Plastic surgery is elective, cash-pay, high-ticket, and intensely competitive in paid search. CPCs for rhinoplasty and breast augmentation keywords in major markets run $15 to $40 per click, so a campaign structure that isn't built around qualified consultation bookings is genuinely expensive to get wrong. The patient searching "rhinoplasty surgeon Dallas" is comparing four or five practices simultaneously. Your ad, your landing page, and your surgeon's credibility have to outperform everything else in the SERP to earn the click and convert it to a consultation.
The campaign design challenges are equally specific. Procedure intent is granular: "rhinoplasty cost" attracts a patient at a different decision stage than "rhinoplasty consultation near me." Financial profile filtering matters because cash-pay procedures ranging from $8,000 to $25,000+ require a patient who understands and accepts that cost. And geographic targeting needs to account for the fact that plastic surgery patients frequently travel, especially for high-reputation surgeons.
General PPC agencies that manage plastic surgery accounts like e-commerce campaigns consistently underperform on all of these dimensions. If you are weighing who should manage yours, our roundup of the best plastic surgery marketing agencies in 2026 sorts ten agencies by the kind of practice each serves best.