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Struggling to grow your orthopedic practice online? You’re not alone. Many practices, from small clinics to large companies, turn to Google Ads (formerly Google Adwords) to stay ahead in the digital race.
As a major advertising product, Google Ads supports continued growth for various industries wanting to promote their brand online. For orthopedic surgeons like you, Google
Ads can be the key to reaching more patients and filling appointment books.
In 2024, Google launched new and updated features in Google Ads.
So, what’s in it for you? You can access online marketing innovations such as Creative Solutions, Performance Max, and Measurement. These features help win over valuable target audiences and drive tangible results toward your online success.
But like many seasoned orthopedic surgeons in the US, you may have been discouraged watching your competitors thrive with Google Ads.
You know that Google Ads can elevate your digital marketing efforts, but your attempts to use the tool have been unsuccessful due to limited time or expertise.
Perhaps you’re already doubtful of some digital marketing agencies that claim to be Google Ads experts, but the results didn’t live up to the hype. You’ve spent hard-earned money on failed campaigns that didn’t deliver the promised leads, patients, or return on investment (ROI).
So, now you’re looking for a trusted digital marketing agency with skills and expertise in Google Ads to transform your campaigns into patient-generating powerhouses. You want more robust online visibility and more nonreferral patients, consultations, and surgery bookings.
Good thing you found us here. We bring certified expertise in Google Ads (formerly Google Adwords) backed by mastery of the platform.
Here’s why we stand out:
- Google Premier Partner status: Our agency is a proud Google Premier Partner, the benchmark of excellence recognized by Google.
- Strategic collaboration with Google: We partner with Google’s senior assistance team, guaranteeing your target market pays attention to your orthopedics practice online.
- Direct access to Google’s top support group: In case your Google Ads account encounters issues, we can resolve them with the help of Google’s best support specialists.
- Use of cutting-edge features: We’re among the first to unlock new Google Ads features, providing you with competitive and state-of-the-art tools before your competitors are even aware of them.
Our digital marketing agency was founded by mathematicians, which is why we implement a data-driven approach—one inspired by Google’s algorithms and the mathematics that powers them.
For 15+ years, we’ve supported over 2,000 businesses—many of which are healthcare providers—in boosting online visibility and attracting more nonreferral patients, consultations, and surgery bookings.
We’ve invested millions into perfecting our strategies and constantly testing and refining Google Ads campaigns to get you the best ROI without blowing your budget.
We’re so confident in what we do that we don’t need to lock in clients into contracts. Most of our clients find us through referrals or after trying five to seven other agencies, and they stick with us because we deliver valuable results.
The best part? Transparency. You always know where your money’s going since you pay Google directly for your ads. The account we’ll use is entirely yours, giving you total control over it.
Ready to take your orthopedic practice to new heights with Google Ads? Contact us at 310 879 8003 or email contact@digitalspotlight.com now and see how we can help with Google Ads.
Don’t let your competitors steal the spotlight.
We’ll make sure your orthopedic practice stands out.
Ready to grow your practice?
In-person consultation:
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Overcoming Common Orthopedic Advertising Challenges
Online marketing for your orthopedic practice comes with its own set of challenges, from navigating strict healthcare industry ad policies to competing against bigger names in the medical field.
These obstacles make advertising orthopedic clinics complex—but not for us, ad campaign specialists. With more than 15 years of overcoming these hurdles and providing digital marketing solutions, such as Google Ads, we can help your practice thrive.
At the core of what we do, our clients describe us as “the best-kept secret” from their competitors.
Here’s how Google Ads transformed the surgery practice of one of our clients, Dr. Richard Zoumalan, with our help:
“It was obvious from the start that Digital Spotlight knew all the current issues with positioning doctors online. They corrected errors where my previous agency had put me at a disadvantage. Then, they built a website so stylish and functional that I STILL use it, seven years later. That website and their work took me to the first page of Google in a very short period of time.”
Richard A. Zoumalan, MD | Dr. Richard Zoumalan Facial Plastic Surgery
What Are Google Ads for Orthopedic Surgeons
When it comes to utilizing targeted ads to help orthopedic surgeons reach potential patients and convey their message where it matters most, Google Ads is essential.
Formerly known as Google AdWords and Google AdWords Express, Google Ads is a powerful tool for promoting businesses and enhancing any website’s online presence on channels like Google Search and YouTube.
Types of Google Ads for Orthopedic Surgeons
There are four different types of Google Ads offered under its product line. Learn how they can supercharge your orthopedic practice:
- Google Display connects you to potential patients worldwide with its broad ad network. This tool can target audiences according to their demographics, interests, and buying intent, leading them to your orthopedic website.
- Google Search matches your ad with the right landing page based on potential patients searching for relevant keywords. It increases your chances of converting clicks into patient leads.
- Google Shopping puts your orthopedic services in front of prospective patients as they shop online. This tool can increase your sales up to 10 times, maximizing your return on ad spend (ROAS) or cost per lead.
- Google Remarketing can help reengage potential patients who have interacted with your orthopedic website with just a small investment.
Benefits of Investing in Google Ads for Orthopedic Practice
Do you want your website to pop up when people search for orthopedic care? Here’s how it can work for your orthopedic practice:
- Immediate results: You can expect swift traffic results that can lead to higher conversion rates. Google Ads boosts your online visibility faster than organic search engine optimization (SEO).
- Vast network: You can reach more potential patients, considering Google dominates the US search engine market share with an enormous 90.4% (as of December 2024).
- Cost-effective: You pay only when a user clicks on your Google ad, making it a budget-friendly option, thanks to the pay-per-click (PPC) model.
Book your Google Ads service with us now and see the difference in your online presence! Contact us at 310 879 8003 or email contact@digitalspotlight.com.
How Google Business Advertising Works
Google ads function like helpful digital signs, directing individuals searching for particular products or services, like orthopedic services, to businesses that can assist them, such as your practice.
Let’s dive into the healthcare marketing strategies we use to enhance the effectiveness of Google Ads.
Creating an Ad Campaign for Your Orthopedic Healthcare Clinic
First things first, we define your specific goals. Do you want to boost your website traffic? How about more inquiries and consultation calls? Do you want to fill your appointment book with new patients rather than referrals?
Once we understand your objectives, we can proceed in setting up a campaign that delivers tangible results for your orthopedic practice, following these steps:
1. Set targets based on what you want.
2. Pick the best Google ad network to run the ads.
3. Request the budget and assets to use in the ads.
4. Configure the targeting (keywords, demographics, location, devices).
5. Set up conversion tracking.
6. Review and confirm that all settings are done correctly.
Constructing Your Ad Groups
After listening to your goals and learning about your business, we’ll set up a Google Ads campaign tailored to improve your online presence.
A campaign is like a well-organized toolbox for your orthopedic practice. It categorizes your services, each with its own set of ads, bids, and keywords.
These ad groups share a common budget, location targeting, and other settings to ensure you reach the right audience.
Testing Your Ad Content to Put Out The Best Ads
Of course, we don’t just post ads randomly. We use advanced statistical analysis and constantly test your ad content to maximize ROAS.
You can count on our skilled copywriters to create unique, high-quality ad copy relevant to your ideal audience.
We’ll optimize your ad copy based on a specific keyword to rank high in the search engine results.
We’ll consider at least two ad copies for a surgical procedure that you offer—for example, “joint replacement surgery”. We then compare which version is better.
Sample 1:
Regain Mobility With Expert Joint Replacement – Say Goodbye to Joint Pain
Still battling joint pain? Our seasoned orthopedic surgeons offer cutting-edge joint replacement solutions customized to your needs. Call today to embark on your recovery journey!
Sample 2:
Trusted Orthopedists, Proven Results – Reclaim Your Active Life
Get back to doing what you love with our expert joint replacement care. Book your consultation today and start your path to a pain-free life!
By testing both, we’ll find the version that connects best with your audience and drives results.
Trying Different Platforms for PPC Advertising to Expand Your Reach
Another great platform for PPC ads is Bing. Microsoft Advertising, formerly Bing Ads, can promote your orthopedic website on search engines such as Microsoft Bing, Yahoo!, and DuckDuckGo.
With Microsoft, you will encounter less competition than with Google due to its smaller market share. This factor can lead to better results for your ad campaign.
Plus, Bing ads are a profitable option because they have a low cost-per-click rate, as experienced by most companies while appearing higher on search results pages.
Optimizing Post-Click Strategies for Successful Orthopedic Marketing
We value performance reviews, which allow us to track how well your ads work and what areas need improvement. We measure your ad campaign’s effectiveness through detailed metrics and reporting tools.
On the other hand, we can also use remarketing techniques to reconnect with potential patients previously interested in your orthopedic care. This way, your ad campaigns can produce more conversions.
Delivering Results You Deserve With Digital Spotlight
With 15+ years of experience providing top-notch digital marketing services, we’ve been managing millions of dollars in ad spend each month.
If you’re looking to get impressive, high-converting clicks at the best possible cost, we’re here to help.
Here’s how we turn your goals into reality:
Keywords to Include in Your Ortho Ad
We carefully research and select the right keywords for our clients. To take advantage of the opportunities to boost conversions, we use Google Ads’ Keyword Planner—a free tool to identify keywords related to your orthopedic practice.
For example, we can focus on keywords like “knee replacement,” “sports medicine,” and “spine injury” to enhance your orthopedic website’s search rankings.
Online Reputation Management
Now that more and more patients are checking out physician rating websites, it’s crucial for orthopedic surgeons like you to keep an eye on online reviews.
Positive reviews showcase your expertise and compassion, making your practice more relatable and trustworthy.
We can help you gather high-quality reviews with a consistent system for outreach and monitoring. We’ll also manage reviews with keyword-rich responses, which can build your credibility and attract more patients.
In addition, encouraging patient testimonials on your Google My Business listing is a powerful way to build trust and credibility.
Patient testimonials are like online word-of-mouth recommendations, giving you a peek into what others experienced when they chose you for their orthopedic needs.
Conversion Optimization and Call-to-Action Development
Boosting conversions starts with understanding your website visitors through tracking and analysis. Your website data holds the secrets to what works and what needs optimization.
To achieve a high conversion rate, we keep in mind the following:
- Landing pages give helpful insights into how users interact with your website, such as conversions and bounce rates. This information helps you make smarter choices, allowing you to tweak your marketing for better results.
- An attractive and irresistible offer goes beyond lowering prices or offering freebies. It is all about the perfect balance between price and value. Know your audience and what they’re willing to pay for orthopedic surgery.
- Split or A/B testing helps determine the ad version that produces the best results and improves the clickthrough rate (CTR). CTR is the number of clicks your ad gets, divided by how often it’s shown.
- Visitors are more likely to convert when they know what to do next. That’s why top healthcare websites use clear calls to action (CTAs) to guide prospective patients to take action. Some CTA examples are “Learn more,” “Book an appointment,” and “Contact us.”
Ad Extensions to Encourage More Clicks on Your Orthopedic Ads
Ad extensions are a vital part of digital advertising for orthopedists. They give your target audience more information and encourage them to click on your ad.
We can set up ad extensions on Google to take up more space on the search engine results page (SERP) and make your ad stand out. Google decides when to show them based on your ad’s clickthrough rate (CTR).
The best part? There’s no extra cost involved, and they can help boost your CTR, giving your ads a competitive edge.
Ready to experience what Google Ads can do for your orthopedic surgery practice? Call us today for a free consultation. You can also visit us at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.
PPC Advertising Examples to Inspire Your Campaigns
Many clients come to us for help in managing their digital marketing strategies through paid advertising.
For example, the success story of Dr. Richard Zoumalan, a long-time client, speaks volumes of our expertise. As a plastic surgeon in California, he sought our service to highlight his rhinoplasty specialization and ensure his calendar was fully booked at least three months ahead.
Check out the paid ads’ results we delivered:
- Clickthrough rate (CTR) skyrocketed from 0.88% to 13.84%, which is an incredible 1,473% jump in engagement.
- Conversions surged from 3 to 19, a mind-blowing 533% increase.
- Cost per click (CPC) dropped from $7.94 to $3.54, a cool 55% drop.
- Cost per conversion plummeted from $500.48 to $18.09, marking a fantastic 96% boost in cost-effectiveness.
- Conversion rate soared from 1.59% to 19.59%, showing a wild 1,132% increase.
This ad performance showcases remarkable gains in efficiency and engagement of Dr. Zoumalan’s surgery practice. The results demonstrate how strategic paid advertising can reap benefits.
Other Online Orthopedic Marketing Ideas
Online marketing aims to get your orthopedic practice in front of as many potential patients in your target market as possible without blowing your budget and turning those clicks into conversions.
One method might work for a while, but testing and optimizing your marketing approach keeps you ahead.
The more ways you can reach patients, the better—hitting different angles means you’re always at the top of their minds when they’re ready to book a consultation or procedure with you.
Want to explore more online marketing strategies for orthopedics? Here’s a list of other services we offer:
- Social Media Marketing: We can advertise your medical practice on platforms like Instagram and Facebook to drive engagement and generate leads for your website. It has advanced features like precise targeting, diverse formats, and performance analytics.
- SEO: We can improve search engine rankings to increase your website’s online visibility, attract your target audience, and convert them into paying patients.
- Content Marketing: We have talented content writers and editors who can help you create unique, helpful, and engaging content, such as blogs tailored to your audience’s interests.
What targeting options are available for orthopedic business ads on Google?
Get your orthopedic ads in front of the right people with Google’s accurate audience targeting. We can reach your ideal orthopedic patients through the following options:
- Location targeting: Connects you with potential patients in the exact geographic areas that matter to your practice.
- Demographic targeting: Tailors your ads to the right age, gender, and other key factors so you can speak directly to your ideal audience.
- Keyword targeting: Shows your ads when people search for specific keywords like “orthopedic surgeon” or “orthopedic treatment,” ensuring you’re seen when they need you most.
- Lifestyle targeting: Lets you reach people based on their online behaviors, like a health enthusiast always searching for fitness topics, such as how to keep joints healthy.
- In-market targeting: Helps you engage with people actively researching and thinking about buying products or services similar to what you offer.
How can orthopedic businesses track the success of their Google advertising campaigns?
We’ll keep you updated with what’s happening to your ad performance. We measure results using analytics and reporting tools like Google Tag Manager (GTM) and Google Analytics 4 (GA4) that let us track key events through custom tags and triggers.
GA4 helps us monitor events on your website and app, while GTM ensures tags are set up quickly and efficiently. These tools can determine the effectiveness of your ad campaigns and help you make math-based decisions to achieve your goals.
Contact UsWhat are landing pages?
A landing page is essentially the location on your website where visitors “land” after clicking on one of your advertisements. Effective landing pages are crucial for achieving conversions from your Google Ads traffic.
A landing page is a web page created to encourage potential patients to take a particular action, such as signing up on your email list.
We optimize the landing page experience to boost your orthopedic ads’ performance and reduce costs.
Why is it important? Because Google evaluates how valuable your landing page is for every person who views it. From page relevance and load speed to mobile-friendliness and overall user experience, Google pays attention to the details.
When done right, these factors help your ads climb higher in rankings while you pay less per click. Better results, lower costs. That’s a win-win!
Contact UsWhat is AdWords called now?
Google AdWords, now known as Google Ads, is your go-to digital advertising tool for promoting your business across Google Search, YouTube, and a whole network of Google partner websites.
With Google Ads, you can enjoy endless opportunities to get your orthopedic practice in front of the right audience, thanks to the world’s largest search engine.
Still have questions about Google Ads? Don’t hesitate to contact us at 310 879 8003 or email contact@digitalspotlight.com. Our dedicated team is ready to offer you expert advice on effective orthopedic marketing strategies.
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