Practice Growth Co manages Google Ads for cash-pay and specialty medical practices. We connect the searches patients make with relevant messages, useful landing pages, and measurement that follows the path from inquiry toward care. Cash-pay and specialty medical practices, including plastic surgery, med spas, functional medicine, concierge and DPC, and insurance-based specialty care.
The work in practice
Explore the existing engagements below to see what changed, what was measured, and how the work supported the practice's goals.
Spine Surgery · Google Ads + Attribution
United States
Google Ads with call tracking and landing pages over 12 months, restructured around procedure, consultation, and condition searches; revenue is attributed from keyword to completed case, and 12:1 is return on ad spend.
Read the case studyPlastic Surgery · Google Ads
Phoenix, Arizona
Google Ads plus a full website rebuild with a page per procedure, July 2025 versus July 2026; monthly spend rose from about $1,500 to about $3,000, $75 is per qualified lead (leads, not patients), and the 8 to 10 new surgical patients a month are practice-reported.
Read the case studyMed Spa · Columbus, OH
Columbus, Ohio
Mixed program: Google and Meta, with each of five procedures moved into its own campaign and landing page; results at 4 months, with return on ad spend ranging from 2x to 6x by procedure.
Read the case studyWhy Healthcare Google Ads Is Different
An ad can put your practice in front of someone searching for care. What happens next depends on whether the message fits the person's need, the page answers their questions, and the practice can help them move forward.
We manage that connection around your priority services and patient market. The aim is to learn which campaigns contribute to patients, procedures, treatments, or memberships and use that information to improve the investment.
In practice, that means campaigns built at the procedure level, cash-pay or insurance intent qualified in the ad copy itself, traffic routed to procedure-specific landing pages, and tracking from search query to attended consultation. Our breakdown of what plastic surgery patient acquisition actually costs walks through the economics for one specialty.
The Problem
Running Google Ads in healthcare is genuinely different from running ads in any other industry. The keywords are expensive. The wrong patient clicking your ad wastes your front desk's time and your ad budget in the same moment. The difference between a good inquiry and a bad one, in terms of insurance type, procedure candidacy, or financial readiness, can mean thousands of dollars and dozens of wasted calls a month.
Most agencies managing healthcare ad accounts treat them like e-commerce campaigns. They optimize for volume, celebrate low cost-per-click, and send you a report full of traffic numbers. What they miss is that in healthcare, traffic is not the goal. A booked, qualified consultation is the goal. Everything else is noise.
The question isn't how many people clicked your ad. It's how many of those people became booked, attended consultations.
Someone searching "rhinoplasty cost Dallas" is a different person than someone googling "nose job recovery timeline." Both might click your ad. Only one is close to booking. Campaign architecture that doesn't account for this distinction burns budget on the wrong searches from day one.
If your practice operates out-of-network or primarily cash-pay, your campaigns need to be built to attract patients who match your financial model, not just anyone searching for your procedure. Without this filter, your front desk fills with consultations that go nowhere.
The ad gets the click. The landing page gets the booking. Most practices send paid traffic to their homepage, and wonder why their consultation rate is low. Procedure-specific landing pages built around how patients make decisions can double your booking rate on the same ad budget.
Most healthcare ad accounts track form submissions as conversions, without any visibility into how many of those submissions became actual booked consultations. That means campaigns get optimized toward the wrong signal for months, and nobody notices until the practice owner starts asking why the schedule isn't moving.
The Tracking Gap
If your reporting stops at form submissions, you're optimizing toward a signal that doesn't reflect what's actually happening in your practice.
What most agencies track
Campaigns get optimized toward form fills, most of which never become booked, attended consultations.
What we track
Server-side conversion imports, call tracking, and CRM event mapping tie every consult back to the keyword that drove it.
What Actually Matters
Most healthcare ad accounts are optimized around impressions, clicks, form fills, and other activity metrics that don't necessarily translate into revenue. We focus on the metrics that actually determine whether a practice is growing: booked consultations, show rate, patient acquisition cost, provider utilization, and attributed revenue.
What most agencies report
ActivityActivity metrics that often fail to explain clinical growth.
What actually drives growth
OutcomesThe operational metrics that determine whether your schedule actually fills.
The operating dashboard
Reported monthly
Booked
Consultations
Not just inquiries
$ / Consult
Cost per qualified consult
Not cost per click
Show %
Show rate
Booking is only half the job
CAC
Patient acquisition cost
By procedure
Util %
Provider utilization
Schedule efficiency
ROAS
Return on ad spend
Attributed revenue
Specialty Focus
We don't run Google Ads for urgent care chains or hospital systems. Our work is in specialty and elective medicine, where patient acquisition strategy directly drives practice revenue.
Rhinoplasty, body contouring, breast augmentation, facelifts. High-ticket, high-competition, heavily cash-pay. Procedure-level campaign structure with landing pages built around how aesthetic patients research and decide.
Joint replacement, spine surgery, sports medicine, minimally invasive procedures. Campaigns built around surgical intent, filtered for patients who are candidates, not just people with knee pain.
Injectables, laser treatments, body sculpting, skin rejuvenation. High-frequency, high-competition environment where offer positioning and ad copy make or break the economics.
Sinus procedures, varicose vein treatments, specialty surgical consultations. Procedure-specific targeting in markets where most agencies are running campaigns that are too broad to convert efficiently.
Cash-pay, longer patient journey, trust-heavy. Campaigns structured to attract patients who are actively looking for this type of care, not patients who don't know it exists yet.
High-ticket restorative and specialty dental procedures. Implant campaigns in particular require careful offer positioning and financial filtering to attract patients who are serious about treatment.
How We Build Campaigns
Cookie-cutter campaign structures don't work in healthcare. A plastic surgery practice needs a different setup than an orthopedic group. A cash-pay functional medicine clinic needs a completely different approach than a multi-location dental group. We build campaigns around how your specific patients search and decide, not around what's easiest to manage.
Step 1
Patient Intent
Procedure search
Step 2
Campaign
Procedure-level
Step 3
Ad Copy
Cash-pay framing
Step 4
Landing Page
Single conversion goal
Step 5
Booked Consult
Tracked to CRM
We build separate campaigns around your highest-value procedures, not broad "services" buckets. Rhinoplasty and body contouring run as separate campaigns with their own keywords, ads, and landing pages. This lets us control spend at the procedure level, where patient intent and practice revenue are actually determined.
One of the most underbuilt parts of most healthcare accounts is the negative keyword list. Without it, you pay for searches from people reading about side effects, looking for insurance coverage, or researching what a procedure even is. We build extensive negative keyword lists that filter for genuine patient intent from day one.
For practices with cash-pay programs or out-of-network pricing, campaigns need to attract patients who understand and accept the financial reality of your practice. This requires specific choices in ad copy, landing page messaging, and audience filtering, decisions that most general agencies don't know to make.
High-value specialty procedures attract patients willing to travel. And in major markets, the competition for ad visibility is real. We build geographic targeting that reflects your actual patient draw area and accounts for competitive market dynamics.
Patient Readiness
Some patients are just beginning research. Others are actively comparing providers or ready to schedule. Effective healthcare marketing adapts to each stage of the patient journey instead of treating every visitor the same.
Patient readiness
4 stages
Researching
"I'm learning and exploring."
Approach
Educational content and trust-building.
CTA
Learn more
Follow-up
Low-pressure nurture
Considering
"I think this could be for me."
Approach
Procedure education and candidacy guidance.
CTA
See if you're a candidate
Follow-up
Helpful consultation prep
Comparing
"I'm deciding who I trust."
Approach
Reviews, outcomes, surgeon credibility, pricing posture.
CTA
View results / compare options
Follow-up
Fast personalized response
Ready to book
"I'm ready to take action."
Approach
Reduce friction and make booking easy.
CTA
Book consultation
Follow-up
Immediate scheduling support
Patient Acquisition Management
Search intent
Negative keywords added · competitor shifts monitored
Patient quality
Insurance fit · procedure intent · consultation quality
Consultation bookings
Booked consult trends across campaigns
Show rate
Tracking follow-through and intake performance
Revenue outcomes
Procedure attribution and patient acquisition cost
Strategic adjustments
Campaign refinements based on operational feedback
Campaign decisions informed by real consultation data.
Advertising Management
Running Google Ads for healthcare is more than launching campaigns and watching clicks. Patient quality changes. Competitors enter the market. Insurance economics shift. Show rates fluctuate. Search behavior evolves. We continuously refine campaigns around the patients your practice actually wants to attract, not just whoever fills out a form.
We optimize toward patients who actually book and show, not whoever's cheapest to acquire.
Large healthcare marketplaces constantly drive CPC inflation. We adapt bid and audience strategy in response.
A booked consultation means nothing if the patient never arrives. Show rate is a managed metric.
Search behavior, insurance economics, and procedure demand shift every month. The account moves with them.
Landing Pages
Sending paid traffic to your homepage is one of the most common and expensive mistakes in healthcare marketing. Your homepage is designed to explain your practice. A landing page is designed to help the right patient make a booking decision. When we rebuilt the campaigns and website for a Phoenix plastic surgeon, the practice went from 1 lead a month to 8 to 10 surgical patients a month.
We build procedure-specific landing pages that:
Practices that switch from homepage traffic to procedure-specific landing pages typically see a 30 to 60% improvement in consultation bookings, on the same ad budget.
Board-certified surgeons. Personalized planning. A consultation experience built for patients evaluating providers, not browsing.
From $9,800
Financing from $189/mo
Procedure Guide
Candidacy, recovery, cost
Surgeon Profile
Credentials & experience
Before & After
Real patient outcomes
Common questions
Attribution flow
Tracking
Most healthcare ad accounts we review have the same tracking gap: they can see that someone filled out a form or called, but they can't tell whether that person became a booked consultation. So the campaigns get optimized toward form fills and call volume, which sounds reasonable until you realize that a large portion of those submissions are often the wrong type of patient. Optimizing toward consult-to-surgery instead is how a New York plastic surgery practice nearly doubled surgeries on fewer leads.
We build tracking that connects your ad spend to real patient outcomes. This isn't always perfect, healthcare has real tracking limitations across scheduling and practice management systems. We're clear about what we can and can't attribute. But we get as close as possible, and we don't let the imperfect stop us from improving the picture.
Source attribution by campaign and keyword so every inbound call ties back to the spend that drove it.
Form submission tracking connected to consultation booking, not just the inbox confirmation.
Monthly reporting in consultation-level terms, cost per booked consultation, by procedure and channel.
Transparent attribution across the systems your practice actually uses, ads, calls, CRM, scheduling.
We build Google Ads around the searches, procedures, and patient demand your practice wants to capture.
We work month to month on a flat retainer, with one strategy built around your practice. When a campaign needs a new message, a landing page needs another test, or the offer needs to change, that is part of improving the work, not another hourly invoice.
Your advertising accounts stay in your name. Your proposal explains the agency retainer and advertising spend separately, along with the priorities we are taking responsibility for.
FAQs
Your next stage of growth
Tell us what you want to grow, what is already in place, and where you need help. We'll discuss the priorities and whether Practice Growth Co is the right team for the work.
Continue exploring
Services
Procedure pages engineered to turn visitors into booked consults.
Tie spend to booked patients, not clicks and form fills.
Create demand for cash-pay and specialty healthcare services.
Build organic visibility around procedures, specialties, and patient intent.
Specialties
Case Studies
The spine surgery practice had run with a general healthcare agency for 18 months but couldn't connect ad spend to actual surgical revenue. We restructured Google Ads around surgical intent keywords, built revenue attribution from keyword to surgical case, and shifted optimization from form fills to booked consultations. The practice now ties every marketing dollar to attributed surgical revenue with clear ROI by campaign.
A board-certified plastic surgeon in Phoenix was running Google Ads to a generic website that didn't show what made his work different. In July 2025 the account spent $1,497 and produced one lead. We rebuilt his website around the procedures he performs most, gave each one its own page with a proper before-and-after gallery, and rebuilt the campaigns to match. Leads became steady within a month. Once the new system proved itself, the practice doubled its budget, and by July 2026 the same account was producing about 40 qualified leads a month at $75 each, and Google Ads alone was putting 8 to 10 new surgical patients on his schedule every month.
The med spa was running blended ad campaigns that hid which treatments were profitable and which were losing money. We isolated each procedure into its own campaign with dedicated landing pages, ad copy, and bid strategies. ROAS now ranges from 2x to 6x by procedure, letting the practice scale what works and stop spending on what doesn't.
Practice Growth Co inherited a structurally reasonable Google Ads + Meta Ads account where every procedure pointed to the same generic landing page. We rebuilt the landing-page layer procedure by procedure (breast augmentation, facelift, rhinoplasty, liposuction), then turned Meta into a procedure-matched retargeting system that answers each visitor with the offer for the procedure they actually researched. Over March 1 – May 31, 2026, the practice produced 514 combined leads on roughly $25,000 in spend at a $49 blended CPL, with May alone delivering 244 leads (+85% MoM) and a Meta CPL drop from $17.46 to $7.55 (−57%) on 4× the lead volume.
The four-location plastic surgery group was spending $28K/month on Google and Meta Ads with flat consultation volume. The budget wasn't the problem; the system was. We rebuilt campaigns at the procedure level, built four procedure-specific landing pages, and connected tracking to actual booked consultations. Qualified surgical consultations grew 510% in six months at the same ad budget.
The practice wanted to compete in the GLP-1 weight-loss space, but Google's pharmaceutical advertising restrictions block most healthcare providers from running compliant campaigns at all. We secured LegitScript certification, built intent-tiered Google Ads, a trust-optimized landing page, and ad copy written within Google's pharmaceutical guidelines. The practice became one of the few telehealth providers running compliant, profitable GLP-1 patient acquisition at scale.
A cash-pay behavioral health provider in Toronto offered autism assessments, couples therapy, and individual therapy at premium rates. The Google Ads account had been running on broad match for months with no negative-keyword structure, sending traffic from people who would never pay her rates to a landing page that described services without speaking to anyone in particular. We rebuilt the campaigns around a high-income-professional ICP, separated her three services into distinct campaigns, and launched fast, purpose-built landing pages on Cloudflare (outside her bloated existing site) that positioned the practice for the patient she actually wanted. Same budget, 77% lower CPL, 3–6× the qualified lead volume, in 30 days.
A cancer treatment clinic in Tijuana was spending real money on Google Ads and getting leads that didn't convert. Within 60 days of rebuilding the landing page around the emotional reality of a patient evaluating international cancer treatment, and restructuring campaigns by keyword intent rather than running everything together, cost per lead dropped 71%, lead volume tripled on the same budget, and the lead-to-consultation rate exceeded 50%.
The multi-doctor network needed to scale acquisition across 20+ providers in multiple specialties without making each doctor a one-off project. We built individual websites, procedure-specific landing pages, per-doctor CPL benchmarks, and a documented onboarding system for new providers. The network now runs $40K+/month in ad spend with 75% organic traffic growth and standardized per-doctor performance reporting.