Symptom searches are bottomless
“What does skin cancer look like” and “rash pictures” are endless and free of intent to book. Broad match finds them.
Medical, cosmetic and surgical derm are three businesses. Your ads should know which one they’re selling.
A new acne patient, a Mohs surgery referral and a Botox appointment have different values, different urgency and different searches. Most derm accounts have one campaign called “Dermatology” and wonder why the numbers don’t add up.
We separate them, bid to each one’s value, keep the symptom-googlers out, and track to the booked appointment without touching protected health information.
Medical visits plus high-margin cosmetic and surgical work. The upside is real. So is the waste, and here’s where it usually comes from.
“What does skin cancer look like” and “rash pictures” are endless and free of intent to book. Broad match finds them.
Insurance-driven medical visits and cash cosmetic treatments need separate pages, ads and bids.
Standard conversion tracking can leak health information. Most agencies don’t know and don’t ask.
Medical, cosmetic and surgical campaigns: Acne, psoriasis, skin checks, Mohs, Botox, lasers. Each with its own page and bid.Appointment-intent keywords: “Dermatologist near me”, “skin cancer screening [city]”, “dermatologist accepting new patients”. Research terms get cut.Privacy-safe tracking: Conversion tracking set up without sending health details, and consent handled properly.Tracked to the appointment: Call tracking and online scheduling, so Google learns from booked new patients.Examples from dermatology accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Yes. We set tracking up so no health information is sent to Google, and we keep the landing pages compliant. This is a non-negotiable for us.
Often, but not only. Medical patients become cosmetic patients, and skin checks have strong intent. We run both and let the numbers set the budget.
Yes. Campaigns per location with their own budgets, phone numbers and landing pages.
Cash-pay, $5k to $20k a procedure, and a patient who researches for months. Patience and precision win.
How we run it →Botox every 3 months for 10 years is the business. One cheap syringe is not.
How we run it →High-ticket procedures. Patients who research for months. Campaigns that respect both.
How we run it →$4k to $8k per case, a parent doing the research, and mail-order aligners bidding against you.
How we run it →Talk to a senior PPC expert who has run dermatology accounts. Never a junior.