Search ads show your practice to people searching for a doctor right now. That's their strength. Their weakness is cost. Run a small, tightly set-up test and judge it by new members, not clicks.
When ads make sense
- You have room for new members and a clear price on your website.
- Your website turns visitors into calls or enrollments. Fix that first. What your homepage needs.
- You can answer the phone and reply to messages fast. Why speed matters.
Set up a small test
- Limit ads to the area you serve.
- Pick specific searches: "direct primary care," "membership doctor," "doctor without insurance" plus your town.
- Exclude searches you don't want, such as "insurance accepted" or "Medicaid doctor," if those don't fit your practice.
- Send clicks to your pricing page, not the homepage.
- Set a monthly budget and a 90-day end date.
Measure the right thing
Count new members from ads, not clicks. In a made-up example, you spend $1,500 over three months and get 300 clicks, 20 calls and 6 new members. That's $250 per member. If a member is worth $2,000 to you over time, the test passed. How to work out what a member is worth.
When to stop
If the cost per new member is higher than you can afford after 90 days, stop and put the money elsewhere. If you're near capacity, pause. When to slow down marketing.
In your books
Record ad spend in its own advertising account so you can match it to new members each month.
What I'd do this week
- Work out what a new member is worth to you.
- Set a budget and an end date for a test.
- Make sure every new member is asked how they found you.
Common questions
Should I hire an agency?
For a small test, you can do it yourself. If you hire help, ask for results in new members, not clicks.
How much should I spend?
Enough for a fair test over 90 days, and no more than you'd pay for the members you hope to get.
Do health care ads have special rules?
Ad platforms have rules for health care ads. Read them before you start.
Want ad spend matched to new members?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.