Google Ads · Dermatology Practices
High-intent paid search in one of the most expensive auctions in advertising, measured on cost per booked appointment rather than cost per click.
Dermatology Practices specifically
The method below is the same whichever industry you are in. These are the parts that are not — and they are usually what decides whether the programme works.
Condition terms are cheap because intent is informational — 'acne treatment' runs around $4.65 a click and most of those clicks are students and worried parents. Cosmetic terms cost more and convert. We separate the two and spend where a booking is actually available.
Naming the plans you accept in the ad and on the landing page removes the commonest reason a medical-dermatology click never books. It moves cost per appointment more reliably than bid adjustments.
Cost per click is meaningless when a Mohs case and an acne consult cost the same to acquire and differ by an order of magnitude in value. We report cost per booked appointment by service line, which requires call tracking configured before launch.
The method
Cost per click rose across 87% of industries year over year, and health and personal services sit near the top. Winning here is about conversion economics and negative keyword discipline, not bid aggression. The accounts we take over are usually losing money on broad match and unqualified geography rather than on bid strategy.
Call tracking, form attribution and booking-system integration where it exists. We report cost per booked appointment by location, because spend per click tells an operator nothing about whether the practice is filling. A campaign with a great cost per lead and a terrible show rate is a losing campaign reported as a winning one.
Radius targeting that overlaps between your own locations means your Dermatology Practices bid against each other and you pay a premium to compete with yourself. Splitting by location with clean geographic boundaries is unglamorous and often the single largest efficiency gain available in a multi-location account.
Search term data from paid campaigns is the fastest source of truth about how patients actually phrase things. It feeds the organic content plan and the AI prompt set directly — paid tells you the language, organic and AI visibility compound on it.
Category specifics
The method does not change between industries. The questions your patients actually ask, the sources the engines trust, and the rules you have to advertise inside all do.
Prompts we run for this category
Rules this category advertises inside
Citation layer
Each engine resolves a local recommendation through a different set of sources. These are the ones that decide whether a dermatology practice gets named — and most of them are not your website.
Scope
Specifics rather than adjectives — and an equally specific list of what it does not cover, because unclear scope is the most common cause of a bad first quarter.
Included
Not included
What to expect, when
4 questions
10–15% of managed spend, depending on account count and complexity. Published on our pricing page rather than quoted on a call.
Below roughly $3,000 per month per market there is rarely enough data to optimise against. We will say so rather than take the account.
You do, always. We work inside your account and you keep every bit of history if we part ways. Agencies that run clients inside their own MCC are protecting themselves, not you.
The first four to six weeks are a learning phase and the numbers will be volatile. Judging performance inside that window is the most common way good accounts get killed early.
Get named by ChatGPT, Gemini, Perplexity and Copilot — and measure it monthly.
Read more →Local and organic search built to feed both Google and the AI engines reading it.
Read more →Demand generation on Instagram and Facebook, feeding the searches that follow.
Read more →Before any retainer, we run fifty prompts across four engines and show you exactly where you stand against the operators being named instead.
Request your audit