A studio service
Own the search for every doctor you employ.
When a patient types a physician's name, the first thing on the page is an ad. If it is not the practice's, it is Healthgrades, Zocdoc, or the group across the road. A defence campaign puts your own ad there for every provider, at a few cents a click, with a call button. It is the cheapest insurance in paid search, and the first thing we build for any multi-provider practice.
N° 01What it does
Cents per click, highest conversion in the account.
A provider-name search is a patient who has already chosen. They were referred, they saw the name on an insurance list, they are an existing patient looking for the phone number. The click converts at several times the rate of any non-brand query and costs a fraction as much, because nobody else can write an ad as relevant as the provider's own page.
Directories bid on those names because a click to their profile page is worth money to them. Competing groups bid on them to intercept referrals. A defence campaign makes the top slot yours, and shows you, month by month, who else is bidding on which of your doctors.
01
One ad group per provider
Generated from the provider sheet: 'dr lastname', 'dr first last', 'first last md', name plus city, common misspellings. Exact match on the name, phrase match on name plus city.
02
Practice-name ad group
The practice name and its variants and abbreviations, so the brand search is covered as well as the individual providers.
03
Target impression share
Bidding aims for the top of the page 90% of the time, with a CPC ceiling around a dollar and a half. The ceiling is the point: defence should never cost real money.
04
Landing on the provider page
Each ad goes to that provider's own page with a call asset, so the patient is one tap from the phone or the booking form.
05
Both networks
Bing's older, higher-income searcher is disproportionately a primary-care patient. The same structure is synced to Microsoft Ads through the API.
06
Competitor report
Auction-insights data per provider ad group tells you which directories and groups are bidding on each name, and how often they are outranking you.
N° 02Common objection
'We already rank first for our doctors' names.'
Almost every practice does. The organic result is not the first thing on the page; the ad slot is. A directory ad above your organic listing takes a share of the click, and for the patient who taps the first thing they see, it takes the call.
Bidding on your own names also gives you something the organic result cannot: a click-to-call button on the search page itself, sitelinks to new-patient forms and the portal, and the location asset with directions to the right office.
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
Every provider and the practice name, on Google and Microsoft, with copy tests and a competitor report.
- Ad group per provider & practice name
- Name-variant keyword generation
- Location + call assets
- Scheduled copy tests
- Monthly competitor-bidding 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 (see Location growth)
- 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
Defence setup only
from $900one-off
We build it through the API and hand it over for your team to run.
- Provider sheet & keyword generation
- Campaign build on both networks
- First two ad variants per provider
- Conversion tracking check
- Handover notes
- Providers
- up to 40
- Networks
- Google + Microsoft
- Ads per provider
- 2
- Delivery
- 5 business days
- Handover
- 1 call + written notes
Not included
- Ad spend (billed by the platform to your card)
- Ongoing management or tests after handover
- Landing pages or website changes (quoted separately)
- Competitor-bidding reports
Provider defence is the first tier of our medical-practice PPC line and is included in every higher tier. Media for a thirty-provider defence campaign typically runs $300–600 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.
- Is it legal to bid on our own doctors' names? Is it legal for others to?
- Yes and yes. Google and Microsoft do not restrict names as keywords. They restrict trademarked terms in ad text, which is why a directory's ad for your doctor cannot say the doctor's name in the headline, and yours can.
- What does it cost per click?
- Usually well under a dollar, often a few cents, because the ad is exactly relevant to the query and the auction is thin. The CPC ceiling in the bid strategy keeps it there.
- How many providers can this cover?
- As many as you have. The ad groups are generated from a sheet and pushed through the API, so thirty providers is a few minutes of build, and a new hire is a new row.
- Will this cannibalise our organic clicks?
- Some patients who would have clicked the organic result will click the ad instead. That is a few cents to keep a click you would otherwise risk losing to a directory, and it comes with a call button the organic listing does not have.
Next step
Find out who is bidding on your doctors' names.
Send us your provider list and we'll come back within two business days with which names are being bid on today, and a flat quote to take the top slot back.