drug terms cannot be used in ads or landing pages.

Speculative and experimental treatments cannot be promoted.

And any ad that could suggest prenatal sex determination is banned, by Google and by Indian law.

Structure is where budget control lives.

A campaign per specialty per location lets a unit head see exactly what orthopaedics in one city cost, and move money to where capacity exists.

Medical search is noisy.

The word cardiologist is typed by patients, students and job seekers alike.

So sort keywords into four tiers.

Booking intent: a specialist or procedure plus a place, near me, or appointment.

Evaluation intent: cost, comparisons, insurance and second opinions.

Research intent: symptoms and conditions, better served by content than ads.

And the wrong audience: jobs, courses and salaries, which belong in your negative keyword list.

What a patient wants to know fits in thirty characters.

The specialty, the location, and whether the doctor sees patients this week.

Leave out words like best, number one, painless or guaranteed.

They are risky and they say nothing.

And send the click to a page about that service, never the homepage.

If the account optimises for form fills, Google finds you more people who fill forms.

Track calls and bookings, import offline conversions from your CRM, and optimise to the appointment that was actually honoured.

The full guide, with sources and checklists, is on gauravphogat.com.

The link is in the description.