§ HCDoorway · Clinics & healthcare

Google Ads for clinics.

For osteopaths, physios, dentists, and private practices where patient bookings happen offline — on the phone, in reception, through a system Google Ads can't see by default.

Book a £500 audit Or scroll first →

Worked example → call duration ≥ 90s + matched to a Cliniko booking becomes the offline conversion. Ads optimise for patients, not rings.

fig_01

call_log · 18 Apr 2026

7 calls · 4 conversions

Time

Duration

Source / query

Outcome → Google Ads

08:42
4:12
gads · physio+near+me
Booked→ offline import
09:14
0:22
gads · osteopath+brighton
Voicemail
10:03
6:48
gads · back+pain
Booked→ offline import
10:51
1:09
organic · brand
Enquiry
11:29
3:54
gads · sports+injury
Booked→ offline import
12:07
0:11
gads · cheap+massage
Missed
14:22
5:33
gads · pelvic+physio
Booked→ offline import

Only calls > 90s count·Bookings matched via Cliniko API·CPC ↓ 41% on non-converting queries

Minimalist clinical interior — healthcare context — Patient bookings happen in reception, not in a form — tracking has to meet them there.fig_02

§ 01What goes wrong

Three things that break clinic accounts.

Healthcare paid search has a specific structural problem: most of the valuable conversions happen off the website. Someone clicks your ad, thinks about it for two days, then rings reception. Unless you've tied the phone system and booking software back to Google Ads, that revenue is invisible — and Smart Bidding optimises for the wrong thing.

01 / 03

Call tracking → real bookings

A 20-second call to check opening hours isn't a booking. A 5-minute call that ends with an appointment is. I set up dynamic number insertion with duration thresholds (usually 90s+), then match those calls back to Cliniko / Jane / PracticeHub via offline conversions. Google Ads then optimises for actual patients, not rings.

02 / 03

Booking system integration

Cliniko, Jane App, PracticeHub, Nookal — the bookings data lives in whatever practice management software you already pay for. I pull matched appointments (by phone number or email) and push them back to Google Ads weekly. Completed, paid-for appointments become the conversion — not a form submission, not a call, not a page view.

03 / 03

Regulatory ad copy

Dentists, medical specialists, and anyone making clinical claims are bound by GDC, GMC, and ASA rules. Most copywriters don't read them. I keep ad copy compliant without making it sterile — which is harder than it sounds, but also the reason cheap ad copy gets accounts suspended.

§ 02Next step

Ready to optimise for patients, not form fills?

The audit covers call tracking setup, booking system integration, and where your current Google Ads signal is off. £500, 5 days, yours to keep.

Book the audit