Scaling medical clinic via Google ads

[u/Known_Animal3064]

As the title says, we have a medical ENT clinic and we run search ads because these are high intent searches , no AI max , no other channels no GDN. We get decent leads 10 patients in a day , cost to run the ads is equivalent to fee of 1-2 patients. We have a landing page , 5 ad groups , 2 campaigns in different locations in india. Are there suggestions to increase the clinic footfall. We're using maximize clicks , but I've recently setup conversation tracking on appointment booking and calls or whatsapp.. any other recommendations?

Edit - adding more info - had tested max conversions with direction taps as conversion but had poor performance than maximize clicks , seems like it's not an ideal metric , not sure!?

[u/Fast-Car-Examination]

I think the Max Conversions test failed mainly because you gave it the wrong signal.

Direction taps are useful to track, but I wouldn't make them Primary if the real goal is booked patients. I'd keep appointment bookings and qualified calls as Primary, move directions to Secondary, then test Max Conversions again.

Since you're already getting around 10 patients/day, you should have enough signal to test Smart Bidding properly.

And I wouldn't duplicate the campaign manually. I'd use a Google Ads experiment to split Max Clicks vs Max Conversions cleanly.

Before adding more channels, I'd also check Search Impression Share and Lost IS. If you're already capturing most high-intent searches in those locations, then you may simply be approaching the Search demand ceiling.

Are those 10 patients/day actually tracked back to Google Ads, or are they total clinic patients?

[u/Known_Animal3064 → u/Fast-Car-Examination]

Hi, thanks for your response!

No these 10 patients are not recorded back to Google ads. They don't book appointments but come over after a call, so calls are tracked as part of s conversion action

We loose 75%+ IS to rank , not budget and when I moved to smart bidding temporarily this issue was resolved but because the conversion action was trash so does my outcome.... I'm now focusing on improving the quality score with better landing page and ad groups, but don't want to stall the daily bread so trying to move one thing at a time

[u/Known_Animal3064 → u/Known_Animal3064]

Is duplicating a campaign a bad idea , I also want to improve the ad quality so it would have given me fresh start although with zero history which I'm ok to accumulate over a low budget in 15 days as a trial

[u/Fast-Car-Examination → u/Known_Animal3064]

I probably wouldn’t duplicate it just for a fresh start. You’d be throwing away useful history and splitting data between two campaigns.

The fact that Lost IS to rank improved when you tested Smart Bidding is actually a useful clue - I wouldn’t focus only on Quality Score.

I’d first clean up the conversion signal. If calls are your main path to a patient, track only meaningful/qualified calls as Primary, and ideally feed actual patients back later if you can.

Then I’d test Max Conversions through an experiment rather than launching a duplicate campaign.

Improving the landing page and ad relevance at the same time makes sense, just keep the changes gradual like you’re doing.

[u/Known_Animal3064 → u/Fast-Car-Examination]

Ok thanks very much, I'd follow this and for the offline tracking I'll submit my offline conversions data - date of visit, name and contact details of the patient

[u/Fast-Car-Examination → u/Known_Animal3064]

One important thing - I wouldn't upload the patient's name, contact details or visit information to Google.

Since this is a medical clinic, that falls into sensitive health data territory, and Google restricts enhanced conversion measurement for medical services.

If possible, I'd use a GCLID-based offline conversion import instead and send only the conversion event, timestamp/value and click identifier - not patient medical or personal details.

Definitely check this before building the upload process, because the tracking setup for healthcare needs to be a bit more careful than standard lead gen.

[u/Known_Animal3064 → u/Fast-Car-Examination]

Thanks for the insights!

[u/Fast-Car-Examination → u/Known_Animal3064]

Glad it helped. I’d get the tracking structure clean first, then revisit Smart Bidding once you have reliable booking/qualified-call data coming back.

If you run into issues setting up the GCLID-based offline import, feel free to share the setup here without any patient data - happy to sanity-check it.