Google Ads for Healthcare: Driving New Patient Bookings While Maintaining Compliance
Google Ads represents a powerful opportunity for healthcare providers to reach potential patients precisely when they're searching for services. With strategic implementation, this platform can significantly boost new patient acquisitions while adhering to healthcare advertising policies.
Navigating Google's Healthcare Advertising Policies
In May 2024, Google implemented significant changes to its Healthcare and Medicines Policy in Australia, affecting online pharmacies and telemedicine services. These updates aim to enhance the integrity and safety of healthcare-related advertising. Key requirements include:
Certification requirements: Healthcare advertisers must obtain certification through LegitScript's Healthcare Merchant Certification Program or provide recognized credentials from Australian health authorities.
Restrictions on prescription drug references: Ads must avoid mentioning specific prescription medications, focusing instead on services and general health information.
Compliance with AHPRA guidelines: All advertising must adhere to AHPRA regulations regarding claims, testimonials, and risk disclosure.
Strategic Keyword Selection for Healthcare Providers
Effective healthcare Google Ads campaigns begin with thorough keyword research:
Focus on treatment and service-specific keywords
Include symptom-based keywords
Target location-specific searches
Avoid bidding on competitor names or making comparative claims that could violate AHPRA guidelines.
Creating Compelling, Compliant Ad Copy
Your ad content should be informative, helpful, and compliant:
Focus on how your services help address patient needs rather than making outcome promises
Highlight unique aspects of your practice (extended hours, specialized equipment, accessibility features)
Include clear calls-to-action for bookings or consultations
Utilize ad extensions to provide additional information and improve click-through rates.
Landing Page Optimization for Conversions
Direct ad traffic to dedicated landing pages optimized for conversions:
Clear, concise information about the specific service
Simple booking mechanisms (online scheduling, phone number, contact form)
Mobile-friendly design for on-the-go searches
Trust signals such as accreditations and qualifications
By implementing these strategies, healthcare providers can leverage Google Ads to connect with potential patients while maintaining compliance with both Google and AHPRA regulations.
Need help implementing these strategies? Contact us today for a free consultation with our Medical Marketing Experts.