1. Campaign Structure
Most clinics dump all their services into a single campaign. The right structure separates intent so you can control bids and messaging precisely — especially in high-CPL cities like Delhi and Mumbai.
| Campaign | Ad Groups | Goal |
|---|---|---|
| Brand | Clinic name, doctor name | Protect branded searches |
| Service — Condition | Orthopaedic, Cardiology, Gynaecology… | Capture high-intent patients |
| Location | [City area] + [Specialty] combos | Near-me searches in Delhi NCR / Mumbai |
| Competitor | Rival clinic names | Intercept competitor traffic |
Always keep your Brand campaign separate with a higher bid. In competitive markets like South Delhi or Bandra, competitors regularly bid on your clinic name — never let them outbid you on your own brand.
2. Keyword Strategy
High-Intent Keywords to Target
- "[specialty] doctor near me" — e.g. "orthopaedic doctor near me Delhi"
- "best [specialty] clinic in [area]" — e.g. "best skin clinic in South Mumbai"
- "[condition] treatment in [city]" — e.g. "PCOS treatment in Delhi NCR"
- "[doctor name]" — branded searches for known doctors
- "[service] cost/fees in [city]" — e.g. "IVF cost in Mumbai"
Match Types
| Match Type | Example | When to Use |
|---|---|---|
| Exact | [orthopaedic doctor Delhi] | High-value, proven terms |
| Phrase | "orthopaedic doctor" | Expanding with location variants |
| Broad + Smart Bidding | orthopaedic doctor | Only with Target CPA active |
Negative Keywords — Add from Day 1
- free, salary, jobs, vacancy, career, course, degree
- home remedy, yoga, ayurveda (if not your service)
- Wikipedia, definition, meaning, symptoms (research intent, not appointment intent)
- abroad, usa, uk, canada (if you serve India only)
3. Ad Copy Formula
Headline Bank Template
- Headline 1 — Service + City: "Knee Replacement Surgery Delhi"
- Headline 2 — Trust Signal: "25 Years | 10,000+ Patients Treated"
- Headline 3 — CTA: "Book Appointment Today"
- Headline 4 — USP: "Same-Day Consultation Available"
- Headline 5 — Pain Point: "Chronic Back Pain? Get Relief Now"
- Headline 6 — Insurance: "Cashless Insurance Accepted"
Pin Headline 1 to your primary keyword and Headline 2 to your strongest trust signal. Let Google optimise the rest. Never pin all 3 — you'll limit the algorithm's learning.
4. Bidding Strategy by Stage
| Account Stage | Strategy | Why |
|---|---|---|
| New (0–30 days) | Manual CPC or Maximise Clicks | Gather conversion data first |
| Growing (30–90 days, 30+ conversions) | Target CPA | Let Smart Bidding optimise CPL |
| Mature (90+ days) | Target ROAS or Max Conversions | Optimise for revenue |
Don't switch to Smart Bidding before 30 conversions in 30 days. Switching too early in competitive markets like Mumbai or Delhi NCR causes wild CPL swings.
5. Ad Assets — Don't Skip These
- Sitelinks — Services, Doctors, Location, Book Appointment
- Callout — "NABH Accredited", "Cashless Insurance", "24/7 Emergency"
- Call Asset — Main appointment number with call reporting enabled
- Location Asset — Link Google Business Profile
- Structured Snippet — List your specialties
- Image Asset — Clinic photos, doctor headshots
6. Landing Page Must-Haves
- Headline matches the ad keyword exactly (message match)
- Above-the-fold CTA: WhatsApp button or appointment form
- Doctor credentials and qualifications visible
- Google Maps embed with directions from key landmarks
- Patient testimonials or Google Review count
- Mobile-first — 70%+ of clinic searches in Delhi/Mumbai are from mobile
Google restricts certain healthcare claims. Avoid superlatives like "guaranteed cure" or "best doctor in India." Non-compliant ads are disapproved and repeated violations can suspend your account.
7. Quick-Win Optimisation Checklist
- Review Search Terms report weekly — add new negatives
- Pause keywords with 50+ clicks and zero conversions
- Schedule ads during clinic hours (+1 hr before/after)
- Set geo-radius to 5–15 km around clinic (adjust by specialty)
- Enable conversion tracking via Google Tag Manager before spending
- Review auction insights monthly to track competitor activity
Delhi NCR and Mumbai (Tier-1): Rs. 15,000–40,000/month to see meaningful data. Tier-2 cities (Kolkata, Pune): Rs. 8,000–20,000/month. Start lean, prove the model, then scale.