Google Ads for Doctors
Google Ads for Doctors with an open panel that referrals alone can’t fill.
Google Ads catches “family doctor accepting new patients near me” the day it is searched, which referrals and word of mouth rarely do on a deadline. It cannot make a hospital-owned group or an insurer directory stop crowding the map pack above you.
- 10% of ad spend, never a markup
- $600 a month minimum
- 30-day guarantee, cancel anytime
Campaigns built for a practice
Two very different buyers, two campaigns.
Search: open-panel queries
“Family doctor accepting new patients near me” and “primary care near me” are evergreen, always-on searches from people whose insurance-based practice will bill through their plan.
Search: direct primary care and concierge queries
“Direct primary care near me” and “concierge doctor membership” come from a different buyer entirely, someone weighing a monthly membership instead of insurance billing, and it needs its own explanation, not a shared ad.
Local Services Ads, where you qualify
Google lists “Primary care physician” as an eligible Local Services Ads category. A verified listing runs alongside Search with a Google-backed badge, useful against hospital-owned groups with bigger ad budgets.
Call-only for new-patient scheduling
A patient searching for an open panel often wants to know today whether you are taking new patients. Call-only ads connect that search directly to your front desk, skipping the contact form entirely.
What Google Ads costs for doctors.
The category average, sourced
The 2026 search advertising benchmarks that LocaliQ publishes with WordStream put the Physicians & Surgeons category at a $4.76 average cost per click, a 12.43% average conversion rate, and a $40.04 average cost per lead.
What a $3,000 month buys
At $4.76 a click, a $3,000 budget buys about 630 clicks in a month. At a 12.43% average conversion rate, that comes to roughly 78 new-patient leads, well above what most other categories in this benchmark set produce.
Our fee on that budget
We never bill less than $600 a month, even where 10% of spend would land lower, and a $3,000 budget is exactly that case: 10% comes to only $300, so the $600 floor is the number that applies, with every dollar of ad spend still going straight to Google.
Remarketing has a real limit here
Google’s healthcare and medicines ad policy blocks personalizing ads based on an inferred health condition, so remarketing can bring back a general site visitor, but it cannot target someone based on the specific condition they searched.
How we set up Google Ads for a doctor’s practice.
01
Tracking before spend
Call tracking and new-patient form tracking go live before your first dollar reaches Google, so every open-panel inquiry, phone or form, gets counted and routed to scheduling.
02
A landing page per patient type
A patient hunting for an open insurance-based panel and a prospective member evaluating a direct primary care fee need different pages, since one general “about our practice” page answers neither question.
03
Negatives and search terms, every week
We review the search terms triggering your ads every week, adding negatives for urgent-care and specialist searches your practice does not handle, and we track every call back to the keyword that started it.
Doctor and primary care Google Ads FAQ.
Most practices start between $2,000 and $4,000 a month, enough to keep an open panel or a new associate’s schedule filling steadily. We recommend a specific number in your proposal based on how many new-patient slots you actually have open.
It is worth it for filling a newly opened panel, a new hire’s schedule, or a second location faster than referrals alone would. It will not help if your schedule is already full, since there would be nowhere to send the new patients.
Search split by open-panel and direct primary care intent carries the most weight, since the two buyers are asking for different things. Local Services Ads and call-only ads support it around that split.
Search campaigns can start producing calls and form fills within the first one to two weeks once tracking and landing pages are live. Open enrollment season in the fall and January’s new plan year tend to spike volume further on their own.
10% of your ad spend or a $600 a month floor, whichever is higher, is the entire management fee, and Google is billed directly with no markup from us. If your first month does not deliver, the 30-day guarantee means that month's management fee is on us, not you.
See what Google Ads could bring your open panel.
Tell us how many new-patient slots you have open and whether you bill insurance or run a membership, and we will follow up within one business day with a real budget number.