A studio service
Paid search for practices with many doctors and many doors.
A practice with thirty providers and five offices is thirty small brands and five local markets. Patients search for the doctor by name, for 'primary care physician' plus their suburb, and for 'endocrinologist near me'. We build a campaign per location and an ad group per provider and per service — through the ad platform APIs, so that structure is affordable — and run it search-only, with no remarketing, so the account stays on the right side of HIPAA and the platforms' health policies.
Sample work
What the practice actually gets.
Four things a multi-office practice sees in the first month: its own ad on every doctor's name, a campaign per office, a page built for the click, and a report written for the practice manager.
Your ad on every doctor's name
A patient types a physician's name and the first thing on the page is the practice's own ad, with a call button. Not a directory, not the group across the road.
A campaign per office
Each location gets its own budget, radius, and copy naming the building and cross-street. The newest office gets the most, because it has the least organic visibility.
A page built for the click
Same-day sick visit, annual physical, takes Medicare: one page per question, a call button above the fold, and a form that asks for a name and a number only.
Cost per booked appointment, by office
The monthly report shows what each office paid per booked appointment, which provider names others are bidding on, and what the ad tests found. Written for a practice manager, not a marketer.
Illustrations of the deliverables. Client accounts and reports are confidential and are not shown.
N° 01The structure
Three layers, each with its own job.
Provider-name searches are the cheapest, highest-converting traffic a practice has — and the traffic directories and rival groups quietly bid on. A defence layer puts your own ad above theirs for every provider, at pennies, pointing to that provider's page with a click-to-call.
Location searches — 'internal medicine Carrollton', 'primary care doctor Frisco' — are where the practice grows. Each office gets its own campaign, budget, radius, and ad copy naming the building and the cross-street patients already know. Service and condition searches — endocrinology, annual physicals, same-day sick visits, specific insurances — sit in the third layer with landing pages that answer the question asked.
01
Provider defence
An ad group per provider, exact and phrase match on name variants and misspellings, target-impression-share bidding at the top. Cheap insurance against Healthgrades, Zocdoc, and the group across the road.
02
Location growth
A campaign per office with its own budget, radius, ad schedule, and copy. Location assets from your Business Profile so the address, hours, and directions show in the ad.
03
Service & condition
Ad groups per service line — endocrinology, physicals, sick visits, hormone and menopause care, screenings — matched to pages that describe the service, not the homepage.
04
Insurance & new-patient intent
'Accepting new patients', 'takes Medicare', 'BCBS primary care' — the queries that signal a patient ready to book. Copy answers the question in the headline.
05
Microsoft Ads alongside
The older, higher-income Bing searcher is disproportionately a primary-care and internal-medicine patient. Synced from the Google structure through the API, tested separately.
06
Compliant by design
Search-only, no remarketing lists, no pixels on condition pages, static per-campaign phone numbers rather than session-linked dynamic insertion, and no health information collected in ad forms.
N° 02What we measure
Booked appointments, not clicks.
Calls and 'have us call you' forms are the conversions, tracked per campaign and per provider. Where the practice can share de-identified counts — how many callers booked, how many showed — we import those as offline conversions so bidding optimises toward patients rather than phone rings.
The report shows cost per booked appointment by location and by provider, which providers' names are being bid on by others, and what the month's ad tests found. It is written for a practice manager, not a marketer.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
Provider defence
from $750/mo
Own every provider's name search, at every location. Google and Microsoft.
- Ad group per provider & name variant
- Location + call assets
- Competitor-bidding monitoring
- Scheduled copy tests
- Monthly report
- Ad spend billed direct to you
- Networks
- Google + Microsoft Search
- Providers
- up to 40 (then +$12/mo each)
- Offices with assets
- up to 5
- Copy tests
- every provider, evaluated monthly
- Reporting
- monthly report incl. who bids on your names
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Non-brand searches (primary care, services, insurance)
- Landing pages or website changes (quoted separately)
- Google Business Profile management
- Meta, display, video, or shopping campaigns
- Answering calls, booking, or CRM work
- Any guaranteed lead count or cost per lead
Location growth
from $1,500/mo
Provider defence plus non-brand campaigns for each office.
- Everything in provider defence
- Campaign per location, own budget
- Service & insurance ad groups
- Weekly search-term mining
- Landing-page recommendations
- Microsoft Ads add-on included
- Networks
- Google + Microsoft Search
- Offices
- up to 5 (then +$200/mo each)
- Providers
- up to 40
- Ad groups managed
- up to 120
- Structure changes
- 4 hours / month included
- Reporting
- monthly report + 45-min call
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Landing pages or website changes (quoted separately) — you get a written page list
- Offline-conversion import (full practice)
- Local Services Ads
- Google Business Profile management
- Meta, display, video, or shopping campaigns
- Answering calls, booking, or CRM work
- Any guaranteed lead count or cost per lead
Full practice
from $2,500/mo
Growth for every location, plus the landing pages and offline conversions that make it accurate.
- Everything in location growth
- Provider & service landing pages built
- Offline-conversion import
- Local Services Ads where eligible
- Quarterly strategy review
- Priority support
- Networks
- Google + Microsoft Search + LSA where eligible
- Offices
- up to 8 (then +$200/mo each)
- Providers
- up to 60
- Ad groups managed
- up to 250
- Landing pages built
- up to 3 per quarter, 1 revision each
- Structure changes
- 8 hours / month included
- Reporting
- monthly report + 60-min call, quarterly review
- Response time
- 1 business day; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Photography, video, or brand redesign
- Pages beyond 3 per quarter (quoted)
- Google Business Profile management
- Reputation / review management
- Meta, display, video, or shopping campaigns
- Answering calls, booking, or CRM work
- Any guaranteed lead count or cost per lead
Setup is quoted separately (typically $1,500–$3,000 depending on provider and location count) and covers tracking, the provider and location sheet, and the first API build. Fees are flat, not a share of spend. Media is billed by Google and Microsoft to the practice's own card; for a five-office primary-care group a realistic starting budget is $3,000–$8,000 a month across both networks.
How every package works
- One package covers one business and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly; you can see it in your own billing at any time.
- The caps on each card are the scope. Going past a cap (more offices, providers, ad groups, hours, pages) is priced on the card or quoted before we do it; it is never silently absorbed.
- Structure-change hours cover requests you send us: new offers, new services, budget shifts, pauses. Routine optimisation we do on our own cadence does not count against them.
- Response time is for replies and pauses. New campaign builds and page work run on the delivery times shown, not on the response time.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data, and everything we build in it. We hold manager access and remove it on the last day.
- We do not answer your phones, book appointments, manage reviews, run social media, or write blog content. If you need those, we can point you to someone who does.
- Nothing here guarantees a number of leads, patients, or a cost per lead. What we guarantee is the work on the card, on the schedule on the card.
- Compliance: search-only, no remarketing, no health information collected in ad-linked forms. If you ask us to add remarketing or symptom fields, we will decline and say why.
- Anything not written on the card is not in the package. If you are unsure whether something is included, ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- Why bid on our own doctors' names? We already rank first for them.
- Because the ad sits above the organic result, and if it is not yours it is a directory's or a competitor's. Provider-name clicks cost a fraction of a dollar and convert at the highest rate in the account. It is the cheapest insurance in paid search, and it also gives you a click-to-call on the search page itself.
- Can you build one ad group per doctor for thirty doctors? That's a lot of ad groups.
- Yes — that is exactly what running through the API is for. Providers, locations, and services live in a sheet; the campaign structure is generated from it. Adding a new physician is a row, not a project. Each ad group still gets its own copy tests, evaluated on a schedule.
- What about HIPAA and Google's health policies?
- We run search-only. No remarketing or similar audiences, no pixels firing on condition or treatment pages, static tracking numbers per campaign instead of dynamic insertion that ties a session to a caller, and no health information requested in any ad-linked form. Where you have a compliance officer, we brief them before launch.
- Do you use Local Services Ads for healthcare?
- Where Google allows it. Primary care is an eligible Local Services category in some US states, with a verification process for licences and insurance. We check eligibility for your locations during setup and include it in the full-practice tier when it applies.
- Which locations should get budget?
- Usually the newest and least visible ones. In most multi-office practices the main location already owns its organic results and the satellites do not; paid search is how the newer office gets found before its SEO catches up. We set budgets per office and move them monthly based on cost per booked appointment.
- Do we need new landing pages?
- It helps a great deal. Provider pages usually exist; service and insurance pages often do not. The full-practice tier includes building them. On lower tiers we recommend the pages and can quote them separately.
Next step
Get a paid-search plan for every provider and every office.
Send us your website and the list of locations. We'll reply within two business days with which searches you're losing today, the structure we'd build, a budget range, and a flat management quote.