How do paid ads work for a medical practice?

Google Ads versus Meta ads

Google Ads show up when someone is actively searching, like 'knee pain specialist near me'. That intent is valuable, because the person already wants help.

Meta ads on Facebook and Instagram reach people while they scroll. They are better for awareness, elective services and things people plan ahead for, and less suited to urgent needs.

Healthcare ad rules

Google and Meta both restrict some kinds of healthcare advertising, and some categories need advertiser certification before ads can run. Ad wording, landing pages and offers may all be reviewed.

Targeting also needs care. Platforms limit targeting based on health conditions, and using patient lists or health data for retargeting raises privacy questions that your compliance advisors should weigh in on.

• Check whether your services fall into a restricted category
• Avoid ad copy that implies you know someone's health condition
• Don't upload patient lists to ad platforms without compliance review

Tracking without oversharing

Tracking tells you which ads lead to calls and appointment requests. But tracking pixels on pages where patients share health information can send that information to ad platforms. Tracking should be set up deliberately, kept off sensitive pages, and reviewed with your compliance team.

Where your money goes

There are usually two parts to the cost: the ad spend, which you pay to Google or Meta, and the management work of building, monitoring and improving campaigns. Keeping them separate makes it clear what you are paying for.

Myths vs reality