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Last updated: Thursday, June 27, 2024

If you’re looking for a digital marketing tool to advertise your plastic surgery practice, Google Ads (formerly Google AdWords and Google AdWords Express) could be a powerful solution.

And why wouldn’t it be when it allows you to quickly reach potential patients and promote your clinic’s services through targeted ads across various platforms, including Google Search and YouTube?

But while Google Ads can drive patient leads, consults, and procedures to your practice, it isn’t a magic wand you can just flick. Google Ads can be complex to learn and even more so to master.

Unfortunately, developing the expertise to launch a successful Google Ads campaign takes time—a resource you could have spent serving people looking for safe and effective reconstructive procedures to treat a medical problem, restore function, and enhance appearance.

Although you can circumvent this problem by tapping into the knowledge of digital marketing agencies, you may not know which one to hire. And unfortunately, only a few live up to their promise of unbeatable results.

So, what do you do? Do you sacrifice your time unraveling the intricacies of Google Ads? Or do you continue gambling your marketing dollars away with inept advertising firms?


With Digital Spotlight, you’ll get technical specialists who can demystify how Google Ads works for you—without all that needless jargon—allowing you to design and take control of your campaigns anytime.

You’ll also have a partner who doesn’t rely on guarantees but instead uses the advanced mathematics that Google does to deliver the outcomes that matter to your plastic surgery practice.

Just as there’s a significant difference between plastic surgeons in skillset and experience, there’s a noticeable disparity between digital agencies specializing in Google Ads. So, you must choose well and work with only the best.

And here’s how confident we’re the firm to take your practice to the next level: we’ll research, analyze, and audit your Google Ads campaigns for free before we even ask you to sign up.

Call 310 879 8003 or email to learn how our Google Ads management services can funnel a continuous stream of patients to your clinic’s doors—without breaking the bank.

Plastic Surgeons PPC (Pay-per-Click) Advertising and Google Ads Management

It makes perfect sense that if you’re the best in the plastic surgery world, potential patients will line up for your reconstructive surgery expertise and offerings, right?

Unfortunately, that isn’t always true. You’re likely reading this write-up because your competitors—even those less qualified—are landing more consultations and procedures than you.

But why is that? While there could be countless reasons why your booking list looks thin, it might be because your practice doesn’t have a robust online presence.

In today’s age, it’s not enough to have competitive offerings or cutting-edge skills to stand out. You must also appear prominently on the World Wide Web. 

After all, 97% of people rely on the digital landscape to discover businesses, products, and services. And if they can’t find your practice online, they might not even realize your clinic exists.

Here’s where our PPC (pay-per-click) advertising and Google Ads management services come in. Continue reading to find out why they might be the solutions your plastic surgery clinic needs.

What Is “Plastic Surgery PPC?”

To grasp what plastic surgery PPC (pay-per-click) is, you must first understand Google’s pay-per-click (PPC) advertising solution. 

With PPC, advertisers bid on keywords and phrases relevant to their target audience for a chance to show ads in Google search results. 

Although PPC advertising is a complex marketing strategy, its core premise is straightforward. When someone clicks on your ad, you pay. That’s it.

Plastic surgery PPC is a paid advertising model wherein you ask a publisher like Google to display your ads, promoting your practice and services, on its platform.

But as the name of the marketing strategy implies, you’ll only pay for the traffic your ads generate, or more specifically, whenever an internet user clicks, views, or otherwise interacts with your ads.

What Are Google Ads?

Although Facebook and Microsoft Bing are excellent publishers for PPC advertising, Google and its Google Ads platform give you the best odds of reaching your target audience.

Why? Because Google Ads lets you utilize Google’s expansive advertising network through its four primary products:

  • Google Search: This platform lets you display your ads on the Google Search Network or Google Search Partners like and, allowing you to promote your practice to searchers. 
  • Google Display: This Google product gives you access to the Google Display Network, which consists of over two million websites, apps, and videos, letting you reach over 90% of internet users.
  • Google Remarketing: This PPC avenue lets you target your promotional materials to “tagged” visitors. In short, it’s a way to reengage existing patients to act, such as booking a procedure.
  • Google Shopping: This product lets you showcase your brand, products, and essential information about your practice to people actively searching for your offerings.

Do understand, however, that while Google Ads’ diverse product options can help you reach the broadest possible audience, they add further complexity to launching a Google Ads campaign.

Choose the wrong product, and you’ll see how quickly your marketing budget vanishes. Here’s where we come in. We’ll ensure you find the right mix if you partner with us.

And we’re confident that we can fulfill this responsibility consistently. After all, we have a dataset built by investing millions of campaign dollars across almost 2,000 companies.


While Google Ads can help your plastic surgery practice secure the patient leads, consults, and procedures it needs for growth, it’s not the only way to get the results you’re after.

Enter search engine optimization (SEO).

Like PPC advertising, SEO is a digital marketing strategy to improve your online presence. The difference is that the latter does so by organically (non-paid) enhancing your rankings on search engine results pages (SERPs).

While the SEO process can vary significantly depending on your needs, goals, and competitive landscape, ours typically includes initiatives such as the following:

  • Identifying high-value, return-on-investment (ROI)-focused keywords
  • Producing high-quality, relevant, and authoritative blogs and articles
  • Building domain authority (D.A.) via backlinks or referrals from industry leaders

The question is, “Is SEO better than PPC advertising?” In some aspects, yes. For one, PPC ads stop delivering outcomes once your campaign dollars run out.

Another is that many internet users don’t like sponsored results. Paid advertisements like Google Ads only pick up 30% of traffic, leaving 70% of people clicking on organic results.

So, should you skip out on PPC?  No, not really. PC has several advantages over the organic digital marketing approach, with the most significant one being that PPC advertising can improve website traffic and sales more quickly and effectively. 

In contrast, SEO efforts usually take around four months to a year to bear fruit.

How Will PPC Affect SEO?

Despite their difference, PPC and SEO share the goal of helping your plastic surgery practice attract more patients and land more consultation and procedure bookings.

Fortunately, you don’t always have to choose between the two digital marketing approaches. That’s because you can use both simultaneously. Doing so gives you a strong presence on paid and organic channels.

You can ask Dr. Richard Zoumalan, a Beverly Hills, California, facial plastic surgeon specializing in rhinoplasty (nose job) and facial surgery.  Through our SEO and PPC advertising services, he’s seen the following improvements:

  • 1,478% more leads
  • 43,700% more appearances in Google’s Top 3 rankings
  • 1,473% better click-through rate (CTR)
  • 314.46% better conversion rate

“I was never the least bit skeptical to work with Ash and the Digital Spotlight team. From the get-go, [they] seemed more knowledgeable and found errors that my previous company had done that put me at a disadvantage.

… [Digital Spotlight] took me to the first page of everything that I was trying to promote within a very short period of time… [They] are very responsive and very professional. I have zero complaints and only positive experiences with [them].”

Richard A. Zoumalan, M.D. | Richard Zoumalan, M.D., Inc.

Do you want to know whether a two-pronged digital marketing approach best uses your advertising budget? Talk to our experts by calling 310 879 8003 or emailing

Why Is Google Ads Important for Plastic Surgeons?

In an age where many potential clients are likely on the web looking for services like yours, Google Ads stands out as an invaluable tool to market your plastic surgery practice.

Yes, Google’s vast advertising network is the number one reason why that is. Measurable and immediate results via an economical pricing model are a close second. However, Google Ads is so much more.

So, why is Google Ads essential for plastic surgeons? Here are two more benefits:

Google Ads = Top Lead Source

Having access to a broad audience is invaluable for building brand awareness. But what do more eyes mean for your plastic surgery clinic if they’re not from quality leads?

Fortunately, Google Ads also offers laser-targeting options. In other words, it lets you pinpoint for whom you want to display your ads based on several factors, including the following:

  • Keywords or search terms
  • Location
  • Interests
  • Demographics
  • Device types

This targeting feature ensures that the clicks you pay for are from your desired audience—the people most likely to make a phone call and book a consultation or procedure.

But it gets even better. When you enroll in our Google Ads management services, you’ll get to define a “qualified lead” for your plastic surgery practice—the only leads that will be important to us. 

Google: Your Key to Sustainable Patient Growth

When your Google Ads campaigns are optimized for lead generation, such as when properly targeted, your ads will be more effective at reaching your desired target audience.

Ironically, this effectiveness comes with a drawback. After all, the more clicks your ads get, the faster your advertising budget runs out, and the sooner your results will stop.

But not if you have us as your digital marketing partner. 

We’ve slashed our clients’ Google Ads spending and cost per sale by more than 30% and 23%, respectively.

With us, not only can you expect to see an increase in quality leads and sales metrics, which for some of our clients was as high as 400%, but your campaigns become more sustainable and profitable in the long run.

Google Ads for Plastic Surgery Requires a Specialized Approach

Do you know why many online advertising service providers fail to uphold their promise of unbeatable results? It’s because they’re content with providing off-the-shelf solutions.

But that’s not us. Just as we don’t treat two plastic surgeons the same, we approach every Google Ads campaign differently. We understand that a worth-your-investment Google Ads campaign requires a tailored touch.

To prove our commitment to providing bespoke digital marketing solutions, we’ll conduct research, analysis, and audits before we ask you to make a decision about your hard-earned dollars.

This way, we can optimize your ad campaigns for what you’re trying to achieve with Google Ads, your target market, seasonal fluctuations, regional variations, and your competitors’ strategies.

So, what are you waiting for? Schedule a no-pitch, no-obligation, and free consultation with our Google Ads experts by calling 310 879 8003 or emailing

How to Make a Google Ads Account for Your Plastic Surgery Practice

While you might think it unlikely, your Google Ads account plays a critical role in the success of your ad campaigns. After all, it’s where you’ll create your ads and track metrics.

Fortunately, creating one for your plastic surgery practice is straightforward. Here are the steps:

  • Sign in to your Google Gmail account. Sign up if you don’t have one or want to use a dedicated account for your clinic.
  • Visit the Google Ads homepage and click the “Start Now” button.
  • Afterward, you’ll be asked to create a new Google Ads account or switch to a different Google Gmail account. Choose the first option.
  • Provide information about your plastic surgery practice, including its name and phone number.
  • Set up your billing information by choosing your billing country, time zone, and payment method from the dropdown menus.

We can also create an account on your plastic surgery clinic’s behalf. The good news is that you’ll be the account owner—not us. We’ll be the account manager.

This way, you’ll pay Google directly, allowing you to keep tabs on where your marketing budget is going. Most importantly, this setup lets you see how relentless our Google Ads efforts are.

How PPC for Plastic Surgeons Works

Dissecting Google Ads can feel like navigating a maze. Unfortunately, many digital marketing firms exploit this complexity to their advantage

Often, agencies will make it seem that PPC advertising through Google Ads is so intricate that learning its ins and outs isn’t worthwhile, leaving you with no option but to trust their expertise blindly.

Yes, Google Ads can be complex. However, unlike most online advertising companies, we will never ask you to surrender complete control. After all, partnering with us means that—a mutually beneficial partnership.

We understand the value of empowering our clients. That’s why, instead of asking you to “just trust us,” we show you through your Google Ads account and explain everything we’re doing in plain English.

In that spirit, here’s how PPC advertising for plastic surgeons works:

The Bidding Process in Google Ads

In a Google Ads campaign, you select specific keywords or search terms words or phrases that, when searched by internet users, will trigger your advertisements’ appearance.

However, choosing a keyword doesn’t guarantee your ad’s appearance when the term is entered into the search box. That’s because you must first win an auction against others similarly targeting that word or phrase.

Fortunately, the Google Ads auction will typically have 7 to 11 winners, depending on the term. If you’re one of these lucky few, your marketing materials will show up on the first page of Google.

Our responsibility is to ensure you win those highly competitive slots by adjusting your bids. For instance, we’ll lower bids on keywords with an average cost-per-click (CPC) higher than your max CPC or budget.

How Google Determines Positions of the Ads

In a typical auction, the person with the highest bid takes the spoils. Luckily, this system doesn’t apply to Google Ads, giving you a chance to win an ad placement even on a limited budget.

Yes, your bid amount influences your ad placement. However, it isn’t the only factor that Google considers when determining the auction winners. So, what dictates your ads’ positions?

Here’s the equation:

Maximum Bid * Quality Score = Ad Rank

To get your ad’s quality score, Google looks at various elements, including the following:

  • Your ad’s relevance to your chosen keyword
  • The landing page experience or its usefulness to users
  • Your advertisement’s format (text, video, audio)
  • The ad’s expected CTR

Our job is to balance bidding the right amount and raising your ads’ quality scores. The better the quality score, the lower you’ll need to bid on your target keywords.

How Much Does PPC for Plastic Surgeons Cost?

Giving an exact dollar value on how much running a PPC advertising campaign will cost your plastic surgery practice is almost impossible. After all, various factors can affect the price.

To explain, let’s assume that you’re targeting a keyword like “rhinoplasty.” As of April 2024, this specific search term has a monthly search volume (number of searches) of 90,500.

With a search volume like that, other plastic surgeons will likely also bid on “rhinoplasty,” hoping their ads appear when searchers use that keyword. But when competition is up, the average CPC is, too.

So, assuming you and your competitors have the same ad quality score, you’ll need to increase your bids to get a higher ad rank, which means higher costs.

Unfortunately, this example is but one of many. Other factors like your bidding strategy and keyword strictness also influence your total PPC campaign expenses, which may force you to raise your budget.

Optimizing Your Google Ads Budget

If you can’t increase your Google Ads budget without putting your plastic surgery clinic in financial jeopardy, there’s nothing we can do about that except work with what you have.

While this process can vary from surgeon to surgeon and situation to situation, it typically involves the following initiatives:

  • Reallocating funds from a campaign not fully utilizing your budget to a more performing campaign with a higher return on investment
  • Focusing our optimizations on profitable campaigns or ones with good cost-per-conversion
  • Setting up a converting campaign, wherein we target converting ads with the lowest cost-per-conversion

It’s for this reason that we offer free consultations and audits. By understanding your plastic surgery practice intimately, we can help you set an appropriate budget to get your desired results.

You can count on us to be forthright if we can’t make things work. We would rather let you walk away than waste your time and, more importantly, your hard-earned money.

After all, we only work with clients we’re confident—up to the decimal place—for whom we can deliver qualified leads and unbeatable return on investment (ROI).

Common Issues Inherent to Plastic Surgery PPC

PPC advertising is one of the most cost-effective solutions to giving your plastic surgery practice instant and guaranteed online traffic.

However, it’s far from perfect. Like any digital marketing strategy, pay-per-click advertising has drawbacks that you must consider before investing your hard-earned money.

Below are some disadvantages of PPC: 

  • PPC can be expensive: Yes, a PPC model means you only pay per click. However, you’ll pay more for those clicks as competition for your target keywords becomes fiercer. 
  • PPC ads can be copied: Platforms like Google Ads let you export your campaigns. Unfortunately, this feature makes it easy for competitors to duplicate your strategy and outbid you.
  • PPC keeps evolving: One of the most significant cons of PPC advertising is that it’s a constant game of catch-up. Updates happen often, and some can render working campaigns ineffective.

Here’s where we come in to minimize these pitfalls. When you hire us for your plastic surgery marketing needs, you’ll get a digital advertising firm that Google trusts.

So, what does this mean for you? Your campaigns will be optimized using non-public data and beta features straight from Google, ensuring your ads match current trends, are tailored to your objectives, and are future-update-proof.

What Are Some Typical Results for a Plastic Surgery PPC Campaign?

While we don’t like tooting our own horn, we have a 95.67% client retention rate. You might think this statistic is because we trap plastic surgeons in long-term contracts. But you’d be wrong.

Clients stay with us because we’re a digital marketing agency that delivers more leads, lower acquisition costs, and better ROI—results that they wouldn’t get anywhere else.

Here’s what you can expect when you choose us to handle your plastic surgery PPC campaign:

  • Reduce your wasted Google Ads spending and slash campaign costs by over 30%
  • Lower your cost per sale by 23%
  • Improve your lead and sales numbers by 83%

Why Google Ads?

Google isn’t the only platform that uses a pay-per-click model. So, why should you or any plastic surgeon choose the Google Ads platform? Short answer: Google Ads’ precise targeting helps you connect with the right audience at the right time.

Unfortunately, listing everything that makes the search engine giant a better marketing avenue will require an entirely separate write-up altogether—there’s just so much.

So, let’s stick to the most impactful ones, shall we?

Plastic Surgery Ads Appear First in Google Search Results

When you type in a keyword like “breast augmentation Los Angeles,” for example, you’ll receive results that are most relevant to it. The first four links will typically be ads or “sponsored” results.

Why is appearing on top of search engine results pages critical for plastic surgery marketing? Because the top three get 75.1% of the clicks. In other words, the top results get more patient leads.

Google Ads Enable Keyword Selection

If your plastic surgery practice offers liposuctions and tummy tucks but not facelifts and botox, you wouldn’t want your ads to appear for internet users seeking information about the latter procedures.

Why? Simple: you don’t want to be paying for the facelift– and botox-related clicks, wasting your marketing dollars on people who won’t translate to additional leads and bookings for your clinic.

Fortunately, Google Ads lets you choose the specific keywords based on the searches you want your ad to appear in, allowing you to target search terms related to your services and relevant to your desired audience.

Potential for High ROI and Effective Targeting

What do you specialize in? Do you focus more on cosmetic surgeries or reconstructive ones? Like keyword selection, audience targeting based on your specialization is a critical aspect of a successful Google Ads campaign.

The wonderful news is that Google Ads provides precise targeting capabilities. It lets you broadcast your message to people who are more likely to be interested in what you offer, maximizing your investment.

Google Ads’ Influence on Consumer Behavior

You can be a trailblazer in the industry and have the most competitive services in plastic surgery. But none of that matters if you don’t appear on the first page of Google.

However, the reverse is also true. Your practice can build reputation and credibility and get on potential patients’ radars by consistently appearing on top of the search results through targeted ads.

After all, when Google thinks your promotional materials deserve to be on its first page, searchers can’t help but believe you’re the #1 brand—what we call the “Google halo.”

Bid on Chosen Keywords and Set a Monthly Budget With Google Ads

Some keywords are expensive, and bidding on them can quickly drain your marketing dollars. However, when your budget runs out, so do the results.

Thankfully, Google Ads lets you set monthly, even daily, limits for your campaigns, giving you control over your advertising budget and ensuring your plastic surgery practice gets the most out of your marketing spend.

Google Ads Offer Precise Targeting, a Major Advantage Over Print Advertising

Traditional marketing techniques like print advertising, while they can still help you promote your practice and services, have become less favored due to the advent of digital advertising.

And there’s a reason for that: targeting. Whether you want to target patients based on their location, online behavior, or device type, Google Ads gives you the tools to tailor your ads to a specific demographic.

Unlike print media, wherein you’re only hoping that your message reaches potential clients, Google Ads’ level of targeting ensures you reach your desired audience at the right time.

Brand Awareness Grows As People Search for Keywords and View Your Ads

When your ads appear whenever internet users search for keywords related to plastic surgery, you’ll build brand awareness and familiarity with your practice.

After all, repeated exposure on the first page of Google raises the likelihood that people will think you’re the most authoritative voice on the subject.

Global or Local Visibility Options Are Available As Needed

Whether you want to target potential patients in your local area or reach a broader audience on a global scale, Google Ads offers flexible targeting options to suit your preferences.

With its geo-targeting capabilities, you can focus your ads on specific geographic locations, ensuring your marketing spend goes toward attracting users in your target market. 

Google Ads Boost Exposure and Website Traffic for Your Plastic Surgery Practice

Google Ads can direct eyes to your plastic surgery practice, giving it the traffic it needs to attract new patients, consults, and procedures. And that’s not a possibility; it’s a guarantee.

“What Can I Expect After Starting A Google Ads Campaign?”

Trusting an agency to launch and manage your plastic surgery practice’s Google Ads campaign can be a worrisome endeavor, especially if you’ve had bad experiences with doing so in the past.

But allow us to put your mind at ease. First of all, we’re honest. We will never ask you to sign up for our Google Ads management service unless we’re confident it’s what your clinic needs.

Second, you can expect our marketing efforts to be guided by math. We use advanced statistical analysis, modeling, and multi-variant testing—not gut feelings—to direct our optimizations.

Lastly, you can expect us to be always hard at work, refining your ads and looking for areas for improvement, all to give you unbeatable ROI and get you the results you’re after.

And you’ll never have to guess whether we’re meeting these expectations. You’ll see for yourself because we’ll manage your campaigns on your Google Ads account.

The best part about partnering with us? We don’t use lock-in contracts. You’re free to walk away if we cannot give your practice the patient leads, consultations, and procedures we said we would.

The Six Types of PPC Ads

Choosing to leverage PPC advertising into your plastic surgery marketing strategy is a no-brainer choice when you consider that it allows you to quickly promote your clinic’s offerings to a vast audience.

However, Google Ads offers various types of PPC advertisements, each with unique features and benefits, that can make your foray into paid marketing complex.

But don’t worry. We’re here to simplify things for you. 

Below are six types of PPC ads that are excellent candidates to maximize your limited budget and deliver the numbers that matter most for your practice:

Traditional Paid Search

When you think of PPC ads, what comes to your mind? You wouldn’t be wrong if you’re imagining advertisements that appear whenever you conduct a Google search.

After all, Google search ads appear on SERPs and redirect internet users to your website or provide information about your practice, such as its phone number.

The primary benefit of paid search ads? They utilize the Google Search Network and Google Search Partners, allowing you to reach a broad demographic and drive traffic to your services.

Smart Campaigns

Is your plastic surgery practice new and small? If so, consider Google’s smart campaigns. This tool automatically optimizes your PPC ads for you—perfect if you need minimal setup and maintenance.

But that’s not all. Smart campaigns display your ads or “promoted pins” on Google Maps, not just on Google Search, helping your clinic stand out across multiple channels.

Despite these features, we don’t recommend smart campaigns for your plastic surgery marketing venture. 

Here are some of the reasons why we’re not big fans of smart campaigns:

  • Lack of control: Smart campaigns don’t let you choose your campaign type, how they’re optimized, and where your PPC ads show up.
  • Limited targeting: The auto-optimization features won’t let you define a target audience based on your criteria.
  • Slower results: Unlike traditional Google Ads campaigns, smart campaigns can take several months to show results.

Performance Max

Managing a PPC campaign and providing plastic surgery services simultaneously can be time-consuming. So, why not unburden yourself with the latter by letting AI (artificial intelligence) do the work for you?

Enter Google’s Performance Max campaigns, a goal-based PPC tool that automatically optimizes your ads to become more compelling to your target audience—to the point where you’re getting 18% more conversions.

Unlike smart campaigns, however, we don’t discourage our clients from pursuing Performance Max campaigns. That said, Performance Max setup and management services are only available to our enterprise-level clients upon special request.

Contact our Google Ads experts at 310 879 8003 or for more information on our service package suites.

YouTube Ads

Traditional text ads are effective, but YouTube ads are way better. 

But what if you want your marketing materials to highlight your plastic surgery expertise better or simply want to spice things up? You use a more engaging media format: YouTube.

YouTube lets you display your ads to the billions of users watching video content on the platform in various ways, such as the following:

  • In-stream: These YouTube ads play before, during, or after a video. They can also be skipped after five seconds.
  • Discovery: These adverts appear as video results where your target audience discovers content.
  • Non-skippable: As its name implies, this type of YouTube ad, typically up to 15 seconds, cannot be skipped.
  • Bumper: These ads appear as short-form videos, usually lasting up to six seconds. They’re also unskippable.

Display Ads and the Google Display Network

Consider display ads if you want more paid media formats, such as images, flash, and audio, to add more character to your PPC ads, increase exposure, and direct traffic to your website. 

With PPC ads, you get to display your ads on the Google Display Network, helping you promote your plastic surgery practice to potential patients on YouTube, Gmail, and mobile apps.

Paid Social

There are over 5 billion registered users across various social media platforms. This is why advertising your procedures and services on social sites is something you shouldn’t skip out on.

Fortunately, like the abovementioned PPC ads, paid social media adverts also give you various benefits, including the following:

  • The option to display your ads in several media formats like image, video, and carousel advertisements
  • The ability to target specific audience segments
  • The opportunity to retarget and reengage internet users who have shown interest in your offerings, increasing the chances of conversions

The Anatomy of Google Text Ad of a Plastic Surgery Practice

Your message (the hook) is not as critical when you know for whom (the audience) to broadcast it. However, that doesn’t mean crafting your text ads should be an afterthought.

After all, Google text ads are opportunities to highlight your plastic surgery practice’s unique selling point, provide value to your target audience, and compel them to perform your desired action.

So, here’s a breakdown of the essential components of an effective plastic surgery text ad:


Before we start dissecting the various elements of a text ad, here’s an example of one:

Not Getting Results with Google Ads? – Need Someone Better to Manage Your Campaigns?
Stop Wasting Your Marketing Budget. Google Premier Partner. Free Audit. Call
Services – Testimonials – Contact Us – Why Us
2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404310 879 8003 – Open


When creating headlines for your ad, we can include up to two headlines, each with a limit of 30 characters. Here, we include the most relevant keyword to appeal to your target audience.

In the example above, “Not Getting Results with Google Ads?” and “Need Someone Better to Manage Your Campaigns?” are the first and second headlines, respectively.

Display Path

Google Ads lets you use two display paths, each with a 15-character maximum. These paths represent the website you want your target audience to visit.

In the earlier example, the display path is “

These display URLs (uniform resource locators) give searchers an idea of the page they’ll be on after they click an ad, providing additional context for potential patients and catching their eyes. That’s why we also incorporate your plastic surgery practice’s primary appeal.


In the description section, which appears below the display path, you have up to 80 characters to provide more information about your plastic surgery services.

When creating your Google text ads, we’re responsible for showcasing your practice’s unique proposition and encouraging internet users to engage using a call to action.

In the text ad example, the description is “Stop Wasting Your Marketing Budget. Google Premier Partner. Free Audit. Call.”

Final URL

Here’s an interesting tidbit: the display paths are not actual URLs. Instead, they provide brief descriptions of the web page your Google text ad will redirect users to—the final URL, also known as the landing page.

How We Optimize PPC for Plastic Surgeons

You’ll find no shortage of firms offering PPC advertising services as more and more plastic surgeons like yourself realize the value of leveraging paid ads in their plastic surgery marketing strategy.

However, out of the countless service providers competing for your marketing dollars, how do you decide whom to trust? The answer lies in spotting a firm that can confidently present its blueprint for achieving online marketing success.

That said, here’s how we optimize PPC for plastic surgeons:

Picking Your Advertising Goal

What are you looking to achieve with a PPC campaign like Google Ads? Is it more website visitors? How about consultation and procedure bookings? 

Whatever your goals are, they form the backbone of our efforts.

That’s why we provide campaign audits at no additional cost. After all, it’s only by understanding your practice in and out that we determine what we must do to deliver your desired outcomes.

We Structure Your Campaigns and Ad Groups Around Keywords

An ad group is a set of ads that share the same target. It helps organize your PPC campaign and gives multiple ads a coherent theme. Our job is to ensure that your ad groups represent your message.

Are you more of a reconstructive surgery specialist than a cosmetic surgeon? If so, we’ll create distinct ad groups for the reconstructive procedures you offer, like cleft lip and palate repair, for example.

We Choose the Right Ad Types

Do you think someone suffering from aural atresia or a lack of an ear canal will appreciate an audio ad? Probably not. In other words, you must select the appropriate ad type to reach your target audience effectively.

Fortunately, we can do just that. Our love of digging into the numbers lets us excel at understanding who to target and how to encourage them to take action.

We Write Compelling Ad Copies That Showcase Your Unique Selling Points

Surveys show that two in three people feel constantly bombarded by ads, and almost 60% of respondents agree that ads have little to no relevance. 

So, writing ad copies for the sake of ad copies only drives potential patients away instead of attracting them.

That’s why our digital marketing team has dedicated and skilled writers, editors, and proofreaders, ensuring we craft ad copies highlighting the unique upsides of choosing your plastic surgery practice.

We Limit Your Ad Schedule to Times When They Perform Best

An effective PPC campaign isn’t solely about creating persuasive marketing materials. It’s also about understanding your prospects and knowing when they will likely see and engage with your ads.

Hence, our PPC management process includes analyzing performance data to identify peak times and tweaking your campaigns to take advantage of these high-performing schedules.

Keywords to Include in Your Cosmetic Ad

Targeting the right keywords is one of the steps, if not the most critical, in PPC advertising. After all, your chosen search terms, when typed, trigger your ads to appear.

Fortunately, we leave nothing to guesswork. We have a sophisticated keyword selection process that includes the following initiatives:

  • Gathering an initial list of keywords relevant to your plastic surgery practice and target audience using various methods, such as:
    • Asking for the search terms you want to target
    • Identifying your competition’s selected keywords
    • Using industry-standard keyword tools like Semrush, Ahrefs, and Google Keyword Planner
  • Filtering the initial keyword set using the following criteria:
    • Quality or the keyword’s likelihood to lead to conversion
    • Quantity or the search term’s search volume
    • Competition or the keyword’s ranking chances

Distinct Types of Keywords

For many digital marketing firms, keyword-related optimizations end once they’ve identified the keywords they’ll target in your PPC campaign. But not us.

We go the extra mile and include keyword match types. This way, we can control who can view your ads, minimizing irrelevant clicks and maximizing your PPC budget.

Below are the different match types:

  • Broad match: Ads set to this match type appear even if a searcher misspells or enters a synonym. For instance, if your target keyword is “breast augmentation,” a relevant search like “boob job” can activate your ads. 
  • Phrase match: This match type triggers ads for searches that contain your chosen search term. For example, “rhinoplasty for teens” can make your ads appear for a “rhinoplasty for teens near me” search. 
  • Exact match: As its name suggests, this keyword match type restricts your ad’s appearance to a precise match. For instance, ads targeting “botox in Los Angeles” can only show up for “botox in Los Angeles.”
  • Negative match: Unlike previous match types, this one prevents your ads from appearing for searches containing your predefined negative keywords.

For example, if you set “cosmetic” as a negative keyword, your marketing materials won’t appear for searches like “cosmetic surgery.”

Note that we generally use the phrase match type. Depending on your unique goals and budget, however, we might utilize other keyword match types to get the results your clinic needs for growth.

Restricted Keywords to Not Include in Your Plastic Surgery Ads

Partnering with us means you’re signing up for a long-term relationship. So, it doesn’t make sense for us to take shortcuts and jeopardize your online presence.

For this reason, we take the time to ensure your PPC campaigns follow platform policies regarding advertising healthcare and plastic surgery, such as avoiding specific keywords.

With a Google Ads campaign, for instance, we exclude search terms related to unapproved substances, such as human chorionic gonadotropin (hCG), speculative or experimental medical treatments, and clinical trial recruitments (in some countries).

For an exhaustive list of keywords you don’t want to be included in your plastic surgery ads, visit the Google Ads policy page. If you want more information on how we ensure your campaigns meet compliance, talk to our PPC advertising experts.

Schedule a free consultation by calling 310 879 8003 or emailing You can also visit us at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.

Keeping an Eye on Conversions and Results of Your Plastic Surgery Ads

Yes, more patients walking through your plastic surgery clinic’s doors, consultations, and procedure booking signal that your marketing efforts are paying off.

But there’s a better way to tell if your Google Ads campaigns are maximizing your marketing dollars or if they need to be optimized further: checking the numbers—something we excel at.

We Keep Track of Measurements

How do we monitor your Google Ads campaign progress and measure your plastic surgery practice’s growth? We use industry-standard tools, including the following:

  • Semrush
  • Ahrefs
  • Google Tag Manager (GTM)
  • Google Analytics
  • Hubspot

Adding Google Ad Conversions to Your Plastic Private Clinic Website

We do our optimizations on your Google Ads account, letting you see everything we’re doing to get you the results you hired us for. However, that’s not enough for us.

We know that a successful partnership is only possible with absolute transparency. That’s why we’ll also set up proper conversion tracking and generate a tag for your plastic surgery website.

This way, conversion tracking lets you see which campaigns, ad groups, adverts, and keywords generate returns. On the other hand, a tag allows you to track conversions, such as a sign-up.

We Split Test Landing Pages

Landing pages are straightforward. They’re web pages where internet users are redirected to or “land” after clicking your ads. They’re crucial in turning searchers into leads, consults, and procedures for your practice.

That’s why we conduct landing page split testing. Doing so lets us strategically test and tweak your plastic surgery landing pages’ elements like headlines, calls to action, and images.

We Use As Many Extensions As Possible

Google Ads extensions let you add more details about your plastic surgery practice to your ads, giving them better functionality and improving visibility.

For example, the “call extension” lets you add your phone number to your ads, allowing internet users to call your plastic surgery clinic directly. Other extensions supported by Google Ads include the following:

  • Mobile Apps: Encourage web browsers to download your app.
  • Callouts: Add additional text to your adverts like “24/7 customer support.”
  • Prices: Display your services and their pricing.
  • Snippets: Let searchers select the most valuable information about your practice via predefined headers, such as the specialized plastic surgery procedures your clinic offers.
  • Sitelinks: Allow internet users to navigate to a specific page within your website.

Generally, we use the call, callout, snippet, price, image, location, and lead form extensions to help your advertisements attract high-quality leads.

We Maximize Ad Score When Creating Responsive Search Ads

Did you know that roughly 5.9 million Google searches occur every minute? Just imagine tapping into this extensive audience base! Doing so gives you more chances to drive people toward your plastic surgery offerings.

But how does one accomplish that? In our case, we focus on getting your ad rank as high as possible. After all, a higher ad score means you’ll win more auctions, helping your ads to show more.

We Target Mobile Users

Here’s another interesting statistic: 63% of Google searches in the U.S. are done through mobile devices. Our solution to driving these users to your plastic surgery practice? Optimize your campaigns for mobile devices.

This process includes targeting keywords preferred by mobile users and adding Google Ads extensions like sitelink, location, and call. 

We’ll also be tweaking your landing pages for mobile devices by making headlines clear and concise, eliminating pop-ups, and creating simple navigation and contact options.

Competitor Bidding

What better way to stand out from your plastic surgery peers and poach their prospective patients than to outbid them on their target keywords? If you want, that’s what we’ll do.

Fortunately, this strategy isn’t a hard-and-fast rule. So, if you don’t believe competitor bidding is the best use of your marketing budget, we’ll include their target keywords in your negative keyword list.

We Adjust Bids by Location Through Geo-targeting

Even on the digital landscape, it’s all about location, location, location. That’s why we’ll also optimize your plastic surgery ads to target specific geographic areas where converters are.

We Double Check Location Targeting

One of the advantages of Google Ads is that you can turn it on or off at any time, which is perfect for ensuring your campaigns are tailored to your desired targeting options.

Fortunately, we never consider campaigns set. We’re constantly checking. This vigilance guarantees that your adverts target potential clients within your target locations, reducing wasted ad spending on irrelevant areas.

We Don’t Forget Facebook Ads

Google Ads is incredible. But if you want to squeeze more patient leads, consults, and procedures out of your marketing budget, sign up for our Facebook Ads management service.

And you won’t regret doing so. You might even wish you leveraged Facebook Ads for your plastic surgery practice sooner. After all, we deliver leads and sales at 30% to 70% less ad spend, which we do routinely.

We accomplish this cost-saving feat using our in-depth knowledge of Instagram and Facebook’s advanced features and our unique audience segmentation analysis.

“How Do I Measure Google Ads Performance?”

There are various ways to see whether your Google Ads campaigns are helping your plastic surgery clinic attract patients. One way is to check your Google Ads account—where you’ll see the wins we’re getting for you.

You can also check your Google Ads campaign performance through the monthly reports we’ll provide—summaries that showcase what we’re doing and what’s happening due to our marketing efforts.

Key Metrics to Track for Your Ad Campaign

We provide easy-to-understand reports, as we don’t hide anything from our clients. 

To help you judge whether we’re the real deal, here are some of the most essential metrics you should be aware of:

  • Clicks: The number of clicks or interactions your adverts received
  • Impressions: The number of people who saw your ads
  • Click-through rate (CTR): The rate at which internet users click or interact with your ads
  • Average cost-per-click (CPC): The average amount you paid per click
  • Cost: Your total ad spend
  • Conversions: The number of people who performed your desired action
  • Cost-per-conversion: The average amount you paid to get a conversion
  • Conversion rate: The rate at which people convert after engaging with your ads

The Significance of Partnering With a Google Ads Professional like Digital Spotlight

We’re not here to tell you that you cannot launch and manage a Google Ads campaign independently. That’s because that’s not true. However, there are upsides to seeking professional help.

Here are practical reasons why you should partner with an online advertising firm like us for your plastic surgery marketing:

Leveraging the Expertise of a Google Ads Professional for Your Plastic Surgery Practice

Developing the know-how to run an effective Google Ads campaign takes time. Partnering with a digital marketing professional lets you skip straight to the results.

Choosing Digital Spotlight, for instance, allows you to tap into over 15 years of managing almost 2,000 client campaigns and leverage the dataset gathered from them into your Google Ads crusade.

Finding the Right Google Ads Professional for Your Practice

Finding a Google Ads management service provider that will put your practice on top of the plastic surgery industry is easier than you think. That’s because there are clear signs—you only need to know what they are.

So, here are seven dead giveaways to find the right Google Ads expert for your plastic surgery practice:

  • They’re not salespeople: Google Ads professionals who live up to their title are more interested in understanding your goals than selling their services.
  • They have the credentials: The right digital marketing agency to manage your Google Ads campaigns is one recognized by Google. If Google considers them a partner, it’s better!
  • They give actionable advice: Plastic surgery marketing experts who want to help will not hesitate to provide no-strings-attached guidance.
  • They have proof: Google Ads experts who can take your services to the forefront will have a long list of satisfied clients, case studies, and testimonials.
  • They’re confident: Online marketing professionals confident in their Google Ads management services will never ask you to sign a lock-in contract.
  • They offer something unique: The right firm to entrust your marketing dollars to will have a unique value proposition, such as a maths-based approach to Google Ads.
  • They’re highly sought after: Agencies worth your time will have publications and financial experts asking for their digital marketing expertise.

Fortunately, you don’t have to look any further. That’s because we have all these qualities and then some. Don’t believe us? Try us! Call 310 879 8003 or emailing


1. Is there an app to see what plastic surgery would look like?

Various apps, such as AEDIT: AI Plastic Surgeon for Apple devices and Plastic Surgery Simulator Lite for Android, allow you to visualize the potential results of plastic surgery procedures.

2. What is the most requested face plastic surgery?

Facial plastic surgery trends come and go. For instance, rhinoplasty was the most prominent facial surgical procedure in 2019. However, cleft lip and palate repair took the crown in 2022.

3. What is the most controversial plastic surgery?

The latest controversial plastic surgery procedure is buccal fat removal, which aims to give patients a more chiseled jawline. This procedure involves removing the buccal fat in the lower cheek and jaw, which are fat tissues responsible for making the jaw appear round and soft.

What makes this purely cosmetic plastic surgical procedure is that it’s permanent and can potentially lead to complications, such as prolonged post-operation swelling, muscle weakness, and saliva duct damage.

Client success stories


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