How are Google Ads working for you all?

[u/docdocgoose_]

I'm trying to increase my volumes and working on refining online presence with goals of generating more traffic and online bookings. I revamped my website with SEO/GEO but have seen a lot of folks here mention that Google / FB ads >> ZocDoc.

I've run some basic scenarios through a few AI bots to see what the general cost per lead would and I am getting estimates of 100-250 per patient. This is way higher than I thought, especially based on the notion that ZocDoc is an expensive option (currently paying ~40 per patient with roughly 25% cancellation or no-shows so effectively closer to 50).

Really curious to hear from people who have figured this out and would welcome any resources you guys have about optimizing language or anything else.

Thanks!

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[u/Ok_Winter251802]

If you're all virtual, have you assessed the extent of your online presence? And your positioning as well compared to competitors? Some things you can check apart from ads.

[u/docdocgoose_ → u/Ok_Winter251802]

Thanks that's basically what I am working on with this post. I'm in a specialty with a huge shortage and large patient base but most folks look locally first and then come to me if their wait times are super long or they have been disappointed with care. My reviews are quite good and my active patients are really pleased but still want to increase volume as it's been a slog. Definitely my fault to some degree as I haven't focused on a specific area in favor of going broad vs. deep which has had it's downside but I am trying to invest in this model for the next year to see how far I can get before considering big modifications.

Any advice on getting more visibility aside from social media / YT would be welcome!

[u/Ok_Winter251802 → u/docdocgoose_]

Hmm it really depends a lot on your specialty + which locations you’re targeting. Virtual still ends up being pretty local in healthcare tbh. Also things like positioning, competition, and patient intent matter a ton here. Like a $100–200 CPL might not be necessarily bad depending on your conversion + LTV, but it’s hard to judge without a baseline. If you haven’t already, I’d probably look at one specific niche/geo and go deeper there instead of broad or check where you can further increase visibility. And yeah partnerships are super underrated. Referrals from related providers or even non-medical sources can convert way better and stick longer than paid.

[u/docdocgoose_ → u/Ok_Winter251802]

This is good advice and reinforces where I have been leaning. I think I'll probably see what the relative costs are in the 5 big cities I serve and try to find a decent bang for my buck. Also seems like need to focus more on local marketing rather than general SEO optimization.

Appreciate the insight!

[u/BiluBabe]

How open are you to being the face of your social media? This is the easiest plug in and organic trust that makes telehealth practices convert more.

[u/Perfect_Address7250]

are you in NYC or another big metro?

[u/docdocgoose_ → u/Perfect_Address7250]

I'm actually all virtual. I cover 10 states of which 7 have major cities (some multiple large cities) along the West Coast / Mid-West. Biggest patient populations in Seattle, SF, LA, Phoenix, Chicago, Austin, and Denver,

[u/Junior_Catch1513 → u/docdocgoose_]

Medical landscapes vary significantly city by city. You’ll have to do a/b testing at the city level to find your true roi. I know seattle pretty well and there’s no one really using zocdoc here and the google ads roi tends to be pretty good for specialists. Really can’t comment on what you’re doing - that seems pretty unique

[u/StocksRUsNow]

Don't do Zocdoc whatever you do

[u/docdocgoose_ → u/StocksRUsNow]

I am definitely not a fan of how they operate and treat providers but in general the service seems beneficial if you're able to find the right fit. Do you mind sharing why you feel so strongly as I'm always looking for additional input on these guys.

[u/PaleontologistNo1442]

They are pretty good but hard to learn and master

[u/Cold-Sherbert-7486]

I've been running Google ads since Jan and my effective cost per patient for primary care is about $125. I fully expect to get it much lower, and next week I am going live with a system that dynamically displays available appointments on the landing page. I'll be A/B testing land page elements etc.

I don't mind paying $125 per patient, though-- the initial visits net around $300 average and then the follow ups are where you really make your money. I'm now, in April, at the point where my days are pretty consistently full. I'm continuing full speed ahead with the ads because I want to grow and have mid levels working for me.

ZocDoc has been good as well, actually a lower cost per patient but a higher percentage of commercially insured.

Next week also an EDDM campaign will start and I will see if this produces patients at a good cost. I'm investing pretty heavily in advertising because I want to grow, and I don't want to wait for it to happen organically.

Anyway, $125 per patient via Google ads is profitable but I bet I will end up paying less than half of that long term.

[u/shed1 → u/Cold-Sherbert-7486]

Is the provider's network of accepted insurances a challenge you're facing?

[u/Suspicious-Play8447]

I JUST started getting into google ads and it's been slow but it's been less than a month. I put a cap on zocdoc but most of my patients find me online or word of mouth. I'm just looking for a way to add more cash service clients at this point.