Performance Max for healthcare: when it works

Transcript

Performance Max is a single Google Ads campaign that serves across Search, YouTube, Display, Maps and more, from one budget and one set of assets.

For hospitals, it can work well, or burn budget quietly.

It earns its place when most of these are true.

Conversion data is deep and honest.

The campaign optimises to booked or honoured appointments imported from the CRM, not raw form fills.

And there is enough volume for the system to learn.

Keep it limited or skip it when: conversion volume is thin, the only conversion is a form fill, or a single small clinic has a handful of bookings a week.

It will spend while it guesses.

Under Google's health policy, health advertisers cannot use many personalised audience signals that other industries rely on.

So creative, conversion data and structure matter even more.

A worry is that Performance Max steals Search traffic.

An exact-match Search keyword identical to the query takes priority.

Keep your best Search campaigns, and use brand exclusions.

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

The link is in the description.